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Advertising Management: Concepts, Theories, Research and Trends
Hardcover
MarketingGeneral Political ScienceGeneral Sociology
ISBN13: 9789819986569
Publisher: Palgrave MacMillan
Published: Jan 13 2024
Pages: 267
Weight: 1.08
Height: 0.69 Width: 5.83 Depth: 8.27
Language: English
This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. It discusses the theoretical and research parts of advertising by critically examining how over the years various hierarchical models and theories are developed by advertising experts.
It examines various models and theories that explain why and how advertising is successful in persuading customers/target audiences to buy a product or accept an idea for behavioural change. It will help readers to understand the significance of advertising and consumer psychology which has a critical role in purchasing a product or an idea.
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