The Advertising HANDBOOK

The Advertising Handbook is the ideal book for anyone interested in the how and
why of advertising. Sean Brierley places the industry in its social, historical and
political context. He explains the structure of the advertising industry and the
role of those who work in it.
The Advertising Handbook examines why companies and organisations
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.
The Advertising Handbook challenges conventional wisdoms about
advertising’s power and authority to offer a realistic assessment of its role in
business and also looks at the industry’s future considering, for example, the
advent of the new “communications” agencies. Essential reading for anyone
studying or teaching advertising or hoping to work in the industry.
Sean Brierley has taught and written about advertising and marketing for
seven years as a journalist and as a lecturer at Liverpool John Moores
University. He is currently Deputy Editor of Marketing Week.