The advertising handbook - Hardy, Jonathan, 1963-; Powell, Helen; MacRury, Iain (Abingdon, Oxon Routledge, 2018)
Part I. 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 / Stephen 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 II. Themed chapters -- 6. Lynx: the challenges of lad culture / Julia Dane and Hyunsun 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 III. 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 and Richard Scullion -- 15. Using a history of Ivory to explore changing advertising design / Jacqueline Botterill -- 16. Conclusion: the future of advertising and advertising agencies / Janet Hull.
Previous edition: 2002 by Sean Brierley.
Includes bibliographical references and index.