The Advertising Handbook is a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness; and how companies measure their success. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future.
The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.
Introduction The Advertising Business Part 1: Key Issues and Debates
1. Advertising Agencies and their Clients Helen Powell
2. Ronalds New
Dance: A case study of corporate re-branding in the age of integrated
marketing communications Steven Kline
3. Advertising Fragmentation: the
beginning of a new paradigm? Francisco J. Pérez-Latre
4. Advertising
Research: Markets, Methods and Knowing Consumers Iain MacRury
5. Advertising
Regulation Jonathan Hardy Part 2: Themed
Chapters
6. Lynx: The challenges
of lad culture Julia Dane & Catherine 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 3: 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 & Richard Scullion
15. Using a history of Ivory
to explore changing advertising design Jacqueline Botterill Conclusion: The
Future of Advertising and Advertising Agencies Janet Hull Glossary
University of East London, UK
