The Advertising Handbook, Fourth Edition

  • 6h 12m
  • Helen Powell, Iain MacRury, Jonathan Hardy
  • Taylor and Francis
  • 2018

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
  • 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.

About the Authors

Jonathan Hardy is a Professor of Media and Communications at the University of East London, UK. His books include Critical Political Economy of the Media: An Introduction (2014) and Cross-Media Promotion (2010).

Helen Powell is a Principal Lecturer and Subject Head in the School of Social Sciences at the University of East London, UK. Helen has written widely on the subjects of advertising and consumer behaviour, including Promotional Culture and Convergence (2013).

Iain MacRury is Professor of Media and Communication and Deputy Dean in Research and Professional Practice at Bournemouth University, UK. He is editor of Advertising: Critical Concepts in Media and Cultural Studies Vols 1-4. (2012), Advertising (2009), and co-author of The Dynamics of Advertising (2000) and The Inner World of Doctor Who (2014).

In this Book

  • The Development of the Modern Advertising Industry
  • What is an Advertising Agency in the Twenty-First Century?
  • Branding, Brand Value and the Hidden Persuaders on eBay
  • Advertising, Marketing and PR: Deepening Mutuality Amidst a Convergent Media Landscape
  • Media Planning and Buying
  • Digital Advertising and Adtech: Programmatic Platforms, Identity and Moments
  • Branded Content: Media and Marketing Integration
  • Advertising Regulation
  • Waving not Drowning: Understanding Consumer Behaviour in the Age of Big Data
  • How does Advertising Work?
  • Advertising Creativity
  • Advertising, Agencies and Globalisation
  • Advertising Across the BRICS
  • The Future of Marketing and Agencies: The Next ten Years for Consumer Engagement