- Paperback: 320 pages
- Publisher: Routledge; 2 edition (22 Nov 2001)
- Language English
- ISBN-10: 0415243920
- ISBN-13: 978-0415243926
- Product Dimensions: 23.1 x 15.5 x 1.8 cm
- Amazon Bestsellers Rank: 410,371 in Books (See Top 100 in Books)
- See Complete Table of Contents
The Advertising Handbook (Media Practice)
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Product Description
Review
The book is excellent. It is the only text I know that looks beyond the theory to the practical application of advertising strategy and is not afraid to challenge long-held beliefs...
John Egan, Middlesex University
Product Description
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners.
The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment.
The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance.
The Advertising Handbook includes:
- Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30
- New and detailed 'workshop' exercises accompanying each chapter
- Case studies and profiles of ad agencies and key media players
- A revised and up-to-date glossary of key terms
- A guide to useful web and online resources
Inside This Book
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First Sentence
Modern companies are very complex organisations with very diverse business needs. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Modern companies are very complex organisations with very diverse business needs. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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