Mike Ryder is Lecturer in Marketing at Lancaster University, UK.Mary Hargreaves is Teaching Fellow in Marketing at Lancaster University, UK.

• · Foreword · IntroductionPart 1 – Context1. Advertising history2. The agency angle3. The client perspective4. The client-agency relationshipPart 2 – Ideas and insights5. Idea generation and research6. Advertising strategy7. Creative advertisingPart 3 – Spreading the word8. Reaching the audience 9. Executing a successful strategy 10. Digital media and AI11. Integrated campaigns12. Social media and influencers13. Customer loyaltyPart 4 – How ads work14. Global advertising and culture15. Brand building and brand positioning16. Measuring effectiveness17. Understanding attentionEpilogue18. Careers in advertising

‘An essential, insightful guide for anyone aspiring to be among the freshest and brightest in ad-land.’

Mike Ryder is Lecturer in Marketing at Lancaster University, UK.Mary Hargreaves is Teaching Fellow in Marketing at Lancaster University, UK.

• · Foreword · IntroductionPart 1 – Context1. Advertising history2. The agency angle3. The client perspective4. The client-agency relationshipPart 2 – Ideas and insights5. Idea generation and research6. Advertising strategy7. Creative advertisingPart 3 – Spreading the word8. Reaching the audience 9. Executing a successful strategy 10. Digital media and AI11. Integrated campaigns12. Social media and influencers13. Customer loyaltyPart 4 – How ads work14. Global advertising and culture15. Brand building and brand positioning16. Measuring effectiveness17. Understanding attentionEpilogue18. Careers in advertising

‘An essential, insightful guide for anyone aspiring to be among the freshest and brightest in ad-land.’

Mike Ryder is Lecturer in Marketing at Lancaster University, UK.Mary Hargreaves is Teaching Fellow in Marketing at Lancaster University, UK.

• · Foreword · IntroductionPart 1 – Context1. Advertising history2. The agency angle3. The client perspective4. The client-agency relationshipPart 2 – Ideas and insights5. Idea generation and research6. Advertising strategy7. Creative advertisingPart 3 – Spreading the word8. Reaching the audience 9. Executing a successful strategy 10. Digital media and AI11. Integrated campaigns12. Social media and influencers13. Customer loyaltyPart 4 – How ads work14. Global advertising and culture15. Brand building and brand positioning16. Measuring effectiveness17. Understanding attentionEpilogue18. Careers in advertising

‘An essential, insightful guide for anyone aspiring to be among the freshest and brightest in ad-land.’