| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2017045377 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781138678828 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781138678835 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Call number |
659.1 AD VE |
| TITLE STATEMENT |
|---|
| Title |
The advertising handbook |
| Statement of responsibility, etc |
Edited by Jonathan Hardy, Iain MacRury and Helen Powell |
| EDITION STATEMENT |
|---|
| Edition |
4th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New York : |
| Publisher |
Routledge, |
| Date |
c2018. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xxii, 280 p. : |
| Other Details |
ill. ; |
| Size |
25 cm. |
| GENERAL NOTE |
|---|
| General note |
Revised edition of The advertising handbook, 2009. |
| CONTENTS |
|---|
| 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Advertising |
| Form |
Handbooks, manuals, etc. |
| ADDED ENTRY |
|---|
| Name |
Hardy, Jonathan, |
| Dates |
1963- |
| Role |
Edited by |
| ADDED ENTRY |
|---|
| Name |
MacRury, Iain, |
| Role |
Edited by |
| ADDED ENTRY |
|---|
| Name |
Powell, Helen, |
| Role |
Edited by |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
17632 |
| ADDED ENTRY |
|---|
| -- |
19317 |
| ADDED ENTRY |
|---|
| -- |
19318 |
| ADDED ENTRY |
|---|
| -- |
17635 |