The Advertising Handbook

Business & Finance, Marketing & Sales, Advertising & Promotion, Nonfiction, Social & Cultural Studies, Social Science
Cover of the book The Advertising Handbook by Helen Powell, Jonathan Hardy, Iain Macrury, Taylor and Francis
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Author: Helen Powell, Jonathan Hardy, Iain Macrury ISBN: 9781317192275
Publisher: Taylor and Francis Publication: February 28, 2018
Imprint: Routledge Language: English
Author: Helen Powell, Jonathan Hardy, Iain Macrury
ISBN: 9781317192275
Publisher: Taylor and Francis
Publication: February 28, 2018
Imprint: Routledge
Language: English

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today.

This Fourth Edition explores the growing significance of:

  • the influence of ‘Big Data’ and automation in digital advertising;

  • tracking and profiling users across digital communications for targeted and personalised marketing communications;

  • the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content;

  • the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and

  • the complex profile of consumer behaviour that produces new challenges for brands and branding.

Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today.

This Fourth Edition explores the growing significance of:

Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

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