The Advertising Handbook (Media Practice)

The Advertising Handbook (Media Practice)


Yazar Sean Brierley
Yayınevi Routledge
ISBN 9780415243926
Baskı yılı 2001
Sayfa sayısı 320
Edisyon 2
Stok durumu Tükendi   

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 todays 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 advertisings 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, Barnardos, 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
List of figures
List of tables
Acknowledgements
Introduction 1
1 Why businesses advertise 5
2 Making and segmenting markets 13
3 Finding consumers 25
4 Advertising and marketing 40
5 Advertising agencies 52
6 Client relationships 61
7 Advertising and the media 81
8 Media planning and buying 104
9 Media research 123
10 Principles of persuasion 137
11 Persuasion techniques 151
12 Formats, style and language 174
13 Measuring effectiveness 190
14 Regulating advertisements 213
15 Postscript: Advertising in crisis 233
Workshop suggestions for individual and group work 260
Glossary 271
Bibliography 282
Index 289