<p>This book introduces the key concepts, issues and processes for students taking <strong>advertising and promotion</strong> courses at university and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns and is told from the perspective of the agency to give a fun and creative insider view which helps students to think beyond the client position and understand what it might be like working within an ad agency. The author draws not only on management and marketing research but also other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for students looking to achieve high grades and understand advertising as social phenomenon in addition to its business use and purpose.</p><p>New to the 3rd edition:</p><ul> <li>Chapter on creativity, strategy and planning </li> <li>Case studies with increased global coverage including emerging markets </li> <li>Images of classic and recent ads from the street, print, online and television </li> <li>Increased coverage of the internet, social media and their effects on advertising </li> <li>Companion website materials for lecturers including PowerPoint slides, a tutor's guide and an interactive Jeopardy Game</li> <li>Online student resources include access to SAGE journals, video links, web links and an author blog</li></ul>