The Advertising Handbook (Media Practice Series)

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9780415243919: The Advertising Handbook (Media Practice Series)

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:

  • examples from current high-profile advertising campaigns
  • 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.

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.

"synopsis" may belong to another edition of this title.

From the Author:

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.

"About this title" may belong to another edition of this title.

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