El. knyga: Essentials of Advertising

"Deftly constructed and concisely written, Essentials of Advertising challenges our preconceptions and invites us to consider this important and complex industry in a new light." * Mark Tungate, author of Adland: A Global History of Advertising * "This book is a rigorous, theoretically informed and clearly written introduction to advertising. It deserves the serious attention of students and scholars alike." * Professor Mark Tadajewski, Professor of Marketing, Durham University * "Do we need another textbook on Advertising? Well, when it's this good yes we do. Robert Cluley has written an engaging, up-to-date, accessible introduction to advertising. A must-read for students of marketing, advertising and communications." * Avi Shankar, Professor of Consumer Research, University of Bath * "Superbly interdisciplinary while smoothly transcending disciplinary boundaries. It is a fascinating book on advertising that happens to be a textbook." * Paul Albanese, Emeritus Professor of Marketing, Kent State University * "A superb introduction to alternative views of advertising, which explains its essential features as a means of communication. It highlights key issues concerning the role of advertising in business and society with succinctness and great clarity." * Professor Mike Saren, Professor of Marketing, University of Leicester * "This innovative textbook takes a fresh look at advertising, making us question many of our preconceived notions about this field of study. Robert Cluley sheds new light on this important topic in an engaging and informative style throughout." * Pauline MacLaren, Professor of Marketing and Consumer Research, Royal Holloway, University of London * "This is a book I have been waiting for some time. Most introductions to advertising are either written by communications and psychology specialists with little interest in ethics, culture and history, or indulge in industry critique without paying attention to the perspective of practitioners. If you are looking for a one-stop source on both the long view and recent trends in this industry - this is the right choice for you!" * Stefan Schwarzkopf, M.A, PhD, Associate Professor, Copenhagen Business School *