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The advertising handbook / [edited by] Helen Powell ... [et al.].
Series: Media practicePublication details: London ; New York : Routledge, 2009.Edition: 3rd edDescription: xi, 247 p. : ill. ; 24 cmISBN:- 9780415423113 (pbk.) :
- 0415423112 (pbk.) :
- HF5823 .B7273 2009
Contents:
Introduction The Advertising Business Part 1: Key Issues and Debates 1. Advertising Agencies and their Clients Helen Powell 2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline 3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre 4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury 5. Advertising Regulation Jonathan Hardy Part 2: Themed Chapters 6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon 7. Celebrity Helen Powell 8. Gender and Ethnicity in the advertising industry Andrew Blake 9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi Part 3: Case Studies 10. Sponsorship, Advertising and the Olympic Games Iain MacRury 11. Advertising Universities: Re-presenting complex products in a difficult marketplace Iain MacRury and Sarah Hawkin 12. FMCG Advertising: The home of branding Tim Broadbent 13. Advertising and New Media Joseph Bassary 14. Political Advertising Darren Lilleker & Richard Scullion 15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill Conclusion: The Future of Advertising and Advertising Agencies Janet Hull Glossary
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
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Books
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American University in Dubai | American University in Dubai | Main Collection | HF 5823 .B7273 2009 (Browse shelf(Opens below)) | Checked out | 2024-09-26 | 5093310 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| HF 5823 .B439 2004 Advertising today / | HF 5823 .B53 1990 How to produce creative advertising : proven techniques & computer applications / | HF 5823 .B7273 1995 The advertising handbook / | HF 5823 .B7273 2009 The advertising handbook / | HF 5823 .B73 2000 Brand.new / | HF 5823 .B866 2006 The fundamentals of creative advertising / | HF 5823 .C18 1997 Tested advertising methods / |
Introduction The Advertising Business Part 1: Key Issues and Debates 1. Advertising Agencies and their Clients Helen Powell 2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline 3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre 4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury 5. Advertising Regulation Jonathan Hardy Part 2: Themed Chapters 6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon 7. Celebrity Helen Powell 8. Gender and Ethnicity in the advertising industry Andrew Blake 9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi Part 3: Case Studies 10. Sponsorship, Advertising and the Olympic Games Iain MacRury 11. Advertising Universities: Re-presenting complex products in a difficult marketplace Iain MacRury and Sarah Hawkin 12. FMCG Advertising: The home of branding Tim Broadbent 13. Advertising and New Media Joseph Bassary 14. Political Advertising Darren Lilleker & Richard Scullion 15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill Conclusion: The Future of Advertising and Advertising Agencies Janet Hull Glossary
Rev. ed. of: The advertising handbook / Sean Brierley. 2nd ed. 2002.
Includes bibliographical references and index.
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