The Advertising Handbook

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

Content: Illustrations; Tables; Acknowledgements; Introduction; 1 Production to consumption; 2 Creating and segmenting markets; 3 "Discovering" consumers; 4 Advertising and the marketing mix; 5 Agency structures; 6 The advertiser- agency relationship; 7 Advertising and the media; 8 Media planning and buying; 9 Media research; 10 The principles of persuasion; 11 The content of persuasion; 12 Forms of persuasion; 13 Measuring effects; 14 Regulating advertisements; Postscript: Advertising in crisis; Workshop suggestions for individual and group work; Bibliography; Index.
Abstract: This book unravels the how and why of advertising and places the industry in its social, political and historical context