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The advertising handbook

Author: Jonathan Hardy; Iain MacRury; Helen Powell
Publisher: London : Routledge, 2018.
Series: Media practice.
Edition/Format:   eBook : Document : English : Fourth editionView all editions and formats
Summary:

Revised edition of The advertising handbook, 2009.

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Genre/Form: Electronic books
Handbooks and manuals
Handbooks, manuals, etc
Additional Physical Format: Print version :
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jonathan Hardy; Iain MacRury; Helen Powell
ISBN: 9781317192275 1317192273 9781315558646 1315558645 9781317192282 1317192281 9781317192268 1317192265
OCLC Number: 1027812143
Notes: Revised edition of The advertising handbook, 2009.
Description: 1 online resource.
Contents: Marketing practices and processes --
Advertising and the modern world / Joseph Turow --
What is an advertising agency in the 21st century? advertising processes : from conception to execution and evaluation / Iain MacRury --
Branding, brand value and the hidden persuaders on eBay / Helen Powell --
Advertising, marketing and PR / Chris Hackley --
Changes in media, markets and marketing --
Media planning and buying / Helen Katz --
Digital advertising and AdTech : programmatic platforms, identity and moments / Andrew McStay --
Branded content : media and marketing integration / Jonathan Hardy --
Advertising regulation / Jonathan Hardy --
Promotional cultures, consumers and research --
Waving not drowning : understanding consumer behaviour in the age of big data / Helen Powell and Katy Parsons --
How does advertising work? / Paul Feldwick --
Advertising creativity / Iain MacRury --
Advertising, agencies and globalisation / Paul Springer --
Advertising across the BRICS/ Translocal campaigns / John Sinclair --
The future of marketing and agencies : the next 10 years for consumer engagement / Janet Hull --
Glossary --
Index.
Series Title: Media practice.
Responsibility: edited by Jonathan Hardy, Helen Powell and Iain MacRury.

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`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 Read more...

 
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