Download PDF by Sean Brierley: The advertising handbook

By Sean Brierley

ISBN-10: 0203978331

ISBN-13: 9780203978337

ISBN-10: 0415107148

ISBN-13: 9780415107143

This e-book unravels the how and why of ads and areas the in its social, political and old context.

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

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In 1985 the British government used a World Health Organisation recommendation to limit the number of drugs available on prescription as an opportunity to cut costs by banning certain branded drugs from being prescribed; cheaper generic drugs were available when GPs were prescribing the heavily marketed branded variety. As a concession to the drugs industry, the government agreed to move a number of prescription drugs to overthe-counter. This allowed drug companies to market directly to consumers drugs which were previously mediated by trained GPs.

Consumers may say that they buy a brand for specific reasons but they may not be telling, or probably cannot remember, the exact reason why they bought a specific item. To try to get around this problem, another qualitative research method is the empathy approach. The researcher tries to take on the consumer’s role to share the experiences and interpretations of respondents. This form of “method acting” research is intended to get the client even closer through the medium of the researcher. There is a question mark over whether researchers can ever truly empathise or understand a group of people they are not members of.

These motivational and behavioural assumptions have formed a “common sense” about what makes consumers tick. The model supposed that the lower level needs such as warmth and food have to be satisfied before higher level ones such as status and esteem are achieved. These are basic determinants of consumer behaviour. Going to a football match, watching TV in a family setting or having a family meal, or even people’s “need” to be entertained or to feel that they are “informed” and well educated, are part of psychological behavioural reasons for belonging, security and assurance.

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The advertising handbook by Sean Brierley


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