TY  - BOOK
AU  - Hardy,Jonathan
AU  - MacRury,Iain
AU  - Powell,Helen
TI  - The advertising handbook
SN  - 9781138678828 (hardback : alk. paper)
AV  - HF5823 .A28 2018
U1  - 659.1 23
KW  - Advertising
KW  - Handbooks, manuals, etc
N1  - Revised edition of The advertising handbook, 2009; Includes bibliographical references and index; Marketing practices and processes -- Advertising and the modern world / 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 -- Media planning and buying / Helen Katz -- 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/ Translocal campaigns / John Sinclair -- The future of marketing and agencies : the next 10 years for consumer engagement / Janet Hull -- Glossary -- Index
ER  -