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Sinossi
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.
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Contenuti
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. Pérez-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
Product Description
Book by Powell Helen Hardy Jonathan Hawkin Sarah MacRury I
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The Advertising Handbook (Media Practice)
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The Advertising Handbook
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The Advertising Handbook (Media Practice)
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Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,600grams, ISBN:9780415423113. Codice articolo 8498211
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Paperback. Condizione: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 6545-9780415423113
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The Advertising Handbook (Media Practice)
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Paperback. Condizione: Very Good. The Advertising Handbook (Media Practice) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 7719-9780415423113
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The Advertising Handbook
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Taylor & Francis Group, 2009
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ISBN 13: 9780415423113
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The Advertising Handbook
Editore:
Taylor & Francis Group, 2009
ISBN 10: 0415423112
ISBN 13: 9780415423113
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Da: Better World Books, Mishawaka, IN, U.S.A.
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Condizione: Very Good. 3 Edition. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Codice articolo GRP76547176
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The Advertising Handbook
Editore:
Taylor & Francis Group, 2009
ISBN 10: 0415423112
ISBN 13: 9780415423113
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Da: Better World Books Ltd, Dunfermline, Regno Unito
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Condizione: Good. 3 Edition. Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Codice articolo GRP90998286
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Foto dell'editore
The Advertising Handbook
Editore:
Taylor & Francis Group, 2009
ISBN 10: 0415423112
ISBN 13: 9780415423113
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Da: Better World Books Ltd, Dunfermline, Regno Unito
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Condizione: Good. 3 Edition. Ships from the UK. Used book that is in clean, average condition without any missing pages. Codice articolo 39967508-20
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