Title Principles of Advertising
Subtitle Understanding the Modern Advertising Ecosystem
Author Barry Strauber
ISBN 9781516523511
List price USD 68.95
Price outside India Available on Request
Original price
Binding Paperback
No of pages 210
Book size 204 X 254 mm
Publishing year 2019
Original publisher Cognella Academic Publishing (Eurospan Group)
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
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Principles of Advertising: Understanding the Modern Advertising Ecosystem is an anthology that not only introduces students to various strategies and approaches within the profession, but also helps readers understand the importance of the consumer in modern advertising.

Built upon the understanding that contemporary consumers feel empowered to control every aspect of their media experience, this collection presents students with carefully selected readings regarding advertising principles that are designed to help consumers appreciate and enjoy advertising experiences. Readers learn about the dynamic power of integrated marketing, the necessity of studying and analyzing consumer behavior, how to form a creative strategy, the increasing role mobile plays in modern marketing, how big data can lead to personal customer interactions, and more.

Comprised of thoughtful readings, engaging exercises, and valuable insight for the modern advertising professional, Principles of Advertising is an ideal text for introductory advertising courses.



Chapter 1: Integrated Marketing

Chapter 2: Consumer Behavior

Chapter 3: Personal Brand

Chapter 4: Creative Strategy

Chapter 5: Mobile Advertising

Chapter 6: Social Media

Chapter 7: Public Relations

Chapter 8: Big Data

Chapter 9: Museum Marketing

About the Author:

Barry Strauber is a visiting lecturer in the School of Communication at Rochester Institute of Technology, where he teaches various marketing courses. His is also the founder and owner of Rising NY LLC, a branding and marketing agency in Rochester, New York. Barry has more than 30 years of experience in the advertising industry, having worked for notable agencies including Partners + Napier, Young & Rubicam, Della Femina, and Draft FCB.

Target Audience:

This is is an ideal text for introductory advertising courses.


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