The advertising handbook:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
London [u.a.]
Routledge
2009
|
| Edition: | 3. ed. |
| Series: | Media practice
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Frühere Aufl. u.d.T.: Brierley, Sean: The advertising handbook Includes bibliographical references and index |
| Physical Description: | XI, 247 S. Ill. |
| ISBN: | 0415423112 9780415423120 9780415423113 0415423120 |
Staff View
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Titel: The advertising handbook
Autor: Powell, Helen
Jahr: 2009
Contents
List of illustrations vii
Notes on contributors ix
Introduction: the advertising business 1
The editorial team
Part I Key issues and debates 11
1 Advertising agencies and their clients 13
Helen Powell
2 Ronald's new dance: a case study of corporate 24
re-branding in the age of integrated marketing
communications
Stephen Kline
3 Advertising fragmentation: the beginning of a new 34
paradigm?
Francisco J. Perez-Latre
4 Advertising research: markets, methods and knowing 46
consumers
lain MacRury
5 Advertising regulation 74
Jonathan Hardy
Part II Themed chapters 89
6 Lynx: the challenges of lad culture 91
Julia Dane and Hyunsun Yoon
'i Contents
7 Celebrity 99
Helen Powell
8 Gender and ethnicity in the advertising industry 109
Andrew Blake
9 Viral advertising: Internet entertainment and virtual 119
sociality
Eleni Kasapi
Part III Case studies 127
10 Sponsorship, advertising and the Olympic Games 129
Iain MacRury
11 Advertising universities: re-presenting complex products 148
in a difficult marketplace
Iain MacRury and Sarah Hawkin
12 FMCG advertising: the home of branding 162
77m Broadbent
13 Advertising and new media 174
Joseph Bassary
14 Political advertising 187
Darren Lilleker and Richard Scullion
15 Using a history of Ivory to explore changing advertising 198
design
Jacqueline Botterill
16 Conclusion: the future of advertising and advertising 209
agencies
Janet Hull
Glossary 218
References 227
Index 243
Illustrations
Figures
The following were reproduced with kind permission. While every effort has been made to
trace copyright holders and obtain permission, this has not always been possible in all cases.
Any omissions brought to our attention will be remedied in future editions.
4.1 Research linking production and consumers has been a feature of the
advertising industry's offer to its clients since the early decades of the
twentieth century. Courtesy of the J. Walter Thompson Company 52
4.2 "What happened next?' Projective prompt used in consumer focus group 69
5.1 'This is a ram's world'. Young and Co. Brewery's advert, banned by the
ASA in 2006 78
5.2 The Sun advert made the top 10 most complained of ads for 2007.
Courtesy of News International Syndication 79
5.3 'Get Unhooked'advert. Courtesy of the Department of Health 81
7.1 Flat Eric. Courtesy of Bartle Bogle Hegarty 105
8.1 Howard Brown advertises the Halifax Bank, in happier times before
the 2007-8 'credit crunch'. © Louis Quail/Corbis 114
8.2 DV79brochure.www.arcam.co.uk 116-17
8.3 Beyonce Knowles, 'before' and 'after'. Glaister (2008) 118
10.1 Beijing billboard 2008 - Johnson and Johnson: Caring for others 137
10.2 As well as TOP sponsors there are host city partners and host city
sponsors exclusive suppliers 137
10.3 As well as TOP sponsors, there are various arrangements made between
NOCs (National Olympic Committees) and 'local' sponsors 139
10.4 Poster in a Beijing underground station: 'Observe Olympic marketing
norms, enhance corporate brand image' 141
10.5 Olympics sponsorship and the 'authentic celebrity' 143
11.1 A marketing-orientated conception of the university 151
11.2 University of Leicester diversity campaign 152
11.3 The Aim Higher can be used by universities and other organisations
promoting the idea of university education 154
11.4 Radio script from a Department for Education and Skills advertisement 155
12.1 Colgate storyboard reproduced from the IPA case study 'Colgate: the
science behind the smile', published in Advertising Works 10 (Kendall,
1999) and available at www.WARC.com. Courtesy of WARC 169
12.2 Colgate poster reproduced from the IPA case study 'Colgate: the science
behind the smile', published in Advertising Works 10 (Kendall. 1999)
and available at www.WARC.com. Courtesy of WARC 171
12.3 Batchelor's Supernoodles: leading from the front. Courtesy of WARC 172
13.1 The Google homepage in 1998 175
13.2 Amazon.co.uk customer reviews 176
13.3 Kellogg's Special K'Zip'. Agency: RMG Connect 178
13.4 A typical blog layout, with different post topics being displayed on the
frontpage 181
13.5 My Google homepage, www.google.com/ig 181
viii Illustrations
13.6 A profile page layout from MySpace 182
13.7 StumbleUpon 183
13.8 Multiple devices connected to the web 184
14.1 New Labour New Danger poster. Courtesy of the Conservative Party 188
14.2 A continuum of stances adopted by political advertising. Adapted from
Dermody and Scullion, 2003 190
14.3 Typology of advertising: the Clinton campaign, January-May 2008 192
14.4 Typology of advertising: the Obama campaign, January-May 2008 193
16.1 Channel impact chart. Courtesy of the IP A/Future Foundation 211
16.2 Interruption-engagement. Dove'Campaign for Real Beauty' 212
Tables
1.1 Working with a single network and specialist agencies. Adapted from
Wright (2000: 107-8) 16
3.1 Advertising expenditures by medium in the US (1995-2006). Source:
The European Advertising and Media Forecast, July 2006 43
3.2 Advertising expenditures by medium in UK (1995-2006). Source:
The European Advertising and Media Forecast, July 2006 43
3.3 Advertising expenditures by medium in Germany (1995-2006).
Source: The European Advertising and Media Forecast, July 2006 43
3.4 EU-15 media share 1994-2006. Source: The European Advertising
and Media Forecast, July 2006 43
3.5 Free papers advertising expenditure as a percentage of total advertising
expenditures in selected countries (2006). Source: The European
Advertising and Media Forecast, September 2007 44
3.6 Countries where Internet advertising is above 2 per cent in overall
expenditures (2006). Source: The European Advertising and Media
Forecast, September 2007 45
4.1 Overview and summary: Major functions, general types and broad
aims/approaches in advertising research 53-4
4.2 Some key UK bodies producing media and advertising related research.
As outlined by the Advertising Association http://www.adassoc.org.uk/
html/uk_websites.html 56
4.3 Major demographic research categories for UK population segmentation
(2003). Source: Mintel 60
4.4 Key MOSAIC UK, Financial Strategy Segment and TrueTouch 'groups'
of some UK locations 65
4.5 Quantitative versus qualitative - strengths and weaknesses of different
kinds of research 66
8.1 Gender and ethnicity at group boardroom level, the very top of the
advertising profession, August 2008 112
10.1 Olympic income from broadcasters 135
10.2 IOC offers the following benefits for Olympic sponsors 136
10.3 Summary and analysis of TOP sponsorship branding themes. Source:
Davis, 2008: 283 136
10.4 The two main types of sponsor 138
10.5 LOCOG's (2006) guideline recommendations regarding image rights
infringements for advertisers 142
10.6 Sponsorship questions 145
10.7 Sponsorship strengths and weaknesses 146
11.1 Five types of business. Pine and Gilmore (1999) 158
11.2 Conceiving the commodity and the organisational relationships emerging
around various types/conceptions of commodity. Pine and Gilmore (1999) 158 |
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| series2 | Media practice |
| spelling | The advertising handbook Helen Powell ... 3. ed. London [u.a.] Routledge 2009 XI, 247 S. Ill. txt rdacontent n rdamedia nc rdacarrier Media practice Frühere Aufl. u.d.T.: Brierley, Sean: The advertising handbook Includes bibliographical references and index Advertising Handbooks, manuals, etc Advertising Advertisers Werbung (DE-588)4065541-6 gnd rswk-swf Werbung Einführung Werbung (DE-588)4065541-6 s 1\p DE-604 Powell, Helen Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017629806&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | The advertising handbook Advertising Handbooks, manuals, etc Advertising Advertisers Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | The advertising handbook |
| title_auth | The advertising handbook |
| title_exact_search | The advertising handbook |
| title_full | The advertising handbook Helen Powell ... |
| title_fullStr | The advertising handbook Helen Powell ... |
| title_full_unstemmed | The advertising handbook Helen Powell ... |
| title_short | The advertising handbook |
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| topic | Advertising Handbooks, manuals, etc Advertising Advertisers Werbung (DE-588)4065541-6 gnd |
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