The Advertising Handbook (Media Practice)

Powell, Helen,Hardy, Jonathan,Hawkin, Sarah,Macrury, Iain

ISBN 10: 0415423112 / ISBN 13: 9780415423113

Editore: Routledge, 2009

Codice articolo E-9780415423113-2-2

Riassunto:

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.

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

Dati bibliografici

Titolo: The Advertising Handbook (Media Practice)
Casa editrice: Routledge
Data di pubblicazione: 2009
Legatura: Brossura
Condizione: Very good
Edizione: terza edizione