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Revised edition of The advertising handbook, 2009.
List of contents
Introduction
Part 1: Marketing practices and processes
1. Advertising and the modern world
Joseph Turow
2. What is an advertising agency in the twenty-first century? Advertising processes: from conception to execution and evaluation
Iain MacRury
3. Branding, brand value and the hidden persuaders on eBay
Helen Powell
4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape
Chris Hackley
Part 2: Changes in media, markets and marketing
5. Media planning and buying
Helen Katz
6. Digital advertising and adtech: programmatic platforms, identify and moments
Andrew McStay
7. Branded content: media and marketing integration
Jonathan Hardy
8. Advertising regulation
Jonathan Hardy
Part 3: Promotional cultures, consumers and research
9. Waving not drowning: understanding consumer behaviour in the age of big data
Helen Powell and Katy Parsons
10. How does advertising work?
Paul Feldwick
11. Advertising creativity
Iain MacRury
12. Advertising, agencies and globalisation
Paul Springer
13. Advertising across the BRICS
John Sinclair
14. The future of marketing and agencies: the next 10 years for consumer engagement
Janet Hull
Index
About the author
Jonathan Hardy is a Professor of Media and Communications at the University of East London, UK. His books include Critical Political Economy of the Media: An Introduction (2014) and Cross-Media Promotion (2010).
Helen Powell is a Principal Lecturer and Subject Head in the School of Social Sciences at the University of East London, UK. Helen has written widely on the subjects of advertising and consumer behaviour, including Promotional Culture and Convergence (2013).
Iain MacRury is Professor of Media and Communication and Deputy Dean in Research and Professional Practice at Bournemouth University, UK. He is editor of Advertising: Critical Concepts in Media and Cultural Studies Vols 1-4. (2012), Advertising (2009), and co-author of The Dynamics of Advertising (2000) and The Inner World of Doctor Who (2014).
Summary
The Advertising Handbook provides a critical introduction to advertising and marketing practices today.
Additional text
‘This is a really accessible and useful text that introduces readers to a wide range of critical perspectives on the latest developments in advertising. It will be invaluable to students and researchers across many disciplines.’
ANNE CRONIN, Sociology Department, Lancaster University, UK
‘With advertising undergoing radical change, a revised and updated edition of The Advertising Handbook is both opportune and essential. Bringing together writing from renowned scholars and respected practitioners, this collection of informed yet accessible chapters offers a comprehensive overview of current practices and issues.’
ROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia
‘A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.’’
MATTHEW P. MACALLISTER, Professor, Department of Film, Video & Media Studies, College of Communications, the Pennsylvania State University, USA
‘At a time when the boundaries of advertising are becoming blurred and its industry is changing rapidly, this revised edition identifies and addresses the most relevant developments (such as the advent of big data and the rise of branded content), and provides an updated and comprehensive overview of contemporary advertising practices in context.’
GIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK
