by Sean Brierley · Routledge · tapa blanda · ISBN 9780415243926
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«The Advertising Handbook» is Sean Brierley's advertising manual, published by Routledge in paperback (320 pages, in English).
Critical introduction to the advertising industry: unpacks its structures, the role of advertisers, agencies, consultancies and media, and its evolution into the digital age. Analyzes why and how companies advertise, persuasion, measuring results and the impact of the Internet, new media and regulation.
Second edition (2002) of this manual, originally published in 1995, in the Media Practice series.
A reference work for students and professionals in advertising, marketing and communication.
