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...