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The Advertising Handbook by Helen Powell, Iain Macrury, Sarah Hawkin, Jonathan Hardy (Paperback, 2009)

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About this product

Product Information

The Advertising Handbook is a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and 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. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future. The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students -- as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.

Product Identifiers

PublisherTaylor & Francis Ltd

ISBN-139780415423113

eBay Product ID (ePID)95039403

Product Key Features

Number of Pages252 Pages

Publication NameThe Advertising Handbook

LanguageEnglish

SubjectAdvertising, Business

Publication Year2009

TypeTextbook

AuthorHelen Powell, Iain Macrury, Sarah Hawkin, Jonathan Hardy

FormatPaperback

Dimensions

Item Height234 mm

Item Weight418 g

Item Width156 mm

Additional Product Features

Country/Region of ManufactureUnited Kingdom

Title_AuthorSarah Hawkin, Iain Macrury, Jonathan Hardy, Helen Powell

Series TitleMedia Practice