The advertising handbook
by
Powell, Helen
; Hardy, Jonathan (jt.auth.); Hawkin, Sarah (jt.auth.); MacRury, Iain (jt.auth.).
Series: Publisher: London : Routledge, 2009Edition: 3rd ed.Description: xi, 247p.ISBN: 0415423112; 9780415423113.Subject(s): Advertising- HandbokSummary: 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.
| Item type | Location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| Reference |
Central Library AIOU Islamabad
Reference
Allama Iqbal Open UniversityCentral Library |
659.1 POA (Browse shelf) | Not for loan | 113787 |
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
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