Advertising Handbook by Helen Powell
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Advertising Handbook
By Helen Powell

The Advertising Handbook

3rd Revised edition

By (author) See other recent books by Helen Powell See other recent books by Jonathan Hardy See other recent books by Iain MacRury
Format: Paperback

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Advertising Handbook by Helen Powell

Book Description

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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Book Details

ISBN: 9780415423113
ISBN-10: 0415423112
Format: Paperback
(234mm x 156mm x 15mm)
Pages: 264
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 22-May-2009
Country of Publication: United Kingdom

Other Editions...


Books By Author Helen Powell

Stop the Clocks! by Helen Powell Stop the Clocks!, Paperback (March 2012)

Broad based and accessible, Stop the Clocks! will appeal to a wide interdisciplinary audience and provides a useful sourcebook on undergraduate and postgraduate courses in film and other arts and media-based disciplines.

» View all books by Helen Powell

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Author Biography - Helen Powell

University of East London, UK

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