ADVERTISING HANDBOOK, THE

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. This edition 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 rise of the ad agency industry mergers, the Internet and digital technologies, and the influence of the regulatory environment.