The advertising handbook
| LEADER | cam a22 4 4500 | ||
|---|---|---|---|
| 001 | 528771140 | ||
| 003 | CHVBK | ||
| 005 | 20201027172313.0 | ||
| 008 | 180922s2018 xxka b 001 0 eng| | ||
| 010 | |a 2017045377 | ||
| 015 | |a GBB7-O1530 |2 bnb | ||
| 016 | 7 | |a 018645728 |2 Uk | |
| 020 | |a 978-1-138-67882-8 |q hbk. | ||
| 020 | |a 1-138-67882-1 |q hbk. | ||
| 020 | |a 978-1-138-67883-5 |q pbk. | ||
| 020 | |a 1-138-67883-X |q pbk. | ||
| 020 | |z 978-1-315-55864-6 |q ebk. | ||
| 035 | |a (IDSLU)001315238 | ||
| 035 | |a (NEBIS)011520070 | ||
| 035 | |a (RERO)R008835510 | ||
| 035 | |a (OCoLC)1020294339 | ||
| 040 | |a DLC |b ger |d SzZuIDS LU |e rda | ||
| 041 | 0 | |a eng | |
| 050 | 0 | 0 | |a HF5823 |b .A28 2018 |
| 072 | 7 | |a s1se |2 rero | |
| 082 | 0 | 0 | |a 659.1 |2 23 |
| 245 | 0 | 4 | |a The advertising handbook |c edited by Jonathan Hardy, Helen Powell and Iain MacRury |
| 250 | |a Fourth Edition | ||
| 264 | 1 | |a London |b Routledge |c [2018] | |
| 300 | |a xxii, 280 Seiten |b Illustrationen | ||
| 490 | 0 | |a Media practice | |
| 500 | |a Revised edition of The advertising handbook, 2009 | ||
| 504 | |a Includes bibliographical references and index | ||
| 505 | 0 | |a Marketing practices and processes -- Advertising and the modern world / Joseph Turow -- What is an advertising agency in the 21st century? advertising processes : from conception to execution and evaluation / Iain MacRury -- Branding, brand value and the hidden persuaders on eBay / Helen Powell -- Advertising, marketing and PR / Chris Hackley -- Changes in media, markets and marketing -- Media planning and buying / Helen Katz -- Digital advertising and AdTech : programmatic platforms, identity and moments / Andrew McStay -- Branded content : media and marketing integration / Jonathan Hardy -- Advertising regulation / Jonathan Hardy -- Promotional cultures, consumers and research -- Waving not drowning : understanding consumer behaviour in the age of big data / Helen Powell and Katy Parsons -- How does advertising work? / Paul Feldwick -- Advertising creativity / Iain MacRury -- Advertising, agencies and globalisation / Paul Springer -- Advertising across the BRICS/ Translocal campaigns / John Sinclair -- The future of marketing and agencies : the next 10 years for consumer engagement / Janet Hull -- Glossary -- Index | |
| 520 | |a "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."--Provided by publisher | ||
| 650 | 0 | |a Advertising |v Handbooks, manuals, etc | |
| 650 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 0 | |a Advertising |v Handbooks, manuals, etc |0 (RERO)B020475307 | |
| 650 | 7 | |a Publicité |0 (RERO)A021065213 |2 rero | |
| 655 | 7 | |a Manuels d'enseignement supérieur |0 (RERO)A021035909 |2 rero | |
| 691 | 7 | |B u |u QP 630 |2 idslu LR | |
| 700 | 1 | |a Hardy |D Jonathan |d 1963- |0 (DE-588)1034094203 |e Herausgeber |4 edt | |
| 898 | |a BK020000 |b XK020000 |c XK020000 | ||
| 909 | 7 | |a UIPMZ-20191128 |2 nebis EN | |
| 912 | 7 | |a 171 |2 IDS LU | |
| 949 | |B RERO |F RE01046 |b RE01046 |c RE010460002 |j FSES M234 |s TEB 20236A | ||
| 949 | |B RERO |F RE61040 |b RE61040 |c RE610400033 |j 659.1 ADVb | ||
| 949 | |B IDSLU |F LUUHL |b LUUHL |c UHFRE |j QP 630 2018 | ||
| 949 | |B NEBIS |F UIPMZ |b UIPMZ |c ULFRI |j HB 358 Ed. 4 | ||
| 950 | |B IDSLU |P 490 |E 0- |a Media practice | ||
| 950 | |B IDSLU |P 700 |E 1- |a Hardy |D Jonathan |d 1963- |0 (DE-588)1034094203 |e Herausgeber |4 edt | ||
| 950 | |B NEBIS |P 490 |E 0- |a Media practice | ||
| 950 | |B NEBIS |P 700 |E 1- |a Hardy |D Jonathan |d 1963- |0 (DE-588)1034094203 |e Herausgeber |4 edt | ||
| 950 | |B NEBIS |P 700 |E 1- |a MacRury |D Iain |0 (DE-588)1053148615 |e Herausgeber |4 edt | ||
| 950 | |B NEBIS |P 700 |E 1- |a Powell |D Helen |0 (DE-588)1129125580 |e Herausgeber |4 edt | ||
| 950 | |B RERO |P 490 |E 0- |a Media practice | ||
| 950 | |B RERO |P 700 |E 1- |a Hardy |D Jonathan |d 1963- |0 (IDREF)184450993 |4 edt | ||
| 956 | 4 | |B NEBIS |C UZH50 |D EBI01 |a UIPMZ |u https://opac.nebis.ch/objects/pdf_uzh50/6/UIPMZ_011520070_TB-Inhalt_006803396.pdf |y Titelblatt und Inhaltsverzeichnis |x VIEW |q pdf | |
| 956 | 4 | |B IDSLU |C ILU50 |D ILU01 |a LUZHB |u https://www.ub.unibas.ch/tox/IDSLUZ/001315238/PDF |q pdf |x VIEW |y Inhaltsverzeichnis | |