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Including new illustrations, workshop exercises, and case studes and profides of key media players, the second edition of this critical introduction to the practices and perspectives of the advertising industry explores the structures of the profession and examines in depth the roles of all those involved.
The Advertising Handbook 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.
This fully updated second edition includes:
Presenting a detailed view of the industry and challenging many assumptions about advertising's power and authority, this informative volume combines history and theory with thorough practical knowledge to provide a valuable handbook for practitioners, students and lecturers alike.
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Sean Brierley has taught and written about advertising and marketing for seven years as a journalist and as a lecturer at Liverpool John Moore's University. He is currently Associate Editor of Marketing Week.About the Author:
Chris Gittings is Associate Professor in the Department of English at the University of Alberta. He is the editor of Imperialism and Gender: Constructions of Masculinity.
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Book Description Routledge, 2002. Hardcover. Condition: New. 2. Seller Inventory # DADAX0415243912
Book Description Routledge, 2002. Condition: New. book. Seller Inventory # M0415243912
Book Description Routledge, 2002. Hardcover. Condition: Brand New. 2nd edition. 297 pages. 9.25x6.25x0.75 inches. In Stock. Seller Inventory # 0415243912