The advertising handbook Helen Powell

By:

Powell, Helen

Contributor(s):

Series: Publication details: London : Routledge, 2009.Edition: 3rd edDescription: xi, 247pISBN:

0415423112
9780415423113

Subject(s):

Advertising- Handbok

DDC classification:

659.1 POA

Summary: 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.

List(s) this item appears in: Reference Collection

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Reference	Central Library Allama Iqbal Open University Islamabad Reference	659.1 POA (Browse shelf(Opens below))	Not for loan		113787

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.

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