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| 005 | 20240430145154.0 | ||
| 008 | 081030s2009 enka bf 001 0 eng | ||
| 010 | _a 2008047678 | ||
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_aHF5823 _b.B7273 2009 |
| 090 | _aHF 5823 .B7273 2009 | ||
| 245 | 0 | 4 |
_aThe advertising handbook / _c[edited by] Helen Powell ... [et al.]. |
| 250 | _a3rd ed. | ||
| 260 |
_aLondon ; _aNew York : _bRoutledge, _c2009. |
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| 300 |
_axi, 247 p. : _bill. ; _c24 cm. |
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| 490 | 1 | _aMedia practice | |
| 505 | 0 | _aIntroduction 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 | |
| 500 | _aRev. ed. of: The advertising handbook / Sean Brierley. 2nd ed. 2002. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 650 | 0 |
_aAdvertising _vHandbooks, manuals, etc. _9126452 |
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| 700 | 1 |
_aPowell, Helen. _9126454 |
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| 700 | 1 |
_aBrierley, Sean, _d1966- _tAdvertising handbook. _966477 |
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| 830 | 0 |
_aMedia practice. _9126457 |
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