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Including new illustrations, workshop exercises, and case studes and profides of key media players, the second edition of this critical introduction to the practices and perspectives of the advertising industry explores the structures of the profession and examines in depth the roles of all those involved.

The Advertising Handbook 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.

This fully updated second edition includes:

• examples from current high-profile advertising campaigns
• new and detailed 'workshop' exercises accompanying each chapter
• case studies and profiles of ad agencies and key media players
• a revised and up-to-date glossary of key terms
• a guide to useful websites and online resources.

Presenting a detailed view of the industry and challenging many assumptions about advertising's power and authority, this informative volume combines history and theory with thorough practical knowledge to provide a valuable handbook for practitioners, students and lecturers alike.