The advertising handbook
| Other Authors: | , , |
|---|---|
| Format: | Book |
| Language: | Inglés |
| Published: |
Abingdon, Oxon
Routledge
2018
|
| Edition: | Fourth edition |
| Series: | Media practice.
|
| See on Universidad Loyola - Universidad Loyola Granada: | https://colectivo.uloyola.es/Record/205704 |
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Table of Contents:
- Part I. 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 / Stephen 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 II. Themed chapters
- 6. Lynx: the challenges of lad culture / Julia Dane and Hyunsun 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 III. 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 and Richard Scullion
- 15. Using a history of Ivory to explore changing advertising design / Jacqueline Botterill
- 16. Conclusion: the future of advertising and advertising agencies / Janet Hull.
