Buch, Englisch, 312 Seiten, Format (B × H): 159 mm x 235 mm, Gewicht: 658 g
Reihe: Media Practice
Buch, Englisch, 312 Seiten, Format (B × H): 159 mm x 235 mm, Gewicht: 658 g
Reihe: Media Practice
ISBN: 978-0-415-24391-9
Verlag: Taylor & Francis Ltd
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.