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The Advertising Handbook Sean Brierley

The Advertising Handbook By Sean Brierley

The Advertising Handbook by Sean Brierley


$10.00
Condition - Very Good
Only 2 left

Summary

A critical introduction to the practices and perspectives of the advertising industry, traces the development of advertising and contains case-studies of ad agencies and key media players.

The Advertising Handbook Summary

The Advertising Handbook by Sean Brierley

The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures 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 reise 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. The Advertising Handbook includes: *Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 *New and detailed 'workshop' exercises accompanying each chapter *Case studies and profiles of ad agencies and key media players *A revised and up-to-date glossary of key terms *A guide to useful websites and online resources

Additional information

GOR001666937
9780415243926
0415243920
The Advertising Handbook by Sean Brierley
Used - Very Good
Paperback
Taylor & Francis Ltd
20011122
320
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - The Advertising Handbook