This text covers the process of conceptualizing creating advertisements that gain attention and produce results. It focuses on understanding both the market-ori

Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and

Advertising Creative is the first “postdigital” creative strategy and copywriting textbook in which digital technology is woven throughout every chapter. Th

Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools neede

Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication