The advertising handbook
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.
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Oxon, England ; New York :
Routledge ,
c2009
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| Edition: | 3rd ed |
| Series: | Media practice
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| Subjects: |
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