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9780415107143

The Advertising Handbook

by
  • ISBN13:

    9780415107143

  • ISBN10:

    0415107148

  • Format: Paperback
  • Copyright: 1995-09-01
  • Publisher: Routledge
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List Price: $30.95

Summary

This book unravels the how and why of advertising and places the industry in it's social, political and historical context.

Table of Contents

Introduction
Production to Consumption
Creating Markets
'Discovering' Markets
Advertising and the marketing mix
Agency Structures
The Advertising-Agency Relationship
Advertising and the Media
Media Planning and Buying
Media Research
The Principles of Persuasion
The Content of Persuasion
Forms of Persuasion
Measuring Effects
Regulating Advertisements Postscript Advertising in Crisis
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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