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The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have taken place from its formative years through to today's period of rapid change: the impact of new media, the reise of the ad agency industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority.
Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes:
*Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30
*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
Fast Company Magazine: Catch up with the groundbreaking pacesetters and innovative ideas that make the business world take off. Learn what makes businesses succeed. Find out how the best are thriving and how you can too. Fast Company is not your average conservative business magazine - its business with an edge.
In the style of other bestselling business fables, The Energy Bus takes you on an enlightening and inspiring ride that reveals ten secrets for approaching life and work with the kind of positive, forward thinking that leads to true accomplishment at work and at home. Author Jon Gordon shows you how to turn negative energy into positive achievement.
Entrepreneur's Startups magazine is an excellent source of information for entrepreneurs and business owners. It offers advice from leading experts on the latest trends and strategies in marketing, management, technology and much more. It will help you go from the idea stage to business plan to marketplace and beyond. It is the best tool you can have to help you succeed in business.
Kiplinger's Personal Finance was written to help you do a better job of managing your personal and family financial affairs and to help you get more for your money. You get ideas on saving, investing, cutting taxes, making major purchases, advancing your career, buying a home, paying for education, health care and travel, plus much, much more.
Advertising Age (or AdAge) is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930. Today, its content appears in a print weekly distributed around the world and on many electronic platforms, including: AdAge.com, daily e-mail newsletters called Ad Age Daily, Ad Age's Mediaworks and Ad Age Digital; weekly newsletters such as Madison & Vine (about branded entertainment) and Ad Age China; podcasts called Why It Matters and various videos. AdAge.com also features a bookstore and a number of blogs, some created by the publication's editorial team, others, such as Small Agency Diary are created by members of the Ad Age community. Among its notable columnists is Simon Dumenco as the "Media Guy".
Edición en formato Pdf de la revista The Economist correspondiente al 14 de agosto de 2010.
