The Advertising Handbook

Omtale

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 campaignsnew and detailed 'workshop' exercises accompanying each chaptercase studies and profiles of ad agencies and key media playersa 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.