Advertising Books
Taylor & Francis Advertising Society and Consumer Culture
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£56.04
Taylor & Francis Ltd When Ads Work New Proof That Advertising Triggers Sales
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£56.04
Taylor & Francis Ltd Go Figure New Directions in Advertising Rhetoric
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£175.75
Taylor & Francis Advertising Management
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£58.89
Taylor & Francis Cases in Advertising Management
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£56.04
Taylor & Francis Ltd Advertising Campaign Design Just the Essentials
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£56.04
Taylor & Francis Ltd The Global Advertising Regulation Handbook
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£56.04
Taylor & Francis Advertising and Public Relations Research
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£65.54
Taylor & Francis Advertising and Violence Concepts and Perspectives Routledge Advances in Manageme
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£128.25
Taylor & Francis Advertising and Violence Concepts and Perspectives Routledge Advances in Manageme
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£56.04
Taylor & Francis Transcultural Marketing
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£104.50
Taylor & Francis Transcultural Marketing
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£56.04
Taylor & Francis Communicating Causes
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£128.25
Taylor & Francis Communicating Causes
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£37.99
Taylor & Francis Advertising and Anthropology Ethnographic Practice and Cultural Perspectives
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£128.25
Taylor & Francis Advertising and Anthropology Ethnographic
Book SynopsisExamining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settingsTrade ReviewWith an unprecedented depth of ethnography, Malefyt and Morais' primer makes huge strides in expanding the dialogue between applied and academic anthropology. * George Marcus, Director, Center for Ethnography, University of California, Irvine *This volume presents an insider's perspective of complementary professions that is sure to provoke a swift reaction from agencies and the academy. Advertising is a way of construing the world, and anthropology can inform and unpack that construal. Apprentices, read this book as you plan a career. Journeymen, study this book as you rethink your career. Mentors, teach this book as you guide the careers of others. * John F. Sherry, Herrick Professor & Department Chair of Marketing, University of Notre Dame *A candid portrayal of life in the advertising world... this is a unique and courageous contribution to business anthropology by two of its most experienced practitioners. * Marietta Baba, Dean and Professor at the College of Social Science, Michigan State University *Ethnography is Anthropology's biggest export. Malefyt and Morais take the practice of ethnography to the world of advertising, and do an ethnography of that world. The results are profoundly illuminating, and make this book essential reading for advertisers and anthropologists alike. * David Howes, Professor of Anthropology, Concordia University, Montreal *Malefyt and Morais' book, Advertising and Anthropology, is an excellent behind-the-scenes manual for students and young professionals looking to break into the advertising business... those who aspire to break into the business would be wise to learn something about anthropology. * Dawn Lerman, Director, Centre for Positive Marketing, Fordham University, USA *Advertising and Anthropology provides valuable insight into the ways that anthropology can effectively (if controversially) participate in the modern corporate world as well as ways that advertising/business anthropology reflects and rethinks conventional disciplinary tools and concepts. * Anthropology Review Database *Malefyt and Morais have made a significant contribution to applied anthropology with this work. It joins works of others, like Jordan's Business Anthropology, in building the methods and reputation for anthropology in the non-academic arena. * Anthropological Notebooks *Table of ContentsPreface Part One: IntroductionAnthropologists In and Out of Advertising Part Two: Toward an Understanding of Advertising AgenciesAdvertising Meetings and Client RelationshipsRituals of Creativity in Advertising AgenciesFieldwork in Advertising ResearchAdvertising EmotionsCreativity, Person and Place Part Three: Applying Anthropology in Advertising AgenciesAdvertising, Automobiles and the Branding of LuxuryBusiness Anthropology Beyond EthnographyEthics in AdvertisingHybrid Research Methodologies and Business Success Part Four: ConclusionThe Future of Advertising Anthropology ReferencesIndex
£35.99
Taylor & Francis Ltd Celebrity Fashion Marketing
Book SynopsisThis book explores the concept of the celebrity as a ''Human Fashion Brand'' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a Human Fashion Brand Model', which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holTrade Review'The concept of a 'Human Fashion Brand' is timely given the significant rise in the number fashion-influencing celebrities and fashion-celebrity-following consumers. This book is an essential read for those who are interested in behavioural science, fashion, marketing and business management.'Dr Kevin Almond, Associate Professor in Fashion, School of Design, University of Leeds, Former Head of the Department of Fashion and Textiles, University of Huddersfield, UK'The journey in public relations, celebrity brand management, fashion, media, and production is often one of exhilarating excitement and constant change. The authors have been steadfast in their focus, management and passion on the subject in all its guises.'JayJay Epega, BBC Studios Productions, Media Consultant and Writer, EpegaMedia, Director 'This is an epic book and illustrates how following celebrity fashions has increased exponentially. The thought process behind this for individuals is: "If I cannot have their lifestyle, at least I can have the same clothes – or cheaper versions of them!". This book describes the impact on the celebrity, the marketer and the consumer.' Don Rouse, Celebrities & Lifestyle Communications Consultant, Entrepreneur and MentorTable of ContentsAcknowledgements, List of abbreviations, Foreword, Table of Contents, 1. Introduction, 2. The Fashion Celebrity, 3. The Fashion Celebrity Marketer, 4. The Fashion Consumer, 5. The Human Fashion Brand Model. 6. Conclusion, Index.
£37.99
Taylor & Francis Absolute Essentials of Advertising
Book SynopsisThis concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. For undergraduates, the book provides a valuable su
£19.99
Taylor & Francis Ltd The Illustrated Guide to the Mass Communication
Book SynopsisThis book makes mass communication research projects more accessible to the new student researcher through a balance between an academically rigorous guide and an informal and humorous student-centered approach. Table of ContentsIntroduction Chapter 1 Getting Started Chapter 2 Finding a Research Topic You Like Chapter 3 Determining Your Research Approach Chapter 4 Thinking Ethically Chapter 5 Writing a Literature Review Chapter 6 Writing a Research Question and Hypothesis Chapter 7 Choosing a Research Method Chapter 8 The Results Chapter 9 Writing the Discussion Section Chapter 10 Formatting the Paper Chapter 11 Presenting Your Research
£45.59
Taylor & Francis Ltd Advertising Account Planning
Book SynopsisThis practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include: Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life A new chapter on International Advertising addressing the challenges of managing a global campaign Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics ProvidingTrade Review"With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."Lisa C. Troy, Texas A&M UniversityTable of Contents Account Planning History and Practice The Role That Account Planning Plays in a Campaign Brand Destination Planning Situation Analysis: ‘Understanding the Landscape’ Benchmarking Consumer Perceptions Understanding the Consumer Mindset Developing Insights The Role of Strategic Communication Defining the Audience Brand Positioning Brand Personality Brand Essence What is a Big Idea? Briefing the Team to Get a Great Campaign Account Planning and Integration International Advertising Measuring the Success of a Campaign Future Thoughts on Account Planning
£49.39
Taylor & Francis Strategic Communication
Book SynopsisStrategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible aTable of ContentsThe Brief 1. What this book is about 2. The nature of strategic communication 3. Communication strategy and business planning 4. Elements of a communication strategy 5. Analysing organisational communication needs 6. Why target publics matter 7. Setting the compass: communication goals and objectives 8. Planning effective messages 9. Reaching target publics: the role of communication pathways 10. Communication tools – the things we do 11. Managing a strategic communication plan 12. The Gemini factor: Evaluating strategic communication projects 13. Strategic communication counselling
£42.99
Taylor & Francis Ltd Strategic Writing
Book SynopsisFeaturing examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics.The book contains concise instructions for writing the key multimedia documents in strategic communication, each with an example in the text. Short, practice-oriented chapters each cover a key theme, principle or writing topic. This sixth edition features: new and more diverse examples; additional references on legal and ethical guidance, technical tools and other resources used by practicing professionals; a new Audience Persona chapter; and incorporation of digital trends, such as increased use of images, video and user-generated content as well as evolutions in mobile marketing and other emerging platforms.Strategic Writing, Sixth Edition is an essential textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary approach.Online resources are also included to support instructors and students. Faculty will find sample assignments with rubrics and lecture slides. Students will find practice quizzes for each section; nine-step strategic writing process guidance with helpful links for each step; and examples, templates and online articles demonstrating strategic writing in practice. Please visit www.routledge.com/cw/hendershot.
£77.89
Taylor & Francis How Not to Hate Advertising
Book SynopsisWritten by an award-winning Chief Creative Officer and featuring insights from agency and freelance advertising pros, this book is the creative professionalsâ guidebook, self-help book, and halftime speech/pep talk book all wrapped up in one, for working creatives to help them sustain and succeed in an industry that has plenty to hate about it.This is not a âœhow to break into the businessâ book, and it doesnât aim to explain the creative process and how to come up with ideas. Instead, it accepts and expects that the reader has already done the hard part of breaking in and (hopefully) getting some work produced that theyâre proud ofâitâs the âœwhatâs nextâ to avoid burnout, filled with practical tips, sage advice, and real stories from an array of people who have definitely hated advertising at some pointâbut stuck with it anyway.A sort of treasure map that creatives can use to guide them through different stages of their career, this book is pure gold for advertising professionals and students who want to thrive in their chosen industry while taking care of their whole selves, now and into the future.
£130.50
Taylor & Francis Social Media in the Fashion Industry
Book SynopsisThis book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts.This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals w
£37.04
Taylor & Francis Strategic Stakeholder Engagement
Book SynopsisIs it your objective to bring about positive change for your business or organisation by influencing the policy and regulatory environment in which you operate?Do you need to know how to engage with decision-makers in government and other key influencers?Are you looking to pursue or advance your career in Public Relations?Ambitious practitioners working within Public Relations and Corporate Social Responsibility, inside or outside government respectively, and in private or non-profit organisations, will find this an invaluable guide.Revealing insights into the inner workings of government and drawing on real-life case studies, this book offers practical, clear, creative ideas and innovative strategies designed to empower Public Relations professionals to engage with key stakeholders effectively and to influence government policy and regulation. At a time of considerable uncertainty and ever-evolving government policy and regulation, this book shows how it is posTrade Review‘‘Practitioners face major barriers in getting their voice heard. I have considerable experience of the formal and informal processes involved when engaging with decision-makers in government and other key influencers, and I have developed strategies that work. Writing this book enables me to share my experiences and insights with public relations practitioners and related professionals so that they can become more effective influencers’’. Chris Anastasi, Author.'Society today has given voice to many diverse views. People and institutions expect to have a voice in issues that affect their government, their society and their lives. Successful institutions, both public and private, need to find ways to speak to these diverse and (sometimes) competing views such that all stakeholders feel their positions and opinions have been fairly and fully considered. This book gives excellent guidance based on examples of successful stakeholder engagement programs and the experience of leaders who have been successful in effective stakeholder engagement.' — Bill Coley CBE, former President of Duke Power and CEO of British Energy 'Many CEOs and FDs struggle to appreciate the real value of stakeholder engagement. They find it hard to envision what effective stakeholders can achieve for the bottom line in opportunities realised or pitfalls avoided. They should read this book to understand how crucial a focused campaign can be to commercial success. The case studies are illuminating on what works and what not to do. They depend on building trust and relationships based on strong ethical standards. There are lessons here for the private sector in delivering value for money and the public sector in wrongly assuming a government relations function is not needed. It is. Most importantly, there's an understanding of the hands-on role of a Company's leaders in the stakeholder dialogue and building credibility. This is a team effort. The other key audience for this book is Government Affairs professionals. Those running, or setting up, these departments will find the step by step guide to a targeted programme invaluable. Chris Anastasi describes to audiences to target, the many tiers of influencers that shape policy, the importance of galvanising wider support, and above all a focused approach to securing opportunities and managing risks. The case studies show how tangible value can be measured and delivered, Government relations professionals can use this unique book as a benchmarking resource or a template for success. It plugs a gap in the field of stakeholder relations.' — Robert Armour OBE, Deputy-Chair NuGeneration'Never before has it been so vital for business to ensure that its side of the story is properly told and understood. Chris Anastasi has written an invaluable practical guide to strategic stakeholder engagement.' — Sir Adrian Montague CBE, Chairman Aviva'As Energy Adviser to the Welsh Government I am happy to endorse the basic premise of this book which is the importance for successful developments of well-structured and actioned strategic stakeholder engagement. In a UK context it is interesting to reflect on the stress by the UK Government on the four new industrial strategy grand challenges. These cover the widespread use of artificial intelligence; modernised mobility, healthy ageing and clean growth. With all these sectors, effective stakeholder engagement is vital and includes the huge variation of stakeholders from individual consumers to pension funds looking to invest £billions for secure long term returns. The only sensible way to do this is to adopt a very professional and well-researched approach which normally involves the commitment of significant resources. Chris’ book, based on his front-line experience in the energy field and in depth case studies covering a very wide range of circumstances, provides an excellent overview for anyone who is interested in understanding the complexity of the issues and the core elements essential for success. In his book Chris does stress the importance of a clear story as the basis for a successful engagement strategy, whoever the targeted stakeholder. This importance, along with leadership can not be over-stressed: points which Chris makes well, once again illustrated through the use of diverse real-life case studies.' — Professor Ron Loveland, Energy AdviserTable of Contents1. Setting the scene for strategic stakeholder engagement 2. Decision-makers 3. Key influencers 4. Stakeholder engagement processes 5. Organising for stakeholder engagement 6. Delivering the engagement strategy and programme 7. Reflection
£128.25
Taylor & Francis Ltd Public Relations Cases
Book SynopsisThis unique collection of contemporary international public relations (PR) case studies gives the reader in-depth insight into effective PR practice in a range of organizational contexts. The global cases demonstrate the breadth and sophistication of the public relations function, both in public and private sector organizations.This fully updated third edition of Public Relations Cases offers fresh perspectives on the changing face of contemporary public relations and the development of PR and communication strategies. Addressing the gap in PR literature, it examines political systems, climate, media ownership and structures, as well as the social values and economic conditions which shape the role and work of PR practitioners. The book follows a four-part analytical model CDAO (Context, Decisions, Actions and Outcomes) to successfully identify the key points of comparison between cases to uncover how and why particular events occur and, critically, Table of Contents1. Chester Zoo: Save our Zoo Campaign [UK] (Will Condliffe & Julie Platt) 2. Moms Demand Action: using public relations to combat gun violence [USA] (Barbara DeSanto) 3. Crowd-sourcing potential: Developing the right formula for the prevention and intervention strategy against drug abuse in Malaysia [Indonesia] (Jamilah Amad) 4. A Perfect Storm: The challenge of public relations in the health and social care sector [UK] (Peter Osborne) 5. The Comeback Niño: Puerto Rico’s Tourism Industry on the Re-bound, Post-Maria [ Puerto Rico](Meta G. Carstarphen) 6. Farm Town Strong: Overcoming the Rural Opioid Epidemic [USA] (Ray Atkinson & Barbara DeSanto) 7. Who’s Listening? the importance of internal communication [UK] (Kevin Ruck, Howard Krais and Mike Pounsford) 8. Marketing the Rainbow: the challenges of minority marketing and supporting or subsequent PR initiatives [US/ Global] (Alfred Verhoeven) 9. The Volkswagen Dieselgate crisis: Challenging assumptions about reputation recovery in a major crisis USA /Global] (Matt Tidwell) 10. Iceland foods Rang Tan and the palm oil alarm call UK /International] (Hil Berg) 11. The M.O.M. Squad: PR Transforms Diverse Micro-Influencers Into the World’s First Team of Pregnant Comic Book Superheroes [USA] (Adam Richie) 12. Let’s grab a coffee: a return to Public Relations basics [Portugal] (Ana Raposo & Mafalda Eiró-Gomes) 13. Initiative Angels [Columbia] (Karem Contreras & Miguel Ángel Herrera)
£39.99
Taylor & Francis Contemporary Issues in Branding
Book SynopsisThis book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brandâs identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level.Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, Trade Review"Contemporary Issues in Branding … does what it states on the cover. To managers it engages the power of branding to stimulate target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases." — Professor Len Tiu Wright is Editor-in-Chief at Cogent OA Business & Management. She had previously been Professor of Marketing at the University of Huddersfield and De Montfort University, UK and Visiting Professor at the University of Keele, UK"This compendium focusing on contemporary issues in branding will be of interest to almost anyone with an interest in developments in branding. The book explores both traditional and novel perspectives on the territory. Contemporary Issues in Branding will engender deliberation and reflection among branding scholars and managers alike. Clearly, the editors are to be congratulated for broadening the branding oeuvre." — Professor John M.T. Balmer, Professor of Corporate Marketing and Director of the Marketing and Corporate Brand Research Group, Brunel University Business School, London, UK; quondam Professor of Corporate Identity/Brand Management, Bradford University School of Management, UK"The book is a nice collection of views contributed from a number of very well-known authors on brand building, brand design and the stakeholders in this process, followed by a concluding link with brand related outcomes. The research results and practical examples come from many perspectives and industries, reflecting the current state of development in brand management. It is an interesting read for people working in brand management both as academics and practitioners." — Professor Cleopatra Veloutsou is Professor of Brand Management at the Adam Business School, University of Scotland, UKTable of ContentsPart 1: Introduction 1. Introduction to Branding: Issues and Perspectives Part 2: Building a Brand 2. Understanding Brands with Contemporary Issues 3. Branding: Performance and Profit 4. Brands, culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries 5. The impact of GDPR on brands responsibility: Between a "new normal" customer-centricity and the risk of reputational damage 6. Branding: Ethic, sustainability, and Inclusion Part 3: Designing a Brand 7. Branding: Aesthetics. Building Brand Value through Art and Architecture 8. Branding: Voice 9. Sensory Branding: What it is, why it matters, and how to use it 10. Branding: Virtual space: past, present and new directions in virtual worlds Part 4: Branding and Stakeholders 11. Branding: Internal and External Stakeholders 12. Global branding 13. Office Branding in the Digital Age 14. Branding: Online community Part 5: Conclusion 15. Consumer-Brand Relationship: Building Consumer value, Consumer loyalty and Business Performance 16. Branding Customer Value
£128.25
Taylor & Francis Ltd The Advertising Handbook
Book SynopsisThe 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 integratiTrade Review‘This is a really accessible and useful text that introduces readers to a wide range of critical perspectives on the latest developments in advertising. It will be invaluable to students and researchers across many disciplines.’ ANNE CRONIN, Sociology Department, Lancaster University, UK ‘With advertising undergoing radical change, a revised and updated edition of The Advertising Handbook is both opportune and essential. Bringing together writing from renowned scholars and respected practitioners, this collection of informed yet accessible chapters offers a comprehensive overview of current practices and issues.’ ROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia ‘A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.’’ MATTHEW P. MACALLISTER, Professor, Department of Film, Video & Media Studies, College of Communications, the Pennsylvania State University, USA ‘At a time when the boundaries of advertising are becoming blurred and its industry is changing rapidly, this revised edition identifies and addresses the most relevant developments (such as the advent of big data and the rise of branded content), and provides an updated and comprehensive overview of contemporary advertising practices in context.’ GIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK ‘This is a really accessible and useful text that introduces readers to a wide range of critical perspectives on the latest developments in advertising. It will be invaluable to students and researchers across many disciplines.’ ANNE CRONIN, Sociology Department, Lancaster University, UK ‘With advertising undergoing radical change, a revised and updated edition of The Advertising Handbook is both opportune and essential. Bringing together writing from renowned scholars and respected practitioners, this collection of informed yet accessible chapters offers a comprehensive overview of current practices and issues.’ ROBERT CRAWFORD, Professor of Advertising, School of Media and Communication, RMIT University, Australia ‘A wonderful combination of an accessible overview of the basics of modern advertising, and a strong critical-cultural orientation.’’ MATTHEW P. MACALLISTER, Professor, Department of Film, Video & Media Studies, College of Communications, the Pennsylvania State University, USA ‘At a time when the boundaries of advertising are becoming blurred and its industry is changing rapidly, this revised edition identifies and addresses the most relevant developments (such as the advent of big data and the rise of branded content), and provides an updated and comprehensive overview of contemporary advertising practices in context.’ GIOVANNA PUPPIN, Lecturer in Advertising and Promotional Cultures (China), Department of Media and Communication, University of Leicester, UK Table of ContentsIntroduction Part 1: Marketing practices and processes 1. Advertising and the modern world Joseph Turow 2. What is an advertising agency in the twenty-first century? Advertising processes: from conception to execution and evaluation Iain MacRury 3. Branding, brand value and the hidden persuaders on eBay Helen Powell 4. Advertising, marketing and PR: deepening mutuality against a convergent media landscape Chris Hackley Part 2: Changes in media, markets and marketing 5. Media planning and buying Helen Katz 6. Digital advertising and adtech: programmatic platforms, identify and moments Andrew McStay 7. Branded content: media and marketing integration Jonathan Hardy 8. Advertising regulation Jonathan Hardy Part 3: Promotional cultures, consumers and research 9. Waving not drowning: understanding consumer behaviour in the age of big data Helen Powell and Katy Parsons 10. How does advertising work? Paul Feldwick 11. Advertising creativity Iain MacRury 12. Advertising, agencies and globalisation Paul Springer 13. Advertising across the BRICS John Sinclair 14. The future of marketing and agencies: the next 10 years for consumer engagement Janet Hull Index
£42.99
Cambridge University Press Cracking the Ad Code
Book SynopsisDo you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty.Table of ContentsIntroduction; 1. Unification; 2. Activation; 3. Metaphor; 4. Subtraction; 5. Extreme consequence; 6. Absurd alternative; 7. Inversion; 8. Extreme effort; 9. Attribute-value mapping.
£35.14
HarperCollins Tom Hopkins Audio Sales Collection
Book SynopsisThis collection includes three of Tom Hopkins'' most successful audio books:Mastering the Art of Selling is a classic—whether you''re a seasoned pro or just starting out, Mastering the Art of Selling''s five essential steps to selling are guaranteed to give you the edge you need to excel.The Academy of Master Closing covers the most crucial aspect of selling: closing the sale. This power-packed audio gives you the same secret closing techniques that Tom Hopkins teaches in his overwhelmingly successful seminars.Advanced Sales Survival Training shows how to relieve stress, communicate better with your clients, restore balance to your career, and enjoy yourself as you are on your way to increasing your overall effectiveness, and your profits!
£12.74
HarperCollins Publishers Inc The One Minute Sales Person
Book SynopsisIn this new edition of one of his classic books, The One Minute Sales Person, Spencer Johnson, the author of the number one New York Times bestseller Who Moved My Cheese?, shows you how to sell your ideas, products, or services successfully! This is the book that has proved to be a must-have for the millions of people who were looking for the quickest way to improve their selling skills.In these changing times, Spencer Johnson, coauthor of The One Minute Manager, shows you how the phenomenal One Minute methods can bring real and lasting sales success with the least amount of time and effort. You will learn how to enjoy your job and your life more as you discover the effective secrets of self-management, the integrity of selling on purpose, and the liberating wonderful paradox of helping others get what they want so you can get what you need.The One Minute Sales Person is a clear
£16.79
Pearson Education (US) Advertising IMC
Book SynopsisAbout our authors Sandra Moriarty, PhD, Professor Emerita, University of Colorado Boulder Moriarty is the cofounder of the Integrated Marketing Communication graduate program at the University of Colorado. Now retired, she has also taught at Michigan State University, University of Kansas, and Kansas State University, where she earned her PhD in education. She specialized in teaching the campaign course and courses on the creative side, both writing and design. She has worked in government public relations, owned an advertising and public relations agency, directed a university publications program, and edited a university alumni magazine. She has been a consultant on integrated marketing communication with agencies such as BBDO and Dentsu, the largest advertising agency in the world, and with their clients in the United States, Europe, and Asia. Professor Moriarty has published widely in scholarly journals on marketing communication and visual commuTable of ContentsBrief Contents Strategic Brand Communication Advertising Public Relations Action and Interaction: Direct Response and Promotions How Brand Communication Works Strategic Research Segmenting and Targeting the Audience Strategic Planning Creative Side Promotional Writing Direct Response Media Basics Paid Media Owned, Interactive, and Earned Media Media Planning and Negotiation IMC Management Evaluating IMC Effectiveness Social Impact, Responsibility, and Ethics: Is it Right?
£288.73
Penguin Random House India Brands and the Brain
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£14.99
Penguin Random House India Nine Timeless Nuggets
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£16.14
Schiffer Publishing Ltd ADVERTISING DOLLS Schiffer Book for Collectors
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£23.79
Schiffer Publishing Ltd ENCYCLOPEDIA OF PORCELAIN ENAMEL ADVERTI A
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£25.19
Schiffer Publishing Ltd CocaCola Trays Schiffer Book for Collectors
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£11.39
Schiffer Publishing Ltd Beer Signs for the Collector Schiffer Book for
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£23.79
Schiffer Publishing Ltd TRADEMARKS OF THE 1950S Schiffer Design Books
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£23.79
Schiffer Publishing Ltd The Collectors Book of Novelty Pans
Book SynopsisHere is a fun, new collectible. Decorated cakes are associated with celebrations of all kinds--can you imagine a birthday party without a cake? Now many cake-lovers have discovered an engaging hobby: collect the pans that cakes are baked in! The most prolific pan manufacturer, Wilton Industries, Inc., has offered well over 600 designs since the 1950s. Delightful pans have also been offered by Nordic Ware, Inc., Amscan, Inc., Mirro, Inc., Wear-Ever, West Bend, and others. Over 700 of these wonderful, formed-aluminum novelty cake pans are documented in this colorful and unique book. Current estimated values are provided for all pans, while multiple indexes help the collector look up pans by stock number, name, key word, mold type, or age. Whether you are wondering if there has ever been a licensed cake pan of Porky Pig, curious about how long your favorite piano cake kit was sold, or want to check out the plethora of bunny rabbit pans, the beautiful pictures and detailed data in this boo
£20.69
Schiffer Publishing Ltd Great Street Art Reggae Blues and World Beat
Book SynopsisBob Marley died in 1981, but the interest he generated in the raggae, blues, and world beat music continued to grow. Around the world local bands sprang up and clubs began to feature the music to ever-increasing numbers of patrons. To advertise these events hundreds of posters were hung on telephone poles, vacant walls, and shop windows. Made on photocopiers and litho presses, by local artists, they have the edge that comes from needing to catch one''s attention with a minimum of expense. The result is raw, in-your-face street art that captures the spirit of a generation. Victor Burleigh has gathered together more than 500 original posters dating from 1977 to 1989, from San Francisco, a city on the cutting edge of the music world and a haven for raggae, blues, and world beat music. Nearly every night one of the many music clubs would offer a live concert of an up-and-coming group. Since every club produced its own posters, there is a wide variety of styles and graphic images, as well a
£25.19
Schiffer Publishing Ltd Chinese Label Art
Book SynopsisCombining wonderful graphics with fascinating history, this book is a showcase of outstanding Chinese label, packaging, and advertising art created between 1900 and 1976. These stunning images came from cities in China such as Canton and Shanghai, as well as places beyond the border such as Hong Kong, Macau, and Singapore, where large Chinese populations thrived and commercial ties to the West were strong. Export and domestic products include tea, medicine, food, cosmetics, cigarettes, dyes, matches, phonograph records, firecrackers, religious items, and more. Their labeling presents a mixture of traditional imagery and ornamentation blended with Western culture and merchandising. Over 400 visually captivating images make this an important resource for artists, designers, historians, and merchants alike.
£33.29
Schiffer Publishing Ltd Label Art of the Chinese World 18901976
Book Synopsis
£33.29
Schiffer Publishing Ltd Fraver by Design
Book Synopsis
£28.79
Random House USA Inc Adland Searching for the Meaning of Life on a
Book SynopsisJames P. Othmer, advertising executive turned novelist, gives us a hilarious, personal, and sneakily profound chronicle of the past, present, and future of the advertising business. On one level it’s the wickedly funny, compelling personal chronicle of the rise and fall of a modern-day ad man; a riveting insider’s look at the astonishing transformation taking place in advertising's hottest idea factories. But take a step back from the tales of lavish shoots, agencies on the brink, and pampered mega-brands and Adland becomes much more: a snapshot of how we are living our lives thirty seconds at a time. Funny, deeply thoughtful, and utterly unique, this book is both a wildly amusing ride in Adland, brilliantly recounted, and an exploration of the value of life in the information age.
£14.36
Beaufort Books Agency Mania
Book Synopsis
£22.09
Schiffer Publishing Ltd Firearms and Tackle Memorabilia
Book Synopsis
£31.44
Schiffer Publishing Ltd America for Sale
Book Synopsis
£23.79
