Powell / Brierley / Hardy The Advertising Handbook

4. Auflage 2018
ISBN: 978-1-317-19228-2
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 302 Seiten

Reihe: Media Practice

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications [or advertising and marketing] industries and their relationship to the consumer. Profiles and cases studies illustrate innovation and diversification among advertising, marketing and public relations companies, alongside discussion questions to aid learning and encourage debate about the activities and influence of advertising today.

This fourth edition explores the growing significance of:

- The influence of ‘Big Data’ and automation in digital advertising;

- tracking and profiling users across digital communications for targeted and personalised marketing communications;

- the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content;

- the dynamic shifts in ad spending and media-advertising relationships across legacy media, online and social media;

- the complex profile of consumer behaviour that produces new challenges for brands and branding.

Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Autoren/Hrsg.

Powell, Helen

Brierley, Sean

Hardy, Jonathan

Macrury, Iain

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie

Inhaltsverzeichnis

Introduction Part 1: Marketing practices and processes 1. Advertising, communications and the modern world 2. What is an advertising agency in the 21st Century? Advertising processes: from conception to execution and evaluation 3. Brands and branding 4. Advertising, marketing and PR Part 2: Convergence and change in media and marketing communications markets and marketing 5. Planning, buying and selling marketing communications 6. Digital advertising (behavioural ads, profiling, viral) 7. Outdoor (inc. guerrilla; pr) 8. Sponsored content: media and marketing integration 9. Regulating Marketing Communications Part 3: Promotional cultures, consumers and research 10. Patterns of contemporary consumer behaviour 11. Persuasion: principles and practices 12. Consumer research today: Data in advertising 13. Reading ads socially (texts, representation): Promotional cultures and everyday life Part 4: Advertising around the world 14. Advertising, agencies and globalisation 15. Advertising across the BRICS/ Translocal campaigns (case studies) 16. Employment in the marketing industries 17. Beyond the boundaries: global futures and debates

Über Autor(innen)

Jonathan Hardy is a Professor of Media and Communications at the University of East London, UK. His books include Critical Political Economy of the Media: An Introduction (2014) and Cross-Media Promotion (2010).

Iain MacRury is Professor of Media and Communication and Deputy Dean Research and Professional Practice at Bournemouth University, UK. He is editor of Advertising: Critical Concepts in Media and Cultural Studies Vols 1-4. (2012), Advertising (2009), co-author of The Dynamics of Advertising (2000) and The Inner World of Doctor Who (2014).

Helen Powell is a Principal Lecturer and Subject Head in the School of Social Sciences at the University of East London, UK. Helen has written widely on the subjects of advertising and consumer behaviour including Promotional Culture and Convergence (2013).