Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theorie

A comprehensive introduction to the creative side of advertising covering copywriting, layout and design, and creative message strategy. Providing the underlyin

Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the