The advertising handbook / Sean Brierley.
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| Edition: | 2nd ed. |
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| Published: |
London :
Routledge,
2002.
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| Main Author: | |
| Series: | Media practice
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| Subjects: | |
| Format: | Book |
| 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. |
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| Physical Description: | 297 p. : ill., ports. ; 24 cm. |
| Notes: | Previous ed.: 1995. Bib#: 927114 |
| Bibliography: | Includes bibliographical references and index. |
| Language: | English |
| ISBN: | 0415243912(cased) : 0415243920(pbk.) : |
| Bib#: | 927114 |
