The Advertising Handbook" is a critical introduction to the practices & perspectives of advertising. It explores the industry & those who work in it & examines the reasons why companies & organizations advertise; how they research their markets; where they advertise & in which media; the principles & techniques of persuasion & their effectiveness & how companies measure their success. It challenges conventional wisdom about advertising power & authority to offer a realistic assessment of its role in business & also looks at the industrys future. The third edition offers new material & a new organising framework whilst continuing to provide both an introduction & an authoritative guide to advertising theory & practice. It is shaped to meet the requirements interests & terms of reference of the most recent generation of media & advertising students
- as well as taking account of some of the most recent academic work in the field & of course contemporary advertising innovations."