Introduction to Advertising

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. His research interests include artificial intelligence, digital marketing and brand management. Emmanuel has previously worked as a marketing communication executive, responsible for designing and managing campaigns.

'The book is very helpful and much needed in the digital age, it covers all the aspects of advertising. Emmanuel Mogaji has encapsulated all the imperative aspects and domains of advertising very effectively. Commendable work!'Varsha Jain, Professor of Marketing, Co-chairperson, Doctoral Program, and Research, MICA, India'A critical view of modern advertising... This book teaches you the management side of the advertising process. As an advertising lecturer, I enjoyed reading Emmanuel's insights and can't wait to share them with my students and colleagues.'Ismail Erkan, Assistant Professor at Izmir Katip Celebi University, Turkey‘A simple yet packed advertising and communications book that achieves to highlight the advertising process as well as showcasing contemporary examples by brands. This book is very engaging and I will definitely introduce to my students due to ease of navigation, real life examples and link to day-to-day life messages we all come across.’Shelton Giwa, Senior Lecturer in Digital Marketing and Consumer Culture, Leicester Castle Business School, De Montfort University, UK'Introduction to Advertising: Understanding and Managing the Advertising Process offers an insight into the various ways in which advertising can be studied from an academic perspective. It explores different advertising theories and engages the reader by including reflective questions at the end of each chapter to assess the readers understanding. Very interesting read.'Claudette Kika, Lecturer in Management, University of Bedfordshire, UK'This is a relevant book that introduces a layman or a beginner to Advertising and Marketing Communications. The book exposes the reader to the how, why, and when of Advertising campaigns from a multidisciplinary perspective. It's helpful to students, academics, researchers, and practitioners. Indeed, the author, Dr. Mogaji, displayed his professional knowledge, experience, and academic training in writing this book.'Taiwo O. Soetan, Instructor, School of Business, IT & Applied Arts, Red River College, Winnipeg, Canada

• 1. Advertisement: Message from the Brand Theme 1: Creating the Message 2. The theories behind the Message 3. Advertising agencies working on the message 4. The creative elements of advertisements Theme 2: Sharing the Message 5. Advertisements shared through traditional media 6. Advertisements shared through digital and emerging media Theme 3: Engaging the Message 7. Advertisements reflecting the values of the target audience 8. Offensive or unoffensive: Regulating advertisements Theme 4: Evaluating the Message 9. Evaluating the effectiveness of the advertisement 10. What lies ahead: The future of advertising