The Advertising Handbook

The Advertising Handbook

Author: Sean Brierley

Publisher: Routledge

ISBN: 9781134842834

Category: Business & Economics

Page: 320

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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 take 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. 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 web and online resources
The Advertising Handbook
Language: en
Pages: 320
Authors: Sean Brierley
Categories: Business & Economics
Type: BOOK - Published: 2005-08-04 - Publisher: Routledge

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
The Advertising Handbook
Language: en
Pages: 264
Authors: Helen Powell, Jonathan Hardy, Sarah Hawkin, Iain MacRury
Categories: Business & Economics
Type: BOOK - Published: 2013-09-13 - Publisher: Routledge

This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.
The Advertising Handbook
Language: en
Pages: 280
Authors: Jonathan Hardy, Iain Macrury, Helen Powell
Categories: Business & Economics
Type: BOOK - Published: 2018-02-28 - Publisher: Routledge

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation
The Advertiser's Handbook
Language: en
Pages: 353
Authors: International Correspondence Schools
Categories: Advertising
Type: BOOK - Published: 1921 - Publisher:

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Language: en
Pages:
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