The advertising handbook 
Edited by Jonathan Hardy, Iain MacRury and Helen Powell 
 - 4th ed. 
 - New York :  Routledge,  c2018. 
 - xxii, 280 p. :  ill. ;  25 cm. 
<br/><br/> Revised edition of The advertising handbook, 2009. 
<br/><br/>
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781138678828 9781138678835 
<br/><br/><label>LCCN: </label>2017045377 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Handbooks, manuals, etc.
<br/><br/><label>Dewey Class. No.: </label>659.1 AD VE