The Advertising Handbook

ISBN-13: 9780415243919 / Angielski / Twarda / 2002 / 297 str.

Sean Brierley

Opis

The Advertising Handbook unravels the how and why of advertizing and places the industry in its social, historical and political context. 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, advertizer-agency relationships and regulation. Sean Brierley examines the reasons why companies and organizations advertize; how they research their markets; where they advertize 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 advertizing'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 communicatios agencies. It should be valuable reading for anyone studying or teaching advertizing or hoping to work in the industry.

O autorze

Sean Brierley