TY  - BOOK
AU  - Brierley,Sean
TI  - The advertising handbook
T2  - Media practice
SN  - 0415243912
PY  - 2001///
CY  - London
PB  - Routledge
KW  - Business
KW  - Advertising
N1  - Previous ed.: 1995; Includes bibliographical references and index
N2  - The Advertising Handbook examines the reasons why companies and organizations 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
ER  -