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:
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.
‘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.’
ANNE CRONIN, Sociology Department, Lancaster University, UK
‘With advertising undergoing radical change, a revised and updated edition of The Advertising Handbook 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.’
ROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia
‘A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.’’
MATTHEW P. MACALLISTER, Professor, Department of Film, Video & Media Studies, College of Communications, the Pennsylvania State University, USA
‘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.’
GIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK
Part 1: Marketing practices and processes
1. Advertising and the modern world
2. What is an advertising agency in the twenty-first century? Advertising processes: from conception to execution and evaluation
3. Branding, brand value and the hidden persuaders on eBay
4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape
Part 2: Changes in media, markets and marketing
5. Media planning and buying
6. Digital advertising and adtech: programmatic platforms, identify and moments
7. Branded content: media and marketing integration
8. Advertising regulation
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?
11. Advertising creativity
12. Advertising, agencies and globalisation
13. Advertising across the BRICS
14. The future of marketing and agencies: the next 10 years for consumer engagement
The Media Practice handbooks are comprehensive resource books for students of media and journalism, and for anyone planning a career as a media professional. Each handbook combines a clear introduction to understanding how the media work with practical information about the structure, processes and skills involved in working in today’s media industries, providing not only a guide on ‘how to do it’ but also a critical reflection on contemporary media practice.