--- title: Advertising description: This topic covers the strategies, channels, and creative processes used to promote products and services to target audiences. Learners will understand campaign planning, media buying, message development, and how to measure advertising effectiveness. category: business-entrepreneurship subcategory: marketing difficulty: beginner, intermediate, advanced url: /subject/advertising --- # Advertising This topic covers the strategies, channels, and creative processes used to promote products and services to target audiences. Learners will understand campaign planning, media buying, message development, and how to measure advertising effectiveness. ## Available Resources 2 Books • 2 Courses • 5 Websites ## Websites ### 1. Marketing Examples Harry Dry's free library of short, annotated case studies showing real copywriting, landing-page, SEO and growth tactics used by companies. Each example isolates one technique, so readers can recognise and apply clear, specific marketing copy in their own work. **Difficulty:** Beginner | **Price:** Free **Link:** https://marketingexamples.com/ **Tags:** copywriting, marketing-case-studies, landing-pages, growth-marketing ### 2. AdWeek A long-running US trade publication reporting daily on advertising campaigns, agency business, brand marketing and media buying. Readers can follow industry news, platform changes and spending shifts to understand how the advertising business operates in practice. **Difficulty:** Beginner | **Price:** Free **Link:** https://www.adweek.com/ **Tags:** advertising industry, trade news, ad agencies, brand marketing, media buying ### 3. American Marketing Association Website of the American Marketing Association, the main US professional body for marketers, publishing articles, research journals, case studies, marketing definitions and certification material. Useful for checking accepted terminology and following current practice across segmentation, branding, research and strategy. **Difficulty:** Intermediate | **Language:** English | **Price:** Free **Link:** https://ama.org **Tags:** marketing-strategy, marketing-research, branding, professional-associations ### 4. MarketingProfs MarketingProfs publishes practitioner articles, case studies, templates and webinars on content marketing, digital campaigns, email, social media and B2B strategy. Readers can plan campaigns, benchmark their tactics against working examples, and keep current with established marketing practice. **Difficulty:** Intermediate | **Language:** English | **Price:** Free **Link:** https://marketingprofs.com **Tags:** marketing-strategy, content-marketing, digital-marketing, b2b-marketing ### 5. Ad Age Trade publication for the advertising, marketing and media business, reporting on campaigns, agencies, brand strategy, media buying and industry data such as agency rankings. Readers learn how the advertising industry operates and follow the decisions shaping current practice. **Difficulty:** Intermediate | **Language:** English | **Price:** Free **Link:** https://adage.com **Tags:** advertising-industry, ad-campaigns, advertising-agencies, brand-marketing, media-industry ## Courses ### 1. Google Ads Certification Become Google Ads certified! Master Google advertising strategies and prove your expertise with this official Google course. **Difficulty:** Beginner | **Price:** Free **Link:** https://skillshop.exceedlms.com/ **Tags:** google-ads, paid-search, ppc, digital-advertising, certification ### 2. Introduction to Advertising The digital advertising landscape is complex. There are many different types of ads, including: display, video, audio, sponsored, native, social media and search. Consumer data and the ad tech that action on that data are both ubiquitous and complicated. As a result the sheer number of options available to digital marketers is hard to comprehend and manage. This course covers the major forms of digital advertising, from basic display ads to search to cutting-edge programmatic advertising concepts. The Trade Desk, the leading programmatic advertising provider, joins us as our programmatic experts and offers an actionable roadmap on how small businesses can leverage state of the art advertising technologies to accomplish business objectives. In all, this course leaves students with an understanding of digital advertising in its various forms, and how to strategically identify digital advertising opportunities. **Difficulty:** Beginner | **Language:** English | **Price:** Free **Link:** https://www.coursera.org/learn/introduction-to-digital-advertising **Tags:** courses, business-entrepreneurship, marketing ## Books ### 1. Hey, Whipple, Squeeze This **Author:** Luke Sullivan A veteran copywriter's guide to how advertising creative work actually gets made, from finding the idea to writing headlines and presenting to clients. Readers come away able to judge ads critically and generate stronger concepts across print, broadcast, and digital. **Difficulty:** Intermediate | **Language:** English | **Price:** Paid **Link:** https://www.amazon.com/dp/1118101332?tag=edmonddante07-20 **Tags:** books, business-entrepreneurship, marketing ### 2. Advertising Concept and Copy **Author:** George Felton A textbook on advertising strategy and copywriting that walks through research, positioning, concept generation, and writing headlines and body copy, illustrated with over two hundred real ads. Readers learn to turn a brief into a distinctive, well-argued ad concept. **Difficulty:** Intermediate | **Language:** English | **Price:** Paid **Link:** https://www.amazon.com/dp/0393731596?tag=edmonddante07-20 **Tags:** books, business-entrepreneurship, marketing --- *This content is part of Dantes.io - Your Treasure Map to Knowledge* *Curated by humans at Dantes.io. Personal study use welcome; republishing this curation requires permission (team@dantes.io).* View this page online: https://dantes.io/subject/advertising