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Essentials of Advertising is designed to help students and practitioners navigate their way through the field of advertising. As a subject, advertising affects us all - it surrounds us every day. Yet, there is a great deal of variety in the way advertising is interpreted, and different research traditions study advertising in vastly different ways. Essentials of Advertising will introduce readers to the key concepts of advertising as they have been developed by historians, psychologists, sociologists, business scholars, marketers and media researchers - not to mention advertising practitioners themselves.Meticulously researched, Essentials of Advertising will allow readers to understand not just what different research traditions say about advertising, but why they say it. This will help students develop key analytic skills and allow practitioners to exploit research into advertising - no matter where it comes from.

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