広告ハンドブック（第３版） The Advertising Handbook (Media Practice) （3TH）

Powell, Helen/ Hardy, Jonathan/ Hawkin, Sarah/ Macrury, Iain

Routledge（2009/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 247 p.
• 言語 ENG
• 商品コード 9780415423113
• DDC分類 659.1

基本説明

The third edition offers new material and a new organizing framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice.

Full Description

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.

Contents

Introduction The Advertising Business Part 11. Advertising Agencies and their Clients Helen Powell 2. Ronald's 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. Perez-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. CelebrityHelen 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 marketplaceIain MacRury and Sarah Hawkin 12. FMCG Advertising: The home of brandingTim 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