Published November 22, 2001
Textbook - 312 Pages
ISBN 9780415243919 - CAT# RU22021
Series: Media Practice
For Instructors Request Inspection Copy
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.
We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.