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The Advertising Handbook

by Powell; Helen

ISBN13: 9780415423120
ISBN10: 0415423120
Edition: 3rd
Format: Hardcover
Copyright: 7/8/2009
Publisher: Routledge

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1. The Advertising Handbook > ISBN13: 9780415423120

List Price: $140.00

Summary

The Advertising Handbookis 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.

Introductio?
The Advertising Business
Key
Issues and Debates
Advertising Agencies and their Clients
Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications
Advertising Fragmentation: the beginning of a new paradigm?
Advertising Research: Markets, Methods and Knowing Consumers
Advertising Regulation
Themed Chapters
Lynx: The challenges of lad culture
Celebrity
Gender and Ethnicity in the advertising industry
Viral Advertising: Internet Entertainment and Virtual Sociality
Case Studies
Sponsorship, Advertising and the Olympic Games
Advertising Universities: Re-presenting complex products in a difficult marketplace
FMCG Advertising: The home of branding
Advertising and New Media
Political Advertising
Using a history of Ivory to explore changing advertising design
Conclusion: The Future of Advertising and Advertising Agencies
Glossary
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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Rent More, Save More! Use code: ECRENTAL

Rent More, Save More! Use code: ECRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

The Advertising Handbook

Summary

Table of Contents

Supplemental Materials

Rewards Program