312 Pages
by
Routledge
Including new illustrations, workshop exercises, and case studes and profides of key media players, the second edition of this critical introduction to the practices and perspectives of the advertising industry explores the structures of the profession and examines in depth the roles of all those involved.
The Advertising Handbook examines the reasons why companies and organizations... Read more
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
Biography
Sean Brierley
'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
