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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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The Advertising Handbook (Hardcover, 4th edition)
Loot Price: R3,402
Discovery Miles 34 020
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The Advertising Handbook (Hardcover, 4th edition)
Series: Media Practice
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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; and 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.
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