AuthorBrierley, Sean
TitleThe advertising handbook / Sean Brierley
Imprint London : Routledge, 2002
Edition 2nd ed
Descript 297 p.; 24 cm

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


Advertising

LOCATIONCALL#STATUS
Communication Arts Library659.1 B853A 2002CHECK SHELVES