Library of American University of Madaba
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The advertising handbook /
edited by Jonathan Hardy, Helen Powell and Iain MacRury.
- 4th ed.
- Abingdon, Oxon : Routledge, 2018.
- xi, 280 p. : ill. ; 25 cm.
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.
9781138678835 (pbk. : alk. paper) 9781138678828 (hardback : alk. paper)
Advertising--Handbooks, manuals, etc.
659.1 / A244
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.
9781138678835 (pbk. : alk. paper) 9781138678828 (hardback : alk. paper)
Advertising--Handbooks, manuals, etc.
659.1 / A244