Advertising, marketing and sponsorship law Books
LID Publishing Martketing: The Heart and Brain of Branding
Book SynopsisSecrets, lessons and insights from the frontline of world-class branding and marketing.This book exposes the marketing secrets and lessons learnt from one of the world's most exciting global brands - Coca Cola - and how you can apply them to your own brand. It explores the core beliefs and principles that were needed to evolve one of the most powerful marketing machines on the planet that worked successfully across cultures and fast-changing environments. The author was part of a team of outstanding individuals and agencies that generated better, faster and more effective marketing on an unprecedented level. Through a combination of research, theory and real-life experience, Lamelas explains why and how marketing works, and offers a proven framework to help you master your own marketing strategy. The author is highly respected in the business world and an excellent self-promoter both on and offline.Table of ContentsACKNOWLEDGEMENTS 12FOREWORD 14ABOUT THIS BOOK: WHY & HOW 16PREFACE 2011. AN EXPLANATION AND SOME CONSEQUENCES 49How Does this Work? 50The Power of Emotions 53Rational Communication 592. BUILDING THE MARTKETING FACTORY 62A Few Words about Marketing and Research 63Understanding Answers 65Steps to Effective Research 68A Few Misconceptions 70About Marketing and Organization 78Working in a Marketing Factory 83Sourcing Ideas 91Choosing Talent 94MARTKETING & MATHKETING 983. MAKING PEOPLE FALL IN LOVE 100Decide to Whom You Want to Talk 102 Some Consequences 112Build the Right Dialogue 123Creating Emotional Attachment 138The Big Change - Media 146The Universal Rating Point 162Innovation Is Not a Department 170(In Marketing) The Way You Look Is What You Are 1794. CAPTURING ALL THE VALUE (A BIT OF MATHKETING) 184Value and Price 186A Few Words about Private/Retail Labels 202... And about Luxury Brands 205The Shopper 208Throwing Good Money after Bad 212Generating "Recurrent" Revenues 218Getting More Out of Marketing Investments 2205. LOOKING INTO THE FUTURE 224Revenue-Generating Marketing 2256. SOME CONCLUSIONS 2317. ... AND ONE FINAL THOUGHT 236
£11.04
Kogan Page Ltd Ad Law
Book SynopsisRichard Lindsay is the Legal Director for the IPA. Prior to this he worked as the Group Legal Director for the Telegraph Media Group and has also worked as an in-house lawyer for several other companies, including Granada Enterprises.Table of Contents Section - ONE: Intellectual Property - The law and content rights; Chapter - 1: Copyright; Chapter - 2: Trade Marks; Chapter - 3: Design Rights; Chapter - 4: Passing Off; Section - TWO: The Regulatory System - Key legal and self-regulatory frameworks; Chapter - 5: The Self-regulatory system; Chapter - 6: Industry's Voluntary Codes; Chapter - 7: Consumer Protection Law; Chapter - 8: Privacy and Data Protection; Section - THREE: Do I Comply? Key Challenges and Themes in Advertising; Chapter - 9: Celebrities; Chapter - 10: Children; Chapter - 11: Comparative Advertising; Chapter - 12: Defamation; Chapter - 13: The Internet and Beyond; Chapter - 14: Lotteries, Competitions and Prize Promotions; Chapter - 15: Price Claims and Indications; Chapter - 16: Sponsorship and Major Events; Chapter - 17: Other Questions; Section - FOUR: Industry Issues - Key Challenges for Certain Business Sectors; Chapter - 18: Alcohol; Chapter - 19: Financial Services; Chapter - 20: Food; Chapter - 21: Gambling; Chapter - 22: Health and Nutrition Claims; Chapter - 23: Political Ads, Causes and Ideas and Charities; Chapter - 24: Tobacco and Alternative Products; Chapter - 25: Other Questions; Section - FIVE: Business Affairs; Chapter - 26: Client Agency Contracts; Chapter - 27: Pitch Protection; Chapter - 28: Production; Chapter - 29: Insurance;
£42.74
Rethink Press Limited Legally Branded
£19.49
Peter Lang Publishing Inc Media Law
Book SynopsisMedia Law: A Practical Guide (Revised Edition) provides a clear and concise explanation of media law principles. It focuses on the practical aspects of how to protect oneself from claims and how to evaluate the likelihood of a successful claim. This new edition has been revised to reflect important changes and updates to the law, including recent developments relating to scandalous trademarks, embedding, fair use, drones, revenge porn laws, interpretation of emoji, GDPR, false statements laws, lies, and the libel implications of the #MeToo movement.Media Law is divided into five sections that help non-lawyers understand how the principles apply to their actual behavior: background information about the legal system; things you can be sued for; how you actually gather information; ways the government can regulate speech; and practical issues that are related to media law. This book is perfect for courses in media and communications law or a combination cTable of ContentsList of Tables and Figures – Preface – Acknowledgements – Part I: Introductory Material – Court Systems, Citation, and Procedure – First Amendment–Theory and Practice – Part II: What Can You Be Sued For? (And Are There Related Criminal Charges?) – Libel: The Risk of Criticism, Insults, and Trash Talk – Privacy: Publishing Private, Embarrassing, or Sensitive Information – Publicity: Using Someone’s Name or Likeness – Copyright: Issues With Creating Content or Using Other People’s Content – Trademarks: The Use of Product Names and Logos – Use of Photos, Illustrations, and Other Images – Use of Music – Negligence Claims Against the Media: Content That May Result in Personal Injury – Part III: How Does One Get Information to Publish? – Is There a Right of Access to Information, Places, or Events? – Can One Be Sued or Prosecuted for Gathering News? – Part IV: How Does the Government Regulate or Interfere With Speech? – Efforts to Subpoena or Search Journalists – Punishing or Restricting Protests and Other Public Speech – Punishing or Restricting Sensitive or Offensive Topics – Regulating Political Speech, Elections, and Campaigns – Regulating Advertisements/Promotions/Marketing – Television and Radio—FCC Regulation – Special Classes of Speakers – Part V: What Practical Issues Are Related to Media Law? – How the Internet Has Affected Publishing and the Law – Practical Issues Related to Media Law – Case Index – Subject Index.
£44.42
Bloomsbury Publishing PLC Advertising Law and Regulation
Book SynopsisThis widely-respected book remains the authoritative reference on the subject for solicitors and barristers, in-house lawyers in advertising agencies, trade associations and more. It covers all aspects of the law as it affects advertising from environmental claims, elections, and influencer marketing, to data protection and copywriting laws. It clearly explains the laws, statutes and self-regulatory codes that govern advertising, and there are sections given to the specific issues affecting platforms or channels, including digital advertising and its intermediaries. Given the ever-evolving nature of media channels and how we consume content alongside changes to consumer laws in the wake of the UK's departure from the European Union this extensively revised 3rd edition is timely. It brings together in one convenient and easy to navigate volume, all the myriad laws and regulations touching on advertising in the UK.
£280.25
Emerald Publishing Limited New Perspectives in Marketing by Word-of-Mouth
Book SynopsisNew Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.
£39.89
Globe Law and Business Ltd International Advertising Law: A Practical Global
Book SynopsisVirtually every business is involved in advertising and marketing in one form or another. However, advertising is subject to a complex and often daunting web of law and regulation. Although in many cases there have been attempts to harmonise relevant laws, there are still significant national variations. Furthermore, in recent years digital marketing and targeting methods have changed the face of the advertising industry beyond recognition. Updated for 2020, International Advertising Law addresses the relevant law and regulations, as well as setting out practical considerations. The book covers key areas of advertising law such as local complaints procedures and enforcement, comparative advertising, influencer campaigns, sales promotions, ambush marketing, product placement, direct marketing and online behavioural advertising. The book also addresses the particular requirements in certain industries that are subject to specific advertising regulations (eg, gambling, alcohol, pharmaceuticals, financial products/services, food and tobacco/e-cigarettes). Edited by Paul Jordan, partner and head of advertising and Andrew Butcher, senior associate at UK law firm Bristows, this book includes chapters from leading experts in 30 jurisdictions. This new edition of International Advertising Law is essential reading for lawyers, in-house counsel, advertising executives and anyone else involved in the advertising/marketing industry. The book serves as an invaluable and straightforward guide to navigating these complex legal and regulatory regimes.Table of ContentsIntroduction Paul Jordan Andrew Butcher Bristows LLP Argentina Juan Carlos Ojam Berton Moreno Ojam Australia Stephen von Muenster Stephanie Scott von Muenster Legal Austria Alexander Cizek Cizek IP Brazil Otavio Saraiva Padilha Velasco Paula Bezerra de Menezes Soerensen Garcia Canada Jennifer McKenzie Bereskin & Parr Czech Republic Irena Liskova Ladislav Madl Randl Partners Denmark Kenneth Kvistgaard Aaholm Carina Hyldahl Gorrissen Federspiel Finland Mikael Segercrantz Johanna Flythstroem Verna Syrjanen Roschier France Emmanuelle Jardin-Lillo TGS France Avocats Germany Susan Kempe-Muller Latham & Watkins Greece George Moukas George Ballas Vasileios Xynogalas Theodore Konstantakopoulos Ballas, Pelecanos & Associates LPC Hong Kong Charmaine Koo Kelley Loo Deacons Hungary Aniko Keller Szecskay Attorneys at Law Ireland Patricia McGovern DFMG Solicitors Italy Daniela Ampollini Trevisan & Cuonzo Japan Takamitsu Shigetomi Toshiya Furusho Yuki Kuroda Mizuki Kanno Oh-Ebashi LPC & Partners Latvia Sarmis Spilbergs Pauls Anc s Edvijs Zandars Ellex Klavins Mexico Marina Hurtado Cruz Carlos Davila Baker McKenzie Netherlands Roelien van Neck Manon Rieger-Jansen Bird & Bird Norway Ida Gjessing Simen Blaker Strand Gjessing Reimers Poland Ewa Skrzydlo-Tefelska Soltysinski Kawecki & Szle zak Russia Yulia Yarnykh Gowling WLG Spain Monica Esteve Sanz Gomez-Acebo & Pombo Sweden Rebecka Harding Advokatfirman Delphi Switzerland Michael Noth Times Attorneys Barbara Abegg Lenz & Staehelin United Kingdom Paul Jordan Andrew Butcher Bristows LLP United States Melissa Landau Steinman Venable LLP
£148.50
Edward Elgar Publishing Ltd The Regulation of Social Media Influencers
Book SynopsisIn today's society, the power of someone's reputation, or influence, has been turned into a job: that of being a social media influencer. This role comes with promises, such as aspirational work, but is rife with challenges, given the controversy that often surrounds influencers. This is the first book on the regulation of social media influencers, that brings together legal, economic and ethical angles to further unveil the implications of influencer marketing. Thus far, influencers have been under scrutiny for not disclosing paid advertising, yet their activity has many more questionable implications. This edited volume combines insights from law, economics, ethics and communication science to reveal these implications and propose new ways in which public bodies, social media companies and citizens ought to relate to influencer marketing. Academics and students of Law, Economics, Ethics and Communication Science will find policy making insights in this collection. In addition, The Regulation of Social Media Influencers will be essential reading for regulators. Contributors include: E. Apa, M. de Cock Bunning, S. de Jans, M. de Veirman, R. Ducato, I. Ebert, C. Fieseler, C. Goanta, L. Hudders, M. Leiser, M. Leszczynska, D. Mangan, G. Newlands, F. Pflücke, O. Pollicino, S. Ranchordás, D. Sindermann, E. van den Abeele, S. van der Hof, G. van Dijck, V. Verdoodt, I. WildhaberTrade Review'Social media influencers are a new object of study. Bringing together experts from different disciplines, this book offers a unique set of lenses to examine the legal, ethical, and broader societal implications of this fascinating phenomenon that is emblematic of today's attention economy. Covering a broad range of pressing issues from consumer protection to labor and speech law, the volume provides both practical insights as well as ''food for thought'' as we reimagine the role of law in the digital age.' --Urs Gasser, Harvard University, USTable of ContentsContents: 1 The regulation of social media influencers: an introduction 1 Catalina Goanta and Sofia Ranchordás PART I SOCIAL MEDIA, FREE SPEECH AND PUBLIC INTEREST 2 Free speech and the right of publicity on social media 22 Ernesto Apa and Oreste Pollicino 3 Life after the European Audiovisual Media Services Directive: social media influencers through the looking-glass 47 Madeleine de Cock Buning 4 An ethical view on influencer marketing – dynamic interaction between individual and economy or a simple data-driven advertising model? 74 Isabel Ebert and Dana Sindermann 5 Child labour and online protection in a world of influencers 98 Valerie Verdoodt, Simone van der Hof and Mark Leiser PART II INFLUENCER MARKETING AT WORK 6 Unravelling the power of social media influencers: a qualitative study on teenage influencers as commercial content creators on social media 126 Marijke De Veirman, Steffi De Jans, Elisabeth Van den Abeele and Liselot Hudders 7 #dreamjob: navigating pathways to success as an aspiring Instagram influencer 167 Gemma Newlands and Christian Fieseler 8 Influencer marketing as labour: between the public and private divide 185 David Mangan PART III CONSUMER DISCLOSURES AND CONTRACT LAW 9 Controlling influencer content through contracts: a qualitative empirical study on the Swiss influencer market 210 Catalina Goanta and Isabelle Wildhaber 10 One hashtag to rule them all? Mandated disclosures and design duties in influencer marketing practices 232 Rossana Ducato PART IV SOCIAL MEDIA AND EMPIRICAL RESEARCH DESIGN 11 Assessing the methodological quality of empirical research on social media influencers 275 Monika Leszczyńska and Gijs van Dijck 12 Making influencers honest: the role of social media platforms in regulating disclosures 299 Felix Pflücke Index 323
£114.95
Emerald Publishing Limited Measurement in Marketing
Book SynopsisMeasurement is at the core of empirical research in marketing because researchers need measures that faithfully represent the constructs in their theories. This 19th volume of Review of Marketing Research addresses important measurement issues to deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing. Measurement in Marketing features a range of chapters from experts in the field who discuss the philosophical foundations of measurement, provide practical recommendations about measurement error and explore the latest research, offering guidance on the selection of appropriate implicit measures for capturing automatic cognitive processes. Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.Table of ContentsIntroduction; Hans Baumgartner and Bert Weijters Chapter 1. Philosophical Foundations of Concepts and their Representation and Use in Explanatory Frameworks; Richard P. Bagozzi Chapter 2. Accounting for Uncertainty in the Measurement of Unobservable Marketing Phenomena; Edward E. Rigdon and Marko Sarstedt Chapter 3. Measurement Error and Research Design: Some Practical Issues in Conducting Research; Madhu Viswanathan Chapter 4. The Advancement of Measurement Invariance Testing in Cross-cultural Research in the Period 1999-2020. Executing Rather than Scrutinizing?; Hester van Herk and Sjoukje P. K. Goldman Chapter 5. How to Identify Careless Responders in Surveys; Hans Baumgartner and Bert Weijters Chapter 6. An Application of M-MORE: A Multivariate Multiple Objective Random Effects Approach to Marketing Scale Dimensionality and Item Selection; Adam Finn and Ujwal Kayande Chapter 7. On the Selection and use of Implicit Measures in Marketing Research: A Utilitarian Taxonomy; Hendrik Slabbinck and Adriaan Spruyt
£78.99
Emerald Publishing Limited Market Grooming
Book SynopsisMarket Grooming: The Dark Side of AI Marketing marks a paradigm shift in the field of marketing. This thought-provoking scholarly work examines how customers, markets and communities are groomed, socially conditioned, subliminally marketed to, and influenced by the use of AI technologies.This comprehensive collection of research articles covers various aspects of AI and its impact on marketing, consumer behavior, and market grooming. It delves into the views and attitudes of consumers in the AI era, as well as the negotiation tactics and misbehaviors observed in digital AI marketing. The impact of AI, machine learning, and the Internet of Things on business and marketing models is thoroughly explored, including both positive and negative effects on individuals, communities, and different domains like social, politico-legal, and ethical spheres. The collection further examines customer relationships management (CRM) and the consequences of AI implementation in marketi
£72.25
