Author Description

Advertising & Media has a curiosity crisis. It’s a rarely acknowledged but widely known problem: many people in the advertising industry, and new and prospective entrants,feel uncomfortable showing curiosity about key knowledge areas in advertising and media. And as advertising and media becomes more complex, the challenge of insufficient ‘information transfer’ is becoming even greater. This book shares the lessons learnt, research uncovered, creative breakthroughs and commercial revelations discovered in advertising and media over the past century, and covers in depth the six areas that today are the foundations of knowledge for the advertising and media industry. This book gives you what you need to know, without the judgement. What is media and its role? What is advertising, its purpose, and its history? What does advertising effectiveness mean, and what are its key principles? What technology do you need to be aware of? How does strategy work and how can you contribute? How do you develop the requisite skills and approach to build a career in advertising? How do you navigate the fast pace agency environment? How do you become a trusted, respected and vital advisor to your clients? About the Author Ben Shepherd is an award winning senior advertising and media executive with over 15 years experience consulting to some of the world’s leading brands.