Combining shrewd analysis of contemporary practices with a historical perspective, Breaking up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploi…
The argument that political controls are needed because advertising manipulates consumers is, for Phillips, a critique with a tacit assumption: that such manipulation is bad. Phillips considers that assumption from the perspective of a business ethicist, applying four ethical fr…
The argument that political controls are needed because advertising manipulates consumers is, for Phillips, a critique with a tacit assumption: that such manipulation is bad. Phillips considers that assumption from the perspective of a business ethicist, applying four ethical fr…
The Sage handbook of advertising
Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States.
Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States.
Advertising is a field that has attracted a great deal of academic attention. This handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the United Kingdom and the United States.
Monographic collection of essays on economic theories of economic equilibrium, competition, welfare economics, capital and distribution - examines issues concerning market imperfection, economic aspects of advertising, tariffs and Terms of Trade, etc. Graphs and references.
"SUMMARY" The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily bas…
The SAGE handbook of political advertising
by Holtz-Bacha, Christina, Kaid, Lynda Lee
fromSage eReference
Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising.
Bringing together the theory and practice of advertising, this is an authoritative handbook of the research procedures which determine effective advertising.
"The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes updated statistics and cover…