cam a22 4 4500 528771140 CHVBK 20201027172313.0 180922s2018 xxka b 001 0 eng| 2017045377 GBB7-O1530 bnb 018645728 Uk 978-1-138-67882-8 hbk. 1-138-67882-1 hbk. 978-1-138-67883-5 pbk. 1-138-67883-X pbk. 978-1-315-55864-6 ebk. (IDSLU)001315238 (NEBIS)011520070 (RERO)R008835510 (OCoLC)1020294339 DLC ger SzZuIDS LU rda eng HF5823 .A28 2018 s1se rero 659.1 23 The advertising handbook edited by Jonathan Hardy, Helen Powell and Iain MacRury Fourth Edition London Routledge [2018] xxii, 280 Seiten Illustrationen Media practice Revised edition of The advertising handbook, 2009 Includes bibliographical references and index 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 "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 Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd Advertising fast Advertising Handbooks, manuals, etc (RERO)B020475307 Publicité (RERO)A021065213 rero Manuels d'enseignement supérieur (RERO)A021035909 rero u QP 630 idslu LR Hardy Jonathan 1963- (DE-588)1034094203 Herausgeber edt BK020000 XK020000 XK020000 UIPMZ-20191128 nebis EN 171 IDS LU RERO RE01046 RE01046 RE010460002 FSES M234 TEB 20236A RERO RE61040 RE61040 RE610400033 659.1 ADVb IDSLU LUUHL LUUHL UHFRE QP 630 2018 NEBIS UIPMZ UIPMZ ULFRI HB 358 Ed. 4 IDSLU 490 0- Media practice IDSLU 700 1- Hardy Jonathan 1963- (DE-588)1034094203 Herausgeber edt NEBIS 490 0- Media practice NEBIS 700 1- Hardy Jonathan 1963- (DE-588)1034094203 Herausgeber edt NEBIS 700 1- MacRury Iain (DE-588)1053148615 Herausgeber edt NEBIS 700 1- Powell Helen (DE-588)1129125580 Herausgeber edt RERO 490 0- Media practice RERO 700 1- Hardy Jonathan 1963- (IDREF)184450993 edt NEBIS UZH50 EBI01 UIPMZ https://opac.nebis.ch/objects/pdf_uzh50/6/UIPMZ_011520070_TB-Inhalt_006803396.pdf Titelblatt und Inhaltsverzeichnis VIEW pdf IDSLU ILU50 ILU01 LUZHB https://www.ub.unibas.ch/tox/IDSLUZ/001315238/PDF pdf VIEW Inhaltsverzeichnis