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 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.
This fully updated second edition includes:
Presenting a detailed view of the industry and challenging many assumptions about advertising's power and authority, this informative volume combines history and theory with thorough practical knowledge to provide a valuable handbook for practitioners, students and lecturers alike.
'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
The Media Practice handbooks are comprehensive resource books for students of media and journalism, and for anyone planning a career as a media professional. Each handbook combines a clear introduction to understanding how the media work with practical information about the structure, processes and skills involved in working in today’s media industries, providing not only a guide on ‘how to do it’ but also a critical reflection on contemporary media practice.