The Advertising Handbook

Author: Helen Powell
Publisher: Routledge
ISBN: 1317192273
Format: PDF
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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.

The Advertising Handbook

Author: Sean Brierley
Publisher: Routledge
ISBN: 113484283X
Format: PDF, ePub, Docs
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The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources

The Media Handbook

Author: Helen Katz
Publisher: Taylor & Francis
ISBN: 1134974426
Format: PDF, ePub, Mobi
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The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

The Public Relations Handbook

Author: Alison Theaker
Publisher: Routledge
ISBN: 1317487370
Format: PDF, ePub
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The Public Relations Handbook, Fifth Edition provides an engaging overview and in-depth exploration of a dynamic and ever evolving industry. The diverse chapters are united by a set of student friendly features throughout, including clear chapter aims, analytical discussion questions, and key further reading. Featuring wide ranging contributions from key figures in the PR profession, the new edition presents a new chapter on public relations and activism, alongside discussion of key critical themes in public relations research and exploratory case studies on public relations practices in relation to a variety of different institutions, including The Bank of Scotland, Queen Margaret University, Diabetes UK, Continental Tyres, and Action for Children. Split into four parts exploring key conceptual themes of the context of public relations, strategic public relations, stakeholder public relations, and shaping the future, the book offers coverage of essential areas including: public relations, politics and the media media relations in the social media age using new technology effectively in public relations public relations and engagement in the not-for-profit sector business-to-business public relations the public relations of globalisation.

The Music Industry Handbook

Author: Paul Rutter
Publisher: Routledge
ISBN: 1317434609
Format: PDF, ePub
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The Music Industry Handbook, Second edition is an expert resource and guide for all those seeking an authoritative and user-friendly overview of the music industry today. The new edition includes coverage of the latest developments in music streaming, including new business models created by the streaming service sector. There is also expanded exploration of the music industry in different regions of the UK and in other areas of Europe, and coverage of new debates within the music industry, including the impact of copyright extensions on the UK music industry and the business protocols involved when music is used in film and advertising. The Music Industry Handbook, Second edition also includes: in-depth explorations of different elements of the music industry, including the live music sector, the recording industry and the classical music business analysis of business practices across all areas of the industry, including publishing, synchronisation and trading in the music industry profiles presenting interviews with key figures workings in the music industry detailed further reading for each chapter and a glossary of essential music industry terms.

The Television Handbook

Author: Patricia Holland
Publisher: Psychology Press
ISBN: 9780415212823
Format: PDF, Kindle
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The Television Handbook provides a critical introduction to both the theory and practice of the television industry. Patricia Holland considers the history and structure of British television and, at a time of rapid change, she explores the implications of the digital revolution. The Television Handbook offers practical advice on many aspects of programme-making from commissioning through to the post production process. The book brings together a wide range of information on all aspects of television and includes interviews with industry figures such as Tony Garnett and Phil Redmond and with innovative producers, directors and commissioning editors. The Television Handbook bridges the gap between theory and practice. In this new edition, Patricia Holland discusses important genres and concepts such as narrative, documentary and news. Newly updated chapters from James Curran, Tony Dowmunt and Robin Small consider television journalism, access programming and production management. A new chapter provides a critical introduction to television studies and media theory. The Television Handbook includes: * Interviews with directors, editors, producers and trainees * Updated and illustrated advice on camera, sound and editing practice * Advice on courses and funding for independent production * A revised glossary of specialist terms * A comprehensive list of key texts and television programmes

Design for Media

Author: Di Hand
Publisher: Routledge
ISBN: 1317864018
Format: PDF, Kindle
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This essential guide provides you with a tailored introduction to the design techniques and production practices employed in the media industry. It presents clear and relevant explanations of how to design and produce any type of print and online publication to a professional standard, from pre-planning through to going to press or online. In providing the context, principles and thinking behind design over time, alongside the key practical techniques and know-how, this resource will enable you to present information clearly and effectively. Key features: Provides a complete resource, explaining the background, theory and application of design as well as the ‘how to’ Tutorials and exercises demonstrate how to create clean, attractive and well-targeted designs Supported by a comprehensive gallery of examples and case studies Highly illustrated throughout Colour ‘How to’ sections explain in detail how to create layouts and work with type, pictures and colour successfully Design for Media is a core resource for students and professionals in journalism, PR, advertising, design and across the media and creative sectors.

Handbook of Product Placement in the Mass Media

Author: Mary-Lou Galician
Publisher: Routledge
ISBN: 1136781277
Format: PDF, Docs
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Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strategies, and audience impacts. The contributors are national experts in a variety of mass media specialties-history, law, and ethics (both media ethics and medical ethics); cultural and critical analysis; content analysis and effects; visuality; marketing, advertising, public relations, and promotion; and digital technology and futures. Handbook of Product Placement in the Mass Media is a part of The Haworth Press, Inc. promotion book series edited by Richard Alan Nelson, PhD, APR.This first-of-its-kind book features interviews with leading critics and proponents of product placement (including the Pulitzer Prize-winning media critic of the LA Times and the Director of the Center for Science in the Public Interest in Washington, DC). You’ll also find a lively roundtable of many of the major contributors (in Q&A format), a review of a recent video on product placement, and a helpful resource guide to publications and Web sites that further enhance the value of the book. From the editor: The influence of product placement is perceived as so great that its detractors have sought federal regulation of the practice. This book examines the wider contexts and varied texts of product placement and related mass media marketing strategies. The contributors represent a rich variety of methodological approaches and viewpoints, which should stimulate readers to think about this complex issue in an appropriately multifaceted fashion and to triangulate their own study. The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics presents careful research, expert opinion, and insiders’ perspectives on: product placement’s historical context—from its origins in early radio and television programming to the evolution of the practice and the advent of “advertainment” and brand promotion via online computer games the evolution of product placement in Hollywood—with a trend analysis of the 15 top-grossing motion pictures of 1977, 1987, and 1997 the use of product placement to generate additional production revenue for motion pictures brand synergy and building brand identity legal aspects of product placement—how it relates to the First Amendment and to the Supreme Court’s commercial speech doctrine ethical issues related to product placement, product integration, and video insertion . . . plus fascinating case studies focusing on important aspects of product placement: its use in movie and television programs in general, and in the 2000 movie Cast Away in particular its use as a marketing technique for medical products the impact upon brand recognition of adding an audible reference to a visually prominent brand placement the inclusion of brand names in book storylines the impact upon viewers of the use of fake (generic, fictitious) products in “realistic” films

The Digital Media Handbook

Author: Andrew Dewdney
Publisher: Routledge
ISBN: 1135077150
Format: PDF, ePub, Docs
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The new edition of The Digital Media Handbook presents an essential guide to the historical and theoretical development of digital media, emphasising cultural continuity alongside technological change, and highlighting the emergence of new forms of communication in contemporary networked culture. Andrew Dewdney and Peter Ride present detailed critical commentary and descriptive historical accounts, as well as a series of interviews from a range of digital media practitioners, including producers, developers, curators and artists. The Digital Media Handbook highlights key concerns of today’s practitioners, analysing how they develop projects, interact and solve problems within the context of networked communication. The Digital Media Handbook includes: Essays on the history and theory of digital media Essays on contemporary issues and debates Interviews with digital media professionals A glossary of technical acronyms and key terms.

The Alternative Media Handbook

Author: Kate Coyer
Publisher: Routledge
ISBN: 113675573X
Format: PDF, Kindle
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This book offers an overview of global alternative media activity, before moving on to provide information about alternative media production and how to get involved in it.