10 Pages

Introduction: the advertising business

A n advertising ‘handbook’ suggests a volume serving as a ready reference to a stableset of established practices and principles. This volume certainly provides suchinformation. It is important to develop a perspective on the array of tasks and the know-how upon which the daily work of advertising is established. This handbook works precisely to support such a developed understanding of the contemporary advertising industry. However, at the same time it is crucial that any such perspective, on daily tasks and practices, also places advertising as an ‘object-in-transition’.