The advertising handbook

書誌事項

The advertising handbook

Sean Brierley

(Media practice)

Routledge, 2002

2nd ed

  • : hbk
  • : pbk

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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

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詳細情報

  • NII書誌ID(NCID)
    BA55125450
  • ISBN
    • 0415243912
    • 0415243920
  • 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 ; New York
  • ページ数/冊数
    297 p.
  • 大きさ
    24 cm
  • 分類
  • 件名
  • 親書誌ID
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