The Advertising Handbook is a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness; and how companies measure their success. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future.

The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students – as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.

chapter |10 pages

Introduction: the advertising business

part |2 pages

Part I Key issues and debates

chapter 1|11 pages

Advertising agencies and their clients

ByHelen Powell

chapter 3|12 pages

Advertising fragmentation: the beginning of a new paradigm?

ByFrancisco J. Pérez-Latre

chapter 4|28 pages

Advertising research: markets, methods and knowing consumers

ByIain MacRury

chapter 5|15 pages

Advertising regulation

ByJonathan Hardy

part |2 pages

Part II Themed chapters

chapter 6|8 pages

Lynx: the challenges of lad culture

ByJulia Dane, Hyunsun Yoon

chapter 7|10 pages


ByHelen Powell

chapter 8|10 pages

Gender and ethnicity in the advertising industry

ByAndrew Blake

chapter 9|8 pages

Viral advertising: Internet entertainment and virtual sociality

ByEleni Kasapi

part |2 pages

Part III Case studies

chapter 10|19 pages

Sponsorship, advertising and the Olympic Games

ByIain MacRury

chapter 12|12 pages

FMCG advertising: the home of branding

ByTim Broadbent

chapter 13|13 pages

Advertising and new media

chapter 14|11 pages

Political advertising

ByDarren Lilleker, Richard Scullion