Within the framework of the proposed textbook, certain approaches to the phenomenon of advertising are substantiated: the process of developing advertising as a special form of communication is investigated; Advertising is considered as a science of forms and methods of influence on consumer behavior, the applied nature of which has a specific expression in everyday advertising activities; Advertising activity is considered as a creative process.
The manual in compliance with chronology considers the most important and significant events in the process of establishing Russian modern advertising, new trends in the development of the global advertising market. Particular attention is paid to the study of the theory and practice of modern advertising, the basics of creating advertising messages, and the search for effective methods of maintaining advertising activities.
The textbook “Basics of Advertising” is intended for students of higher educational institutions studying in the specialty 350700 “Advertising”.
Author
Golovleva Elena Leonidovna
Publisher
Academic project, 2008
Series
Gaudeamus
Reviews
There are no reviews yet.