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The Advertising Handbook

The Advertising Handbook is the ideal book for anyone interested in the how and why of advertising. Sean Brierley places the industry in its social, historical and political context. He explains the structure of the advertising industry and the role of those who work in it. | the advertising handbook sean bríerley Also available as a printed book see title verso for ISBN details The Advertising HANDBOOK The Advertising Handbook is the ideal book for anyone interested in the how and why of advertising. Sean Brierley places the industry in its social historical and political context. He explains the structure of the advertising industry and the role of those who work in it. The Advertising Handbook examines why companies and organisations 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. The Advertising Handbook challenges conventional wisdoms about advertising s power and authority to offer a realistic assessment of its role in business and also looks at the industry s future considering for example the advent of the new communications agencies. Essential reading for anyone studying or teaching advertising or hoping to work in the industry. Sean Brierley has taught and written about advertising and marketing for seven years as a journalist and as a lecturer at Liverpool John Moores University. He is currently Deputy Editor of Marketing Week. Media Practice edited by James Curran Goldsmiths College University of London The Media Practice handbooks are comprehensive resource books for students of media and journalism and for anyone planning a career as a media professional. Each handbook combines a clear introduction to understanding how the media work with practical information about the structure processes and skills involved in working in today s media industries providing not only a guide on how to do it but also a critical reflection on contemporary media practice. Also in this series The Radio HANDBOOK Pete Wilby and Andy Conroy The Newspapers HANDBOOK Richard Keeble The Television HANDBOOK Patricia .