The Principles of Advertising

Advertising is at the heart of any business success. Successful advertising is all about building a connection between a brand and its consumers. The primary mission of advertisers is to reach prospective customers and influence their awareness, attitudes and buying behavior. This book expounds on the principles and practices of advertising in a modern society. It also expounds on the rudiments of advertising as well as the contemporary trends and strategies in the advertising industry. This book will be advantageous to brand communication and integrated marketing communication students and experts.

Autorentext

Nelson Okorie is a lecturer in the Department of Mass Communication, Covenant University. He has his first degree in Public Relations and Advertising (Bsc.), and a second degree in Mass Communication (Msc). Currently, he is working on his PhD thesis, which is focused on breast cancer awareness campaign in South West, Nigeria.