Powell, Helen <br/><br/>
The advertising handbook/ 
Helen Powell,Sean Brierley 
 - 3rd. ed. 
 - New York :  Routledge,  2009. 
 - xl,247p. :  ill. ;  24cm. 
 - Media Practice. .
<br/><br/>Part 1: Key Issues and Debates <br/>1. Advertising Agencies and their Clients Helen Powell <br/>2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline <br/>3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre <br/>4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury <br/>5. Advertising Regulation Jonathan Hardy <br/>Part 2: Themed Chapters <br/>6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon <br/>7. CelebrityHelen Powell <br/>8. Gender and Ethnicity in the advertising industry Andrew Blake <br/>9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi <br/>Part 3: Case Studies <br/>10. Sponsorship, Advertising and the Olympic Games Iain MacRury <br/>11. Advertising Universities: Re-presenting complex products in a difficult marketplaceIain MacRury and Sarah Hawkin <br/>12. FMCG Advertising: The home of brandingTim Broadbent <br/>13. Advertising and New Media Joseph Bassary <br/>14. Political Advertising Darren Lilleker & Richard Scullion <br/>15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill <br/>Conclusion: The Future of Advertising and Advertising Agencies Janet Hull 
<br/><br/><label>ISBN: </label>0415423112 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising - podręczniki.
<br/><br/><label>Dewey Class. No.: </label>659.1  / POW/A