The Fundamentals of Advertising (2nd Edition)

Wilmshurst MA , Adrian Mackay



The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship.

The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques.

Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.

Fully revised and updated second edition

Endorsed by ISBA

One of the key texts in the area from a widely known author team

What will you learn from this book

  1. Understanding Target Audience: Successful advertising begins with a deep understanding of the target audience's needs, preferences, and behaviors.

  2. Clear Communication: The importance of clear and concise communication in advertising messages to ensure that the intended message is understood by the audience.

  3. Brand Positioning: Effective advertising involves positioning a brand in the minds of consumers, differentiating it from competitors and highlighting unique selling propositions.

  4. Creative Strategy: The role of creativity in advertising, including the development of compelling visuals, slogans, and storytelling techniques to capture audience attention.

  5. Media Planning: The strategic selection of media channels to reach the target audience efficiently, considering factors such as demographics, psychographics, and media consumption habits.

  6. Measuring Effectiveness: The use of key performance indicators (KPIs) to measure the success of advertising campaigns and adjust strategies based on performance metrics.

  7. Consumer Behavior: Incorporating an understanding of consumer psychology and behavior into advertising strategies to create messages that resonate with the target audience.

  8. Digital Advertising: Recognizing the importance of digital platforms and technologies in modern advertising, including social media, online advertising, and data-driven targeting.

  9. Ethics in Advertising: Understanding and adhering to ethical standards in advertising, including truthfulness, transparency, and responsible marketing practices.

  10. Adapting to Trends: The need for advertisers to stay updated on industry trends, technological advancements, and changes in consumer behavior to remain relevant and effective.

Language English
ISBN-10 0750615621
ISBN-13 9780750615624
No of pages 384
Font Size Medium
Book Publisher Routledge
Published Date 01 Sep 1999

About Author

Author : Adrian Mackay


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