| Description |
[xiii], 297 pages : illustrations, facsimiles, portrait ; 24 cm |
| Series |
Media practice.
|
| Contents |
1. Why businesses advertise -- 2. Making and segmenting markets -- 3. 'Finding' consumers -- 4. Advertising and marketing -- 5. Advertising agencies -- 6. Client relationships -- 7. Advertising and the media -- 8. Media planning and buying -- 9. Media research -- 10. Principles of persuasion -- 11. Persuasion techniques -- 12. Formats, style and language -- 13. Measuring effectiveness -- 14. Regulating advertisements -- 15. Postscript: advertising in crisis |
| Summary |
"The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structure 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 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."--BOOK JACKET |
| Notes |
Originally published: 1995 |
|
Includes index |
| Bibliography |
Bibliography: pages [282]-287 |
| Subject |
Advertising -- Great Britain.
|
|
Advertising -- Handbooks, manuals, etc.
|
|
Advertising.
|
|
Advertisers.
|
| Genre/Form |
Handbooks and manuals.
|
| LC no. |
2003274909 |
| ISBN |
0415243920 paperback |
|
0415243912 hardback |
|
