The advertising handbook
edited by Jonathan Hardy, Helen Powell and Ian MacRury.
Bok · Engelsk · 2018
| Medvirkende | |
|---|---|
| Omfang | 280 pages : illustrations
|
| Utgave | Fourth edition
|
| Opplysninger | Revised edition of The advertising handbook, 2009.. - Marketing practices and processes -- The development of the modern advertising industry / Joseph Turow -- What is an advertising agency in the 21st century? advertising processes : from conception to execution and evaluation / Iain MacRury -- Branding, brand value and the hidden persuaders on eBay / Helen Powell -- Advertising, marketing and PR / Chris Hackley -- Changes in media, markets and marketing -- Digital advertising and AdTech : programmatic platforms, identity and moments / Andrew McStay -- Branded content : media and marketing integration / Jonathan Hardy -- Advertising regulation / Jonathan Hardy -- Promotional cultures, consumers and research -- Waving not drowning : understanding consumer behaviour in the age of big data / Helen Powell and Katy Parsons -- How does advertising work? / Paul Feldwick -- Advertising creativity / Iain MacRury -- Advertising, agencies and globalisation / Paul Springer -- Advertising across the BRICS / John Sinclair -- The future of marketing and agencies : the next 10 years for consumer engagement / Janet Hull -- Glossary -- Index.
|
| Emner | |
| Dewey | |
| ISBN | 9781138678828. - 9781138678835
|