ENGLISH

The Advertising Handbook

By Sean Brierley

Book information

Publisher
Routledge
Year
1995
ISBN
041510713X, 9780415107136, 9780203978337
LCC
HF5823 .B7273 1995
Open Library ID
OL1121606M
Language
english
Format
PDF
Filesize
2 MB (2462313 bytes)
Series
Media Practice
Edition
1
Pages
304\287
Time added
2011-04-20 14:05:05
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Description

The Advertising Handbook unravels the how and why of advertising. 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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