{"product_id":"the-advertising-handbook-9781138678835","title":"The Advertising Handbook","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cem\u003eThe Advertising Handbook\u003c\/em\u003e 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 case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis Fourth Edition explores the growing significance of:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cli\u003ethe influence of Big Data' and automation in digital advertising;\u003c\/li\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cli\u003etracking and profiling users across digital communications for targeted and personalised marketing communications;\u003c\/li\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cli\u003ethe rise of media and advertising integrati\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e‘This is a really accessible and useful text that introduces readers to a wide range of critical perspectives on the latest developments in advertising. It will be invaluable to students and researchers across many disciplines.’\u003c\/p\u003e\n\u003cp\u003eANNE CRONIN, Sociology Department, Lancaster University, UK\u003c\/p\u003e\n\u003cp\u003e‘With advertising undergoing radical change, a revised and updated edition of \u003ci\u003eThe Advertising Handbook\u003c\/i\u003e is both opportune and essential. Bringing together writing from renowned scholars and respected practitioners, this collection of informed yet accessible chapters offers a comprehensive overview of current practices and issues.’\u003c\/p\u003e\n\u003cp\u003eROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia\u003c\/p\u003e\n\u003cp\u003e‘A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.’’\u003c\/p\u003e\n\u003cp\u003eMATTHEW P. MACALLISTER, Professor, Department of Film, Video \u0026amp; Media Studies, College of Communications, the Pennsylvania State University, USA\u003c\/p\u003e\n\u003cp\u003e‘At a time when the boundaries of advertising are becoming blurred and its industry is changing rapidly, this revised edition identifies and addresses the most relevant developments (such as the advent of big data and the rise of branded content), and provides an updated and comprehensive overview of contemporary advertising practices in context.’\u003c\/p\u003e\n\u003cp\u003eGIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK\u003c\/p\u003e\n\u003cbr\u003e\u003cp\u003e‘This is a really accessible and useful text that introduces readers to a wide range of critical perspectives on the latest developments in advertising. It will be invaluable to students and researchers across many disciplines.’\u003c\/p\u003e\n\u003cp\u003eANNE CRONIN, Sociology Department, Lancaster University, UK\u003c\/p\u003e\n\u003cp\u003e‘With advertising undergoing radical change, a revised and updated edition of \u003ci\u003eThe Advertising Handbook\u003c\/i\u003e is both opportune and essential. Bringing together writing from renowned scholars and respected practitioners, this collection of informed yet accessible chapters offers a comprehensive overview of current practices and issues.’\u003c\/p\u003e\n\u003cp\u003eROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia\u003c\/p\u003e\n\u003cp\u003e‘A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.’’\u003c\/p\u003e\n\u003cp\u003eMATTHEW P. MACALLISTER, Professor, Department of Film, Video \u0026amp; Media Studies, College of Communications, the Pennsylvania State University, USA\u003c\/p\u003e\n\u003cp\u003e‘At a time when the boundaries of advertising are becoming blurred and its industry is changing rapidly, this revised edition identifies and addresses the most relevant developments (such as the advent of big data and the rise of branded content), and provides an updated and comprehensive overview of contemporary advertising practices in context.’\u003c\/p\u003e\n\u003cp\u003eGIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cem\u003eIntroduction\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003ePart 1: Marketing practices and processes\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e1. Advertising and the modern world\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eJoseph Turow\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e2. What is an advertising agency in the twenty-first century? Advertising processes: from conception to execution and evaluation\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eIain MacRury\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e3. Branding, brand value and the hidden persuaders on eBay\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eHelen Powell\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eChris Hackley\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003ePart 2: Changes in media, markets and marketing\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e5. Media planning and buying\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eHelen Katz\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e6. Digital advertising and adtech: programmatic platforms, identify and moments\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eAndrew McStay\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e7. Branded content: media and marketing integration\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eJonathan Hardy\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e8. Advertising regulation\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eJonathan Hardy\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003ePart 3: Promotional cultures, consumers and research\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e9. Waving not drowning: understanding consumer behaviour in the age of big data\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eHelen Powell and Katy Parsons\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e10. How does advertising work?\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003ePaul Feldwick\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e11. Advertising creativity\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eIain MacRury\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e12. Advertising, agencies and globalisation\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003ePaul Springer\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e13. Advertising across the BRICS\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eJohn Sinclair\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e14. The future of marketing and agencies: the next 10 years for consumer engagement\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eJanet Hull\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eIndex\u003c\/em\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":50577840570711,"sku":"9781138678835","price":42.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781138678835.jpg?v=1746096892","url":"https:\/\/bookcurl.com\/products\/the-advertising-handbook-9781138678835","provider":"Book Curl","version":"1.0","type":"link"}