{"title":"Sean Brierley","description":null,"products":[{"product_id":"advertising-handbook-book-sean-brierley-9781138678835","title":"The Advertising Handbook","description":"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.","brand":"WoB","offers":[{"title":"GB \/ LIKE_NEW \/ INTERNAL","offer_id":49552071491857,"sku":"GOR009437056","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":51751299875089,"sku":"GOR009432256","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/113867883X.jpg?v=1751206120"},{"product_id":"advertising-handbook-book-sean-brierley-9780415243926","title":"The Advertising Handbook","description":"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 taken place from its formative years through to today's period of rapid change: the impact of new media, the reise 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 websites and online resources","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49622194389265,"sku":"GOR001666937","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0415243920.jpg?v=1751427725"},{"product_id":"advertising-handbook-book-sean-brierley-9781138678828","title":"The Advertising Handbook","description":"The Advertising Handbook provides a critical introduction to advertising and marketing practices today. 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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.  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