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A01=Chris Fill
A01=Graham Hughes
A01=Scott De Francesco
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Author_Graham Hughes
Author_Scott De Francesco
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Advertising: strategy, creativity and media

★★★★★
★★★★★

English

By (author): Chris Fill Graham Hughes Scott De Francesco

The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today.

It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond.

Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects. 

 

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A01=Chris FillA01=Graham HughesA01=Scott De FrancescoAge Group_UncategorizedAuthor_Chris FillAuthor_Graham HughesAuthor_Scott De Francescoautomatic-updateCategory1=Non-FictionCategory=KJMV7Category=KJPCategory=KJSACOP=United KingdomDelivery_Delivery within 10-20 working daysLanguage_EnglishPA=In stockPrice_€50 to €100PS=Activesoftlaunch
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Product Details
  • Weight: 990g
  • Dimensions: 194 x 266mm
  • Publication Date: 24 Sep 2012
  • Publisher: Pearson Education Limited
  • Publication City/Country: United Kingdom
  • Language: English
  • ISBN13: 9780273760894

About Chris FillGraham HughesScott De Francesco

Chris Fill BA MSc. FCIM is a Director of Fillassociates. The company develops teaching and learning materials related to marketing communications and corporate reputation. He has authored many books including his internationally recognised Marketing Communications text. The company also provides training evaluation project management and consultancy services for a variety of organisations. Formerly a Principal Lecturer at the University of Portsmouth Chris is now an Advisory Professor at Poitiers Business School is associated with the Institute of Practitioners of Advertising and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. www.fillassociates.co.uk.   Graham Hughes is a former Principal Lecturer at Leeds Business School Leeds Metropolitan University where he taught marketing communications advertising and media strategy and brand management at undergraduate postgraduate and professional levels. He has taught extensively on international programmes in China Malaysia India and southern Africa. He is now a freelance tutor and writer in marketing communications.     Scott De Francesco PhD. has designed and taught innovative communications-based study programmes at universities in the United Kingdom the United States and Australia. In addition to an expertise in advertising he collaborates on international film projects for the Museum of Modern Art (NY) and has made original film translations for the Janus/Criterion foreign films collection. He has also served as media planner for a subsidiary of Ogilvy & Mather. He lives in New York City.     

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