Advertising Books
The University of Chicago Press The Sounds of Capitalism Advertising Music and
Book SynopsisFrom the early days of radio through the rise of television after World War II to the present, music has been used more and more to sell goods and establish brand identities. This book tells the history of music used in advertising in the United States and is an original contribution to this little-studied part of our cultural history.Trade Review"As Taylor shows in The Sounds of Capitalism, the links between American popular music and advertising are longstanding. While he briefly covers the 'prehistory' of the phenomenon in the cries of 13th-century street hawkers recorded in the Montpellier Codex, Taylor's real starting place is radio, which, he argues, is where the marriage between music and advertising was first truly consummated." (n+1)"
£25.00
The University of Chicago Press Image Makers Advertising Public Relations and
Book SynopsisThis analysis of advocacy - from commercials to public service ads to government propaganda - and its roots in advertising and public relations, uses the story of two organizations, the Committee on Public Information and the Advertising Council to clarify the quandaries it generates.
£26.00
The University of Chicago Press Pushing Cool Big Tobacco Racial Marketing and
Book SynopsisSpanning a century, Pushing Cool reveals how the twin deceptions of health and Black affinity for menthol were crafted—and how the industry’s disturbingly powerful narrative has endured to this day.Trade Review"In Pushing Cool, Dr. Keith Wailoo presents a sixty-year history of menthol cigarettes becoming a racialized product. . . . Wailoo's powerful text reminds us that business and medical ethics do not exist outside of histories of racial exploitation and oppression." * Nursing Clio *“Wailoo examines how the tobacco industry framed Black people as a niche market and the industry’s evolution — its secrets, practices, and power. . . . [His] diligent research leaves little room for conjecture, making a coherent and engaging story out of a century of conversations, advertising, and activism for and against smoking. . . . Wailoo stands firmly on the side of the people, aiming to educate for the health and well-being of all.” * Los Angeles Review of Books *"Wailoo mines press reports through the decades, along with posters, billboards and troves of internal industry documentation that cigarette companies were forced to make public after a spate of lawsuits that ended in 1998. With deadly repetition, menthols have been silent players on the stage of US history, witnesses to epic flashpoints at which health and politics collide. The case is stronger for the specificity and rich detail that Wailoo weaves into it." * Nature *“Wailoo draws on collections of internal tobacco industry documents made public through litigation, along with other historical sources, to peer into the hidden world of tobacco marketing. . . . Demonstrate[s] how tobacco companies have long designed and reimagined their products to attract new customers.” * Science *"The saga of menthol tobacco is documented in Wailoo’s book Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette. This work neatly crystallises his position as a historian whose career has addressed issues of race, ethnicity, and identity, and how they intersect with health and health policy." * The Lancet *"Engrossing. . . [A] history of the evolution of targeted tobacco marketing and how the industry strategically created a demand and then peddled their product to Black America." * Salon *"Tracking the evolution of a century’s worth of targeted marketing, this history documents the sinister engineering of a Black consumer preference for menthol cigarettes. Wailoo details how Big Tobacco placed billboards in inner-city neighborhoods, strategically funded Black enterprises, and marshalled a vast network of influencers—from Ebony to the N.A.A.C.P.—to yoke ideas of Black authenticity to smoking menthols." * New Yorker *"Wailoo brings together COVID-19, police choke-holds, and a corner store—'the best place in town to find menthol cigarettes'—as the trifecta that ended George Floyd’s life, tragically symbolized by his famous last words: 'I can’t breathe'. . . Highly recommended." * Choice *“For decades, cigarette makers have used menthol to target Black Americans. Wailoo does an excellent job showing how Big Tobacco has used both its marketing muscle and political power to get mentholated smoke into African American lungs—with deadly consequences. An indispensable text for anyone who recognizes that Black lungs matter.” * Robert N. Proctor, Stanford University *“Pushing Cool unpacks the tobacco industry’s brilliant, deceptive, and diabolically successful strategy to hook African Americans on menthol cigarettes. Utilizing remarkable research and analysis, Wailoo demonstrates how the industry established a commercial choke hold on Black America, wantonly disregarding the devastating trail of disease and death that their product generated. If ever there was a case for banning menthol cigarettes, this is it.” * Allan M. Brandt, Harvard University *“With nuance and flare, Wailoo illuminates how a complex and deeply unsettling fabric of racial capitalism created a Black inner-city market for the most dangerous chemical flavor in the history of smoking. This is essential reading for historians, policy makers, ethicists, and social justice advocates reckoning with profound disparities as part of a tobacco end game.” * Amy L. Fairchild, The Ohio State University *“As Wailoo reveals in this astute and stunning work, menthol cigarettes are an acquired taste: an appetite deliberately cultivated by marketers, the media, and other influencers. Demographically targeted and racially exploitative marketing was unleashed as a strategy to captivate consumers in the face of growing public awareness of the health dangers of smoking. Pushing Cool is a brilliant, unsparing, and powerful rendering of Big Tobacco’s deadly racial predation.” * Alondra Nelson, Institute for Advanced Study *“This captivating, comprehensive book contains something to intrigue everyone—from lawyers to psychologists, marketers to historians. Pushing Cool is a unique and important work that deserves to be read widely.” * Andrea Freeman, University of Hawai’i at Manoa *“In Pushing Cool, Wailoo tells the fascinating story of how tobacco companies and advertising firms marketed menthol cigarettes, especially to African Americans. Diving deep into this untold history, he also brings essential insight into how the construction of pleasure-enhancing products and processes of racialization have enjoyed mutually informing histories well into the twentieth century.” * Samuel Kelton Roberts Jr., Columbia University *"Keith Wailoo tells the intricate and poignant story of menthol cigarettes for the first time. He pulls back the curtain to reveal the hidden persuaders who shaped menthol buying habits and racial markets across America: the world of tobacco marketers, consultants, psychologists, and social scientists, as well as Black lawmakers and civic groups including the NAACP. Today most Black smokers buy menthols, and calls to prohibit their circulation hinge on a history of the industry’s targeted racial marketing. In 2009, when Congress banned flavored cigarettes as criminal enticements to encourage youth smoking, menthol cigarettes were also slated to be banned. Through a detailed study of internal tobacco industry documents, Wailoo exposes why they weren’t and how they remain so popular with Black smokers." * New Books Network *"Pushing Cool is a timely history of how tobacco companies aggressively shaped the contours of Black consumerism through exploitative marketing practices." * Isis *"[an] excellent book that succeeds in telling not only the history of the marketing of menthol cigarettes in the United States but also how the tobacco industry shaped and exploited African American consumer culture." -- Daniel O’Neill * The Social History of Alcohol and Drugs *Table of ContentsPrologue: Pushers in the City of My Youth vii Introduction The Crooked Man: Influence, Exploitation, and Menthol’s Expanding Web 1 Selling the Menthol Sensation 2 For People Susceptible to Cancer Anxiety 3 Building a Black Franchise 4 Urban Hustles and Suburban Dreams 5 Uptown’s Aftertaste Conclusion Deception by Design: The Long Road to “I Can’t Breathe” Acknowledgments Notes Bibliography Index
£25.65
The University of Chicago Press Remembering to Forget Holocaust Memory Through
Book SynopsisA study of target marketing, this text exposes the advertising industry's strategies for homing in on American consumers. Combining analysis of contemporary practices with an historical perspective, it examines the mid-1970s when mass marketing was dropped in favour of aggressive target marketing.
£27.00
University of Illinois Press Advertising at War
Book SynopsisThe advertising industry's rise to power, in war and peaceTrade Review"Terrific new study of the advertising industry's role in silencing capitalism's most outspoken critics."--Consumption, Markets & Culture"Can spark an interesting debate about advertising's role in society and its relationship to consumer demand and desire. . . . well written, highly readable."--Journalism & Mass Communication Quarterly"Inger L. Stole provides a well-researched study of the advertising industry's political maneuvers during World War II and their implications for the postwar era. Stole's study is the most detailed account to date of the wartime advertising industry as a whole."--The Journal of American History"Stole weaves a thought-provoking tale of corporate power and government collusion drawn from the archives of the Ad Council, the Consumer's Union, the Federal Trade Commission, the Offices of War Programs and Information, and numerous federal officials and corporate big-wigs. The result is a lucid, top-down discussion."--Journal of American Culture"An excellent case study of a business during the war. . . . Stole shows us that the advertising industry was carefully and craftily navigating the potentially hazardous waters of the war economy, and thus laying the groundwork for its postwar efflorescence."Journal of American Studies"Well conceived and judiciously argued, Advertising at War shows how the World War II years were critical to solidifying advertising's place as one of the basic institutions of American society and economy. Stole provides insight into the advertising industry's campaign to defend itself and free enterprise as well as the wartime consumer movement."-- Elizabeth Fones-Wolf, author of Waves of Opposition: Labor and the Struggle for Democratic RadioTable of ContentsList of Illustrations vi Acknowledgments vii Introduction 1 Chapter 1. Prelude to War 17 Chapter 2. Advertising Navigates the Defense Economy 35 Chapter 3. The Initial Year of the Advertising Council 56 Chapter 4. The Consumer Movement's Return 71 Chapter 5. Advertising, Washington, and the Renamed War Advertising Council 94 Chapter 6. The Increasing Role of the War Advertising Council 121 Chapter 7. Peace and the Reconversion of the Advertising Council 153 Epilogue 176 Notes 189 Index 255
£77.35
University of Texas Press Land of Bright Promise Advertising the Texas
Book SynopsisLand of Bright Promise is a fascinating exploration of the multitude of land promotions and types of advertising that attracted more than 175,000 settlers to the Panhandle–South Plains area of Texas from the late years of the nineteenth century to the early years of the twentieth.Table of Contents Acknowledgments 1. Introduction 2. The Boosters 3. The Railroads 4. The Ranchers 5. Land Agents and Colonizers 6. The Settlers 7. Conclusion Appendix A. Population Statistics Appendix B. Acreage Statistics Appendix C. Booster Songs and Poetry Notes Bibliography Index
£15.19
John Wiley & Sons Inc Truth Lies and Advertising
Book SynopsisJay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented.Table of ContentsNo Room for the Mouse: The Failure to Involve Consumers in Advertising Communication. Silent Partners: Account Planning and the New Consumer Alliance. The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction. Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research. The Fisherman's Guide: The Importance of Creative Briefing. Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas. Serendipity: "Got Milk?" Acknowledgments. Bibliography. Index. Credits. About the Author.
£31.20
Princeton University Press Kanban Traditional Shop Signs of Japan
Book SynopsisTrade Review"Provides insight into [Japan's] artistic and commercial roots by illustrating the history of these street signs, how they were created, and some of the business and trades that used them.--MetropolisTable of ContentsForeword-Rob Sidner 7 Introduction 9 The Neon Scramble Kanban: Signs of the Times 1 Fingerprints of the Artisan 19 Visual Records Scenes in and around the Capital Woodblock Prints 2 The Kanban of Nihonbashi 37 3 The Way of the Merchant 47 4 Kanban and Kabuki: Product Placement and the Edo Stage 55 5 Collectors and Collections 61 The Sugiura Collection The Peabody Essex Museum Collection The Showa Neon Takamura Kanban Museum Collection 6 Categorizing Kanban: The Catalogue 69 Medicine Tobacco Shops Mokei Kanban: Shop Signs as Sculpture Yoki Kanban: Container Shop Signs Consumer Goods: Kanban and Daily Necessities Kanban and Specialty Trades Kanban and Pastimes Notes 161 Glossary 165 Bibliography 168 Index 174
£40.50
Kogan Page Ltd Branded Male
Book SynopsisMark Tungate is a journalist specializing in media, marketing and communication and the author of the bestselling Fashion Brands, Adland and Media Monoliths. Based in Paris, he writes regularly about advertising, and has appeared in The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising.Trade Review"Tungate dissects the social trends that have been shaping the male consumer across a variety of sectors in recent years... Provides insights on how brands can tackle the business of engaging men in a relevant way - and the influential role that the women in their lives play." Carisa Bianchi, President, TBWA / Chiat / Day, Los Angeles "Finally a book that uses humour, examples and clever storytelling to shed a new light on male trends. Helps us approach male consumers as human beings and not simply as marketing targets." Roberto Passariello, Marketing Director, Eurosport International "Ideas, advice and insights that will help anyone aiming to get messages across to men." David Wilkins, Special Projects Officer, Men's Health Forum 'Mark Tungate's excellent book explores whether advertisers should try to appeal to traditional masculinity or this new "evolved" form of manliness...both an enjoyable and enlightening insight into the life of today's male consumer.' The Marketer '...a useful introduction to the subject.' Marketing 'Marketing and advertising are Tungate's specialities and the chapters are packed with facts, figures and expert comment. But he is a branded male like the rest of us, and his ability to comment on the industry while recognising his place in it makes him all the more readable. Insightful, Branded Male offers an interesting theory of how the modern male has been formed.' Velocity "Using a combination of facts, statistics and humorous anecdotes, Tungate discusses the most popular and effective ways of branding products and services to this consumer audience." GDR Creative Intelligence, Spring 2008 "Insightful, Branded Male offers an interesting theory of how the modern male has been formed." Velocity, April 2008Table of Contents Chapter - 00: Introduction; Chapter - 01: Skin; Chapter - 02: Cloth; Chapter - 03: Diet; Chapter - 04: Home; Chapter - 05: Wheels; Chapter - 06: Travel; Chapter - 07: Words; Chapter - 08: Gadgets; Chapter - 09: Hotels; Chapter - 10: Pictures; Chapter - 11: Body; Chapter - 12: Alcohol; Chapter - 13: Restaurants; Chapter - 14: Sex
£21.84
Kogan Page Advertising Transformed
Book SynopsisFons Van Dyck is a recognized expert and strategic advisor in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specializing in brand consultancy. He teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.Trade Review"In today's fragmented environment, building brand awareness is more important than ever to win a share of the hearts and wallets of fickle consumers. Communication guru Fons van Dyck cracks the codes of effective ad campaigns, combining conventional wisdom, new research insights and current best-practice illustrations." * Joeri Van den Bergh, author, How Cool Brands Stay Hot and Founder, InSites Consulting *"A strong combination of scientific research and real-life case studies. Fons van Dyck effortlessly combines these two worlds and adds his vast experience to provide compelling insights. A refreshing book for every communications professional." * Nils van Dam, Country Manager, Unilever Belguim and Luxembourg *"Advertising still works in these digital times. Yet, advertising has to adapt to new technologies and new consumer habits. Fons van Dyck guides us in an accessible way on a well-documented journey through the world of advertising in the 21st century. A must-read for everyone in the marketing industry." * Steven Van Belleghem, author, The Conversation Manager *"A sensible, lucid and timely guide to a radically disrupted advertising landscape." * Mark Tungate, author, Adland: A Global History of Advertising *Table of Contents Chapter - 00: Introduction: The era of major transition; Section - ONE: The essence of advertising today; Chapter - 01: What is effective advertising?; Chapter - 02: The advertising ecosystem; Chapter - 03: Creativity is king; Chapter - 04: Consumers as advertising creatives; Section - TWO: Hybrid marketing; Chapter - 05: USP or ESP?; Chapter - 06: Global or local?; Chapter - 07: Conscience or cash?; Chapter - 08: Old or new?; Section - THREE: The reckoning; Chapter - 09: Advertising and ROI; Chapter - 10: The new capitalism
£27.83
Kogan Page Ltd What is a 21st Century Brand
Book SynopsisNick Kendall is an award-winning brand and advertising specialist with over 25 years' experience. He has worked on famous global accounts such as Johnnie Walker and Unilever's 'Dirt is Good' laundry brand, and is a founding partner of Bro-Ken and member of The Garage, helping start-ups build brands. He designed and created the IPA Excellence Diploma, which is described as 'the MBA of brands' for the advertising industry, and received the IPA President's Medal for his services to the industry.Table of Contents Section - 00: Introduction: How to read this book and some observations – Nick Kendall; Section - ONE: What is a brand?; Chapter - 01: I believe brand is a word that has outlived its usefulness – Nick Docherty; Chapter - 02: I believe in the Darwinian evolution of brands – Ian Edwards; Chapter - 03: We believe the people should control the means of branding – David Bonney; Chapter - 04: I believe in gaming your brand – Tim Jones; Chapter - 05: I believe in a brand new religion – Graeme Douglas; Chapter - 06: I believe communities are the future of brand communications – John V Willshire; Chapter - 07: I believe brands should go supergnova – James Borrodell Brown; Section - TWO: What is a brand idea?; Chapter - 08: I believe the children are our future – Faris Yakob; Chapter - 09: I believe in the power of the self-fulfilling prophecy – David Young; Chapter - 10: I believe in the age of osmosis – Alex Dunsdon; Chapter - 11: I believe it’s what brands don’t say that matters – Pete Buckley; Chapter - 12: I believe brands must be superhuman – Emily Fairhead-Keen; Chapter - 13: I believe that brands should embrace the dark side – Simon Robertson; Chapter - 14: Hey, what’s the long idea? I believe it’s time the big idea had a counterpart – Sarah Morning; Section - THREE: How should we organize to deliver?; Chapter - 15: I believe that the future of brands depends on confronting complexity – Gethin James; Chapter - 16: Data is our future: Welcome to the age of infomagination – Matt Sadler; Chapter - 17: I believe brands need to adopt an outside-in brand management approach – Sam D’Amato; Chapter - 18: I believe we must manage brand ideas from the bottom up – Tom Roach; Chapter - 19: I believe it’s time for a new system for leading beliefs – Ross Farquhar; Chapter - 20: I believe brands must shift from vanity to value – Matthew Philip
£42.74
Kogan Page Advertising Transformed
Book SynopsisFons Van Dyck is a recognized expert and strategic advisor in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specializing in brand consultancy. He teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.Trade Review"In today's fragmented environment, building brand awareness is more important than ever to win a share of the hearts and wallets of fickle consumers. Communication guru Fons van Dyck cracks the codes of effective ad campaigns, combining conventional wisdom, new research insights and current best-practice illustrations." * Joeri Van den Bergh, author, How Cool Brands Stay Hot and Founder, InSites Consulting *"A strong combination of scientific research and real-life case studies. Fons van Dyck effortlessly combines these two worlds and adds his vast experience to provide compelling insights. A refreshing book for every communications professional." * Nils van Dam, Country Manager, Unilever Belguim and Luxembourg *"Advertising still works in these digital times. Yet, advertising has to adapt to new technologies and new consumer habits. Fons van Dyck guides us in an accessible way on a well-documented journey through the world of advertising in the 21st century. A must-read for everyone in the marketing industry." * Steven Van Belleghem, author, The Conversation Manager *"A sensible, lucid and timely guide to a radically disrupted advertising landscape." * Mark Tungate, author, Adland: A Global History of Advertising *Table of Contents Chapter - 00: Introduction: The era of major transition; Section - ONE: The essence of advertising today; Chapter - 01: What is effective advertising?; Chapter - 02: The advertising ecosystem; Chapter - 03: Creativity is king; Chapter - 04: Consumers as advertising creatives; Section - TWO: Hybrid marketing; Chapter - 05: USP or ESP?; Chapter - 06: Global or local?; Chapter - 07: Conscience or cash?; Chapter - 08: Old or new?; Section - THREE: The reckoning; Chapter - 09: Advertising and ROI; Chapter - 10: The new capitalism
£81.68
Kogan Page Audio Branding
Book SynopsisLaurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders.Colleen Fahey is US Managing Director of Sixième Son, the world's leading audio branding and sound design agency. Throughout her career, Colleen has worked for major marketing organizations on some of the leading brands in the US, Europe, Latin America and Asia.Trade Review"Audio Branding: Using sound to build your brand expertly combines the theory and practice of sensory branding in a guide that will be essential to every marketer. I highly recommend this book for your library." * Martin Lindstrom, New York Times bestselling author of Small Data and Buyology *"This book rings true. Written by marketers, not musicians, the authors make it clear why a brand needs its own tailor-made musical vocabulary to thrive. Full of stories and tips, supported by academic studies, and illustrated with cases, it's a great read. A must for anyone who is building or defending a brand today." * Angela Johnson, EVP, Worldwide Managing Director, Ogilvy *"If you can conjure up Intel's audio logo, you can start to understand the power of distinctive proprietary sounds... Just as a visual identity creates coherence across trans-media touchpoints, so does an audio identity. Minsky and Fahey deliver a comprehensive guide to conceiving and designing audio branding in the digital age. This book will help you design with sound." * Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences, and Advertising by Design *"We've created scores of audio branding concepts in our ideation sessions, but it never occurred to me - nor did I have the tools- to create an audio branding strategy for our clients. The heavens have opened up and the trumpets have sounded, now that I understand the how and why of Audio Branding!" * Bryan Mattimore, author of 21 Days to a Big Idea, and Cofounder & Chief Idea Guy, The Growth Engine Co, An Innovation Agency *"Audio Branding is the piece of marketing we have been missing for years. And no one until now has explained audio as branding in such a strategic way. Minsky and Fahey provide a detailed roadmap and process to get others to hear your brand as well as they see it." * Keith Quesenberry, Assistant Professor of Marketing, Messiah College & Author, Social Media Strategy: Marketing and Advertising in the Consumer Revolution *"Fahey and Minsky not only introduce the concept of audio branding and the steps that marketers need to take, but also teach readers how to be active listeners; an essential skill for anyone trying to make 'sound' decisions (both meanings intended). The authors' cheerful enthusiasm for the subject and well-placed guest essays make it a fun and informative read." * Sam Fishkin, Audio Mixer and Executive Producer, Mix Kitchen *"The research summary of results on driving purchase intent, building brand authenticity, emotional connection and message delivery is compelling. Beyond advertising, and less expected, are the B2B applications at meetings and trade shows, digital applications and retail environment applications. I hadn't thought about these opportunities, or of the research linking food or beverage taste experience and the music being played. Until reading the book, I was not aware of the range of applications and results from audio branding." * Michal Clements, Managing Principal, Insight to Action *Table of Contents Chapter - 01: Wake up to the Power of Audio Branding; Chapter - 02: Audio Branding in the Digital Age; Chapter - 03: It’s Time We Came to our Sensory Marketing; Chapter - 04: Welcome to the World of Audio Branding; Chapter - 05: The Search for your Sound; Chapter - 06: What Gets Measured; Chapter - 07: The Audio Branding Process; Chapter - 08: How to Launch your Audio Brand; Chapter - 09: Maintaining and Evolving your Audio Brand; Chapter - 10: Music and Sound Design in Environments; Chapter - 11: Glossary
£29.99
Kogan Page Persuasive Copywriting
Book SynopsisAndy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and CEO of the Andy Maslen Copywriting Academy. A lifetime fellow of the Institute of Direct and Digital Marketing, Maslen works globally with clients such as the NHS, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.Trade Review"If you're someone who likes rules but likes breaking them more, this book is for you. Andy provides a balance of discussion, guidance and coaching, delivered with enough wit to make you spontaneously snort-laugh your way to great copywriting." * Elle Graham-Dixon, Head of Planning Global Ford, BBDO New York *"Persuasive Copywriting will give your writing charisma. It refines your words so they hold your reader's gaze, drawing on lessons from Ancient Greece to fMRI technology. It's about more than how your copy can persuade and sell, though. Your writing will inspire, charm and comfort too." * Joe Fattorini, journalist and presenter of The Wine Show *"I rated Andy 10/10 as a speaker. I rate Persuasive Copywriting even higher. It has smashed into the essential reading list on our curriculum, for art directors as well as copywriters." * Marc Lewis, Dean, School of Communication Arts *"There is a crying need for good copy today because of the internet. Yet there is a dire shortage. If you wish to succeed, read this book at least three times. And if you have to judge copy, read it too. All good stuff, blessedly free of jargon." * Drayton Bird, the godfather of direct marketing *Table of Contents Section - ONE: Copywriting in context; Chapter - 01: Creativity – A genuinely marketable skill?; Chapter - 02: The right and wrong way to judge copy; Chapter - 03: The impact of new channels – From mobile to social; Chapter - 04: Blood brothers or ugly sisters – How do copy and content fit together?; Section - TWO: Motivation versus reason – Tapping into your customer's deepest drives; Chapter - 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter - 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter - 07: A powerful process for developing customer empathy through copy; Chapter - 08: Copywriting hacks – Flattery will get you everywhere; Chapter - 09: The ancient Greek secret of emotionally engaging copy; Chapter - 10: Copywriting and connecting on social media; Chapter - 11: Creating calls to action – Top tips to bring home the bacon; Section - THREE: The pleasure principle – Making your writing more enjoyable and compelling; Chapter - 12: Balancing pleasure and profit – Five techniques to write fantastic copy; Chapter - 13: How to engage your imagination and free your creativity; Chapter - 14: Tone and technique in copy – Finding your voice (and that of others); Chapter - 15: The definitive guide to when grammar matters in copywriting; Chapter - 16: Injecting life into your sales pitch – An age-old method
£63.65
Kogan Page Ltd Marketing Communications
Book SynopsisPR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.Trade Review"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of Marketing Communications is filled with examples to inspire you, and I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." * Dave Chaffey, Co-founder and Content Director, Smart Insights *Table of Contents Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion; Chapter - 16: Direct mail, email, messaging and chatbots; Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media – websites and social media; Chapter - 21: Index
£44.64
Cornell University Press Bought and Sold
Book SynopsisYugoslavia was unique among the communist countries of the Cold War era in its openness to mixing cultural elements from both socialism and capitalism. Unlike their counterparts in the nations of the Soviet bloc, ordinary Yugoslavs enjoyed access to a wide range of consumer goods and services, from clothes and appliances to travel agencies and discotheques. From the mid-1950s onward the political climate in Yugoslavia permitted, and at times encouraged, a consumerist lifestyle of shopping, spending, acquiring, and enjoying that engaged the public on a day-to-day basis through modern advertising and sales techniques. In Bought and Sold, Patrick Hyder Patterson reveals the extent to which socialist Yugoslavia embraced a consumer culture usually associated with capitalism and explores the role of consumerism in the federation''s collapse into civil war in 1991. Based on extraordinary research and featuring remarkable examples of Yugoslav print advertising and mass culture, this Trade ReviewBought and Sold is a splendid historical achievement that uncovers the lost realities of a lost country, and makes clearly visible a large part of what Yugoslavia was. Beautifully written and produced expertly by Cornell University Press, the book is bound to radically change and improve not just our understanding of the former Yugoslavia's consumer culture, but also our appreciation of the multi-dimensional reality of that vanished country. -- Gordana P. Crnkovic * Slavic and East European Journal *In this sophisticated yet readable analysis, Patterson argues that a culture of consumption was utterly central to the socialist experiment in Yugoslavia.... In a nation whose peoples held varied ethnic and religious identities, these consumer-driven aspirations constituted an integral element of cohesion in a society vulnerable to disaggregation.... Having addressed how consumer culture was crucial to the success of the Yugoslav sociopolitical experiment, Patterson ultimately demonstrates the centrality of consumer culture to that state in another way: its demise, when declining economic prospects convinced many Yugoslavs that their 'dream' was no longer attainable. Summing Up: Highly recommended. * Choice *Patterson captures the scale and shape of the buying, the power of advertising, and the effect of Yugoslav guest workers returning from capitalist consumer societies. He also chronicles the misgivings about consumer culture felt in some parts of society and their efforts to tame and then fight the values that came with the goods. Nonetheless, consuming held the country together. When the economic crisis hit in the 1980s, the good life dissipated, and Patterson maintains that the loss of that source of legitimacy did as much to sunder the country as the rise of ethnonationalism. -- Robert Legvold * Foreign Affairs *Table of ContentsPrologue. The Good Life and the Yugoslav DreamIntroduction. Getting It: Making Sense of Socialist Consumer Culture 1. Living It: Yugoslavia's Economic Miracle 2. Making It: Building a Socialist Brand of Market Culture 3. Selling It: Legitimizing the Appeal of Market Culture 4. Fearing It: The Values of Marxism and the Contradictions of Consumerism 5. Taming It: The Party-State Establishment and the Perils of Pleasure 6. Fighting It: New Left Attacks on the Consumerist Establishment and the Yugoslav Dream 7. Loving It: Ordinary People, Everyday Life, and the Power of Consumption 8. Needing It: The Eclipse of the Dream, the Collapse of Socialism, and the Death of YugoslaviaEpilogue. Missing It: Yugo-Nostalgia and the Good Life LostSelected Bibliography Index
£39.60
Cornell University Press Hospitality Branding
Book SynopsisSkillfully blending the knowledge of recent history, the wisdom of new research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.Trade Review"Chekitan Dev's book is an interesting and invigorating read on trends in the hospitality industry. It gives great insights on branding—a must-read for marketing professionals." -- Veer Vijay Singh, Chief Operating Officer, Vivanta by Taj-Hotels & Resorts"This book is an excellent insight into the multifaceted and fascinating world of branding in services and hospitality in particular, which is at once educational and also an excellent handbook for professionals." -- Nakul Anand, Executive Director, ITC Ltd.Table of ContentsPrefacePart I. The Hospitality BrandscapeChapter 1. Hospitality Marketing and Branding: Past and FutureChapter 2. Branding Challenges and OpportunitiesChapter 3. Branding and the InternetCase Study I. Carnival Cruise LinesPart II. Global BrandingChapter 4. Global Brand ExpansionChapter 5. Branding beyond BordersChapter 6. Brand StrategiesCase Study II. Ritz-Carlton BaliPart III. Strategic BrandingChapter 7. Brand EquityChapter 8. Brand PositioningChapter 9. Brand Extensions and Customer LoyaltyCase Study III. Taj Hotels, Resorts, and PalacesPart IV. Branding ExecutionChapter 10. Managing Marketing and Branding RelationshipsChapter 11. Brand FranchisingChapter 12. Brand PartnershipsCase Study IV. GrouponAcknowledgmentsBibliography
£999.99
Hopkins Fulfillment Service On Signs
Book SynopsisSebeok, and others.Trade ReviewBlonsky has grouped numerous original and newly translated works by those who have been highly visible forces in semiotic circles... His book functions as a unified voice proclaiming the power of semiotics to reveal the hidden practices and secrets of modern society. Journal of CommunicationTable of ContentsPrefaceFriendsIntroduction. The Agony of SemioticsPart I. Seeing SignsPart II. Understanding the Meaning of SignsPart III. Signs of LifeEndword. Americans on the MoveNotes on ContributorsAcknowledgementsIndex
£27.55
University of Nebraska Press Heres the Pitch
Book SynopsisExamines the connection between baseball and advertising, as both constructors and reflectors of culture. Roberta Newman considers the simultaneous development of both industries, paying particular attention to the ways in which advertising spread the gospel of baseball and baseball helped develop consumers ready for advertising.Trade Review"Whether you have an interest in baseball, advertising, history in general or pop culture Newman’s Here’s the Pitch: The Amazing, True, New, and Improved Story of Baseball and Advertising is both an informative and entertaining read."—Mark McGee, NINE"An excellent piece of historical research and sophisticated analysis."—Richard C. Crepeau, Aethlon"[Here's the Pitch] makes for entertaining reading for the serious fan interested in the nexus of the history of advertising and the national pastime."—Bob Komoroski, Inside Game"Advertising can be subliminal, but its underlying influence among consumers is as strong today as it was when Cobb and Ruth urged fans to buy the products they were endorsing."—Bob D'Angelo, Sport in American History“Here’s the Pitch is a delight on every page. Dr. Newman offers a fascinating mosaic of American culture through the frame of the ‘nearly conjoined twins’ of baseball and advertising. . . . Readers will learn, reminisce, and laugh. Fans of baseball, American history, or advertising will find this an accessible book to add to their libraries, but only after loaning it and recommending it to their friends and associates. . . . Highly recommended.”—Robert Bellamy, professor of media and sports at Duquesne University"Newman considers the role of product endorsements in the creation of the culture of celebrity, and of celebrity baseball players in particular, as well as the ways in which new technologies have impacted the intersection of the two industries."—Jason Schott, Brooklyn Fans"Nine out of ten doctors recommend that you don't leave home without Here's the Pitch. . . . Newman tells how these two industries were ideal mates in impacting the USA's collective consciousness."—John Vorperian, SABR Lajoie Chapter newsletter"Here’s the Pitch should be referenced in any study of the relationship between the grand old game and the world of consumer product promotion. It is a serious review of two industries that grew up together and remain important to each other."—Dennis Snelling, New York Journal of Books“Studying the history of baseball without studying the history of its advertising partnership is like trying to learn rocketry without understanding rocket fuel. Newman offers an insightful history of baseball’s alliance with advertising that is both entertaining and accessible. Her authoritative analysis is the go-to source on the symbiotic bond between two American obsessions.”—James R. Walker, author of Crack of the Bat: A History of Baseball on the Radio"You've got what's likely the definitive project dedicated to hardball and hawking, where "Mad Men" meet yesterday's Max Muncies."—Tom Hoffarth, fartheroffthewall.comTable of ContentsList of Illustrations Acknowledgments Introduction: Here’s the Pitch! 1. Hustlers, Hucksters, and Snake-Oil Salesmen: Two Industries Emerge 2. “It Pays to Be Personal”: Baseball and Endorsement Advertising in the First Golden Age 3. Breakfast of Champions: Tales of Depression-Era Baseball and Advertising 4. Pitching in Black and White: Baseball, Advertising, and the Color Line 5. Baseball, Hotdogs, Apple Pie, and Chevrolet . . . and Beer, Cigarettes, Cat Food, and Margarine: Tales of Television Advertising 6. “Let’s Just Say It Works for Me”: Major League Baseball, Viagra, and the Business of Pharmaceutical Advertising 7. Four Things We Love: Advertising, Identity, Big Papi, and the Image of the Afro-Latino Ballplayer 8. “Driven” to “RE2PECT”: Derek Jeter and the (Re)Branding of “All-American” Epilogue: Pitching in the Future Game Notes Bibliography Index
£25.19
Ohio University Press From Submarines to Suburbs
Book SynopsisUsing documentary evidence in the form of numerous advertisements of the time, From Submarines to Suburbs is a fascinating analysis of the way corporations made the successful switch from supporting the war effort to building on the peacetime prosperity by re-tooling the patriotic fervor of the home front.Trade ReviewThis is a rich and sophisticated elaboration of the history of corporate restoration and should be widely read. * Journal of American History *Not since Roland Marchand’s work on interwar advertising and public relations has there been such a sophisticated historical analysis of corporate rhetoric, whether verbal or visual.... From Submarines to Suburbs is a major work. * Technology and Culture *Henthorn’s well-written and extensively illustrated book about "American commercial propaganda" from 1939-1959 fills an important gap in the emerging historical narrative.... Drawing on a wealth of sources, including an impressive number of institutional advertisements, Henthorn explores how corporations promoted a strong consumer ethos during the war and beyond. * The Historian *A substantial and thoroughly researched book.... Henthorn also includes sixty-nine well-chosen illustrations from newspaper and magazine advertisements and industrial sources...making the work more rewarding and accessible to a variety of readers. * Journalism History *Readers will appreciate the numerous illustrations as well as Henthorn’s deft analysis of advertising copy and imagery. A skillful synthesis that yields new insights, From Submarines to Suburbs is a valuable contribution to both business and cultural history. * Business History Review *
£23.39
Duke University Press Selling Modernity
Book SynopsisExplores such themes as the relationship between advertising and propaganda in Nazi Germany, the influence of the United States on German advertising, and the use of advertising to promote mass consumption in West Germany. This book focuses on the actors who had the greatest stake in successful merchandising.Trade Review“Selling Modernity is an excellent collection; every essay is superb. The contributors examine advertising and public relations in contrasting contexts: a monarchy, a liberal democracy, a popular dictatorship, a cold war democracy, a communist dictatorship, and a post–cold war reunited nation: what a historical laboratory!”—Claudia Koonz, author of The Nazi Conscience“A highly readable and wide-ranging compilation of innovative essays on German advertising and the people who produced it under dramatically different political regimes. This major contribution to understanding the culturally specific workings of modern economies will be of interest to specialists, students, and a broader audience.”—Uta G. Poiger, author of Jazz, Rock, and Rebels: Cold War Politics and American Culture in a Divided Germany“Advertising—this imaginative, erratic, and invasive aspect of capitalism—finds in Selling Modernity a creative and resourceful interpreter. The book marks an important shift from recent studies on consumer culture by emphasizing advertising as the link between production and consumption. It excellently shows that the ethical and economic meanings of advertisements were above all a reflection of Germans’ fantasies and dreams between 1871 and 1990.”—Alon Confino, author of Germany as a Culture of Remembrance: Promises and Limits of Writing HistoryTable of ContentsList of Illustrations ix Foreword / Victoria de Grazia xiii Acknowledgments xix Introduction / Pamela E. Swett, S. Jonathan Wiesen, and Jonathan R. Zatlin 1 1. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896-1914 / Kevin Repp 27 2. Visions of Prosperity: The Americanization of Advertising in Interwar Germany / Corey Ross 52 3. Branding Germany: Hans Domizlaff’s Markentechnik and Its Ideological Impact / Holm Friebe 78 4. “Planting a Forest Tall and Straight like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933-1945 / Michael Imort 102 5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich / Shelley Baranowski 127 6. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany / Jeff Schutts 151 7. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era / Guillaume de Syon 182 8. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Ushe Myth / Elizabeth Heineman 202 9. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic / Robert P. Stephens 230 10. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic / Anne Kaminsky 262 11. Promoting Socialist Cities and Citizens: East Germany’s National Building Program / Greg Castillo 287 12. “Serve Yourself!” The History and Theory of Self-Service in West and East Germany / Rainer Gries 307 Bibliography 329 Contributors 347 Index 351
£112.20
Duke University Press Advertising Diversity Ad Agencies and the
Book SynopsisAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.Trade Review"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. Advertising Diversity offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets & Culture *"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... Advertising Diversity is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business." -- Stanley Thangaraj * Journal of Anthropological Research *"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. Advertising Diversity vividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism." -- Christine R. Yano * Business History Review *"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read." -- Susan Dewey * Journal of Linguistic Anthropology *"Advertising Diversity is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture." -- Nicky Falkof * Ethnic and Racial Studies *"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture." -- Vincent N. Pham * Anthropological Quarterly *"Shalini Shankar’s new book Advertising Diversity ... makes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation." -- Cindy Isenhour * American Anthropologist *"Offers some fascinating insights into advertising industry practices and relationships." -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *Table of ContentsPreface ix Introduction. The Pitch 1 1. Account Planning 37 2. Creative 89 3. Account Services 147 4. Production and Media 191 Conclusion. Audience Testing 250 Acknowledgments 269 Appendix 1. Transcription Key 271 Appendix 2. Asian American Populations in the United States 272 Notes 275 Glossary 287 References 289 Index 307
£98.60
Duke University Press Advertising Diversity
Book SynopsisAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.Trade Review"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. Advertising Diversity offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets & Culture *"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... Advertising Diversity is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business." -- Stanley Thangaraj * Journal of Anthropological Research *"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. Advertising Diversity vividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism." -- Christine R. Yano * Business History Review *"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read." -- Susan Dewey * Journal of Linguistic Anthropology *"Advertising Diversity is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture." -- Nicky Falkof * Ethnic and Racial Studies *"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture." -- Vincent N. Pham * Anthropological Quarterly *"Shalini Shankar’s new book Advertising Diversity ... makes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation." -- Cindy Isenhour * American Anthropologist *"Offers some fascinating insights into advertising industry practices and relationships." -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *Table of ContentsPreface ix Introduction. The Pitch 1 1. Account Planning 37 2. Creative 89 3. Account Services 147 4. Production and Media 191 Conclusion. Audience Testing 250 Acknowledgments 269 Appendix 1. Transcription Key 271 Appendix 2. Asian American Populations in the United States 272 Notes 275 Glossary 287 References 289 Index 307
£25.19
Fordham University Press A Word from Our Sponsor Admen Advertising and
Book SynopsisDescribes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century popular culture through the lens of the advertising and broadcasting industries. Examines the intersection of commerce and culture in American mass media.Trade Review"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor is a truly groundbreaking study of the fateful union of broadcasting and advertising in their formative years. At long last, Meyers provides us with an in-depth, inside account of the creation and essential interdependence of these two dominant American culture industries, as sponsors and their ad agencies shaped "commercial radio" into a machine of mass entertainment and, in the process, into the nation's most effective advertising medium." -- -Thomas G. Schatz University of Texas at Austin, College of Communication "This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes University of Wisconsin, MadisonTable of ContentsIntroduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
£85.50
Fordham University Press A Word from Our Sponsor Admen Advertising and
Book SynopsisDescribes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century popular culture through the lens of the advertising and broadcasting industries. Examines the intersection of commerce and culture in American mass media.Trade Review"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor is a truly groundbreaking study of the fateful union of broadcasting and advertising in their formative years. At long last, Meyers provides us with an in-depth, inside account of the creation and essential interdependence of these two dominant American culture industries, as sponsors and their ad agencies shaped "commercial radio" into a machine of mass entertainment and, in the process, into the nation's most effective advertising medium." -- -Thomas G. Schatz University of Texas at Austin, College of Communication "This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes University of Wisconsin, MadisonTable of ContentsIntroduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
£27.90
University of Hawai'i Press Flower of Capitalism
Book SynopsisAn ethnography of advertising in postmillennial South Korea, Flower of Capitalism details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies.
£51.00
University of Hawai'i Press Flower of Capitalism
Book SynopsisAn ethnography of advertising in postmillennial South Korea, Flower of Capitalism details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies.Trade ReviewIn Flower of Capitalism, Olga Fedorenko offers a multisited ethnography of South Korean advertising. Against scholarly approaches that universalize the function of advertising as a predictable element of capitalism, she insists on the historical and situational specificity of advertising’s role and function, and the social expectations placed upon it, in different contexts." —Robert M. Oppenheim, The University of Texas at Austin"South Korea evinced a precocious interest in noncommercial and public service advertising: in the wake of its devastating war, the market became the medium of all public communication partly because preexisting social ties were so badly ruptured. Fedorenko offers us a compelling catalogue both of how advertising takes shape and how it is interpreted in the militarized modernity of post-Cold War South Korea." —Arvind Rajagopal, New York University
£22.36
Edward Elgar Publishing Ltd Rethinking Advertising as Paratextual
Book SynopsisProviding new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts.Trade Review‘Rethinking Advertising as Paratextual Communication by Chris Hackley and Rungpaka Amy Hackley is that remarkable and rare book that compromises in neither theoretical sophistication nor contemporary practical relevance. It will delight those looking for new practical tools or “cool” examples to learn from. The book’s real gift is the concept of paratextual advertising itself, which has the potential to become the new preferred framework for understanding how advertising works in this messy digital age of ours. Buy this book.’ -- Henri Weijo, Aalto University School of Business, Finland‘People generally believe persuasion requires focused attention, something which is more difficult for advertising in the current age. However, high attention is only one way to consume an ad. The Hackley’s have hashed out the paratextual one, a way to consume advertising that is more inclusive of the collection of texts of which the ad is a member. It makes for a fascinating read of how consumers draw cultural meaning from advertising texts and paratexts.’ -- Tom van Laer, The University of Sydney, Australia‘Innovative, exemplary, outstanding, Hackley and Hackley are the Rolls and Royce, the Moët and Chandon, the Dolce and Gabbana of paratextual communication. Their book’s an investment you can’t afford to ignore.’ -- Stephen Brown, Ulster University, UKTable of ContentsContents: 1. Advertising as paratextual communication 2. Reading advertising 3. Understanding advertisements as social texts 4. Paratexts and the meaning of the brand 5. How does advertising ‘work’? 6. Storytelling and paratextual advertising 7. Paratextual advertising strategy 8. Paratextual advertising and the future Index
£23.95
Edward Elgar Publishing Ltd Research Handbook on Brand CoCreation
Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394
£43.65
John Wiley & Sons Inc Advanced Google AdWords 3e
Book SynopsisThe ultimate guide to Google AdWords is fully updated for its third edition This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies.Table of ContentsForeword xxxi Introduction xxxiii Chapter 1 Understanding Search Theory 1 The Origins of Google AdWords 2 Google Enters the Arena 5 Google AdWords Select Revolutionizes PPC 6 The Psychology of Search 7 Turning Concepts into Words 8 Understanding Search Results 10 The Purpose of Ad Copy 11 Landing Pages Lead to New Customers 12 Advertising Is Not Advertising When It Is Information 14 Goal Alignment: Google vs. You vs. the Searcher 15 Best Practices for Applying Search Theory 17 Chapter 2 Performing Keyword Research 19 Understanding the Buying Funnel 20 Examining the Buying Funnel Phases 21 How Do Consumers Flow Through Your Buying Funnel? 22 Understanding Keywords 23 Types of Commercial Keywords 24 Finding Keyword Ideas 26 How Many Keywords Should You Have in Your Account? 29 Creating Keyword Lists 31 Using Long-Tail Keywords 33 Wide vs. Deep Keywords 35 Discerning Keyword Match Types 36 Broad Match 37 Modified Broad Match 38 When Should You Use Broad Match? 40 Phrase Match 40 Exact Match 42 Variation Match 43 Which Match Type Is Best? 44 Using Negative Match 46 Implementing Negative Keywords 46 Negative Broad Match 49 Negative Phrase Match 50 Negative Exact Match 51 Putting Negative and Positive Keywords Together 52 Researching Negative Keywords 53 Using Advanced Organizational Techniques 55 Adding Multiple Match Types to the Same Ad Group 55 Restricting Match Types by Ad Group 56 Restricting Match Types by Campaign 56 Taking Control of Your Ad Display 57 Best Practices for Conducting Keyword Research 58 Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59 AdWords Keyword Planner 60 Generating Keyword Ideas 61 Advanced Options and Filters 65 Ad Group and Keyword Ideas 69 Traffic Estimates 76 AdWords Keyword Planner vs Third-Party Keyword Tools 82 Google Trends 83 What Services Should You Offer? 85 Determining Your Messaging 87 Determining Consumer Interest 88 Bing Ads Intelligence 89 Best Practices for Using Keyword Tools 90 Chapter 4 Writing Compelling Ads 93 Do Your Ads Reflect the Search Query? 94 Writing Effective Ads 96 Calls to Action 97 Touching the Emotional Core 98 Following Google’s Editorial Guidelines 99 Character Lengths 99 Editorial Requirements 100 Developing Unique Selling Propositions 102 Distinguishing Features and Benefits 103 Benefits, Features, and the Buying Funnel 104 When to Use a Feature vs. a Benefit 105 Employing Themes That Get Clicks 106 Utilizing Numbers in Ads 107 How Strong Is Your Call to Action? 110 Writing Informational Ad Copy 111 Utilizing Negative Ad Copy 114 Do Not Forget the Display URL 114 Controlling Your Mobile Ads 116 Spicing Up Your Ads with Ad Extensions 118 Sitelink Extensions 118 Call Extensions 125 Additional Extensions 127 Limited Betas for New Extensions 129 Showcasing Your Products with PLAs 129 Following the Law: Trademarks 131 Trademark Exceptions 134 The Quest for the Holy Grail of Advertising 135 Best Practices for Writing Compelling Ads 136 Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139 Does Your Landing Page Answer the Searcher’s Question? 140 Everything about Destination URLs 142 Using Destination URLs for Tracking 144 Complying with Destination URL Editorial Policies 151 Choosing Landing Pages That Increase Conversion Rates 152 Choosing Landing Pages Based on the Type of Query 153 Differentiating Local Business Queries 157 Using Segmentation Pages 159 Using Forms as Landing Pages 160 Thanking Your Customers 162 Crafting Perfect Landing Pages 164 Employing Usability, Trust, and Web Technology 164 Using Web Technology to Implement Usability and User Security 165 Psychological Factors That Increase Conversion Rates 173 Your Website’s Usability Goals 180 Best Practices for Landing Pages 181 Chapter 6 Learning Advanced Optimization Techniques 183 Optimizing for Traffic 184 Exploring Strategies to Show Your Ads More Often 184 Taking Advantage of Dynamic Keyword Insertion 190 Increasing Page Views 194 Optimizing for Conversions 198 Writing Ad Copy That Sells 199 Creating Landing Pages That Increase Conversions 200 Making Additional Conversions to Increase Your Profits 210 Best Practices for Advanced Optimization Techniques 213 Chapter 7 Demystifying Quality Score 215 What Is Quality Score? 216 How Quality Score Affects Ad Rank 218 Quality Score Factors for Search 221 Viewing Your Quality Score 225 Landing Page Quality: Making Your Pages Relevant 228 Spiderability 228 Relevance 229 Transparency 230 Navigation 230 Estimating Your First Page Bid 231 Understanding the Display Network Quality Score 233 Quality Score for Managed Placements 234 Diagnosing Your Quality Scores 235 Ignoring Quality Score 240 Increasing Quality Scores 243 Creating Highly Relevant Ad Groups 244 Ad Testing to Increase Quality Scores 246 Landing Page Fixes 248 What to Do if Your Quality Score Drops 249 Quality Score FAQs 251 Best Practices for Optimizing Quality Scores 254 Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads 257 Beyond the Desktop: Creating Mobile Ads 258 Reaching Smartphone Users 258 Smartphone Extensions 261 Reaching Other Mobile Users: WAP Mobile Ads 262 Ad Preview and Diagnosis Tool 264 Beyond Static Text: Creating Rich Media Ads 266 Creating Effective Image Ads 266 Developing Profitable Video Ads 272 AdWords Ad Gallery 275 Best Practices for Employing Image, Video, Mobile Ads 278 Chapter 9 Understanding the Display Network 279 What Is the Display Network? 280 Advantages of the Display Network 281 Display Targeting Methods 282 Automatic vs. Managed Placements 283 Creating Search- and Display-Only Campaigns 284 Managing Ad Group Targeting 285 Creating a Successful Display Network Campaign 286 Creating Keyword-Based Display Ad Groups 287 Display Network Topic Targeting 292 Targeting Ads Based on a User’s Interest 296 Placement Targeting: Choose the Actual Sites Where Your Ads Are Displayed 298 Blocking Your Ads from Being Shown across the Display Network 305 Determining Negative Display Keywords 309 Smart Pricing: Measure Success with Cost per Conversion 310 Choosing CPM or CPC Bidding 312 Using the Display Planner Tool 314 Best Practices for the Display Network 320 Chapter 10 Utilizing Advanced Display Network Techniques 323 Remarketing: Bringing Visitors Back to Your Site 324 Define an Audience 324 Place the Script on Your Site 328 Create a Remarketing Ad Group 330 The 100 Cookie Rule 332 Remarketing Strategies 332 Don’t Creep Out Your Customers 340 Flexible Targeting: Mixing and Matching Every Display Targeting Option 341 Flexible Targeting Options 342 Bid Modifiers for Display 344 Flexible Bidding Examples 345 Optimizing Your Display Campaigns 351 Organizing Your Display Campaigns 353 Creating Scenarios to Understand and Reach Your Target Audience 357 Writing Effective Display Ads 359 Best Practices for Advanced Display Network Advertising 361 Chapter 11 Utilizing Advanced Geographic Targeting Techniques 363 What Is Geographic Targeting? 364 The Technology behind Location Targeting 364 How Accurate Is Location Targeting? 366 Reaching Users in Specific Locations 369 Finding Locations to Target 370 Radius Targeting 374 Location Groups and Bid Modifiers 375 Advanced Location Targeting Options 376 Location Targeting Considerations 378 Targeting Multiple Countries 378 Reaching Users in an Area Smaller than a Country 380 Treating Locals and Nonlocals Differently in Your Ad Copy 385 Automatically Inserting Your Address into the Ad Copy 387 A Case Study into Local Belief Systems 390 Viewing Geographic Results 391 Geographic Performance Reports 393 Best Practices for Geographic Targeting 396 Chapter 12 Saving Time and Scaling Accounts with AdWords Editor 399 AdWords Editor Overview 400 Choosing Your Viewpoint 400 Viewing Your Account in AdWords Editor 404 Scaling Your Account 408 Importing Keywords 409 Creating Thousands of Keywords and Ad Groups 411 Easily Creating Thousands of Ads 414 Optimizing Display with AdWords Editor 420 Best Practices for Using AdWords Editor 421 Chapter 13 Devising Profitable Bid Strategies 423 Setting Your Marketing Goals 424 Measuring Results with Google’s Conversion-Tracking Code 425 AdWords Conversion-Tracking Code 426 Google Analytics Tracking 430 Accessing Valuable Conversion Data in AdWords Reports 432 Tracking Phone Calls 434 Exploring AdWords Bidding Options 435 Focus on Clicks, Option 1 435 Focus on Clicks, Option 2 435 Enhanced CPC 436 Conversion Optimizer 437 Focus on Impressions 443 Flexible Bidding 443 Profitable Bidding Strategies 448 ROAS vs Profit 449 Revenue per Click 450 Taking Margins into Account 453 How Can Publishers Determine Revenue per Click? 455 Tracking Long Sales Cycles with Conversion Funnels 457 Calculating Your Max CPC 460 Setting Bids Based on ROAS 460 Bidding for Exposure 461 Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More 464 Location Bid Modifiers 467 Ad Scheduling: Automatically Changing Bids by Time Periods 471 Finding Conversion Information by Time Frames 473 Examples of Ad Scheduling Success 476 Creating Time-Sensitive Offers 479 Device Modifiers 480 Understanding Attribution Management 481 Examining AdWords Reports to Make ROAS Bid Decisions 484 Best Practices for Utilizing Profitable Bid Strategies 487 Chapter 14 Organizing Accounts Successfully 489 What Is an AdWords Account? 490 What Are the Limits of an AdWords Account? 490 Managing Multiple Accounts the Easy Way 491 Becoming a Google Partner 494 Developing a Successful Campaign Structure 496 Reasons to Create New Campaigns 496 Structuring Campaigns to Achieve Business Goals 497 Organizing an Ad Group to Increase CTR and Conversion Rates 513 Ad Group Organization for Mobile Bid Modifiers 515 Best Practices for Account Organization Strategies 516 Chapter 15 Implementing Testing Techniques That Will Increase Profits 519 Testing Is Essential to Increasing Profits 520 Testing Ad Copy to Increase Conversions 520 Ad Copy Messages You Should Test 521 Ad Copy Themes to Spark Your Creativity 521 Test Discounts Instead of Prices 522 Creating the Ad Copy Test 525 General Guidelines for Statistical Significance 527 Measuring the Results of Your Ad Test 529 Multi-Ad Group Testing 532 Testing Mobile Ads 534 Testing Landing Pages to Increase Conversions 535 Testing Where to Send Traffic 536 Landing Page Testing Factors 541 Making Ads and Landing Pages Work Together 547 Essential Items to Test First 553 Creating a Landing Page Test 553 Testing Profit per Click and Profit per Impression 556 AdWords Campaign Experiments 559 Best Practices for Testing Techniques That Will Increase Profits 561 Chapter 16 AdWords Reports: Extracting Actionable Information 563 Choosing General AdWords Report Settings 564 Customizing the Interface 564 Downloading Your Data 568 Using Reports to Optimize Your Account 571 Campaign Reports 571 Ad Group Performance Report 573 Ad Performance Report 573 Keyword Report 576 Display Network Reports 579 Dimensions Reports 581 Creating Custom Alerts 585 Best Practices for Using AdWords Reports 587 Chapter 17 Step by Step: Creating and Monitoring Your AdWords Account 589 Before You Create Your Account 590 Creating Campaigns 592 Creating Search Campaigns 593 Creating Display-Targeted Campaigns 597 Creating Managed Placements Campaigns 598 Other Campaign Types 600 Optimizing Ongoing Campaigns 601 Optimizing Search Campaigns 601 Managing Maximize Clicks Campaigns 605 Optimizing Display Campaigns 606 Optimizing Managed Placements Campaigns 608 Optimizing CPM Campaigns 609 Optimizing Other Campaign Types 611 Creating an Optimization Schedule 612 Best Practices for Creating and Managing Your AdWords Account 615 Glossary 619 Index 627
£27.20
John Wiley and Sons Ltd Media Selling
Book SynopsisThe must-have resource for media selling in today's technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sampleTable of ContentsAbout the Authors ix Acknowledgments xi Preface xiii 1 The Marketing/Media Ecology 1Charles Warner 2 Selling in the Digital Era 15Charles Warner 3 Sales Ethics and Transparency 47Charles Warner 4 The AESKOPP Approach, Attitude, and Goal Setting 61Charles Warner 5 Emotional Intelligence 81Charles Warner 6 Effective Communication, Effective Listening, and Understanding People 91Charles Warner 7 Influence and Creating Value 111Charles Warner 8 The New Buying and Selling Process 139Charles Warner 9 Prospecting and Qualifying 155Charles Warner 10 Researching Insights and Solutions 187Brian Moroz 11 Educating 207Charles Warner 12 Proposing 235Charles Warner 13 Negotiating and Closing 245Charles Warner 14 Customer Success 293Charles Warner 15 Marketing 305Charles Warner 16 Advertising 327Charles Warner 17 Programmatic Marketing and Advertising 353William A. Lederer 18 Measuring Advertising 375William A. Lederer 19 Selling Digital and Cross‐Platform Advertising 391Charles Warner 20 Google and Search 415Brian Moroz 21 Facebook and Social Media 425Charles Warner 22 Television 457Charles Warner 23 Print and Out of Home 475Charles Warner 24 Audio 495Charles Warner 25 Time Management 513Charles Warner Appendix: Digital Advertising Glossary 523 Index 535
£57.56
Kogan Page Paid Attention
Book SynopsisFaris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.Trade Review"A must read for anyone in the communications industry." * Lisa Batty, Head of Brand Strategy & Planning at TikTok *"Paid Attention is the most stimulating and useful blueprint for genuinely fresh thinking about advertising and communications that I have read in the last ten years." * Adam Morgan, author of Eating The Big Fish *"The most useful, entertaining and insightful examination of communication theory and commercial creativity that I have read." * Catherine Coleman-Jinks, Director of Marketing Excellence, Twinings *"In a world where the rate of technological change is ever faster, this new edition is a must for any ambitious marketer, strategist or creative." * Laura Jordan Bamback, Chief Creative Officer, Grey London *"What next for media, brands and even humanity now we have reached peak attention? Faris powerfully explains and expounds the future in his trademark smart, witty and always surprising tone." * Sara Tate, CEO, TBWA London *"Faris's book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." * Adam Ferrier, Chief Strategy Officer, Cummins & Partners *"At a time when almost every pundit seems to be questioning whether advertising has a future, Faris is offering some answers." * Will Collin, Strategy Lead, Karmarama *Table of Contents Section - ONE: Paid attention; Chapter - 00: Introduction - Paid attention - How much is it worth?; Chapter - 01: Logocentrism - What’s in a name?; Section - TWO: Attention deficit disorders; Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong; Chapter - 03: Advertising works in mysterious ways - Modern theories of communication; Chapter - 04: Is all advertising spam? Communication planning in an on-demand world; Chapter - 05: The spaces between - The vanishing difference between content, media and advertising; Section - THREE: Attention arts and sciences; Chapter - 06: Do things, tell people - How to behave in a world of infinite content; Chapter - 07: Recombinant culture - Talent imitates, genius steals; Chapter - 08: Combination tools - How to have ideas - A genius steals process; Chapter - 09: Advertising for advertising - Is the industry paying attention?; Chapter - 10: Integrative strategy and social brands - Be nice or leave!; Chapter - 11: Prospection - Planning for the future we want; Section - FOUR: 2020 Foresight; Chapter - 12: Everything is PR; Chapter - 13: The quantity, quality, qualia and cost of attention; Chapter - 14: Epilogue - Talkin’ about your generation
£24.99
Kogan Page Paid Attention
Book SynopsisFaris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.Trade Review"A must read for anyone in the communications industry." * Lisa Batty, Head of Brand Strategy & Planning at TikTok *"Paid Attention is the most stimulating and useful blueprint for genuinely fresh thinking about advertising and communications that I have read in the last ten years." * Adam Morgan, author of Eating The Big Fish *"The most useful, entertaining and insightful examination of communication theory and commercial creativity that I have read." * Catherine Coleman-Jinks, Director of Marketing Excellence, Twinings *"In a world where the rate of technological change is ever faster, this new edition is a must for any ambitious marketer, strategist or creative." * Laura Jordan Bamback, Chief Creative Officer, Grey London *"What next for media, brands and even humanity now we have reached peak attention? Faris powerfully explains and expounds the future in his trademark smart, witty and always surprising tone." * Sara Tate, CEO, TBWA London *"Faris's book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." * Adam Ferrier, Chief Strategy Officer, Cummins & Partners *"At a time when almost every pundit seems to be questioning whether advertising has a future, Faris is offering some answers." * Will Collin, Strategy Lead, Karmarama *Table of Contents Section - ONE: Paid attention; Chapter - 00: Introduction - Paid attention - How much is it worth?; Chapter - 01: Logocentrism - What’s in a name?; Section - TWO: Attention deficit disorders; Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong; Chapter - 03: Advertising works in mysterious ways - Modern theories of communication; Chapter - 04: Is all advertising spam? Communication planning in an on-demand world; Chapter - 05: The spaces between - The vanishing difference between content, media and advertising; Section - THREE: Attention arts and sciences; Chapter - 06: Do things, tell people - How to behave in a world of infinite content; Chapter - 07: Recombinant culture - Talent imitates, genius steals; Chapter - 08: Combination tools - How to have ideas - A genius steals process; Chapter - 09: Advertising for advertising - Is the industry paying attention?; Chapter - 10: Integrative strategy and social brands - Be nice or leave!; Chapter - 11: Prospection - Planning for the future we want; Section - FOUR: 2020 Foresight; Chapter - 12: Everything is PR; Chapter - 13: The quantity, quality, qualia and cost of attention; Chapter - 14: Epilogue - Talkin’ about your generation
£63.65
Kogan Page From Marginal to Mainstream
Book SynopsisDr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.Trade Review"Essential reading for any organization seeking growth in today's difficult economic environment. Full of practical tools and examples." * Costas Markides, Professor of Strategy and Holder of the Robert Bauman Chair in Strategic Leadership, London Business School *"Every business is desperate for growth but few know where to find it. In this exhaustively researched book, Helen Edwards encourages us all to look to the margins, to the marginal behaviours that will become mainstream in time. But this is no theoretical perspective, it's a practical playbook, offering a clear approach to finding the future of our businesses. As Edwards says, 'The margins matter and they can be read'." * Richard Huntington, Chief strategy officer, Saatchi & Saatchi *"Any book that teaches you how to market insects for food, understand the rise of witchcraft, and the techniques for recovering an additional 21 years of life is well worth reading. This is an eye-opening analysis of an increasingly powerful aspect of successful brand and marketing strategy - one that will become ever more key to the evolution and growth of the great businesses of the future. For marketers, the tools, techniques and frameworks present an excellent guide to navigating the otherwise high-risk challenges of identifying future markets, trends and categories for investment." * Cheryl Calverley CEO eve sleep, consultant, advisor, coach *"I almost want to keep this book under wraps: it feels like the best-kept secret for growth is now well and truly out! Explained, codified and laid out - taking the best thinking to the mainstream... please DO NOT read... a few of us want this all to ourselves!" * Jon Wilkins, Global Chief Strategy Officer, Accenture Song *"Marketers talk a lot about wanting to break out from being a fringe discipline and be right at the heart of the business. Well here is a way to get there: ironically, by understanding the margins of human behaviour. Helen Edwards gives us the behaviours to explore, a way to understand them better, and practical ideas to apply." * Sara Bennison, Chief Marketing and Product Officer, CEO of The Mortgage Works *"Where there is asymmetry there is opportunity! One of the greatest pieces of marketing advice I have ever seen by one of the most thoughtful writers on branding going. Helen Edwards rightly identifies the limits to growth faced by brands and identifies a solution. Extracting value from fringe culture is not new, but Edwards goes further in identifying the ways in which brands can mainstream the causes of marginal groups of consumers in a way that creates value for all. Recommended for brand marketers looking for new ways to address the imperatives of growth." * Professor Michael Beverland, Head of Strategy and Marketing, University of Sussex Business School, author of Building Brand Authenticity: 7 Habits of Iconic Brands. *"Marketers talk a lot about growth and about change. But they are remarkably silent on where these two crucial concepts actually originate. From Marginal to Mainstream provides wonderful insights on these issues and suggests that by looking to the wings of the market, in the correct ways, marketers can predict and prepare for both. Strongly recommended." * Mark Ritson *"This is a game-changing read for anyone wanting to win in business today. As marketers, we need to be on the front foot, finding new opportunities to connect with our customers in highly competitive markets, and this book gives you all you need to further turbo your performance." * Peter Markey, CMO, Boots UK *"One perhaps overlooked problem with 'evidence-based, accountable marketing' is that money tends to be spent too late on things which are already successful - casting a spotlight on things which are already centre-stage. How much more powerful would marketers be - and how much richer would society be - if we instead learned to identify and illuminate the best among those many great ideas which have been unfairly left too long lurking in the wings or in the shadows backstage? Well, thankfully, in this book you will learn how to do exactly that." * Rory Sutherland, Vice Chairman, Ogilvy *"How can we find dynamic growth if we're all scrabbling in the same pit for the same customers and using the same methods and insights? In From Marginal to Mainstream, Helen Edwards shows us a path out of that pit with surprising and compelling arguments for looking broad and deep for new customer growth where we might least expect it. It's time for some bold moves with insightful foundations and the margins may be where we find that." * Sonia Sudhakar, Managing Director Marketing and Digital, Royal Mail *"Growth can come to organisations that correctly identify behaviours and ways of life at the fringes of society that succeed in breaking through into the mainstream. This well-researched and clearly-written book is full of practical tools and excellent examples that will help you identify and exploit these marginal-to-mainstream opportunities. This is essential reading for any organisation seeking growth in today's difficult economic environment!" * Costas Markides, Professor of Strategy and Holder of the Robert Bauman Chair in Strategic Leadership, London Business School *"A fresh and insightful perspective on how to understand the marginal behaviours of today, to identify the mainstream behaviours of tomorrow." * Nils Goller, Senior Vice President, Orkla Marketing & Innovation, Orkla. *"A rigorous and compelling argument for why marketing needs to radicalise its thinking, and turn common practice upside down, if it is to find the growth it promises." * Kate Waters, Director of client strategy and planning, ITV *"From Marginal to Mainstream is a fascinating book which leans into one of the biggest challenges facing marketers today - how to continue driving growth when it seems to be eluding many of even the most successful companies. Helen flips the narrative on diversity and the margins from 'nice to have' side-projects and shows how the brands of the future are grown by better understanding and building on exactly these unique experiences." * Jerry Daykin, VP Head of Media at Beam Suntory, WFA Diversity Ambassador *"This book is for the growth-hungry, curious marketer - a reminder to hunt for tension and to overlook 'niche' at your peril. With Helen's unique blend of wit and intellectual horsepower she makes the complex simple and provides us all with a 'how to'. Thank you Helen for this reminder that in such competitive, often homogenous, categories that the marginal can seed the mainstream." * Holly Turner, VP EMEA, Johnson and Johnson *Table of Contents Chapter - 00: Introduction; Section - ONE: The margins and why they matter; Chapter - 01: From ‘Does anyone do that?’ to ‘Doesn’t everyone do that?’; Chapter - 02: Why modern mainstream marketing is a low-growth zone; Chapter - 03: Going for growth - Why the margins? And why now?; Section - TWO: How to read the margins; Chapter - 04: Overview; Chapter - 05: A smouldering fire in the fringes - The elemental beacons; Chapter - 06: What’s hidden, what’s there and what could be - The revelatory beacons; Chapter - 07: Shakers of place and pace - The opportunity beacons; Chapter - 08: An irresistible momentum - The growth beacons; Section - THREE: A strategy for growth; Chapter - 09: Overview; Chapter - 10: Entrepreneurs get it – They are marginals too; Chapter - 11: Growth from the margins - A marketer’s playbook; Chapter - 12: The M2M advantage - Seven things every leader should know
£73.80
Kogan Page Marketing Communications
Book SynopsisPR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme.Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.
£148.50
University of Nebraska Press Brand Antarctica
Book SynopsisAntarctica is, and has always been, very much “for sale.” Whales, seals, and ice have all been marketed as valuable commodities, but so have the stories of explorers. The modern media industry developed in parallel with land-based Antarctic exploration, and early expedition leaders needed publicity to generate support for their endeavors. Their lectures, narratives, photographs, and films were essentially advertisements for their adventures. At the same time, popular media began to use the newly encountered continent to draw attention to commercial products. These advertisements both trace the commercialization of Antarctica and reveal how commercial settings have shaped the dominant imaginaries of the place. By contextualizing and analyzing Antarctic advertisements from the late nineteenth century to the present, Brand Antarctica identifies five key framings of the South Polar continent: a place for heroes, a place of extremity, a place of purity, a placTrade Review“Innovative and engaging. . . . Brand Antarctica is packed full of intriguing reflections about a myriad of advertisements, packaging, and sensationalist materials. Hanne Nielsen shows remarkably clearly how Antarctica has been and continues to be commodified, marketized, and thematized.”—Klaus Dodds, professor of geopolitics at Royal Holloway University of London and author of Antarctica: A Very Short Introduction“This exploration into the materiality of place, and how it manifests in the Antarctic, offers surprising insights to readers who are less familiar with the Antarctic while also appealing to Antarctic research scholars. . . . Brand Antarctica includes a wide array of polar scholars, which offers others interested in the environmental humanities a ‘golden Rolodex’ of contemporary researchers.”—Leslie Carol Roberts, author of The Entire Earth and Sky: Views on Antarctica
£45.00
University of Pennsylvania Press Branding Trust: Advertising and Trademarks in
Book SynopsisIn the early nineteenth century, the American commercial marketplace was a chaotic, unregulated environment in which knock-offs and outright frauds thrived. Appearances could be deceiving, and entrepreneurs often relied on their personal reputations to close deals and make sales. Rapid industrialization and expanding trade routes opened new markets with enormous potential, but how could distant merchants convince potential customers, whom they had never met, that they could be trusted? Through wide-ranging visual and textual evidence, including a robust selection of early advertisements, Branding Trust tells the story of how advertising evolved to meet these challenges, tracing the themes of character and class as they intertwined with and influenced graphic design, trademark law, and ideas about ethical business practice in the United States. As early as the 1830s, printers, advertising agents, and manufacturers collaborated to devise new ways to advertise goods. They used eye-catching designs and fonts to grab viewers’ attention and wove together meaningful images and prose to gain the public’s trust. At the same time, manufacturers took legal steps to safeguard their intellectual property, formulating new ways to protect their brands by taking legal action against counterfeits and frauds. By the end of the nineteenth century, these advertising and legal strategies came together to form the primary components of modern branding: demonstrating character, protecting goodwill, entertaining viewers to build rapport, and deploying the latest graphic innovations in print. Trademarks became the symbols that embodied these ideas—in print, in the law, and to the public. Branding Trust thus identifies and explains the visual rhetoric of trust and legitimacy that has come to reign over American capitalism. Though the 1920s has often been held up as the birth of modern advertising, Jennifer M. Black argues that advertising professionals had in fact learned how to navigate public relations over the previous century by adapting the language, imagery, and ideas of the American middle class.Trade Review"Why would anyone trust an advertisement? Why, especially, in the long nineteenth century when novel products and media entered rapidly growing markets from unfamiliar sources? Jennifer M. Black probes these and other questions in Branding Trust, the most significant study of American advertising history in a generation. Masterful insights follow from her immense and innovative research to explain how pioneers in print advertising designed imagery to convey their trustworthiness and legitimacy. Through her rare appreciation for the interplay of evolving media, markets, courts, and diverse cultures, Black explains and generously illustrates the history of advertising’s visual rhetoric." * Pamela Walker Laird, author of Advertising Progress: American Business and the Rise of Consumer Marketing *"Jennifer Black recasts our understanding of how American capitalism came to rest so powerfully on corporate brands. That process involved a century of experimentation by manufacturers, merchants, advertising firms, and publishers, all of whom wrestled with the moral economy of competition, the legal boundaries of fraud, and the underpinnings of consumer trust amid industrialization. The establishment of reputations for quality, Black shows, was bound up as much with debates over gender roles and racial hierarchies as it was with technological advances, inventiveness in graphic design, and efforts to track consumer response to ad campaigns." * Edward J. Balleisen, author of Fraud: An American History from Barnum to Madoff *
£38.25
University of Minnesota Press Profit over Privacy: How Surveillance Advertising
Book SynopsisA deep dive into the political roots of advertising on the internet The contemporary internet’s de facto business model is one of surveillance. Browser cookies follow us around the web, Amazon targets us with eerily prescient ads, Facebook and Google read our messages and analyze our patterns, and apps record our every move. In Profit over Privacy, Matthew Crain gives internet surveillance a much-needed origin story by chronicling the development of its most important historical catalyst: web advertising.The first institutional and political history of internet advertising, Profit over Privacy uses the 1990s as its backdrop to show how the massive data-collection infrastructure that undergirds the internet today is the result of twenty-five years of technical and political economic engineering. Crain considers the social causes and consequences of the internet’s rapid embrace of consumer monitoring, detailing how advertisers and marketers adapted to the existential threat of the internet and marshaled venture capital to develop the now-ubiquitous business model called “surveillance advertising.” He draws on a range of primary resources from government, industry, and the press and highlights the political roots of internet advertising to underscore the necessity of political solutions to reign in unaccountable commercial surveillance.The dominant business model on the internet, surveillance advertising is the result of political choices—not the inevitable march of technology. Unlike many other countries, the United States has no internet privacy law. A fascinating prehistory of internet advertising giants like Google and Facebook, Profit over Privacy argues that the internet did not have to turn out this way and that it can be remade into something better.Trade Review"A surveillance-oriented internet was not inevitable. As Matthew Crain brilliantly documents, the data-obsessed web was manifested to appease and uphold the advertising beast. By untangling the historic strings of policy, politics, and financial interests, Profit over Privacy invites the reader to question why we've come to accept the panoptic internet we know today."—danah boyd, author of It’s Complicated: The Social Lives of Networked Teens"In this exceptionally insightful and important book, Matthew Crain presents a definitive history of the evisceration of internet privacy. Rooted in a deep understanding of the history of advertising markets and the political economy of finance, Profit over Privacy focuses readers' attention on the fundamental forces demanding ever more data about our lives. Although it tells a dark story, its accessible and lively prose makes it a pleasure to read—and provides the historical knowledge necessary to help future regulators avoid the many mistakes of the past."—Frank Pasquale, author of New Laws of Robotics: Defending Human Expertise in the Age of AI "The book provides a fascinating look at the way that commercial and private interests and the companies and lobbyists representing them wonout over other interests, such as public ownership and public interests,in anumber of debates and processes largely in the United States that created the global internet infrastructure we have now... Anyone interested in online and digital spaces, surveillance practices, the history of internet companies,and discussions of public policy in the internet age should want to read Profit Over Privacy."—Surveillance & Society"Revealing the emergence of a market logic that has placed individual surveillance at its core, this is a forceful and engaging book."—LSE Review of Books"His writing skills, including his ability to make the sociopolitical complexities of political economy accessible and engaging for a broad audience, from undergraduates to business executives, are most impressive."—International Journal of Communication"Brilliantly researched and thoroughly documented, the book argues that surveillance capitalism could not have existed outside of politics."—Technical Communication"In documenting the historical development of surveillance advertising, Crain makes a forceful argument against the status quo in favor of strong privacy laws."—College & Research LibrariesTable of ContentsContentsIntroduction1. The Revolution Will Be Commercialized2. A Framework for Global Electronic Commerce3. The Web Gets a Memory4. The Dotcom Bubble5. Surveillance Advertising Takes Shape6. The Privacy Challenge7. The Legacy of the Dotcom EraAcknowledgmentsNotesIndex
£72.00
University of Minnesota Press Profit over Privacy: How Surveillance Advertising
Book SynopsisA deep dive into the political roots of advertising on the internet The contemporary internet’s de facto business model is one of surveillance. Browser cookies follow us around the web, Amazon targets us with eerily prescient ads, Facebook and Google read our messages and analyze our patterns, and apps record our every move. In Profit over Privacy, Matthew Crain gives internet surveillance a much-needed origin story by chronicling the development of its most important historical catalyst: web advertising.The first institutional and political history of internet advertising, Profit over Privacy uses the 1990s as its backdrop to show how the massive data-collection infrastructure that undergirds the internet today is the result of twenty-five years of technical and political economic engineering. Crain considers the social causes and consequences of the internet’s rapid embrace of consumer monitoring, detailing how advertisers and marketers adapted to the existential threat of the internet and marshaled venture capital to develop the now-ubiquitous business model called “surveillance advertising.” He draws on a range of primary resources from government, industry, and the press and highlights the political roots of internet advertising to underscore the necessity of political solutions to reign in unaccountable commercial surveillance.The dominant business model on the internet, surveillance advertising is the result of political choices—not the inevitable march of technology. Unlike many other countries, the United States has no internet privacy law. A fascinating prehistory of internet advertising giants like Google and Facebook, Profit over Privacy argues that the internet did not have to turn out this way and that it can be remade into something better.Trade Review"A surveillance-oriented internet was not inevitable. As Matthew Crain brilliantly documents, the data-obsessed web was manifested to appease and uphold the advertising beast. By untangling the historic strings of policy, politics, and financial interests, Profit over Privacy invites the reader to question why we've come to accept the panoptic internet we know today."—danah boyd, author of It’s Complicated: The Social Lives of Networked Teens"In this exceptionally insightful and important book, Matthew Crain presents a definitive history of the evisceration of internet privacy. Rooted in a deep understanding of the history of advertising markets and the political economy of finance, Profit over Privacy focuses readers' attention on the fundamental forces demanding ever more data about our lives. Although it tells a dark story, its accessible and lively prose makes it a pleasure to read—and provides the historical knowledge necessary to help future regulators avoid the many mistakes of the past."—Frank Pasquale, author of New Laws of Robotics: Defending Human Expertise in the Age of AI "The book provides a fascinating look at the way that commercial and private interests and the companies and lobbyists representing them wonout over other interests, such as public ownership and public interests,in anumber of debates and processes largely in the United States that created the global internet infrastructure we have now... Anyone interested in online and digital spaces, surveillance practices, the history of internet companies,and discussions of public policy in the internet age should want to read Profit Over Privacy."—Surveillance & Society"Revealing the emergence of a market logic that has placed individual surveillance at its core, this is a forceful and engaging book."—LSE Review of Books"His writing skills, including his ability to make the sociopolitical complexities of political economy accessible and engaging for a broad audience, from undergraduates to business executives, are most impressive."—International Journal of Communication"Brilliantly researched and thoroughly documented, the book argues that surveillance capitalism could not have existed outside of politics."—Technical Communication"In documenting the historical development of surveillance advertising, Crain makes a forceful argument against the status quo in favor of strong privacy laws."—College & Research LibrariesTable of ContentsContentsIntroduction1. The Revolution Will Be Commercialized2. A Framework for Global Electronic Commerce3. The Web Gets a Memory4. The Dotcom Bubble5. Surveillance Advertising Takes Shape6. The Privacy Challenge7. The Legacy of the Dotcom EraAcknowledgmentsNotesIndex
£19.79
Business Expert Press A Beginner's Guide to Mobile Marketing
Book SynopsisThis book is written at a more macro level to engage students and professors and to show them how mobile is integrated into an overall marketing communications strategy. It provides a look at mobile strategy and it emphasizes the mobile ecosystem and career opportunities in the mobile marketing industry. Each chapter will guide the student through the steps of creating a mobile marketing strategy so that they end up with a final mobile marketing plan. This book is intended for a broad audience including students and professors in undergraduate and graduate business schools, and practicing business executives. The goal is to inform management practice and help current and future business leaders navigate through the competitive storms unleashed by technological change
£18.00
Business Expert Press Mobile Commerce: How it Contrasts, Challenges and Enhances Electronic Commerce
Book SynopsisDo you know anyone who does not own a mobile device? Consumers use mobile devices not only for communicating but for shopping as well. Searching for product information, inquiring about services, comparing prices, and purchasing make-up are just some of the shopping functions done on mobile devices. How does this change how firms do business? What are the differences between desktop computer shoppers and mobile device shoppers? Moreover, are firms prepared to do business in this changing environment?The purpose of this book is to answer questions concerning the benefits of mobile commerce and its commonalities and contrasts with electronic commerce. Electronic commerce is still viable and we examine its validity along with mobile commerce. Mobile commerce is not electronic commerce, and we discuss the differences, as well as how one can enhance the other. Consumers use both electronic commerce and mobile commerce, as well as offline shopping, on their path to purchase in total omnichannel environment—using all channels. We integrate the opportunities and challenges to bring an idea of the future of marketing with an emphasis on both mobile and electronic commerce, into digital commerce.
£18.00
Business Expert Press Presentation Skills: Educate, Inspire, and Engage Your Audience
Book SynopsisThe popularity of the TED talk has raised the bar for public speaking and presentations. Audiences expect to be educated, inspired and engaged whether they are sitting in a conference room or an auditorium. Yet too often presenters lack the skills to take command and deliver persuasive and entertaining pitches and presentations.The audience is the hero of the story and the presenter is their guide to take them on a journey. Like a one act play, a presentation is not a meeting, it’s a performance. And it is the job of the presenter to respect the audiences’ wishes, wants and needs. With the advent of smartphone, the job of the presenter to keep the audience’s attention on them rather than on the tiny device in their hand has become increasingly more difficult. The purpose of this book is to inspire you to take the next step in your presentation skills and practice.
£18.00
Business Expert Press Fostering Brand Community Through Social Media
Book SynopsisThis book focuses on building and maintaining brand community in the emerging, dynamic space of social media. A theoretical model encompassing brand characteristics, relational factors, and characteristics of the brand user community is used as a structure to explain the various aspects of online brand communities. Further, the authors discuss how online brand communities differ from and can be used to complement traditional, face-to-face brand communities.Brand managers, social media managers, and other members of the brand team will find this book useful for strategic decision making in both building and maintaining brand communities. In addition, this book will serve as a practical guide for working professionals enrolled in executive education degree programs as these programs continue to be developed in universities throughout the world.
£18.00
Wharton Digital Press Global Brand Power: Leveraging Branding for
Book SynopsisThe branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.Trade Review"Regardless of your industry, building a brand is synonymous today with building a company and a thriving business. As Barbara Kahn points out in Global Brand Power, the key is to begin and end every discussion thinking about what is right for the customer. At Macy's, Inc., we saw a dramatic improvement in business trends when we reorganized our business model and consciously put the customer at the center of all decisions. The principles presented in Global Brand Power can benefit every business leader." --Terry J. Lundgren, chairman, president, CEO and Chief Customer Officer, Macy's, Inc. "Great global brands have to be built and don't happen by chance. Barbara Kahn explores and develops the relationship between customer and brands and how to achieve international loyalty. I learned new information from reading this book." --Roger Farah, President and COO, Ralph Lauren Corporation "In our fast-changing world, visionary business leaders must build a brand flexible enough to grab key opportunities and strong enough to weather any storm. Barbara Kahn's Global Brand Power is a superb must-read for those who want to do just that and position their brands for long-term, global growth." --George Feldenkreis, Chairman and CEO, Perry Ellis International "Kahn has captured the true essence of brand stewardship. That is, while strong brands are managed by marketers, they are owned by consumers. Global Brand Power is a concise yet comprehensive tutorial for how to purposefully build, measure and manage brands for sustained relevancy. A great resource for brand marketers, consumer researchers and marketing services providers." --Philip McGee, Director, Shopping Insights, Campbell Soup Co.
£14.39
Business Expert Press The Seven Principles of Digital Business Strategy
Book SynopsisStrategy creates competitive advantage. People and a culture of innovation sustain it. Technology and communications are the means by which it is delivered. If we are creating most of our competitive advantage at the strategic planning stage, why are we spending so little time on this and so much time on technology?This book is not about why you should digitally transform and become more strategic; it’s about how. It lays out the steps that must be taken, the data that should be used, and the decision tree to be followed.Following the principles laid out in this book allows organizational leaders, marketers, and technologists to talk at a high strategic level without getting bogged down in the tactics and delivery that consumes most of the time, attention, and activity in the modern workplace. Use The Seven Principles of Digital Business Strategy to define the direction of travel for your business in today’s digital economy.
£18.00
Business Expert Press #Share: How to Mobilize Social Word of Mouth (sWOM)
Book SynopsisEach day, millions of consumers venture online to search and exchange product information and to seek out and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update to Facebook of an upcoming vacation, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over two billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. The goal of this book is to bring together industry best practices and academic research to help construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to share (#share), and complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding and provide actionable information to assist you in mobilizing positive sWOM for your company.
£18.00
Business Expert Press Super Sonic Logos: The Power of Audio Branding
Book SynopsisThis book looks at the best of the best of sonic logos from the people who gave them notes. Whether you consider them to be music to your ears or earworms, these are the ten most noteworthy sonic logos of all time and one future hall of famer. So open your computer and meet Water Werzowa the creator of the Intel logo and Brian Eno who gave Windows 95 sound.Remember your favorite television show or movie and say hello to Mike Post from Law and Order fame, Dr. James "Andy" Moore from THX and John Williams who scared us in Jaws…and don't forget to honor those NBC chimes. Keep your phone on in case you get a ring from Lance Massey on your T-Mobile or Joel Beckerman on your AT&T commercial. And if you get hungry, there's always something from McDonald's courtesy of Bill Lamar or a Coke from Joe Belliotti and Umut Ozaydini. Finally, pay for it all with your Raja Rajamannar's Mastercard.
£25.16
Business Expert Press Direct Selling: A Global and Social Business Model
Book SynopsisThe Power of Direct Selling. Direct selling is not an industry per se nor is it merely a go-to-market business model and channel to reach consumers. It is bigger than any of this–direct selling is people. The ability for people with entrepreneurial spirit to build a successful business, whether it be from the ground up or by representing a company's product, is at the heart of direct selling and it is people who made (and continue to make) direct selling the successful marketplace that it is today. The direct selling marketplace is comprised of mission-driven and socially responsible companies offering a wide variety of product and services, and the list of direct selling companies is abundant with entrepreneurs who built their businesses by utilizing an independent salesforce channel to market and sell their products or services directly to consumers.Possibly one of the most prominent of these entrepreneurs is Mary Kay Ash, a legend as a glass-ceiling breaker and a woman who built a very successful business with a go-to-market strategy of direct selling. Unlike Mary Kay Ash, however, not all aspiring business owners are willing/able to invest their savings and time on a start-up business. These micro-entrepreneurs desire to have the economic and social benefits of managing their own businesses but do not want the startup costs and demands associated with traditional business planning.As such, becoming a direct selling distributor offers a low-risk, low-cost pathway to micro-entrepreneurship. The traditional barriers to small business ownership are removed when a micro-entrepreneur builds a direct selling business that is backed by established brands. These established brands, several of which are featured in this book, offer the micro-entrepreneurs quality products, business training, and technological resources to achieve a self-determined metric of success. Framed within the context of entrepreneurship and an historical overview of the long-term sustainability of this business model, this book is intended for practitioners who want to read about the breadth and depth of direct selling.Importantly, this book provides considerable depth in terms of three particular issues associated with direct selling: Compensation , Ethics & compliance, and Global reach. For scholars, this book is built on a strong foundation of valid and reliable research endeavors. The authors have published research on direct selling in high quality, reputable and peer-reviewed academic and practitioner journals. Thus, this book can add foundationally to the research efforts of academics who are conducting research in a wide variety of topics (such as sales, women empowerment, business strategy, ethics, distribution models, gig economy, and global entry – to name a few), as well as to members of the press who want reliable and valid content upon which to build their stories. The book's content is also particularly informative for policymakers at the local, state, national, and international levels. For students, reading this book will offer a variety of insights, particularly related to the intricacies of channel selection and design. Direct Selling: A Global and Social Business Model is a collective project from eight academics and practitioners who have dedicated much of their careers to understanding direct selling as both a go-to-market strategy and a channel of distribution and to capturing the people who are the foundation of direct selling.The pages of this book bring together a wealth of research and knowledge that can inform a broad spectrum of constituents about the economic and social benefits of direct selling, while also providing detail and clarity on key issues related to direct selling as a sustainable business model.
£21.80
