Author | Brierley, Sean |
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Title | The advertising handbook / Sean Brierley |
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Imprint |
London : Routledge, 2002 |
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Edition |
2nd ed |
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Descript |
297 p.; 24 cm |
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CONTENT
Why businesses advertise -- Making and segmenting markets -- Finding consumers -- Advertising and marketing -- Advertising agencies -- Client relationships -- Advertising and the media -- Media planning and buying -- Media research -- Principles of persuasion -- Persuasion techniques -- Formats, style and language -- Measuring effectiveness -- Regulating advertisements -- Postscript: advertising in crisis
SUBJECT
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Advertising
LOCATION | CALL# | STATUS |
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Communication Arts Library | 659.1 B853A 2002 |
CHECK SHELVES
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