The Advertising Handbook

Book


Powell, Helen, Hardy, Jonathan and Macrury, Iain (2018). The Advertising Handbook. Routledge.
AuthorsPowell, Helen, Hardy, Jonathan and Macrury, Iain
Abstract

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.

Revised edition of The advertising handbook, 2009.

Year2018
PublisherRoutledge
File
License
File Access Level
Open
Publication dates
Print05 Mar 2018
Publication process dates
Accepted24 Dec 2015
Deposited03 Mar 2020
Edition4
SeriesMedia Practice
ISBN9781138678835
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https://openresearch.lsbu.ac.uk/item/8932w

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Chapter 10 Powell Consumer final.docx
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