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Book Cover
Author Brierley, Sean, 1966-

Title The advertising handbook / Sean Brierley
Edition Second edition
Published London : Routledge, 2002


Location Call no. Vol. Availability
 W'BOOL  659.1 Bri/Aha 2001  AVAILABLE
Description [xiii], 297 pages : illustrations, facsimiles, portrait ; 24 cm
Series Media practice.
Contents 1. Why businesses advertise -- 2. Making and segmenting markets -- 3. 'Finding' consumers -- 4. Advertising and marketing -- 5. Advertising agencies -- 6. Client relationships -- 7. Advertising and the media -- 8. Media planning and buying -- 9. Media research -- 10. Principles of persuasion -- 11. Persuasion techniques -- 12. Formats, style and language -- 13. Measuring effectiveness -- 14. Regulating advertisements -- 15. Postscript: advertising in crisis
Summary "The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structure 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 rise 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."--BOOK JACKET
Notes Originally published: 1995
Includes index
Bibliography Bibliography: pages [282]-287
Subject Advertising -- Great Britain.
Advertising -- Handbooks, manuals, etc.
Genre/Form Handbooks and manuals.
LC no. 2003274909
ISBN 0415243920 paperback
0415243912 hardback