The advertising handbook
著者
書誌事項
The advertising handbook
(Media practice)
Routledge, 2002
2nd ed
- : hbk
- : pbk
大学図書館所蔵 件 / 全17件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references (p. [282]-287) and index
内容説明・目次
- 巻冊次
-
: hbk ISBN 9780415243919
内容説明
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 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.
- 巻冊次
-
: pbk ISBN 9780415243926
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 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
「Nielsen BookData」 より