TheMarketingSite.com

Knowledge Library

What different research traditions say about Advertising – and Why

Leadership Articles


NEW BOOK - Essentials of Advertising: The Impact On Society, Culture, & Business Practices

Advertising affects us all – it surrounds us every day. Yet the key concepts of advertising have been developed over hundreds of years, by  historians, psychologists, sociologists, business scholars, marketers and media researchers, all forming their own theories and models – not to mention those from advertising practitioners themselves.

There is a vast array of diverse interpretations when it comes to advertising, with different research traditions studying the subject in extremely different ways. Essentials of Advertising, the brand new textbook from Robert Clulely, finally allows readers to understand not just what this plethora of different research says, but why they say it.

Full of meticulous research, this book offers students the chance to develop key analytical skills and practitioners the ability to exploit research in advertising. Designed to help students and practitioners navigate their way through the field, Essentials of Advertising offers a detailed overview of the impact of advertising on society, culture and markets, making it the essential textbook on advertising research and practice.

Including learning objectives, thought boxes, key questions and links to relevant videos and resources, this innovative textbook challenges preconceived notions about the industry and analyses the study of advertising as we know it.

“Deftly constructed and concisely written, Essentials of Advertising challenges our preconceptions and invites us to consider this important and complex industry in a new light.” Mark Tungate, author of Adland: A Global History of Advertising

“This book is a rigorous, theoretically informed and clearly written introduction to advertising. It deserves the serious attention of students and scholars alike.” Professor Mark Tadajewski, Professor of Marketing, Durham University

About the Authors: Dr Robert Cluley is assistant professor at Nottingham University Business School. He has contributed to a range of texts on branding and advertising, along with research publications and edited collections. He teaches in the fields of branding, advertising and marketing communications.

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organisations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.


Essentials of Advertising – ISBN: 9780749478391,
Natasha Tulett: NTulett@koganpage.com or +44 (0)20 7843 1925.

Share The Knowledge
Talking to Africa Explores Differences in PR Approaches

Leadership Articles

A new e-book released this week, Talking to Africa: Considering Culture in Communications for a Complex Continent, argues that communications and public relations in Africa are not a one-size-fits-all exercise.

Share The Knowledge
A Decade Into the Social Age

Leadership Articles

Groundbreaking social media expert and author of A World Gone Social Mark Babbitt pinpoints three tests of “social intelligence” often failed by legacy companies.

Share The Knowledge
Book: Rethinking Prestige Branding

Leadership Articles

Today, prestige is accrued in many more ways than it used to. Its marketing rules are in flux and it is flourishing across pretty much all tiers and categories – from a US$2 drink to multi-million dollar jewellery.

Share The Knowledge
Your Starting Point for a Career Change

Leadership Articles

With an equal focus on vocational studies, this essential guide has full details of all institutions and organisations involved in the provision of further and higher education and is an essential reference source for careers advisors, students and employers.

Share The Knowledge
How ripe are your leads?

Leadership Articles

Sales and marketing have been playing broken telephone. Traditionally, marketing campaigns ended with delivering leads to client – and that’s where the action stopped.

Share The Knowledge