Bibliograph

The advertising handbook, edited by Jonathan Hardy, Helen Powell and Iain MacRury

Type

Label

The advertising handbook, edited by Jonathan Hardy, Helen Powell and Iain MacRury

Language

eng

Index

index present

Literary Form

non fiction

Main title

The advertising handbook

Nature of contents

handbooksbibliography

Oclc number

1019645865

Responsibility statement

edited by Jonathan Hardy, Helen Powell and Iain MacRury

Table Of 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

Classification