000			01659 a2200241 4500
020			_a0415423112
020			_a9780415423113
082	0	4	_a659.1 _bPOA
100	1		_aPowell, Helen _949222
245	1	4	_aThe advertising handbook _cHelen Powell
250			_a3rd ed.
260			_aLondon : _bRoutledge, _c2009.
300			_axi, 247p.
490	1		_aMedia practice.
500			_aPB
520			_aThe 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.
546			_aEng
650		4	_aAdvertising- Handbok _949223
700	1		_aHardy, Jonathan (jt.auth.) _949224
700	1		_aHawkin, Sarah (jt.auth.) _949225
700	1		_aMacRury, Iain (jt.auth.) _949226
942			_cREF
999			_c40495 _d40495