The Advertising Handbook by Helen PowellThe Advertising Handbook by Helen Powell

The Advertising Handbook

byHelen Powell, Jonathan Hardy, Sarah Hawkin

Paperback | May 22, 2009

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The Advertising Handbookis a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness; and how companies measure their success. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future.

The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students ¿ as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.

Title:The Advertising HandbookFormat:PaperbackDimensions:264 pages, 9.21 × 6.14 × 0.6 inPublished:May 22, 2009Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415423112

ISBN - 13:9780415423113

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Table of Contents

Introduction   The Advertising Business Part 1: Key Issues and Debates 1. Advertising Agencies and their ClientsHelen Powell 2. Ronald¿s New Dance: A case study of corporate re-branding in the age of integrated marketing communicationsSteven Kline 3. Advertising Fragmentation: the beginning of a new paradigm?Francisco J. P¿z-Latre 4. Advertising Research: Markets, Methods and Knowing ConsumersIain MacRury 5. Advertising RegulationJonathan Hardy Part 2: Themed Chapters 6. Lynx: The challenges of lad cultureJulia Dane & Catherine Yoon 7. Celebrity
Helen Powell 8. Gender and Ethnicity in the advertising industryAndrew Blake 9. Viral Advertising: Internet Entertainment and Virtual SocialityEleni Kasapi Part 3: Case Studies 10. Sponsorship, Advertising and the Olympic GamesIain 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 MediaJoseph Bassary 14. Political Advertising Darren Lilleker & Richard Scullion 15. Using a history of Ivory to explore changing advertising designJacqueline Botterill Conclusion: The Future of Advertising and Advertising AgenciesJanet HullGlossary