The advertising handbook
Title:
The advertising handbook
Author:
Brierley, Sean, 1966-
ISBN:
9780415243919
9780415243926
Personal Author:
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.
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/toc/fy041/2003274909.htmlPublisher description http://catdir.loc.gov/catdir/enhancements/fy0650/2003274909-d.html
Inhaltsverzeichnis The advertising handbook