| Edition |
2nd ed. |
| Description |
297 p. : ill. ; 24 cm. |
| Series |
Media practice
|
| Bibliography |
Includes bibliographical references (p. [282]-287) and index. |
| Contents |
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 |
Advertising -- Handbooks, manuals, etc.
|
| ISBN |
0415243920 (pbk.) |
|
0415243912 |
|
