March 8, 2017

The advertising handbook by Sean Brierley

By Sean Brierley

This ebook unravels the how and why of ads and areas the in its social, political and ancient context.

content material: Illustrations; Tables; Acknowledgements; advent; 1 creation to intake; 2 developing and segmenting markets; three "Discovering" shoppers; four advertisements and the selling combine; five employer constructions; 6 The advertiser- company courting; 7 advertisements and the media; eight Media making plans and purchasing; nine Media study; 10 the rules of persuasion; eleven The content material of persuasion; 12 varieties of persuasion; thirteen Measuring results; 14 Regulating ads; Postscript: ads in trouble; Workshop feedback for person and team paintings; Bibliography; Index.
summary: This booklet unravels the how and why of ads and areas the in its social, political and historic context

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CREATING AND SEGMENTING MARKETS 19 Because media do not generally organise in terms of geographical markets, advertisers have had to rearrange their markets to suit the availability of media. Geographical markets overlap when advertisers consider media and communications markets. The ITV regions formed the basis for marketing regions. After 1955 marketing departments no longer referred to the Lancashire region when advertising but to the Granada region. Part of the language of the advertising world is talking about the Granada region as a geographical space rather than just as a transmission area.

The interviewer is given names and addresses of potential respondents. For the random sample names are usually taken from the electoral roll or the customer list. 36 THE ADVERTISING HANDBOOK Qualitative research Qualitative research is concerned not with measurement but with interpretation: no statistical analysis is used, only views and opinions of the respondents and the observer. The report is usually a highly selective account of the discussion, which is edited to illustrate the main thesis of the research.

Like journalism and science, it tries to negotiate with what goes on in an outside “real” world. The purpose of developing these methods is to try and construct a map of human behaviour. Though advertisers consult widely they are not examining actual experience, only consumers’ highly stylised representations of what goes on in the consumption process. Similarly, with quantitative research advertisers are looking for tendencies in order to predict the behaviour patterns of consumers and be able to assert that sets of consumers are “more likely” to do certain things rather then others.

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