The Advertising Handbook (Tvrdi uvez)
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"The Advertising Handbook" is a critical introduction to the practices and perspectives of advertising.
It explores the advertising industry and those who work in it and examines the reasons why companies and organizations 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. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future.
"The Advertising Handbook"
, third Edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students - as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.
This new edition includes: fresh industry case studies detailed profiles of and from advertising agencies and new media players new and detailed workshop exercises to accompany each chapter supplementary input from a range of commissioned contributors.
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