The Advertising Handbook

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).

Introduction

Part 1: Marketing practices and processes

1. Advertising and the modern world

Joseph Turow

2. What is an advertising agency in the twenty-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