The advertising handbook

著者

• Brierley, Sean

書誌事項

The advertising handbook

Sean Brierley

（Media practice）

Routledge, 1995

• : pbk

内容説明・目次

巻冊次

ISBN 9780415107136

内容説明

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 take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise 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 web and online resources

目次

1. Why Businesses Advertise 2. Making and Segmenting Markets 3. 'Finding' Consumers 4. Advertising and Marketing 5. Advertising Agencies 6. Client Relationships 7. Advertising and the media 8. Media Planning and Buying 9. Media Research 10. Principles of Persuasion 11. Persuasion Techniques 12. Formats, Style and Language 13. Measuring Effectiveness 14. Regulating Advertisements 15. Postscript: Advertising in Crisis

巻冊次

: pbk ISBN 9780415107143

内容説明

The Advertising Handbook unravels the how and why of advertising and places the industry in its social, historical and political context. Focusing on key debates it explores the competitive practices and discourses which govern the industry and those who work in it discussing topics including agency structures, advertiser-agency relationships and regulation. Sean Brierley examines the reasons why companies and organisations 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. The Advertising Handbook challenges conventional wisdoms about advertising's power and authority to offer a realistic assessment of its role in business. It also covers the changing definition of advertising with a look at the new communications' agencies. It will be essential reading for anyone studying or teaching advertising or hoping to work in the industry.

目次

• Production to consumption
• creating markets
• "discovering" markets
• advertising and the marketing mix
• agency structures
• the advertising-agency relationship
• advertising and the media
• media planning and buying
• media research
• the principles of persuasion
• the content of persuasion
• forms of persuasion
• measuring effects
• regulating advertisements
• postscript - advertising in crisis.

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詳細情報

• NII書誌ID(NCID): BA27340932
• ISBN:
  • 041510713X
  • 0415107148
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: x, 293 p.
• 大きさ: 24 cm
• 分類:
  • DC20 : 659.1
• 件名:
  • LCSH : Advertising -- Handbooks, manuals, etc
• 親書誌ID:
  • BA2367500X