The Advertising Handbook
3rd Edition
Published on 22. May 2009
Book
Paperback/Softback
252 pages
978-0-415-42311-3 (ISBN)
Description
The Advertising Handbook is a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and 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. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future.
The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students - as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.
The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students - as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.
More details
Series
Edition
3rd New edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Edition type
New edition
Illustrations
19 s/w Tabellen, 43 s/w Photographien bzw. Rasterbilder
43 Halftones, black and white; 19 Tables, black and white
Dimensions
Height: 235 mm
Width: 156 mm
Weight
454 gr
ISBN-13
978-0-415-42311-3 (9780415423113)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Sean Brierley | Jonathan Hardy | Iain MacRury
The Advertising Handbook
Book
03/2018
4th Edition
Routledge
€80.65
Shipment within 10-20 days
Additional editions
Jonathan Hardy | Iain MacRury | Helen Powell
The Advertising Handbook
Book
05/2009
3rd Edition
Routledge
€126.28
Article exhausted; check for reprint
Previous edition
Sean Brierley
The Advertising Handbook
Book
11/2001
2nd Edition
Routledge
€48.46
Article exhausted; check for reprint
Persons
Content
Introduction The Advertising Business Part 1: Key Issues and Debates 1. Advertising Agencies and their Clients Helen Powell 2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline 3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre 4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury 5. Advertising Regulation Jonathan Hardy Part 2: Themed Chapters 6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon 7. Celebrity
Helen Powell 8. Gender and Ethnicity in the advertising industry Andrew Blake 9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi Part 3: Case Studies 10. Sponsorship, Advertising and the Olympic Games Iain MacRury 11. Advertising Universities: Re-presenting complex products in a difficult marketplace
Iain MacRury and Sarah Hawkin 12. FMCG Advertising: The home of branding
Tim Broadbent 13. Advertising and New Media Joseph Bassary 14. Political Advertising Darren Lilleker & Richard Scullion 15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill Conclusion: The Future of Advertising and Advertising Agencies Janet Hull Glossary
Helen Powell 8. Gender and Ethnicity in the advertising industry Andrew Blake 9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi Part 3: Case Studies 10. Sponsorship, Advertising and the Olympic Games Iain MacRury 11. Advertising Universities: Re-presenting complex products in a difficult marketplace
Iain MacRury and Sarah Hawkin 12. FMCG Advertising: The home of branding
Tim Broadbent 13. Advertising and New Media Joseph Bassary 14. Political Advertising Darren Lilleker & Richard Scullion 15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill Conclusion: The Future of Advertising and Advertising Agencies Janet Hull Glossary