Table of Contents

Contents: Preface 1. Advertising today 2. Advertising formats 3. How advertising works 4. Advertising planning 5. Advertising effectiveness 6. Advertising ethics Index

About the Author

Patrick De Pelsmacker, Professor of Marketing, Faculty of Business and Economics, University of Antwerp, Belgium

Reviews

‘In Advanced Introduction to Advertising, Patrick De Pelsmacker concisely captures the most important advertising principles that advertising students and practitioners need to be aware of. The book is very timely with its coverage of recent changes in the field, including the digital revolution. It is particularly impressive in its ability to explain theories of how advertising works and how to plan effective strategy as well as measuring outcomes. De Pelsmacker also provides a global perspective and takes a broad look at ethical issues in the field - both critical issues today. Most impressive is how effectively all of this is communicated in a relatively short number of pages.’
*Charles R. Taylor, Villanova University, US*

‘As a lecturer, I know how difficult it is to find a comprehensive and current book that covers all important aspects of advertising. Advanced Introduction to Advertising meets this widely felt need. Students and practitioners will enjoy this book in which the highly regarded Professor Patrick De Pelsmacker elegantly shares with us his broad knowledge on advertising formats, processes, planning, effects and ethics.’
*Peter C. Neijens, University of Amsterdam, the Netherlands*

‘Patrick De Pelsmacker managed to produce an excellent research-driven, theoretically informed yet very practical, up-to-date and engaging book about advertising. A must read for all who want to understand how advertising really works in today’s world.’
*Martin Eisend, European University Viadrina Frankfurt (Oder), Germany*