rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: The
    title: advertising handbook
  name:
    name part: Brierley, Sean
    name part: 1966-
    role:
      role term: author
  name:
    name part: Powell, Helen
    role:
      role term: author
  type of resource: text
  origin info:
    place:
      place term: enk
    place:
      place term: Oxon, England
    place:
      place term: New York
    publisher: Routledge
    date issued: c2009
    date issued: 2009
    edition: 3rd ed
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: xi, 247 p. : ill. ; 24 cm.
  abstract: 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.
  table of contents: 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
  note: [edited by] Helen Powell ... [et al.]
  note: Rev. ed. of: The advertising handbook / Sean Brierley. 2nd ed. 2002
  note: Includes bibliographical references and index
  subject:
    topic: Advertising
    genre: Handbooks, manuals, etc
  related item:
    title info:
      title: Media practice
  identifier: 0415423112 (pbk. : alk. paper)
  identifier: 0415423120 (hardback : alk. paper)
  identifier: 9780415423113 (pbk. : alk. paper)
  identifier: 9780415423120 (hardback : alk. paper)
  record info:
    record creation date: 100719
    record change date: 20161013093000.0
    record identifier: 0000067458