書籍詳細

書籍詳細




洋書

広告ハンドブック(第4版)

The Advertising Handbook

4TH

(Media Practice)

Hardy, Jonathan (EDT)   Powell, Helen (EDT)   Macrury, Iain (EDT)

Routledge 2018/03
280 p. 24 cm   
装丁: Hrd    装丁について
テキストの言語: ENG    出版国: GB
ISBN: 9781138678828
装丁違いISBN: 113867883X
KCN: 1028835624
紀伊國屋書店 選定タイトル
標準価格:¥25,080(本体 ¥22,800)   
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納期について
DDC: 659.1
KDC: E252 宣伝・PR
C130 コミュニケーション
関連書リスト: SB2975 経営学ハンドブック2018
SB3052
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Annotation

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.

Full Description

Revised edition of The advertising handbook, 2009.
Detailed information

Table of Contents

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