Introduction to Advertising

'The book is very helpful and much needed in the digital age, it covers all the aspects of advertising. Emmanuel Mogaji has encapsulated all the imperative aspects and domains of advertising very effectively. Commendable work!'

Varsha Jain, Professor of Marketing, Co-chairperson, Doctoral Program, and Research, MICA, India

'A critical view of modern advertising... This book teaches you the management side of the advertising process. As an advertising lecturer, I enjoyed reading Emmanuel's insights and can't wait to share them with my students and colleagues.'

Ismail Erkan, Assistant Professor at Izmir Katip Celebi University, Turkey

'A simple yet packed advertising and communications book that achieves to highlight the advertising process as well as showcasing contemporary examples by brands. This book is very engaging and I will definitely introduce to my students due to ease of navigation, real life examples and link to day-to-day life messages we all come across.'

Shelton Giwa, Senior Lecturer in Digital Marketing and Consumer Culture, Leicester Castle Business School, De Montfort University, UK

'Introduction to Advertising: Understanding and Managing the Advertising Process offers an insight into the various ways in which advertising can be studied from an academic perspective. It explores different advertising theories and engages the reader by including reflective questions at the end of each chapter to assess the readers understanding. Very interesting read.'

Claudette Kika, Lecturer in Management, University of Bedfordshire, UK

'This is a relevant book that introduces a layman or a beginner to Advertising and Marketing Communications. The book exposes the reader to the how, why, and when of Advertising campaigns from a multidisciplinary perspective. It's helpful to students, academics, researchers, and practitioners. Indeed, the author, Dr. Mogaji, displayed his professional knowledge, experience, and academic training in writing this book.'

Taiwo O. Soetan, Instructor, School of Business, IT & Applied Arts, Red River College, Winnipeg, Canada