Advertising Books

Book SynopsisBefore you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing.Trade Review"This book is a Haynes Manual for understanding consumer behaviour. You should buy a copy - and then buy another copy to give to one of the 97% of people in marketing who are too young to remember what a bloody Haynes Manual is."- Rory Sutherland, columnist for The Spectator and Executive Creative Director, Ogilvy One. "Most books in this area are academic and dry as dust. If you want to know how research and sociology can impact on real life in the real world, Richard's book will show you - using simple words and examples that real people can understand." - Dave Trott - creative director, author of Predatory Thinking and founder of three creative agencies. "In a cacophony of overstatement, Richard Shotton possesses a melodious and balanced voice. In this short but powerful tome you can learn about how marketing actually does influence consumers. Or, for the more prosaic among us, how to get people to re-use towels, buy wine when German Oompah music is playing and select a broadband supplier by mentioning Charing Cross Station. The book also mentions me (all too briefly) which I also find enticing." - Mark Ritson, columnist for Marketing Week and Professor at Melbourne business school. "At last someone has written a commonsense, practical guide to using behavioural science to sell things. It is backed by lots of research and working examples drawn from the author's own experience and his encyclopedic knowledge of the industry. In short, this is a classic advertising textbook in the making." --Steve Harrison, British copywriter, creative director and author. "Actionable, memorable and powerful... Shotton has taken the jewels of behavioral economics and made them practical." - Seth Godin, author of `All Marketers are Liars'. "Comprehensive, compelling and immensely practical, the Choice Factory brings the building blocks of behaviour change together in one place." - Richard Huntington, Chairman & Chief Strategy Officer, Saatchi & Saatchi "A top-class guide for those who want to put BE to work, rather than just illuminate their journey to work." - Mark Earls, author of 'Herd'. "A guide to your own mind, a roadmap of your blind spots, a toolkit for better advertising. The Choice Factory employs robust behavioral science in an approachable manner to demonstrate how you make and influence decisions. Synthesizing a vast body of research, live experiments and numerous examples, he shows that there is a bias for every occasion and how to use them as tools to craft better communications." - Faris Yakob, author of Paid Attention. "The Choice Factory is a delightful anatomy of the biased brain that will help you understand and influence consumer decisions - including your own." - Ian Leslie, author of 'Born Liars' and `Curious'. "Richard delivers a wealth of cases proving the efficacy of working with, rather than against, the grain of human nature. This is catnip for the industry." - Phil Barden, author of 'Decoded: The Science Behind Why We Buy'. "Richard Shotton's application of behavioural economics is bang on the button. This book is timely, insightful, fascinating and entertaining." - Dominic Mills, ex-editor of Campaign. "If you're a marketer, understanding what really makes people tick - as opposed to what they might tell you - is vital. This book takes us on an elegant, witty and digestible tour of the 25 main principles of behavioural science. Richard Shotton has read widely so that you don t have to, but he gives full credit to his many sources should you wish to pursue any of the topics further. This is a delightful and indispensable read for anyone in marketing, particularly those early in their careers." -Tess Alps, Chair of Thinkbox, the UK's marketing body for commercial broadcasters. "The Choice Factory is every bit as good as I hope I have managed to convey...Any marketers already sold on the value of behavioural science will find plenty here to encourage further optimism and confidence in its use." - John Hildrew, Rouser. "Exceptionally easy to read and, then, to apply the lessons learned, I have seldom read such a useful business book." - Iain Robertson, Business Money magazine. "I would therefore recommend this book to the whole marketing profession as it will enable us all to stand back and consider how we influence consumers to buy products or participate in market research. Well worth the read!" - Alan Wilson, University of Strathclyde.Table of ContentsPreface Introduction The 25 Biases 1. The Fundamental Attribution Error 2, Social Proof 3. Negative Social Proof 4. Distinctiveness 5. Habit 6. The Pain of Payment 7. The Danger of Claimed Data 8. Mood 9. Price Relativity 10. Primacy Effect 11. Expectancy Theory 12. Confirmation Bias 13. Overconfidence 14. Wishful Seeing 15. Media Context 16. The Curse of Knowledge 17. Goodhart's Law 18. The Pratfall Effect 19. Winner's Curse 20. The Power of the Group 21. Veblen goods 22. The Replicability Crisis 23. Variability 24. Cocktail Party Effect 25. Scarcity Ethics Conclusion References Further reading Index

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Book Synopsis'Every business leader should read it immediately' Emma Gannon, author of The Multi-Hyphen Method'A book that made my brain fizz' Bruce Daisley, VP EMEA, TwitterWe are about to enter an Age of Creativity that requires a new set of skills. This book introduces you to four creative superpowers that will help solve your biggest business problems and open up fresh opportunities, namely the powers of: Hacking – learn how becoming a hacker will help you tackle problems in different ways. Making – learn how getting your hands dirty and making things stimulates new parts of the brain as well as creating happy accidents. Teaching – learn how teaching yourself and others consolidates experience in a fast-paced world. Thieving – learn how looking to what already exists helps you solve your problems.

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Book SynopsisHow does advertising work? Does it have to attract conscious attention in order to transmit a ‘Unique Selling Proposition’? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else? In Paul Feldwick’s radical new view, all theories of how advertising works have their uses – and all are dangerous if they are taken too literally as the truth. The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common – and often contradictory – beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication. Drawing on insights ranging from the nineteenth-century showman P.T. Barnum to the twentieth-century communications theorist Paul Watzlawick, as well as influential admen such as Bernbach, Reeves and Ogilvy, Feldwick argues that the advertising industry will only be able to deal with increasingly rapid change in the media landscape if it both understands its past and is able to criticise its most entrenched habits of thought. The Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.Trade Review“A unique and extraordinary book” -- Rory Sutherland * Ogilvy London *'Buy this book. Reserve an evening or two to settle down with it and prepare for a sensory overload. It really is that good' -- Darren Ingram Media

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Book SynopsisNo Logo' was a book that defined a generation when it was first published in 1999. For its 10th anniversary Naomi Klein has updated this iconic book.By the time you're twenty-one, you'll have seen or heard a million advertisements. But you won't be happier for it.This is a book about that much-maligned, much-misunderstood generation coming up behind the slackers, who are being intelligent and active about the world in which they find themselves. It is a world in which all that is alternative' is sold, where any innovation or subversion is immediately adopted by un-radical, faceless corporations. But, gradually, tentatively, a new generation is beginning to fight consumerism with its own best weapons; and it is the first skirmishes in this war that this abrasively intelligent book documents brilliantly.Trade Review‘The Das Kapital of the growing anti-corporate movement’ Guardian ‘A riveting, conscientious piece of journalism and a strident call to arms. Packed with enlightening statistics and extraordinary anecdotal evidence, “No Logo” is fluent, undogmatically alive to its contradictions and omissions and positively seethes with intelligent anger.’ Sam Leith, Observer ‘A fascinating ride through the history of marketing…Klein brilliantly humanises “No Logo” with fascinating personal stories, her voice firm but never preachy, her argument detailed but never obscure.’ Alex O’Connell, The Times ‘Naomi Klein brilliantly charts the protean nature of consumer capitalism, how it absorbs radical challenges to its dominance and turns them into consumer products.’ Madeleine Bunting, Guardian ‘A sharp and very timely book … A couple of chapters in, your mind is already reeling … convincing and necessary, clear and fresh, calm but unsparing’ Guardian ‘A manifesto and a call to arms that sometimes reads like an Orwellian nightmare’ Financial Times

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Book SynopsisA revised and expanded edition of the book described by Books Monthly as an absolute gem. A bible, in fact'. If the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world's legendary advertising men, this best-selling book contains five decades' worth of wisdom from the man behind hugely influential campaigns for brands such as Levi's, Audi, Boddingtons and Lynx. In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn't enough, read the final chapters on winemaking and The Garage Soho, a startu

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Book SynopsisThe Illusion of Choice identifies the 161/2 most important psychological biases that everyone in business needs to be aware of today - and shows how any business can take advantage of these to win customers, retain customers and sell more.

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Book SynopsisFrom the authors of the internationally-bestselling business classic The Challenger Sale''A handbook of practices that will help you get into your customers'' heads, deliver good value, and win the sale'' Daniel H. Pink, author of To Sell is Human and Drive---------------------------------------------------------------In The Challenger Sale, Matthew Dixon and Brent Adamson overturned decades of conventional wisdom with a bold new approach to sales. Now they reveal something even more surprising: the highest-performing sales teams don''t focus on friendly, attentive customers. Instead, they target challenger customers.Challenger customers are sceptical, less interested in meeting and ultimately indifferent as to who wins the deal. But they also have the credibility, persuasive skill and will to challenge the status quo that will get a deal to the finish line far more often than customers who are easier tTrade ReviewA handbook of practices that will help you get into your customers' heads, deliver good value and win the sale * Daniel H. Pink, author of To Sell is Human and Drive *I love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey * Mitch Little, vice president, worldwide sales and applications, Microchip Technology Inc. *An essential new way to think about the sale * Seth Godin, author, Linchpin *Lays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. What worked in the past is clearly having diminishing returns today and will likely lead to failure in the future * John Graff, vice president, corporate marketing, National Instruments *'Provides evidence-based insights and practical guidance for solving one of today's most pressing commercial challenges: complex decision making within customer organizations. It clearly shows what distinguishes the best sellers and marketing organizations from the rest * Pinder Sahota, general manager, Smith & Nephew *

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Book SynopsisRobert McKee & Thomas Gerace's new book Storynomics translates the lessons of storytelling in business into economic and leadership success

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Book Synopsis'The marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously' Steven Bartlett, author of Happy Sexy Millionaire How did Nike go from being a small sneaker brand to the world's most revered company? Why do its campaigns - from 'Just do it' to the famous Nike swoosh - capture the imaginations of millions worldwide? And what can any founder or marketer learn from them? Greg Hoffman joined Nike as 22-year-old design intern. Over the next thirty years, he would help craft some of the most iconic campaigns in history - for Ronaldo and Serena, Olympic Games and World Cup finals. Now, he unveils a transformative method that will make any brand more creative: emotion by design.'Great story, amazing career, so inspirational . . . I couldn't put it down' Chris Evans'The ultimate playbook to unleash creativity in any team' Jake Humphrey, author of High Performance'An unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves' Rory Sutherland, Vice-Chairman of Ogilvy and author of Alchemy'Brilliant . . . Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger' Nir Eyal, author of Hooked'This book made me smile in my soul' Mary Portas'Remarkable . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before' Jonah Berger, author of ContagiousTrade ReviewA brand isn't a logo, it's a story. In this guidebook-plus-memoir, Greg helps us see how a commitment to our creative practice can make any story better. -- Seth GodinA transformative and intensely personal journey building one of the world's most important, groundbreaking brands . . . A must-read. -- Laszlo Bock, author of WORK RULES!A gripping insight into the creation of some of the most iconic marketing in history. -- Bruce Daisley, author of THE JOY OF WORKThe marketing genius behind Nike . . . Greg Hoffman has inspired me tremendously. -- Steven Bartlett, author of HAPPY SEXY MILLIONAIRESo inspirational . . . I couldn't put it down. -- Chris EvansThis is the ultimate playbook to unleash creativity in any team - and in turn effect real, transformative change for you and your company. -- Jake Humphrey, author of HIGH PERFORMANCEAn unforgettable account of a man and a business that never had to try to be someone else's idea of cool - because they had already defined it themselves. -- Rory Sutherland, Vice-Chairman, Ogilvy and author of ALCHEMYIn this brilliant book, Greg Hoffman draws on a lifetime of experience at Nike to reveal how any team can make brand connections stronger . . . A must-read for any marketer, businessperson or creative. -- Nir Eyal, author of HOOKED and INDISTRACTABLEReading this book made me smile in my soul, proving that creativity, community and empathy has created one of the greatest brands of our lifetime. -- Mary PortasFilled with remarkable stories . . . A distinctive framework that will help marketers and creatives connect with their audiences like never before. -- Professor Jonah Berger, Wharton Business School, author of CONTAGIOUS

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Book SynopsisAs McCarthyism swept across the United States and capitalism was king, white America enjoyed a feeling of pride and security that was reflected in advertising. Carelessly flooding society with dangerous misinformation, companies in the 50s promoted everything from vacations in Las Vegas, where guests could watch atomic bombs detonate, to cigarettes as healthy mood-enhancers, promoted by a baby who claims his mother feels better after she smokes a Marlboro. From “The World’s Finest Automatic Washer” to the Cadillac which “Gives a Man a New Outlook,” you’ll find a colorful plethora of ads for just about anything the dollar could buy. Oh, and “Have you noticed how many of your neighbors are using Herman Miller furniture these days?” If only you could really travel back in time and pick up a few chairs for your collection...Trade Review“A rose-tinted trip back to the golden age of advertising.” * ShortList *“Anyone who approaches with questions about how people lived, ate, felt and consumed in earlier decades will find the TASCHEN ad books an excellent investment.” * The Toronto Star *

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Book SynopsisDavid Ogilvy is 'The Father of Advertising' and in this new format of his seminal classic, he teaches you how to sell anything.'The most sought-after wizard in the advertising business.' Times MagazineFrom the most successful advertising executive of all time comes the definitve guide to the art of any sale.Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, Ogilvy on Advertising looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all... yourself.From a titan of not just the advertising industry, but the business world, this book is David Ogilvy's final word on what you're doing wrong in any pitch and how you can finally fix it.

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Book SynopsisIn August 2021, author Michael Farmer was invited by Mat Baxter, the new CEO of Huge, the global digital agency owned by Interpublic, to become an independent "fly on the wall" observer to record the strategic and operational transformation of Huge. Baxter was Huge's fifth CEO in four years. Huge had had a history of slow growth, client churn and marginal profitability. This book is the riveting story of Huge's journey through its transformation effort - from its initiation in 2021 to a rethink of the transformation in May 2022 to a revised structure and plan that put the program back on course - with some significant delays. "It's one thing to organize a change plan that assigns responsibilities to senior executives," mused Baxter, "and another thing to have the sum of their efforts add up to something greater." Madison Avenue Makeover provides a unique insight into how one company changed in order to survive, and at the same time, redefined the advertising agency business.

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Book SynopsisHow advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry.The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted.Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry.ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.Table of Contents1. What does advertising do? ; 2. The structure of the advertising industry ; 3. Advertisers: the paymasters ; 4. The media: blowing the trumpet ; 5. The agencies: (i) creating the ads ; 6. The agencies: (ii) spending the clients' money ; 7. Research, research, research ; 8. The good, the bad and the ugly ; 9. The benefits of advertising

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Book SynopsisConcise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

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Book SynopsisWonderful book which I couldn''t put down. - Charlie Marshall, CEO & Founder, LoafA healthy blast of brutally honest common sense. - Rory Sutherland, Vice Chairman, Ogilvy UKThis needs to be in all marketing/communication colleges. - Malcolm Poynton, Executive Global Chief Creative Officer, Cheil WorldwideThe Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand.*A number one bestseller in branding and logo design* November 2022

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Book SynopsisPacked with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.Trade ReviewA pioneer, now turned into a classic. This is no less true for Geert Hofstede as it is for Marieke de Mooij, who had the genius of starting data based work on consumer behaviour across cultures before the turn of the century. The patterns shown in this book, updated year after year, are eye openers to the persistent power of culture. Appreciating them can save marketing professionals so much time and money. Read it, and take it seriously. -- Gert Jan Hofstede, Wageningen University & ResearchTable of ContentsChapter 1: The Paradoxes in Global Marketing Communications Chapter 2: Global Branding Chapter 3: Values and Culture Chapter 4: Dimensions of Culture Chapter 5: Culture and Consumer Behavior Chapter 6: Researching and Applying Cultural Values Chapter 7: Culture and Communication Chapter 8: Culture and the Media Chapter 9: Culture and Advertising Appeals Chapter 10: Culture and Executional Style Chapter 11: From Value Paradox to Strategy Chapter 12: Appendices

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Book SynopsisWith the consumerist euphoria of the fifties still going strong and the race to the moon at its height, the mood of advertising in the sixties was cheerful, optimistic, and at times, revolutionary. The decade’s ads touted perceived progress—such as tang and instant omelets - "just add water"—while striving to reinforce good old American values. Stars like Sean Connery, Woody Allen, Salvador Dalí, and Sammy Davis Jr. endorsed everything from bourbon to handmade suits in an attempt by Madison Avenue to urge Americans to open their wallets and participate in one giant consumer binge. Social change at the end of the era brought psychedelic swirls and liberated women and minorities to a newly conscious public. Keep an eye out for some of the more surprising and controversial ads—such as Tupperware billing its storage container as a "wifesaver." From forgotten cars, to cigarettes to food and much more, this colorful collection of print ads explores the wide, wonderful world of 60s Americana.Trade Review“A rose-tinted trip back to the golden age of advertising.” * ShortList *“Anyone who approaches with questions about how people lived, ate, felt and consumed in earlier decades will find the TASCHEN ad books an excellent investment.” * The Toronto Star *“Closest thing to time travel.” * The Spokesman *

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Book SynopsisWith the cold war ebbing, crime and inflation at record levels, and movie star-turned-President Ronald Reagan launching a Star Wars of his own, the 1980s did not seem likely to become one of the most outrageous, flamboyant, and prosperous decades of the 20th century. The "greed is good" mantra on Wall Street spawned the power-dressing, exercise-obsessed "Me Generation" of Yuppies. The art world enjoyed the influx of capital; computers and video games ruled in the office and at home; and the Rubik's cube craze swept the nation. Leg warmers were big, shoulder pads were bigger and hair was biggest of all. Whether your heart warms nostalgically at the memory of E.T. and marathon Trivial Pursuit sessions; if you think Ghostbusters and break dancing are totally awesome, this book's for you. To all those who still hear the echoes of "I want my MTV": All-American Ads of the 80s will leave you ready to reach out and touch someone. So just do it!Trade Review“While a great visual record of print advertising of the time, it’s also a social history of the products being sold to Reagan’s America.” * Creative Review *

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Book SynopsisThis book is about immersive experience design, the art of creating spaces that tell a story. lt’s the result of 25 years of work by one of Europe’s first specialised XD agencies. Starting in 1991, the authors witnessed the rise of a completely new industry, mixing graphic, spatial and theatrical arts with interaction design and personal growth. Worlds of Wonder is the illustrated summary of that ongoing journey. lt is intended for everyone in the process of revealing their brand, art, history or ideas about the future. Spatial storytelling is as old as architecture, and modern media technologies have boosted its scale and expressive powers. The more the online world grows, the greater the need becomes for actual spaces of wonder and imagination. People seek out those spaces to indulge in immersive experiences and social interaction. A very exciting industry is emerging. One that is growing in depth and in strength. This book contains many examples, with the intention of giving you a sense of what works and why, from the psychological foundations of consumer behaviour to practical steps to action. Worlds of Wonder is an invitation to anyone involved in this inspiring field.

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Book SynopsisThe Adweek Copywriting Handbook covers every aspect of the copywriting process in simple and easy-to-understand steps for young advertising professionals and old pros alike. Starting at the very beginning of the process, the book shows copywriters how to get prepared to write on a product before moving on to the act of writing itself.Table of ContentsForeword: The Sugarman Legacy Ray Schultz xv Acknowledgments xix Introduction: The Origin of This Book 1 Section One: Understanding the Process Preview 9 1. General Knowledge 11 2. Specific Knowledge 15 3. Practice, Practice, Practice 23 4. The Purpose of All the Graphic Elements of an Ad 27 5. The First Sentence 31 6. Creating the Perfect Buying Environment 35 7. Resonating with the Reader 39 8. The Slippery Slide 45 9. Assumed Constraints 55 10. Seeds of Curiosity 59 11. Copy as Emotion 65 12. Selling the Concept, Not the Product 71 13. The Incubation Process 77 14. How Much Copy Should You Write? 81 15. The Art of Personal Communication 87 16. The Copy Sequence 93 17. The Editing Process 101 Section Two: Understanding What Works Preview 111 18. Powerful Copy Elements Explained 113 19. The Psychological Triggers 131 20. Selling a Cure, Not Prevention 193 21. Rating Your Writing Level 199 22. Seven Steps to Writing Great Copy 203 Section Three: Proving the Points—Ad Examples Preview 209 23. The Lazy Man’s Way to Riches 211 24. A Fluke of Nature 219 25. Lingerie for Men 227 26. The More You Learn 233 27. A More Stimulating Way 237 28. Magic Baloney 239 29. Pet Plane 243 30. Mail Order Mansion 247 31. Hungarian Conspiracy 251 32. Vision Breakthrough 255 33. Gold Space Chains 259 34. Consumers Hero 263 35. Nautilus Spelling Sale 267 A Note: The Power of Your Pen 271 Section Four: Utilizing Your Copywriting Skills Preview 275 36. Writing for Different Media 277 Epilogue Some Final Thoughts 313 Appendix A Assumed Constraints, Continued 317 Appendix B Seeds of Curiosity, Continued 319 Appendix C Summary of Axioms and Major Points 321 Appendix D Recommended Reading 325 Index 327 About the Author 337

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Book SynopsisInclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media.Trade Review'Invaluable' - Creative Review'Hands down the best creative advertising book I have ever read!' - Inspired Magazine'Sound advice for advertising creatives' - Communication ArtsTable of Contents1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies & Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting & Selling Your Work; 16: The Student Book; 17: Conclusion

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Book SynopsisGain essential grounding in SEO, email marketing, social media, content marketing, performance marketing and much more, with this practical and essential guide to digital marketing. The world of digital media is constantly changing, as technologies continue to transform the way we interact and communicate on a global scale. In this climate, Understanding Digital Marketing provides a practical, no-nonsense guide to digital marketing, from strategy and digital transformation to best-practice basics and trends, packed with clear and informative case studies and examples. This fifth edition of the bestselling Understanding Digital Marketing is fully updated to reflect the latest global developments in the industry including martech, consumer data and privacy considerations, influencer marketing and voice marketing. Complete with first-hand accounts of what success in digital marketing looks like, this book is an essential resource for practitioners and students alike. It is now required reading for more than 100 universities and colleges, and has received endorsements from Harvard University, Hult Business School and the Chartered Institute of Marketing.Trade Review""Understanding Digital Marketing accomplishes well the difficult feat of assembling current practical strategies from leading experts in the digital marketing field."" * Carol Stuckey, Dean, School of Professional Studies, MCPHS University *""Comprehensive, contextualized and current. Does a great job of balancing solid overview with specific, insightful case examples. An essential addition to any marketer's bookshelf."" * Agnes Nairn, Professor of Marketing, School of Management, University of Bristol *"Gives you the information and insight necessary to implement a great foundation for a successful digital business. And in today's world, every business is a digital business." * Scott Brinker, Editor, chiefmartec.com, author, Hacking Marketing *""A no-nonsense, clearly written book which you can dip in and dip out of depending on your digital needs. Excellent to see that the 'human side of digital' has a clear presence throughout."" * Dr Sarah Warnes SFHEA, Principal Teaching Fellow, UCL School of Management *"A must-read for those wishing to become digital marketers or improve their existing knowledge and skills. The book diligently covers the fundamental cornerstones of the modern marketing mix, whilst delivering best practices, advice and real-world case studies from market-leading brands."" * John Horsley, Founder & CEO, Digital Doughnut *""A must-read, whether you're new to online advertising or are already experienced but need a refresher or deep subject dive. Covers all the bases from a human, user point of view. Full of examples and case histories - and it's readable too!"" * Bob Wootton, Principal, Deconstruction and Mediatel columnist *""This book seeks to help the reader both understand digital marketing and develop marketing strategies that work within the digital realm. An attractive, accessible and informative guide with a great affordable price tag to match."" * Darren Ingram, Editor, Darren Ingram Media *Table of Contents Chapter - 01: Introduction - Digital transformation; Chapter - 02: Digital marketing strategy setting; Chapter - 03: Being online: Welcoming the world; Chapter - 04: Search - Being found online; Chapter - 05: Email marketing; Chapter - 06: Mobile marketing; Chapter - 07: Social media; Chapter - 08: Content marketing and native content; Chapter - 09: Programmatic marketing; Chapter - 10: Performance marketing; Chapter - 11: How to form meaningful insights from data

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Book SynopsisVery Short Introductions: Brilliant, Sharp, InspiringMarketing is pivotal in today''s world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company''s offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation''s ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer''s purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.Table of Contents1: The nature of marketing 2: Market research 3: Marketing segmentation, targeting and positioning, and the role of branding 4: Customer and buyer behaviour and the value proposition 5: Marketing promotions (communications) and social media 6: Price and managing channels 7: Product, new product development and service marketing 8: The changing nature of marketing Final reading Index

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Book SynopsisA novel investigation of pro bono marketing and the relationship between goods, exploring the complex moral dimensions of philanthropic advertising. The advertising industry may seem like one of the most craven manifestations of capitalism, turning consumption into a virtue. In Tangled Goods, authors Iddo Tavory, Sonia Prelat, and Shelly Ronen consider an important dimension of the advertising industry that appears to depart from the industry's consumerist foundations: pro bono ad campaigns. Why is an industry known for biting cynicism and cutthroat competition also an industry in which people dedicate time and effort to doing good? Interviewing over seventy advertising professionals and managers, the authors trace the complicated meanings of the good in these pro bono projects. Doing something altruistic, they show, often helps employees feel more at ease working for big pharma or corporate banks. Often these projects afford them greater creative leeway than they normally have, aTrade Review“If the road to hell is paved with good intentions, Tavory et al. reveal that the path to heaven is paved with morally ambiguous and flexible ones. This book is a true pleasure to read, and it opens exciting paths for future research.” -- Hannah Wohl, author of Bound by Creativity: How Contemporary Art Is Created and Judged“The authors offer a subtle analysis of the practices of pro-bono advertising that opens a window into the social world of advertising and of corporate social responsibility, as well as a thoughtful and compassionate account of the human and moral dimension of life in business. This work is an original contribution to cultural sociology and the sociology of values and valuation.” -- Monica Krause, author of The Good Project: Humanitarian NGOs and the Fragmentation of ReasonTable of Contents1. Advertising for Good 2. Morality in Pro Bono Work 3. Good Work; or, The Gift of Unalienated Labor 4. The Elephant in the Field: Awards and Recognition 5. Curatorial Work: Managers and Organizational Pressures 6. Navigating Goods: Boundaries and Bridges 7. Evaluating Goods: Questions of Measurement 8. Tangled Goods Acknowledgments Appendix: Notes on Method Notes References Index

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Book SynopsisRecently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.--Alan G. Sawyer, University of FloridaEffective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:* Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.Trade Review“Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.” -- Alan G. Sawyer"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results into a highly readable set of conclusions, focusing on advertising′s effects on behavior and sales / market share that result from initial and subsequent exposures." -- ChoiceTable of Contents1. EVALUATING ADVERTISI NG IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET, SECRET WORKINGS OF ADVERTISING MYTHS ABOUT ADVERTISING EFFECTIVENESS TRUTH ABOUT ADVERTISING 3. A GENERAL THEORY OF FIRMS′ ADVERTISING WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY 4. MEASURES OF ADVERTISING′S EFFECTIVENESS DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES MODELS OF THE HIERARCHY OF EFFECTS 5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS LABORATORY EXPERIMENT FIELD APPROACH HYBRID APPROACHES 6. MARKET EFFECTS OF ADVERTISING INTENSITY CLASSIFICATION OF STUDIES FINDINGS ABOUT ADVERTISING WEIGHT FINDINGS ABOUT ADVERTISING ELASTICITY FINDINGS ABOUT AD FREQUENCY 7. ADVERTISING′S DYNAMIC AND CONTENT EFFECTS FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT FINDINGS ABOUT AD CONTENT 8. ADVERTISING AS PERSUASION ROUTES OF PERSUASION LOW INVOLVEMENT OR PASSIVE PROCESSING REPETITION IN PERSUASION 9. ARGUMENT IN ADVERTISING HOW ARGUMENT PERSUADES AGRUMENT STRATEGY 10. EMOTION IN ADVERTISING HOW DO EMOTIONS WORK? WHEN DO EMOTIONS WORK? METHODS OF AROUSING EMOTIONS ROLE OF SPECIFIC EMOTIONS 11. ENDORESEMENT IN ADVERTISING TYPES OF ENDORSERS WHY ENDORSEMENTS WORK WHEN TO USE ENDORSERS STRATEGIC IMPLICATIONS COLLECTION OF SINGLE SOURCE DATA

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Book SynopsisStrategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand: The definition, purpose, and practical implementation of a content marketing programme The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives The most effective and valued forms of content marketing and how they are structured aTrade ReviewWhat an incredible balance of education, definitions, frameworks, and industry updates combined with real-world examples and practical advice from years in the field. Put a seasoned, award-winning content marketing professional and an established leader in higher education, and you’ll get a book students will absorb in class and keep post-graduation. Cathy McPhillips – Chief Growth Officer, Marketing Artificial Intelligence Institute ‘With overly simplistic idioms like "content is king" and the rapid growth in generative AI technology, many think that content marketing is easy ("everyone’s a marketer"). Quite the contrary, truly excellent content marketing requires strategic thinking, journalistic storytelling and, most importantly, a passion and curiosity to understand your customer and the challenges they face. With this first-ever content marketing textbook written by two authors with decades of experience in the trenches, instructors, students, and practitioners are now armed with an invaluable guide to plan and execute effective content marketing programs.’ John Graff – Chief Marketing Officer and Lecturer, McCombs School of Business, The University of Texas at Austin ‘Dan and Rebecca created a book that connects established theory with modern practice. Students who reviewed this book valued the ideas and said the content was unlike anything they had seen in their previous marketing and communication courses.’ Craig Davis – Professor of Strategic Communication at Ohio University and former advertising agency executive ‘I've known Dan for more than a decade and hired around a dozen of his former students. He has an uncanny ability to connect communication theory to real-world situations in a way that empowers students to apply what they learn and immediately jumpstart their careers.’ Heather Whaling – Founder and President, Geben Communication Table of ContentsForeword. Chapter 1: Content Marketing Myths. Section 1: Content Strategy. Chapter 2: New Product Development and Positioning and its Role in Content Marketing. Chapter 3: Buyer Personas and Their Role in Content Marketing. Chapter 4: Content Marketing Planning and Integrated Marketing. Chapter 5: Creating Persuasive Content. Section 2: Content Delivery. Chapter 6: Earned Media and Its Role in Content Marketing. Chapter 7: Digital Owned Media (Part 1). Chapter 8: Digital Owned Media (Part 2). Chapter 9: Product Collateral and its Role in Content Marketing. Chapter 10: Two Common B2B Content Marketing Types. Section 3: Content Marketing Measurement, The Role of AI, and Career Outlook. Chapter 12: The Future of Content Marketing.

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a huge range and FREE tracked UK delivery on ALL orders.

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Book SynopsisDrawing on 25 years of research, consultancy, and teaching experience in the fast-moving consumer goods sector, Primal Marketing reveal the hard-wired motives driving customer behaviour and the secrets of leveraging these to craft higher-impact marketing strategies.While markets, technologies, and media channels have transformed rapidly, the human mind that buys, chooses, and connects has remained fundamentally the same. By introducing an evolutionary approach to marketing, the book argues that effective marketing works not by manipulating desire, but by aligning brands with deep, enduring human needs. Structured around ten major product categoriesâincluding food, fashion, health, home, play, technology, transport, and financeâthe book shows how everyday consumption reflects primal drives related to survival, belonging, status, attraction, care, and learning. These insights are organised through the PRIMAL framework, a practical strategic tool designed to help marketers diagnose what truly motivates their audiences and translate insight into clear positioning, storytelling, and brand decisions.Written primarily for marketing practitioners, brand leaders, and strategists, and supported by examples suitable for students and educators, the book bridges theory and application. Readers will gain a powerful lens for understanding consumer behaviour, sharpening brand strategy, and future-proofing marketing decisions by grounding innovation in timeless human psychology.

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Book SynopsisNeil T. Bendle is an Assistant Professor of Marketing at the Ivey Business School, Western University, Canada. He holds a PhD from the Carlson School of Management, University of Minnesota, and an MBA from Darden. He has been published in journals such as Marketing Science and the Journal of Consumer Research. Paul W. Farris is Landmark Communications Professor and Professor of Marketing at The Darden Graduate Business School, University of Virginia, where he has taught since 1980. Previously he was on the faculty of the Harvard Business School and worked in marketing management for Unilever. Phillip E. Pfeifer is Richard S. Reynolds Professor of Business Administration at The Darden Graduate Business School, currently specializes in direct/interactive marketing. He has published a popular MBA textbook and more than 35 refereed articles in journals such as the Journal of Interactive Marketing, Journal of Database Marke

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Book SynopsisToscani's photography often depicts what no one has ever dared to explore before in advertising, such as homosexuality, racism and anorexia. This magnificent volume explores the creative force behind brands and advertising campaigns, focusing on the finest examples of his work. Interspersed throughout are collected stories of the life of the man behind the lens from some of the major personalities in the creative industries. Contributors include the photographers, David Bailey and Rankin, fashion designer Issey Miyake, designers Philippe Starck and Kenzo Takada, the musician Peter Gabriel and film director and actor, Mathieu Kassovitz, and the entrepreneur Luciano Benetton. The book features Toscani's advertising campaigns, particularly his work with Benetton from 1982 to 2000, which was some of the most shocking advertising ever seen: in some cases provoking lawsuits and the removal of Benetton clothing from stores. However, Toscani worked wonders for the company, making it into one of the world's most recognised clothing brands – despite no items of clothing appearing in the campaigns between 1990 and 2000. Throughout the years he has also created corporate images and campaigns for companies such as Esprit, Chanel, Fiorucci, Prenatal and many more. He has collaborated as fashion photographer for international magazines such as Elle, Vogue, GQ, Harper's Bazaar, Esquire, and Liberation. Table of Contents0

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Book SynopsisIn 1970 Jerry Della Femina wrote this gossip-filled, insider's account of working on Madison Avenueduring the golden age of advertising. It caused a sensation, became a bestseller and establisheditself as a cult classic. Years later, it inspired the multi-award-winning drama Mad Men.Trade ReviewBeyond parody and quite brilliant, it's best read after a three-Martini lunch. * * GQ Magazine * *When there was some debate about whether something was accurate or not, Jerry said "You're not even close. It was so much worse than what you're seeing on the show." -- Matthew Weiner, creator and executive producer of MAD MENNot since The Wire has a series generated as much commentary ad Matthew Weiner's ad-agency drama. Whether dazzled by the promise of buttoned-up sexuality and undone morals or just intoxicated by the cigarette smoke, it is hard not to be drawn in by the long-gone allure of Sterling Cooper. * * Sunday Times * *As close to genius as TV gets. * * Metro * *Smart, cool, funny, knowing, and visually gorgeous. * * Daily Mirror * *The best thing on TV since the Sopranos. * * Grazia * *Yes, it does live up to the hype. * * Independent * *The sharpest, slickest, best-looking drama. * * Shortlist * *A delicious gossip-heavy read about the golden age of advertising . . . a wonderful, knockabout romp. * * GQ Magazine * *Equivalent to spending an evening with Rodger Sterling . . . very funny indeed. * * Time Out * *Jerry Della Femina takes a flame-thrower to the idea that anybody would work in advertising for any other reason than to have a good time . . . a collection of hair-raising escapades, pranks and boorishness, and we are left to think that, even if the work was dull, at least Della Femina and his colleagues had an outrageous amount of fun. * * Times Literary Supplement * *

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Book SynopsisDavid Ogilvy is remembered as one of the most influential admen of all time. His bestselling book Ogilvy on Advertising gave no-nonsense, essential advice to those in marketing, PR, advertising and other related industries wanting to improve their success rate. It has become the industry handbook. Ogilvy wrote his book before the Digital Revolution, and in this sequel, Miles Young brings the same erudite scrutiny to advertising in the digital age as he examines the challenges that agencies and their clients have faced with the arrival of 'digital'. He demonstrates how to respond astutely and successfully to the myriad possibilities the digital world has to offer. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and good storytelling, to cautions about the power of big data, and what we can learn from the latest neuroscience findings and emerging markets. Backed up by sound research and an illustrious career working out of offices in the UK, US and Hong Kong, Young cuts through the 'noise' surrounding digital to outline some essential truths and offer sound practical advice. Trade ReviewIn this stylish textbook for students of advertising, Ogilvy & Mather nonexecutive chairman Young offers a smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet … Publishers Weekly Table of ContentsOverture • Section I Content and the New World: The Digital Revolution, Pervasive Creativity, The Post-Modern Brand, Globalization 3.0, Today's Brand • Section II The Faces of Content/How to Bring Content to Life: Storytelling, The Taxonomy of Content, Creativity and Technology, Distribution Systems of Content, Creating Content • Section III The Fuel of Content Data: Levers of Content • Section IV Clients, Culture and Courage • Epilogue: Agility and the Agency of the Future.

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Book SynopsisFrom the Los Angeles riots to the Columbine High School massacre, Americans witnessed events and purchased items that reflected the best and worst of the decade. Bill Clinton’s presidency was in jeopardy, the digital age had erupted, and Silicon Valley was affecting everyone on the planet. Meanwhile nudity and sex ruled the pages of magazines, selling everything from haute couture to fragrances and microwave ovens. Nirvana entertained Generation X while the “Greatest Generation” considered purchasing a Probe and something called a Hummer. Super Soakers and the game consoles Game Boy and PlayStation were the new toys, as Super Mario World, Gran Turismo, and Sonic the Hedgehog were warping the minds of young people everywhere. Luxury brands were in demand: shoppers coveted a Gucci bag, a Louis Vuitton tote, a Hermes scarf, or a Prada frock. TWA and Continental Airlines still flew the airways and Volkswagen reimagined the Beetle. It was a decade that seemed safely benign, but was jammed with events and consumption on a grand scale, setting the stage for the 21st century. Featuring six chapters that cover a range of advertising, from food and fashion to entertainment and cars, a Desert Storm’s worth of advertising highlights makes All-American Ads of the ’90s a must-have compendium for every Beanie Babies–collecting, Simpsons-watching, pog-hoarding, and Harry Potter–loving citizen of 1990s consumerism.Trade Review“…provides deep insight into the American society of those years through a multitude of advertising motifs.” * Stern.de *

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Book SynopsisThroughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today’s celebrities who launch their own multi-million dollar brands. There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits. And yet the advertising business today seems reluctant to embrace its powerful links with popular culture. Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of ‘creativity’, it risks forgetting how to appeal to the public, and how to build successful brands. As a result, evidence suggests, today’s advertising is less liked and less effective than ever before. But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we’ve all been told, why people do buy from clowns. They will be inspired to make their advertising more popular, more famous, more fun again – and much more effective. ‘This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.’ Rory Sutherland, Vice Chairman, Ogilvy

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Book SynopsisDavid Ogilvy is well known and respected as the most successful adman of all time. His bestselling book, Ogilvy on Advertising gives valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate.Table of Contents0

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Book SynopsisPhilip Kotler, the father of modern marketing, once said, "An impressive brand brings intangible assets such as brand premiums and value-added, which are based on the impression of the brand in the minds of consumers." The book starts from the typeface, graphics and colour scheme, breaking down the LOGO to analyse the design process. Commonly used techniques are listed, teaching you how to design an excellent LOGO. Divided into five chapters, this book not only introduces the importance of LOGO design, principles and the conventional process, but also provides an in-depth analysis of the typeface and graphic design in LOGO. The book contains more than 70 excellent case studies from different industries, including some classic cases with detailed design ideas. From knowledge to practice, from explanations to cases, this is a good understanding, comprehensive and practical design guide.

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Book SynopsisWant to know how to influence other people''s behaviour?In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion). This is the ultimate insider''s guide, to the ultimate behaviour change industry - advertising.Table of ContentsPART 1: WHICH BEHAVIOUR TO CHANGE?; PART 2: CHANGING THE BEHAVIOUR; PART 3: BE GOOD

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Book SynopsisA Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.Trade Reviewa very helpful reference work for the marketing practitioner and student * Stuart Hannabuss, Reference Reviews *Table of ContentsINTRODUCTION TO THE FOURTH EDITION; ACKNOWLEDGEMENTS; DEDICATION; A DICTIONARY OF MARKETING; APPENDICES

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Book SynopsisRoger Horberry is a freelance copywriter and works for various design, branding and advertising agencies. www.rogerhorberry.comTrade ReviewKeep it clear, keep it simple, make it brilliant and original. I’ve been saying that for years. It’s a real joy to find that Roger and I think alike. Read the book and learn. Yes, it is brilliant. Wally Olins - Chairman, Saffron Brand Consultants Most of us reckon we can write. Wrong. But here’s book that will help you be persuasive, interesting and brilliant in print, then help you do it again, and again, and again. Michael Johnson, johnson banks Table of ContentsAbout the author Acknowledgements How to use this book Preface Part One – BackgroundChapter One – The basics Chapter Two – Three key thoughts Chapter Three – Brands and tone of voice Part Two – Method Chapter Four - Before Chapter Five - During Chapter Six - After Chapter Seven – Here’s one I made earlier Part Three – Interviews Chapter Eight - How brilliant copywriters write their copy

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Book SynopsisBringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, Trade Review"Insightful and distinctive, it provides a comprehensive overview of brands that balances knowledge and practice that will be useful to anyone interested in brands and their management. A particular strength is the way the book offers a rich context for understanding brands, drawing from culture, design, and history, as well as clear guidance for developing and communicating brands." Jonathan Schroeder, William A. Kern Professor of Communications, Rochester Institute of Technology, New York, USA "Branding continues to be an extremely important topic in business. This book covers all the angles of branding in superb ways, from value creation and communications to brand strategy and brand futures. An essential book for anybody who must know about brands now and going forward."Bernd Schmitt, Robert D. Calkins Professor of International Business at Columbia Business School, USA Table of Contents1. Introduction: History and the Importance of Brands 2. Developing Brand Equity, Positioning, Personality, and Values 3. Creating Brand Identity: Brand Aesthetics and Symbolism 4. Brand Communications and the Attention Economy 5. Holistic Brand Experiences and Emotional Branding 6. Consumer Collectives, Brand Avoidance, and Political Consumption 7. Brand Ethics, Social Responsibility, and Sustainable Consumption 8. Brand Performance and Metrics 9. Brand Growth: Brand Architecture and Brand Extensions 10. Brand Futures: Technology and Innovation in Branding Strategies

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Book SynopsisThis book is an essential guide for anyone who wishes to develop successful business communication. It provides authentic and memorable workplace scenarios where learners become English communicators when solving authentic problems doing business together.The book aims to help learners: Use authentic workplace materials to solve problems using English Understand how language can be used as a lingua franca effectively when communicating Understand how intertextuality between shared spoken and written texts drives communication Improve communicative performance in spoken and written texts Become familiar with the communication realities of workplaces that are becoming increasingly technology driven and globalised This book will help learners become better equipped with communication strategies through its real life applicable and skills-based examples and will be a useful reTable of ContentsIntroduction. 1. Introduction to the Companies and Personnel of GlobeNet and CommunicAsian. 2. Opportunity Knocks for CommunicAsian. 3. Building a Business Response. 4. Winning the bid. 5. Building the team. 6. Planning the Project: People, Process and Technology. 7. Working on the project: the big ideas. 8. Problems, problems, problems. 9. Solution and Resolution. 10. Declare Success: Project Product Launch and Leadership. Appendix 1. The dictionary, business words and expressions. Appendix 2. The audio transcripts. Appendix 3. Reading lists.

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