The advertising handbook / edited by Jonathan Hardy, Helen Powel and Iain MacRury
| Otros autores: | Hardy, Jonathan, (1963-) Powell, Helen MacRury, Iain |
|---|---|
| Formato: | Libro |
| Edición: | Fourth edition |
| Publicación: |
Abingdon, Oxon : Routledge, 2018 |
| Descripción física: | xxii, 280 pages : illustrations ; 24 cm |
| Clasificación CDU: |
659 * 659 |
| Edición: |
Fourth edition |
| Tipo de contenido: |
text |
| Tipo de medio: |
unmediated |
| Tipo de soporte: |
volume |
| Nota: |
Previous edition: 2002 by Sean Brierley. |
| Contenido: |
Helen Powell -- Stephen Kline -- Francisco J. Perez-Latre -- Iain MacRury -- Jonathan Hardy -- Julia Dane and Hyunsun Yoon -- Helen Powell -- Andrew Blake -- Eleni Kasapi -- Iain MacRury -- Iain MacRury and Sarah Hawkin -- Tim Broadbent -- Joseph Bassary -- Darren Lilleker and Richard Scullion -- Jacqueline Botterill -- Janet Hull. |
| Bibliografía: |
Includes bibliographical references and index. |
| Colección: |
Media practice.
|
| ISBN: |
9780415423113 0415423112 |
Tabla de Contenidos:
- 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.