The Advertising Handbook

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 questionsaid 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.

Introduction Part 1: Marketing practices and processes 1. Advertising and the modern world Joseph Turow 2. What is an advertising agency in thetwenty-first century? Advertising processes: from conception to execution and evaluation Iain MacRury 3. Branding, brand value and the hidden persuaders on eBay Helen Powell 4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape Chris Hackley Part 2: Changes in media, markets and marketing 5. Media planning and buying Helen Katz 6. Digital advertising and adtech: programmatic platforms, identify and moments Andrew McStay 7. Branded content: media and marketing integration Jonathan Hardy 8. Advertising regulation Jonathan Hardy Part 3: Promotional cultures, consumers and research 9. Waving not drowning: understanding consumer behaviour in the age of big data Helen Powell and Katy Parsons 10. How does advertising work? Paul Feldwick 11. Advertising creativity Iain MacRury 12. Advertising, agencies and globalisation Paul Springer 13. Advertising across the BRICS John Sinclair 14. The future of marketing and agencies: the next 10 years for consumer engagement Janet Hull Index

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).