Overview

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.

Full Product Details

Author:   Jonathan Hardy ,  Iain Macrury ,  Helen Powell (University of East London, UK) ,  Sarah Hawkin
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   3rd New edition
Volume:   v. 4
Dimensions:   Width: 15.60cm , Height: 1.50cm , Length: 23.40cm
Weight:   0.418kg
ISBN:  

9780415423113

ISBN 10:   0415423112
Pages:   252
Publication Date:   22 May 2009
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Out of stock  

Table of Contents

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

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