Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download The Advertising Handbook PDF full book. Access full book title The Advertising Handbook by Sean Brierley. Download full books in PDF and EPUB format.
Author: Sean Brierley Publisher: Routledge ISBN: 113484283X Category : Business & Economics Languages : en Pages : 288
Book Description
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources
Author: Helen Powell Publisher: Routledge ISBN: 1134718926 Category : Business & Economics Languages : en Pages : 260
Book Description
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.
Author: Jonathan Hardy Publisher: ISBN: 9781138678828 Category : Advertising Languages : en Pages : 0
Book Description
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 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. 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; and 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.
Author: Sean Brierley Publisher: Psychology Press ISBN: 9780415243919 Category : Art Languages : en Pages : 297
Book Description
This book unravels the how and why of advertising and places the industry in its social, historical and political context. Focusing on key debates, it explores the competitive practices and discourses which govern the industry and those who work in it.
Author: Gerard J Tellis Publisher: SAGE ISBN: 1446265900 Category : Business & Economics Languages : en Pages : 512
Book Description
'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author: Helen Katz Publisher: Routledge ISBN: 042978564X Category : Business & Economics Languages : en Pages : 236
Book Description
The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
Author: Sean Brierley Publisher: Routledge ISBN: 1317192273 Category : Business & Economics Languages : en Pages : 331
Book Description
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 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. 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; and 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.
Author: Robert W. Bly Publisher: CCH Tax & Accounting ISBN: 9780137571888 Category : Business & Economics Languages : en Pages : 770
Book Description
A desktop tool for marketing directors/managers, sales managers, product managers, advertising professionals, and anyone else involved in advertising management. The book shows how to plan, implement and manage an effective advertising programme.
Author: Sean Brierley
Author: Sean Brierley
Author: Sean Brierley
Author: Helen Powell
Author: Jonathan Hardy
Author: Sean Brierley
Author: S. Roland Hall
Author: Gerard J Tellis
Author: Helen Katz
Author: Sean Brierley
Author: Robert W. Bly