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010 a| 2017045377;

020 a| 9781138678828 (hardback : alk. paper);

020 a| 9781138678835 (pbk. : alk. paper);

020 z| 9781315558646 (ebook);

035 a| (WaSeSS)ssj0001958359;

040 a| DLCb| engc| DLCd| WaSeSS;

042 a| pcc;

049 a| EREEa| NEHH;

050 00 a| HF5823b| .A28 2018;

082 00 a| 659.12| 23;

245 04 a| The advertising handbookh| [electronic resource] /c| edited by Jonathan Hardy, Iain MacRury and Helen Powell.;

250 a| Fourth Edition.;

260 a| New York :b| Routledge,c| [2018];

263 a| 1802;

300 a| pages cm;

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.;

506 a| Available only to authorized users.;

538 a| Mode of access: World Wide Web;

650 0 a| Advertisingv| Handbooks, manuals, etc.=| ^A989796;

655 0 a| Electronic books.=| ^A491897;

700 1 a| Hardy, Jonathan,d| 1963-=| ^A1452839;

700 1 a| MacRury, Iain.=| ^A489625;

700 1 a| Powell, Helen.=| ^A971733;

856 40 z| Full text available from Taylor & Francis eBooksu| https://go.openathens.net/redirector/ecu.edu?url=https%3A%2F%2Fwww.taylorfrancis.com%2Fbooks%2F9781315558646;

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949 a| CLICK ON WEB ADDRESSw| ASISh| JMUSIC60;

596 a| 1 3 4;

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999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 6655517-1001l| JNETm| JOYNERr| Ys| Yt| JNESSBKu| 12/18/2025x| EBOOKz| JERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 6655517-2001l| HSLELECm| HSLr| Ys| Yt| HEBKu| 12/18/2025x| EBOOKz| HERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 6655517-3001l| MNETm| JMUSICr| Ys| Yt| MNESSBKu| 12/18/2025x| EBOOKz| JERESOURCE;

The advertising handbook / edited by Jonathan Hardy, Iain MacRury and Helen Powell.

Other author	Hardy, Jonathan, 1963-
Other author	MacRury, Iain.
Other author	Powell, Helen.
Format	Electronic
Edition	Fourth Edition.
Publication Info	New York : Routledge, [2018]
Description	pages cm
Supplemental Content	Full text available from Taylor & Francis eBooks
Subjects	Advertising--Handbooks, manuals, etc.

Contents	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.
General note	Revised edition of The advertising handbook, 2009.
Bibliography note	Includes bibliographical references and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Genre/form	Electronic books.
LCCN	2017045377
ISBN	9781138678828 (hardback : alk. paper)
ISBN	9781138678835 (pbk. : alk. paper)

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The advertising handbook / edited by Jonathan Hardy, Iain MacRury and Helen Powell.

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