Creative advertising concept and copy : a practical, multidisciplinary approach

Advertising : bridging the economic and social sphere -- Objectives and effects : what advertising can (and cannot) do, and how to plan for results -- Audiences and consumers : how people read products and consume ads. How ads read people -- The creative idea in practice and in theory -- Text and image combinations : print, outdoor, post, meme -- Storytelling : creating TV, radio, and video ads -- What creatives need to know about media planning -- Content marketing : new media, familiar patterns -- Ethics & regulations in advertising.