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.
Table of Contents
Introduction
Part 1: Marketing practices and processes
1. Advertising and the modern world
Joseph Turow
2. What is an advertising agency in the twenty-first century? Advertising processes: from conception to execution and evaluation
Iain MacRury
3. Branding, brand value and the hidden persuaders on eBay
Helen Powell
4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape
Chris Hackley
Part 2: Changes in media, markets and marketing
5. Media planning and buying
Helen Katz
6. Digital advertising and adtech: programmatic platforms, identify and moments
Andrew McStay
7. Branded content: media and marketing integration
Jonathan Hardy
8. Advertising regulation
Jonathan Hardy
Part 3: Promotional cultures, consumers and research
9. Waving not drowning: understanding consumer behaviour in the age of big data
Helen Powell and Katy Parsons
10. How does advertising work?
Paul Feldwick
11. Advertising creativity
Iain MacRury
12. Advertising, agencies and globalisation
Paul Springer
13. Advertising across the BRICS
John Sinclair
14. The future of marketing and agencies: the next 10 years for consumer engagement
Janet Hull
Index
