000			02005cam a22002658i 4500
999			_c33843 _d33843
001			20060356
008			180522b xxu||||| |||| 00| 0 eng d
010			_a 2017045377
020			_a9781138678828
020			_a9781138678835
040			_aDLC
082	0	0	_a659.1 AD VE
245	0	4	_aThe advertising handbook _cEdited by Jonathan Hardy, Iain MacRury and Helen Powell
250			_a4th ed.
260			_aNew York : _bRoutledge, _cc2018.
300			_axxii, 280 p. : _bill. ; _c25 cm.
500			_aRevised edition of The advertising handbook, 2009.
504			_aIncludes bibliographical references and index.
505	0		_aMarketing 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.
650		0	_aAdvertising _zHandbooks, manuals, etc. _917632
700	1		_aHardy, Jonathan, _d1963- _eEdited by _919317
700	1		_aMacRury, Iain, _eEdited by _919318
700	1		_aPowell, Helen, _eEdited by _917635
942			_cREGULAR