TY  - BOOK
AU  - Powell, Helen
AU  - Brierley, Sean.
TI  - The advertising handbook
SN  - 0415423112
U1  - 659.1 
PY  - 2009///
CY  - New York
PB  - Routledge
KW  - Advertising - podręczniki
N1  - Part 1: Key Issues and Debates 
1. Advertising Agencies and their Clients Helen Powell 
2. Ronald's New Dance: A case study of corporate re-branding in the age of integrated marketing communications Steven Kline 
3. Advertising Fragmentation: the beginning of a new paradigm? Francisco J. Perez-Latre 
4. Advertising Research: Markets, Methods and Knowing Consumers Iain MacRury 
5. Advertising Regulation Jonathan Hardy 
Part 2: Themed Chapters 
6. Lynx: The challenges of lad culture Julia Dane & Catherine Yoon 
7. CelebrityHelen Powell 
8. Gender and Ethnicity in the advertising industry Andrew Blake 
9. Viral Advertising: Internet Entertainment and Virtual Sociality Eleni Kasapi 
Part 3: Case Studies 
10. Sponsorship, Advertising and the Olympic Games Iain MacRury 
11. Advertising Universities: Re-presenting complex products in a difficult marketplaceIain MacRury and Sarah Hawkin 
12. FMCG Advertising: The home of brandingTim Broadbent 
13. Advertising and New Media Joseph Bassary 
14. Political Advertising Darren Lilleker & Richard Scullion 
15. Using a history of Ivory to explore changing advertising design Jacqueline Botterill 
Conclusion: The Future of Advertising and Advertising Agencies Janet Hull
ER  -