TY  - BOOK
AU  - Powell,Helen
AU  - Brierley,Sean
TI  - The advertising handbook
T2  - Media practice
SN  - 9780415423113 (pbk.) :
AV  - HF5823 .B7273 2009
PY  - 2009///
CY  - London, New York
PB  - Routledge
KW  - Advertising
KW  - Handbooks, manuals, etc
N1  - Rev. ed. of: The advertising handbook / Sean Brierley. 2nd ed. 2002; Includes bibliographical references and index; 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
ER  -