[ecrea] New book: The Advertising Handbook, 4th edition

*The Advertising Handbook*, fourth edition, Routledge

Edited by Jonathan Hardy, Iain MacRury and Helen Powell

The new edition of /The Advertising Handbook/is designed to meet the 
needs of the most recent generation of media and advertising students.


/The Advertising Handbook/provides a critical introduction to 
advertising and marketing practices today. With fourteen chapters and 
contributions from Joseph Turow, Helen Katz, John Sinclair, Andrew 
McStay, Janet Hull, Paul Feldwick and other leading international 
scholars and practitioners, the new edition offers extended coverage of 
the contemporary shifts and pressures reshaping the 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 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.


For full details see here 
<https://www.routledge.com/The-Advertising-Handbook-4th-Edition/Powell-Hardy-Macrury/p/book/9781138678835> 


https://www.routledge.com/The-Advertising-Handbook-4th-Edition/Powell-Hardy-Macrury/p/book/9781138678835

Reviewers comments

‘This is a really accessible and useful text that introduces readers to 
a wide range of critical perspectives on the latest developments in 
advertising. It will be invaluable to students and researchers across 
many disciplines’. ANNE CRONIN, Sociology Department, Lancaster 
University, UK


‘With advertising undergoing radical change, a revised and updated 
edition of /The Advertising Handbook/is both opportune and essential. 
Bringing together writing from renowned scholars and respected 
practitioners, this collection of informed yet accessible chapters 
offers a comprehensive overview of current practices and issues’. ROBERT 
CRAWFORD, Professor of Advertising, School of Media and Communication, 
RMIT University, Australia


‘A wonderful combination of an accessible overview of the basics of 
modern advertising, and a strong critical-cultural orientation’. MATTHEW 
P. MACALLISTER, Professor, Department of Film, Video & Media Studies, 
College of Communications, the Pennsylvania State University, USA


‘At a time when the boundaries of advertising are becoming blurred and 
its industry is changing rapidly, this revised edition identifies and 
addresses the most relevant developments (such as the advent of big data 
and the rise of branded content), and provides an updated and 
comprehensive overview of contemporary advertising practices in 
context’. GIOVANNA PUPPIN, Lecturer in Advertising and Promotional 
Cultures (China), Department of Media and Communication, University of 
Leicester, UK



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