The advertising handbook
Title By: Hardy, Jonathan [Edited by] | MacRury, Iain [Edited by] | Powell, Helen [Edited by]
Material type:
BookPublisher: New York : Routledge, c2018.Edition: 4th ed.Description: xxii, 280 p. : ill. ; 25 cm.ISBN: 9781138678828; 9781138678835Subject(s): Advertising -- Handbooks, manuals, etcDDC classification: 659.1 AD VE
| Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 659.1 AD VE (Browse shelf) | Available | T0059500 | |||
| REGULAR | University of Wollongong in Dubai Main Collection | 659.1 AD VE (Browse shelf) | Available | may2018 | T0059448 |
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| 659.1 AD LA Ad law : | 659.1 AD VA Advances in advertising research : the changing roles of advertising : vol IV | 659.1 AD VE Advertising in new formats and media : current research and implications for marketers | 659.1 AD VE The advertising handbook | 659.1 AD VE The advertising handbook | 659.1 AD VE Advertising and branding : | 659.1 AL AD Advertising creative : strategy, copy, design |
Revised edition of The advertising handbook, 2009.
Includes bibliographical references and index.
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.