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The Advertising Handbook (Media Practice)
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ISBN
:
9780415423113
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Publisher
:
Routledge
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Subject
:
Finance & Accounting, Business & Management, Social Services & Welfare, Criminology
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Binding
:
PAPERBACK
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Pages
:
264
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Year
:
2009
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3297.0
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Description
The Advertising Handbook is a critical introduction to the practices and perspectives of advertising.xA0;It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness; and how companies measure their success. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future. The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice.xA0;It isxA0;shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students x2013; as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.
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