The Advertising Handbook

Sean Brierley

$200

Hardback

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English

Routledge
22 November 2001

Reference works; Advertising industry

Series: Media Practice

The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have taken place from its formative years through to today's period of rapid change: the impact of new media, the reise of the ad agency industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power

and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research

markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes:
*Illustrations from a

range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30
*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

By: Sean Brierley
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 234mm, Width: 156mm, Spine: 19mm
Weight: 657g
ISBN: 9780415243919
ISBN 10: 0415243912
Series: Media Practice
Pages: 312
Publication Date: 22 November 2001
Audience: College/higher education , General/trade , Professional and scholarly , Primary , ELT Advanced
Replaced By: 9780415423120
Format: Hardback
Publisher's Status: Active

Sean Brierley

Reviews for The Advertising Handbook

'A highly readable and informative text which will be useful to both the student and the advertising professional.' - Christine D.Reid, University of Strathclyde 'Brierley describes the convoluted world of advertising with all its confusing complexities and alarming simplicities with a cool and objective eye...'fleshed-out' with excellent - and sometimes shocking - case studies and examples.' - Media Education Journal

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The Advertising Handbook

Sean Brierley

$200

Hardback

Reviews for The Advertising Handbook

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