http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.
1. Advertising agencies and their clients -- 2. Ronald's new dance: a case study of corporate re-branding in the age of integrated marketing communications -- 3. Advertising fragmentation: the beginning of a new paradigm? -- 4. Advertising research: markets, methods and knowing consumers -- 5. Advertising regulation -- 6. Lynx: the challenges of lad culture -- 7. Celebrity -- 8. Gender and ethnicity in the advertising industry -- 9. Viral advertising: internet entertainment and virtual sociality -- 10. Sponsorship, advertising and the Olympics Games -- 11. Advertising universities: re-presenting complex products in a difficult marketplace -- 12. FMCG advertising: the home of branding -- 13. Advertising and new media -- 14. Political advertising -- 15. Using a history of ivory to explore changing advertising design -- 16. Conclusion: the future of advertising and advertising agencies
Rev. ed. of: The advertising handbook / Sean Brierley. 2nd ed. 2002
Includes bibliographical references and index