The advertising handbook
by
 
Brierley, Sean, 1966-

Title
: 
The advertising handbook

Author
: 
Brierley, Sean, 1966-

ISBN
: 
9780415243919
 
9780415243926

Personal Author
: 
Brierley, Sean, 1966-

Edition
: 
2nd ed.

Publication Information
: 
London ; New York : Routledge, 2002.

Physical Description
: 
297 pages : illustrations ; 24 cm.

Series
: 
Media practice
 
Media practice.

Contents
: 
Why businesses advertise -- Making and segmenting markets -- 'Finding' consumers -- Advertising and marketing -- Advertising agencies -- Client relationships -- Advertising and the media -- Media planning and buying -- Media research -- Principles of persuasion -- Persuasion techniques -- Formats, style and language -- Measuring effectiveness -- Regulating advertisements -- Postscript : advertising in crisis.

Abstract
: 
This book unravels the how and why of advertising 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.

Subject Term
: 
Advertising -- Handbooks, manuals, etc.
 
Publicité.
 
Marketing.
 
Médias.
 
Advertising. (OCoLC)fst00797511
 
Reclame.

Genre
: 
Handbooks and manuals. (OCoLC)fst01423877

Electronic Access
: 
Table of contents http://catdir.loc.gov/catdir/toc/fy041/2003274909.html
 
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0650/2003274909-d.html
 
Inhaltsverzeichnis The advertising handbook


LibraryMaterial TypeItem BarcodeShelf NumberCopy
RC Pretoria CBDGeneral Books000034135659.1 BRI1
VC Durban NorthGeneral Books000022141659.1 BRI1
VC Nelson Mandela BayGeneral Books000040135659.1 BRI1
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