Craig Mawdsley and Bridget Angear's guide to the advertising industry provides insights into agencies, clients, media channels, new technology, and the future of the industry, making it indispensable for anyone interested in advertising, marketing, or understanding its impact on our world.

Format: Paperback / softback
Length: 124 pages
Publication date: 12 March 2021
Publisher: The Choir Press

Craig Mawdsley and Bridget Angear have written a comprehensive and engaging guide to the advertising industry, drawing on their extensive experience in top advertising agencies and working with major brands. The book provides a comprehensive overview of the industry, covering agencies, clients, media channels, new technology, advertising strategies, the culture of advertising, ethics, and the future of the industry. It is essential reading for anyone considering a career in advertising, studying marketing or advertising, or simply interested in understanding how this influential industry shapes our world.

Craig Mawdsley and Bridget Angear's Guide to the Advertising Industry

Craig Mawdsley and Bridget Angear have created a concise and enjoyable guide to the advertising industry, offering a valuable perspective on how the industry works. With decades of experience in the best advertising agencies in the world, they have worked with some of the biggest brands and have a deep understanding of the industry's dynamics. Their book covers a wide range of topics, including agencies, clients, media channels, new technology, advertising strategies, the culture of advertising, ethics, and the future of the industry. Whether you are considering a career in advertising, studying marketing or advertising, or simply curious about how this fascinating industry works, this book is essential reading.

Agencies

Craig Mawdsley and Bridget Angear begin their guide by discussing agencies. They explain that agencies are responsible for creating and executing advertising campaigns for clients. They provide a detailed overview of the different types of agencies, including full-service agencies, specialized agencies, and in-house agencies. They also discuss the role of agencies in developing brand strategies, creating advertising campaigns, and managing media budgets.

Clients

Clients are the individuals or organizations that hire agencies to create advertising campaigns. Craig Mawdsley and Bridget Angear explain that clients have a variety of needs and expectations, and that agencies must work closely with them to understand their goals and objectives. They discuss the importance of client relationships and the need for agencies to provide excellent customer service.

Media Channels

Media channels are the platforms through which advertising campaigns are delivered. Craig Mawdsley and Bridget Angear provide a comprehensive overview of the different media channels, including television, radio, print, and digital. They discuss the advantages and disadvantages of each channel and how agencies can use them to reach their target audience. They also discuss the role of social media in advertising and the challenges associated with it.

New Technology

New technology has had a significant impact on the advertising industry. Craig Mawdsley and Bridget Angear discuss the latest trends in technology, including artificial intelligence, machine learning, and virtual reality. They explain how these technologies can be used to create more effective and engaging advertising campaigns. They also discuss the challenges associated with implementing new technology and the need for agencies to stay up-to-date with the latest developments.

Advertising Strategies

Advertising strategies are the plans that agencies use to create and execute advertising campaigns. Craig Mawdsley and Bridget Angear provide a detailed overview of the different advertising strategies, including brand awareness, brand loyalty, and direct response. They discuss the importance of targeting the right audience and the use of creative and persuasive messaging. They also discuss the challenges associated with measuring the effectiveness of advertising campaigns.

Culture of Advertising

The culture of advertising is a unique and complex aspect of the industry. Craig Mawdsley and Bridget Angear discuss the values, beliefs, and practices that shape the advertising industry. They explain how advertising can be used to promote social good and how it can be used to manipulate consumers. They also discuss the ethical issues associated with advertising and the need for agencies to adhere to ethical standards.

Ethics of Advertising

Ethics of advertising is a critical aspect of the industry. Craig Mawdsley and Bridget Angear discuss the ethical issues associated with advertising, including false advertising, deceptive advertising, and privacy. They explain how agencies can ensure that their advertising campaigns are ethical and comply with legal regulations. They also discuss the importance of transparency in advertising and the need for consumers to be aware of the risks associated with advertising.

Future of the Advertising Industry

The future of the advertising industry is uncertain. Craig Mawdsley and Bridget Angear discuss the potential trends and challenges that the industry may face in the future. They discuss the impact of digitalization, the rise of social media, and the changing consumer behavior. They also discuss the need for agencies to adapt to these changes and remain competitive.

Conclusion

Craig Mawdsley and Bridget Angear's Guide to the Advertising Industry is a comprehensive and enjoyable guide to the advertising industry. It provides a valuable perspective on how the industry works and covers a wide range of topics, including agencies, clients, media channels, new technology, advertising strategies, the culture of advertising, ethics, and the future of the industry. Whether you are considering a career in advertising, studying marketing or advertising, or simply curious about how this fascinating industry works, this book is essential reading.

Weight: 143g
Dimension: 203 x 127 x 7 (mm)
ISBN-13: 9781789631937