Powell, Helen
The advertising handbook Helen Powell - 3rd ed. - London : Routledge, 2009. - xi, 247p. - Media practice. .
PB
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.
Eng
0415423112 9780415423113
Advertising- Handbok
659.1 / POA
The advertising handbook Helen Powell - 3rd ed. - London : Routledge, 2009. - xi, 247p. - Media practice. .
PB
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.
Eng
0415423112 9780415423113
Advertising- Handbok
659.1 / POA