Advertising: Its Principles and Practice

An open textbook that walks through the whole promotion process: consumer behavior, brand strategy, creative messages, media planning, sales promotion and measuring results. Each chapter pairs the theory with real campaigns and practical exercises.

Michael R. Solomon, Lisa Duke Cornell, Amit Nizan

A complete course on the basics of advertising: types of ads, media, agencies, budgets, appeals, copywriting, layout and campaign planning. It also covers how ads are tested before and after they run.

Bharathidasan University

A course on managing advertising, from setting objectives and budgets to message strategy, media planning and campaign creation. It closes with how agencies are organized and how they work with the advertiser.

EIILM University

One of the founders of the modern ad agency explains how advertising really works as a business: agencies, copy, art, mediums, campaigns and the advertising manager. Calkins was among the first to treat design as a selling tool.

Earnest Elmo Calkins

A study of how the advertising industry works alongside film, art and entertainment, built on case studies and interviews with agency leaders. It explains how agencies are rethinking creative teams, business models and collaboration.

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