- Paperback: 304 pages
- Publisher: Routledge (30 Nov 1995)
- Language English
- ISBN-10: 0415107148
- ISBN-13: 978-0415107143
- Product Dimensions: 22.8 x 15.4 x 2 cm
- Amazon Bestsellers Rank: 869,612 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Review
'A highly readable and informative text which will be useful to both the student and the advertising professional.' - Christine D.Reid, University of Strathclyde
'Brierley describes the convoluted world of advertising with all its confusing complexities and alarming simplicities with a cool and objective eye...'fleshed-out' with excellent - and sometimes shocking - case studies and examples.' - Media Education Journal --This text refers to an out of print or unavailable edition of this title.
'Brierley describes the convoluted world of advertising with all its confusing complexities and alarming simplicities with a cool and objective eye...'fleshed-out' with excellent - and sometimes shocking - case studies and examples.' - Media Education Journal --This text refers to an out of print or unavailable edition of this title.
Product Description
The Advertising Handbook unravels the how and why of advertising and places the industry in its social, historical and political context. Focusing on key debates it explores the competitive practices and discourses which govern the industry and those who work in it discussing topics including agency structures, advertiser-agency relationships and regulation. Sean Brierley examines the reasons why companies and organisations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness, and how companies measure their success. The Advertising Handbook challenges conventional wisdoms about advertising's power and authority to offer a realistic assessment of its role in business. It also covers the changing definition of advertising with a look at the new communications' agencies. It will be essential reading for anyone studying or teaching advertising or hoping to work in the industry.
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