A critical introduction to advertising and marketing.

This authoritative and up-to-date A-Z covers all aspects of interpersonal, mass, and networked communication in over 3,500 entries, including digital and mobile media, advertising, journalism, social media, and nonverbal communication.

The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for students, public relations officers, advertisers, marketers, brand managers and communication directors.

Concepts, models and theory in public relations, marketing communication, advertising and persuasive influence.

Peer reviewed source covering a wide range of communication related subjects.

In-depth exploration of key themes in public relations.

"This handbook is a resource for students, academics, and researchers who are focused on understanding the role communication plays in the formation and execution of corporate social responsibility.

"This handbook is essential reading for scholars, educators, and students in nonprofit and NGO communication within public relations and strategic communication, organisational communication, management, economics, marketing, and political science, as well as a useful reference for leaders and communication professionals in the nonprofit sector"