The Advertising Handbook

Produkt bewerten

Brierley Sean

▪Hardy Jonathan

▪Iain Macrury

Verlag:

Taylor & Francis

Unsere-Artikel-Nr.: P34947621

EAN: 9781138678835

Erhältlich:

Nicht auf Lager

Zustellung: Mi, 16.09.2026

Versand: Kostenlos

-14.5 %

CHF 86.–

CHF 73.50

Beschreibung

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.

Spezifikationen

Sprache

Englisch

Autor

Brierley Sean
Hardy Jonathan
Iain Macrury
Helen Powell

Zielgruppe

AS/A2 and Undergraduate

Erscheinungsjahr

2018

Format

Buch (Softcover)

Anzahl Seiten