Advertising Handbook

Advertising in the UK is big business with total expenditure exceeding £17 billion. It is therefore hardly surprising that we can occasionally feel we are being bombarded with adverts at every turn – in newspapers and magazines; on TV, radio and the Internet; on billboards and even on the backs of buses! There are numerous academic textbooks available but few examine advertising from the advertisers’ perspective. This volume, therefore, aims “to examine industry practices critically, offering people within the industry fresh insight into how they work”. Industry practices are critically examined to bridge the gap between theory and practice with...