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The advertising handbook/ Helen Powell,Sean Brierley

By: Powell, HelenContributor(s): Brierley, SeanMaterial type: Text

TextSeries: Media PracticePublication details: New York : Routledge, 2009Edition: 3rd. edDescription: xl,247p. : ill. ; 24cmISBN: 0415423112Subject(s): Advertising - podręcznikiDDC classification: 659.1

Contents:

Part 1: Key Issues and Debates 1. Advertising Agencies and their Clients Helen Powell 2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline 3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre 4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury 5. Advertising Regulation Jonathan Hardy Part 2: Themed Chapters 6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon 7. CelebrityHelen Powell 8. Gender and Ethnicity in the advertising industry Andrew Blake 9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi Part 3: Case Studies 10. Sponsorship, Advertising and the Olympic Games Iain MacRury 11. Advertising Universities: Re-presenting complex products in a difficult marketplaceIain MacRury and Sarah Hawkin 12. FMCG Advertising: The home of brandingTim Broadbent 13. Advertising and New Media Joseph Bassary 14. Political Advertising Darren Lilleker & Richard Scullion 15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill Conclusion: The Future of Advertising and Advertising Agencies Janet Hull

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Central Library, Sikkim University Reference	Reference Collection	659.1 POW/A (Browse shelf(Opens below))	Not For Loan		P40009

Total holds: 0

Part 1: Key Issues and Debates
1. Advertising Agencies and their Clients Helen Powell
2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline
3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre
4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury
5. Advertising Regulation Jonathan Hardy
Part 2: Themed Chapters
6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon
7. CelebrityHelen Powell
8. Gender and Ethnicity in the advertising industry Andrew Blake
9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi
Part 3: Case Studies
10. Sponsorship, Advertising and the Olympic Games Iain MacRury
11. Advertising Universities: Re-presenting complex products in a difficult marketplaceIain MacRury and Sarah Hawkin
12. FMCG Advertising: The home of brandingTim Broadbent
13. Advertising and New Media Joseph Bassary
14. Political Advertising Darren Lilleker & Richard Scullion
15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill
Conclusion: The Future of Advertising and Advertising Agencies Janet Hull

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