The advertising handbook:
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| Previous Title: | Brierley, Sean The advertising handbook |
|---|---|
| Other Authors: | , , |
| Format: | Book |
| Language: | English |
| Published: |
London ; New York
Routledge, Taylor & Francis Group
2018
|
| Edition: | Fourth edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Physical Description: | xxii, 280 Seiten Illustrationen, Diagramme |
| ISBN: | 9781138678835 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
List of figures vii
List of tables viii
Notes on contributors ix
Acknowledgements xii
Introduction xiii
PART 1
MARKETING PRACTICES AND PROCESSES 1
1 The development of the modern advertising industry 3
Joseph Turow
2 What is an advertising agency in the
twenty-first century? 16
lain MacRury
3 Branding, brand value and the hidden persuaders
on eBay 44
Helen Powell
4 Advertising, marketing and PR: deepening mutuality
against a convergent media landscape 58
Chris Hackley
PART 2
CHANGES IN MEDIA, MARKETS AND MARKETING 75
5 Media planning and buying 77
Helen Katz
vi
CONTENTS
6 Digital advertising and adtech: programmatic
platforms, identity and moments 88
Andrew McStay
7 Branded content: media and marketing integration 102
Jonathan Hardy
8 Advertising regulation 123
Jonathan Hardy
PART 3
PROMOTIONAL CULTURES, CONSUMERS AND RESEARCH 145
9 Waving not drowning: understanding consumer
behaviour in the age of Big Data 147
Helen Powell and Katy Parsons
10 How does advertising work? 165
Paul Feldwick
11 Advertising creativity 175
lain MacRury
12 Advertising, agencies and globalisation 200
Paul Springer
13 Advertising across the BRiCS 216
John Sinclair
14 The future of marketing and agencies: the next
ten years for consumer engagement 230
Janet Hull, Institute for Practitioners in Advertising
Glossary 247
Index 269
This is a really accessible and useful text that introduces readers to a wide range of
critical perspectives on the latest developments in advertising. It will be invaluable to
students and researchers across many disciplines.’
ANNE CRONIN, Sociology Department, Lancaster University, UK
The Advertising Handbook provides a critical introduction to advertising and marketing
practices today. Contributions from leading international scholars and practitioners offer
extended coverage of the contemporary shifts and pressures reshaping the marketing
communications industries and their relationship to the consumer.
This Fourth Edition explores the growing significance of:
• the influence of ‘Big Data’ and automation in digital advertising;
• tracking and profiling users across digital communications for targeted and
personalised marketing communications;
• the rise of media and advertising integration through sponsored content, product
placement, native advertising and other forms of branded content;
• the dynamic shifts in ad spending and media-advertising relationships across legacy
media, online and social media; and
• the complex profile of consumer behaviour that produces new challenges for brands
and branding.
Fully revised and updated, this new edition of The Advertising Handbook is a
comprehensive and accessible guide to contemporary advertising and marketing theory
and practice, designed to meet the requirements, interests and terms of reference of the
most recent generation of media and advertising students.
Jonathan Hardy is a Professor of Media and Communications at the University of East
London, UK. His books include Critical Political Economy of the Media: An Introduction
(2014) and Cross-Media Promotion (2010).
Helen Powell Is a Principal Lecturer and Subject Head in the School of Social Sciences
at the University of East London, UK. Helen has written widely on the subjects of
advertising and consumer behaviour, including Promotional Culture and Convergence
(2013).
lain MacRury is Professor of Media and Communication and Deputy Dean, Research
and Professional Practice at Bournemouth University, UK. He is editor of Advertising:
Critical Concepts in Media and Cultural Studies, Vols l-IV (2012), Advertising (2009),
and co-author of The Dynamics of Advertising(2000) and The Inner World of Doctor
Who (2014).
|
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| indexdate | 2024-07-10T08:07:42Z |
| institution | BVB |
| isbn | 9781138678835 |
| language | English |
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| physical | xxii, 280 Seiten Illustrationen, Diagramme |
| publishDate | 2018 |
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| publisher | Routledge, Taylor & Francis Group |
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| spelling | The advertising handbook edited by Jonathan Hardy, Helen Powell and Iain MacRury Fourth edition London ; New York Routledge, Taylor & Francis Group 2018 xxii, 280 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Hardy, Jonathan 1963- (DE-588)1034094203 edt Powell, Helen (DE-588)1129125580 edt MacRury, Iain edt Erscheint auch als Online-Ausgabe 978-1-315-55864-6 Vorangegangen ist Brierley, Sean The advertising handbook London; New York, Routledge, 1995 0-415-10714-8 0-415-10713-X Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030458475&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030458475&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | The advertising handbook Werbung (DE-588)4065541-6 gnd |
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| title | The advertising handbook |
| title_auth | The advertising handbook |
| title_exact_search | The advertising handbook |
| title_full | The advertising handbook edited by Jonathan Hardy, Helen Powell and Iain MacRury |
| title_fullStr | The advertising handbook edited by Jonathan Hardy, Helen Powell and Iain MacRury |
| title_full_unstemmed | The advertising handbook edited by Jonathan Hardy, Helen Powell and Iain MacRury |
| title_old | Brierley, Sean The advertising handbook |
| title_short | The advertising handbook |
| title_sort | the advertising handbook |
| topic | Werbung (DE-588)4065541-6 gnd |
| topic_facet | Werbung |
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