Advertising Books
Nova Science Publishers Inc Advertising: Types of Methods, Perceptions &
Book SynopsisIn this book, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behaviour. Topics discussed include the use of tourism distribution channels for advertising a religious "imagined community" in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers'' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty.
£113.59
Nova Science Publishers Inc Digital Advertising: Issues & Trends in an Online
Book SynopsisThe United States is the world''s largest advertising market. Advertising has been -- and continues to be -- transformed as consumers spend more of their time using electronic devices, such as smartphones and tablet computers, to access digital content of many varieties. This shift has given rise to difficult and novel public policy issues. This book examines some of these issues in the context of the structural shifts that have reshaped the advertising industry over the past decade.
£72.24
Nova Science Publishers Inc Hidden Hazards of Online Advertising: An
Book SynopsisIn this book, the Permanent Subcommittee on Investigations of the U.S. Senate Homeland Security and Governmental Affairs Committee examine issues of consumer privacy and security on the Internet and in the broader online economy. Central to this segment of the economy is the online advertising industry, which continues to grow in importance. In 2013, U.S. online advertising revenue for the first time surpassed that of broadcast television advertising as companies spent nearly $43 billion to reach consumers. The online advertising ecosystem is highly complex. Online advertisers do far more than merely disseminate text, graphic, or video advertisements. Underlying the work of online advertisers are sophisticated systems that are able to identify and target specific consumer groups with relevant advertising, as well as state-of-the art security practices to monitor the integrity of these ad delivery systems. The ability to target advertising is a key function of online ad delivery systems, and advertisers are willing to pay a premium of between 60 and 200 percent for these services. With the continuing boom in mobile devices, the importance, and complexity, of digital advertising is likely to continue increasing in years to come. The Subcommittee''s investigation focused on the features and vulnerabilities in the online advertising industry that invite malware attacks. The Subcommittee also sought to highlight the potential hazards to private consumer information which result from consumer visits to even mainstream websites. The Subcommittee surveyed Internet participants and interviewed representatives from major ad networks, ad exchanges, data brokers, self-regulatory bodies, the Federal Trade Commission, consumer protection groups, and other participants in the online advertising industry to identify the vulnerabilities that have led to significant hazards to consumer safety and loss of consumer privacy online.
£63.74
OR Books Divining Desire: Focus Groups and the Culture of
Book SynopsisOver the course of the last century, the focus group has become an increasingly vital part of the way companies and politicians sell their products and policies. Few areas of life, from salad dressing to health care legislation to our favorite TV shows, have been left untouched by the questions put to controlled groups about what they do and don’t like. Divining Desire is the first-ever popular survey of this rich topic. In a lively, sweeping history, Liza Featherstone traces the surprising roots of the focus group in early-twentieth century European socialism, its subsequent use by the “Mad Men” of Madison Avenue, and its widespread deployment today. She also explores such famous “failures” of the method as the doomed launch of the Ford Edsel with its vagina shaped radiator grille, and the even more ill-fated attempt to introduce a new flavor of Coca Cola (which prompted street protests from devotees of the old formula). As elites have become increasingly detached from the general public, they rely ever more on focus groups, whether to win votes or to sell products. And, in a society where many feel increasingly powerless, the focus group has at least offered the illusion that ordinary people will be listened to and that their opinions count. Yet, it seems the more we are consulted, the less power we have. That paradox is particularly stark today, when everyone can post an opinion on social media—our 24 hour “focus group”—yet only plutocrats can shape policy. In telling this fascinating story, Featherstone raises profound questions about democracy, desire and the innermost workings of consumer society.Trade Review“In her wonderful book, Liza Featherstone helps us penetrate this ‘culture of consultation’—and recognize that actually we are living in a culture of cooptation where weighing in is more of an illusion than a reality, one that helps legitimize the power of elites.” —Lizabeth Cohen, author of A Consumers’ Republic “[A] brilliantly conceived and elegantly written book. Divining Desire is essential for anyone trying to understand how business and political elites connect with their desired audience—or fail to.” —James Ledbetter, editor of Inc. magazine, and author of One Nation under Gold “In this deeply researched, slyly funny book, Featherstone takes us ‘behind the mirror’ to show us how the economic ritual of the focus group reflects our deepest, most secret political longings: not for better consumer products, but for a deeper role in our democracy. Essential reading for anyone interested in the history of capitalism, economic life and social change.” —Kim Phillips-Fein, author of Fear City “Focus groups—the desires, anxieties, and fears they reveal—have come to shape almost every aspect of our daily lives, from the products we buy to the politicians we elect. In her history of how the American psyche has been mined in the service of selling, Liza Featherstone lays out how the focus group has burrowed into our culture, becoming a crucial way for elites to explore and use the experiences of everyday people to their profit and advantage. An important, smart, revealing, and especially timely book.” —Susan J. Douglas, author, Enlightened Sexism and Where the Girls Are “This compulsively readable book is not just about focus groups any more than Moneyball is just about baseball—it’s about American inequality itself, and how giving strategic voice to people as consumers rather than as full citizens has shaped not just our products, but our poisonous policies and politics. Featherstone guides us with clearheaded argument and caustic wit through the often-mesmerizing history of elites listening to masses only to achieve their own capital, and pushes us to imagine what possibilities lie in using the market practice of listening for democratic power, and not just purchase.” —Lauren Sandler, author of One and Only and Righteous “What’s a focus group and why do you need to know what it is? Liza Featherstone’s Divining Desire is a fascinating and timely look at the big business of asking Americans for their opinion, and gives us valuable and much needed insights into an industry few of us know anything about, but one that impacts everything from our politics to the products for sale on the shelf of our supermarket. It’s a compelling and important book.” —Helaine Olen, author, Pound Foolish: Exposing the Dark Side of the Personal Finance Industry
£12.34
Manchester University Press Kids and Branding in a Digital World
Book SynopsisThis book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child’s best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators.Trade Review'The digital world has facilitated children's brand awareness (for better or worse) and armed brand promoters with increasingly subtle ways of reaching children. Consequently, Gunter's discussion is about early childhood development as well as business...Gunter's provocative text provides a well-researched, clearly presented introduction to the emergence and development of children's brand consciousness and various related issues in clear and explicit language. It is a must read for anybody interested in the confluence of human development and technology.'S. A. Schulman, CUNY Baruch College, Choice July 2016 -- .Table of Contents1. What is a brand?2. Kids and branding3. Emergence of brand consciousness4. Children and digital branding 5. Branding potential of online social media6. Brands and advergames7. Brands and adverworlds8. Regulation and control of branding to children BibliographyIndex
£23.83
Intellect Books Advertising and Identity in Europe: The I of the
Book SynopsisAs European business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This volume stands alone as the first structured assessment of the impact of advertising, in terms of both culture and business across the national boundaries of Europe. It considers the successes and failures of several strategic marketing plans from across Europe, and describes stylistic and persuasive qualities of specific promotional texts. Advertisers have long been aware of the need to target specific groups of consumers and to appeal to them precisely in terms of their sense of membership to groups. Our post-industrial society is characterized by greatly altered work and leisure patterns as well as a weakening of national and communal frameworks for collective identity. Theories relating to identity not only reflect, but actively make use of such concerns. As a part of our everyday lives, the advertising considered looks at – but is not limited to – explicit inducements to buy products. Rather it considers all promotional texts designed to inform and persuade. With examples from Scandinavia to the Iberian Peninsula, the contributors also explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. As a result, the book will be of relevance not only to those concerned with marketing but to all scholars of media studies, language, cultural and gender studies.Table of Contents1 Image and Spanish Country of Origin Effect, J. Enrique Bigné 2 Supra-Nationality and Sub-Nationality in Spanish Advertising, Jackie Cannon 3 ‘Danes don’t tell Lies’ On the Place of ‘Made In’ Advertising in a Post-National Trading Environment, David Head 4 Rhetorical Devices in Television Advertising, P. M. Crompton & R. McAlea 5 Voices with or without Faces Address and Reader Participation in Recent French Magazine Advertising, Béatrice Damamme-Gilbert 6 What makes a Promotional Brochure Persuasive? A Contrastive Analysis of Writer Self-reference in a Corpus of French and English Promotional Brochures, Yvonne McLaren 7 This is your Lifestyle Self-Identity and Coherence in some English and Spanish Advertisements, Robin Warner 8 The Dull, the Conventional and the Sexist Portuguese Wine Advertising, Cristina Água-Mel 9 Spreading the Word and Sticking Your Tongue Out The Dual Rhetoric of Language Advertising in Catalan, Helena Buffery
£22.75
Middlesex University Press Smoke Signals: 100 Years of Tobacco Advertising
Book Synopsis
£14.24
Melbourne Books Printed on Stone: The Lithographs of Charles
Book SynopsisThis book is the first to document the visual history of print advertising in Australia and in so doing provides a valuable illustrated social history of Australia. Charles Troedel (18351906) was a master printer and lithographer, and the face behind the production of most of Australias early advertising posters, product labels, and other print ephemera, as well as the iconic Melbourne Album. Troedels catalogue of lithographs trace the production and evolution of nineteenth century commerce and culture -- in the home, at the bar, in health, hygiene and housework, with fashion and style and in leisurely pursuits -- defining the legal categories under which this content was protected and the way advertising came to be regulated. Lavishly illustrated with over 70 colour prints from the Troedel archive. Plus full reproduction of all 24 plates of The Melbourne Album (lithographic views of Melbourne from 18631864).
£45.89
Graphis US Inc Graphis Poster Annual 2022
Book SynopsisWinners of the annual international Graphis Poster AwardsAn intrinsic part of our culture, posters have an astonishing factor, and this book delivers the ultimate tribute to some of the best international talents in poster design.Graphis Poster 2022is an illuminated journey of regional influence and creative excellence, topics range from concerts, festivals and film to theater, arts, dance, exhibitions, and more. Anyone who appreciates the art of poster design will find this a valuable asset — from designers, art/creative directors, illustrators, design firms, advertising agencies, professors, and students, to those who appreciate the fine art of poster design.This book presents an extraordinary look at the minds of creatives worldwide. Displaying a legion of absolutely stunning posters, Graphis Poster Awards 2022, inspires and captivates creators all over. From the likes of graphic designers, PR agencies, ad agencies, entertainment agencies, record labels, and venues, they all have a reignited passion and a new-found appreciation for the art of Posters.Featuring fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£51.29
Graphis US Inc Graphis Journal Magazine 370
Book SynopsisGraphis JournalTake a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more inside the Graphis Journal A quarterly print and digital magazine we hope inspires your creativity — The Journal is filled with thought-provoking, intimate, meaningful interviews and stories that take you inside the minds, work, and spaces of top designers, agencies, photographers, artists, and other outstanding creatives around the globe.Each Journal issue is beautifully printed and features 12 lead stories and Q&As from creatives in their own words plus images of some of their finest work. You'll learn the celebrations, challenges, and what inspired them along the wayFeaturing fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£22.49
Graphis US Inc Graphis Journal Magazine 368
Book SynopsisGraphis JournalTake a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more inside the Graphis Journal A quarterly print and digital magazine we hope inspires your creativity — The Journal is filled with thought-provoking, intimate, meaningful interviews and stories that take you inside the minds, work, and spaces of top designers, agencies, photographers, artists, and other outstanding creatives around the globe.Each Journal issue is beautifully printed and features 12 lead stories and Q&As from creatives in their own words plus images of some of their finest work. You'll learn the celebrations, challenges, and what inspired them along the wayFeaturing fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£22.49
Graphis US Inc Graphis Journal Magazine 369
Book SynopsisGraphis JournalTake a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more inside the Graphis Journal A quarterly print and digital magazine we hope inspires your creativity — The Journal is filled with thought-provoking, intimate, meaningful interviews and stories that take you inside the minds, work, and spaces of top designers, agencies, photographers, artists, and other outstanding creatives around the globe.Each Journal issue is beautifully printed and features 12 lead stories and Q&As from creatives in their own words plus images of some of their finest work. You'll learn the celebrations, challenges, and what inspired them along the wayFeaturing fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£22.49
Brisance Books LLC Horizons: Poems of Life and Love
Book Synopsis
£11.39
Graphis US Inc Graphis Advertising Annual 2022
Book SynopsisGraphis Advertising Annual 2022Explore the A to Z of modern advertising in Graphis Advertising 2022.A phenomenal homage to some of the finest work selected by an acclaimed international jury of ad agencies creative directors. Each ad takes readers behind the scenes of the imagery with personal tales of inspiration and the passion, intent, and results behind each project.Featuring fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£43.19
Graphis US Inc Graphis Protest Posters 2
Book SynopsisGraphis Poster Annual 2Throughout history, posters have served as a beacon of hope and change as they’ve encouraged the world to take the time to consider better outcomes and new ways of thinking. What started as communications to draw attention to newsworthy issues has blossomed into a movement that has shaped the way we share concerns and express ourselves. In the decades since, posters have continued to shape generations, social and political movements, and popular culture.This book presents an extraordinary look through a global lens at key movements in current history that give us pause, a reason to act, and more. With over 250 pages of winning work, this beautiful print book features inspiring creatives that addresses some of the biggest international issues, from global warming to war. Honorees include Alireza Nosrati Studio, Andrew Sloan, Dogan Arslan Design, Katarzyna Zapart, Marlena Buczek Smith, Randy Clark, and Yossi Lemel, among more.
£45.89
Graphis US Inc Graphis Journal Magazine 371
Book SynopsisGraphis JournalTake a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more inside the Graphis Journal A quarterly print and digital magazine we hope inspires your creativity — The Journal is filled with thought-provoking, intimate, meaningful interviews and stories that take you inside the minds, work, and spaces of top designers, agencies, photographers, artists, and other outstanding creatives around the globe.Each Journal issue is beautifully printed and features 12 lead stories and Q&As from creatives in their own words plus images of some of their finest work. You'll learn the celebrations, challenges, and what inspired them along the wayFeaturing fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£22.49
Graphis US Inc Graphis Journal Magazine 372
Book SynopsisGraphis JournalTake a deep dive into the minds of some of today's renowned designers, photographers, art directors, and more inside the Graphis Journal A quarterly print and digital magazine we hope inspires your creativity — The Journal is filled with thought-provoking, intimate, meaningful interviews and stories that take you inside the minds, work, and spaces of top designers, agencies, photographers, artists, and other outstanding creatives around the globe.Each Journal issue is beautifully printed and features 12 lead stories and Q&As from creatives in their own words plus images of some of their finest work. You'll learn the celebrations, challenges, and what inspired them along the wayFeaturing fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£22.49
Graphis US Inc Graphis New Talent Annual 2022
Book SynopsisWinners of the annual international Graphis New Talent AwardsEnhance your candidacy by standing out and putting yourself ahead of other applicants for your dream job.Graphis New Talent 2022 is an imperative tool for both teachers and students to not only develop their skills, but enhance their candidacy by helping them stand out and putting them ahead of other applicants for their dream job. This book challenges students with a passion to create unique and unprecedented work that'll jumpstart their careers in their chosen professions, be it design, photography, fashion, or advertisement. We encourage submissions from new talent worldwide.This book is a motivational reference book for those who want to be inspired and exceed their own expectations in their selected passions. When going up against other competitors internationally, students get a real world sense of how their work fairs from their competitors. They can also reference other Graphis' award books to weigh their work against the professionals who they are trying to get hired by.Featuring fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£51.29
Graphis US Inc Graphis Photography Annual 2022
Book SynopsisGraphis Photography Annual 2022The Platinum Winners of 2022 are Stacey Brandford, Laurie Frankel, Beth Galton, Colin Douglas Gray, Takahiro Igarashi, Jonathan Knowles, Darnell McCown, Joseph Saraceno, Howard Schatz, Michael Schoenfeld, and Hadley Stambaugh.All entries were judged by the award-winning photographers Laurie Frankel, Beth Galton, Klaus Kampert, Henry Leutwyler, and John Madere.This year’s Annual features exceptional work by our talented judges, our Platinum, Gold, and Silver award winners, and our Honorable Mentions. Also included are a retrospective on our Platinum 2012 Photography winners, a list of international photography museums and galleries, and our In Memoriam list of photography talent that has left us over the past year.Platinum and Gold Winners explain their assignments, the approaches they took to complete their work, and the finished results, giving us a look into their creative processes.
£45.89
Advantage Media Group The Authority Advantage: Building Thought
Book Synopsis
£21.59
Manor House Publishing Inc Entrepreneur Awakening: Making the Move from
Book Synopsis
£12.79
Amalion Publishing Dimensions of Advertising Theory and Practice in
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£23.70
Peter Lang AG The Saxophone in Advertising: v.5
Book SynopsisResearch regarding music in advertising has so far mostly concentrated on the sound of music, whereas the study of individual musical instruments in a visual commercial context has been much more limited. As particular musical instruments tend to conjure up specific images for their readership and as instruments such as the saxophone have been used in printed advertising for some time, this study deals with this particular aspect. The result is a state-of-the-art investigation into the use of music in commerce and the specific use and the role of the saxophone. This study may be seen as a first stage of an enquiry into the cultural issues which may influence the use of the saxophone, offering an opportunity for initial conclusions to find wider application.
£39.60
Peter Lang AG Persoenlichkeitsorientiertes Markenmanagement:
Book SynopsisDer Aufbau einer differenzierten Markenpersönlichkeit wird seit geraumer Zeit als entscheidend für das Markenmanagement betrachtet. In Ermangelung eines integrierten Steuerungsrahmens wird in dieser Arbeit zunächst ein Bezugsrahmen für das Management von Markenpersönlichkeiten entwickelt. In einem sich anschließenden empirischen Teil wird die Markenpersönlichkeit operationalisiert und hinsichtlich ihrer Wahrnehmung und ihrer Wirkung auf die Markenstärke gemessen. Abschließend werden Implikationen für die Praxis diskutiert.
£50.94
Peter Lang AG Die Relevanz Der Unternehmensmarke: Ein Beitrag
Book SynopsisWelche Bedeutung hat die Marke und lohnen sich Investitionen in ihren Aufbau? Diesen Fragestellungen wird in der Arbeit auf einer breiten empirischen Basis nachgegangen. Dazu wird die Markenrelevanz konzeptualisiert und ihre Bedeutung über die zentralen Markenfunktionen erklärt. Neben der Bezugsgruppe der Nachfrager werden auch Mitarbeiter und Kapitalgeber als zentrale Adressaten der Unternehmensmarke berücksichtigt.
£50.94
Peter Lang AG Markteintrittsgestaltung Neugegruendeter
Book SynopsisDie Einführung der neu entwickelten Leistungsangebote in den Markt stellt für Existenzgründer einen zentralen Schritt dar. Hier entscheidet sich, ob es gelingt, genügend Kunden zu akquirieren, sich gegenüber der Konkurrenz zu behaupten und das neue Unternehmen mit seinem Angebot im Markt zu etablieren. Die Arbeit untersucht, wie Unternehmensgründer bei der Gestaltung ihres Markteintritts vorgehen; d.h. welche Marketing-Instrumente aus dem produkt-, preis-, kommunikations- und distributionspolitischen Bereich, ergänzt um beziehungsorientierte Maßnahmen, kommen zum Einsatz? Wie bemüht sind Gründer, ihr Geschäft marktorientiert aufzubauen, d.h. inwieweit werden kunden- und wettbewerbsorientierte Informationen eingeholt und berücksichtigt? Bei der Analyse werden zum einen Einflussfaktoren wie Branche, geographischer Zielmarkt, Zielkunden etc. einbezogen. Zum anderen werden die Vorgehensweisen von erfolgreichen und weniger erfolgreichen Gründungen gegenüber gestellt, um so Erfolgsfaktoren der Markteintrittsgestaltung zu identifizieren. Basis der empirischen Umfrage sind 2.500 ehemalige Teilnehmer des StartUp-Wettbewerbs.
£50.94
Peter Lang AG Absatztreiber Bei Filialisierung Und Franchising
Book SynopsisWelcher Vertriebskanal ist in der aktuellen Situation zu bevorzugen? Diese in der Praxis häufig gestellte Frage muss vor dem Hintergrund des Umfeldes und der Zielarchitektur des Entscheidungsträgers beleuchtet werden. Der Autor untersucht und vergleicht die wesentlichen Absatztreiber bei Filial- und Franchisesystemen und bewertet ihre Erfolgskausalität auf der Basis realer Werte. Als theoretische Basis zur Modellierung der Arbeit dienen für den ordinalen Vergleich der Vorteilhaftigkeit der betrachteten Vertriebssysteme die Transaktionskostentheorie und die Prinzipal-Agenten-Theorie für die Betrachtung der besonderen Beziehung zwischen Franchisegeber und -nehmer. Diese Arbeit stellt für den theorieorientierten Leser eine fundierte empirische Analyse dar. Entscheidungsträger aus der unternehmerischen Praxis erhalten konkret umsetzbare Hilfestellungen für eine zentrale Frage bei der Wahl ihrer Absatz- bzw. Vertriebswege.
£999.99
Peter Lang AG Potenzialorientierte Kundensegmentierung Zur
Book SynopsisAufgrund der hohen Substituierbarkeit klassischer Bankprodukte kommt dem Management der Kundenbeziehung als Differenzierungsstrategie im Firmenkundengeschäft eine entscheidende Bedeutung zu. Eine wesentliche Herausforderung stellt dabei die Ausgestaltung des Leistungsangebotes der Bank dar. Einerseits ist die Kunde-Bank-Beziehung so zu gestalten, dass ein erlebbarer Mehrwert für den Firmenkunden entsteht. Andererseits muss dabei bankseitig auch eine angemessene Rentabilität der Geschäftsbeziehung und ein effizienter Einsatz der Betreuungsressourcen gewährleistet werden. Dieser Beitrag der auf der mit dem DZ BANK Karriere-Preis ausgezeichneten Diplomarbeit des Autors basiert wird ein multidimensionales Segmentierungsmodell entwickelt, das als Ausgangspunkt eines ganzheitlichen Vertriebsmanagements verstanden werden kann. Der Autor verknüpft den entwickelten Ansatz mit einer empirischen Analyse zur Anforderungsstruktur von Firmenkunden und leitet daraus Implikationen zur segmentspezifischen Optimierung des Leistungsportfolios von Banken ab.
£999.99
Peter Lang AG Claims Auf Lebensmitteln Und Involvement: Eine
Book SynopsisDie Frage, wie die Bevölkerung zu einer gesunden Lebensmittelauswahl zu bewegen ist, hat für die Industrieländer eine besondere Relevanz. Ein umstrittenes Instrument stellen nährwert- und gesundheitsbezogene Angaben auf Lebensmitteln (Claims) dar. Diese Arbeit zeigt, dass Claims einen signifikanten Einfluss auf die Kaufentscheidung ausüben können. Unter den näher untersuchten Faktoren wird ein besonderes Augenmerk auf das Konstrukt des Involvements gelegt. Die Studie leistet einen Beitrag zur methodologischen Weiterentwicklung von Choice Experiments (Kaufsimulationen) im Rahmen der Konsumentenverhaltensforschung, in dem verschiedene in der Literatur diskutierte Maßnahmen zur Erhöhung der Realitätsnähe kombiniert angewendet werden.
£44.37
ibidem-Verlag, Jessica Haunschild u Christian Schon How to Create an Idea If You Are Not Ogilvy – The
Book SynopsisWhy are recommendations like "Think outside the box!", "Go around", "Think Different!" the real killers of creative thought? What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person? What is the ideal product and how does it help to sell the real product? What is a powerful approach ad people can borrow from physicists and children? Why is the trial-and-error method a sure way to waste intellectual resources? How do you force competitors to advertise your services? What is functional blindness and how does it reduce human creativity? How can you compel a banker to pay you 10 times more for your job? Why does a true ad man constantly feel like a loser? How does a poetry reading improve response on copywriting? Which useful insights can an advertiser learn from a taxi driver? How has symmetry prevented seeing the obvious solution during seven decades? Which tool is the favorite among advertising men of all countries, times, and nationalities? Alexey Ivanov, one of the best 'advertising men' and copywriters in Russia, gives convincing answers and provides fresh new insights.Trade Review"If you are in advertisingread this book. If you want to make it your careerread this book. Finally, if you are just interested in advertisingread this book."Igor Kirikchi, CEO of BBDO Moscow"Alexey Ivanov simply explains complex things in advertising. The abundance of examples and an easy language make bestsellers out of his books."Forbes Russia
£18.70
PHI Learning Advertising: Planning And Implementation
Book SynopsisAdvertising is essential in modern business, especially with the impact of the Internet and technology. This book explores advertising principles, media planning, and creativity, including web advertising and Integrated Marketing Communications. It helps readers create successful campaigns by focusing on consumer insights and research.
£999.99
Orient Paperbacks The Art of Advertising
Book SynopsisTop advisers reveal the secrets of successful, creative and innovative advertising. It is an invaluable manual for marketing lessons.
£8.09
Orient Paperbacks Secrets of Great Advertising
Book SynopsisIndustry leaders share secrets of great advertising: emerging media impact, changing landscape, successful campaigns, ROI measurement, creativity importance, brand building, client relationships, and budgeting tips. Invaluable lessons for marketing professionals to apply and profit from.
£8.09
Excel Books Advertising An IMC Perspective
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£999.99
Excel Books Advertising and Sales Promotion
Book SynopsisThe third edition of "Advertising and Sales Promotion" has been updated with new content on segmentation, positioning, brand personality, and image. It focuses on the dynamic concept of sales promotion and its impact on consumers, making it an essential read for marketing students.
£25.88
Pentagon Press Readings in Advertising, Society, and Consumer
Book SynopsisThis collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the ethics of promoting materialism to consumers. The concluding section includes links to a variety of resources such as trade association codes of ethics, standards and guidelines for particular types of advertising, and information about self-regulatory organizations.
£47.99
Shubhi Publications Advertising Management
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£999.99
Copenhagen Business School Press Branding & Advertising
Book SynopsisThis book presents a wide spectre of recent studies and works in the fields of branding, advertising and communication effects.
£24.30
Copenhagen Business School Press Emotions, Advertising & Consumer Choice
Book SynopsisThis book is aimed at readers interested in advanced consumer behaviour theories both graduate students in their final year and practitioners with an MBA or similar background. The book focuses on recent neurological or psychological insights originating from brain scanning or neurological experiments on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in every-day life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing. The book offers a first-time thorough review of contemporary thinking in the field of consumer behaviour and an exhaustive amount of empirical evidence to support the authors'' notion of an emerging paradigm of emotionally-based consumer choice where mental brand equity becomes a central phenomenon.
£37.40
Copenhagen Business School Press Advertising & Chinese Society: Impacts & Issues
Book SynopsisThe book aims at enhancing the sensitivity of scholars and practitioners interested in Chinese advertising to its social ramifications.
£36.55
Stichting Kunstboek BVBA Serial Eater: Food Design Stories
Book SynopsisThe book Serial Eater dissects 30 years of experimentation and reflection on the 'object' food. Since its development in the 1990s until its actual status, food design analysis helps us to understand how consumption habits and our awareness of the food system have evolved. What type of consumers are we? How do we assess our impact on today's food production and what are we willing to accept on our plates in the future? In an often anxiety-provoking approach to the future of food, food design questions our behaviour, desires and doubts as eaters. It also proposes a more entertaining vision of our relationship to food (Italian Futurists, Eat Art, Marti Guixé...), whilst not forgetting its primary objective: nourishing our bodies, eyes and minds. From the origins of food design to current issues in terms of anthropology, jurisdiction and design. Text in English and French.
£25.60
Valiz Archive Species: Bodies, Habits, Practices
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£37.52
Penguin Random House India Brands and the Brain
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£14.99
McGraw-Hill Education Contemporary Advertising ISE
Book SynopsisThe rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. - Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines. - This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry. - Digital disruption is featured in new content on cable''s biggest competitor, streaming or OTT video. Also, Chapter 13, formerly Using Electronic Media: Television and Radio, is now titled Using Audio and Video Media, reflecting how television is no longer the primary medium for video and how braTable of ContentsChapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy Chapter 7: Research: Gathering Information for IMC Planning Chapter 8: Marketing and IMC Planning Chapter 9: Planning Media Strategy: Disseminating the Message Chapter 10: Creative Strategy and the Creative Process Chapter 11: Creative Execution: Art and Copy Chapter 12: Advertising in Print Media Chapter 13: Using Audio and Video Media Chapter 14: Using Digital Interactive Media Chapter 15: Social Media Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
£999.99
Entrepreneur Press Ultimate Guide to Influencer Marketing
Book SynopsisLeverage the power of influencer marketing for your business. The Ultimate Guide to Influencer Marketing is a comprehensive resource that equips small business owners with the knowledge they need to effectively connect with influencers. This book covers crucial aspects of influencer marketing, offering practical advice and actionable strategies. Learn more about: The importance of investing in influencer marketing for your business Identifying the right type of influencer for your brand and product Working with micro-influencers that are niche specific and budget friendly Organizing and running your influencer marketing campaigns Analyzing the results of your campaign to maximize your ROI Leveraging influencer relationships to grow your business Ultimate Guide to Influencer Marketing is an essential tool for small business owners looking to harness the power of influencer ma
£999.99
Entrepreneur Press No B.S. Direct Marketing
Book SynopsisThe Millionaire Maker has done it once again! Dan S. Kennedy revisits little-known, profit-proven direct mail strategies that continue to be effective for ANY business. In this updated and revised edition of No B.S. Direct Marketing, Dan Kennedy, and his coauthors Darcy Juarez and Marty Fort, build on and re-affirms all the essential direct marketing strategies in the original edition, and adds new material addressing online, social and viral marketing media. Strategies in the book are illustrated by updated case history examples from an elite team of consultants—all phenomenally successful at borrowing direct marketing strategies from the world of online sales, infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.
£17.99
Advantage Media Group Why Advertising Fails: And How To Make Yours
Book SynopsisUncover the secrets of properly purposed advertising How often have you spent your money on an ad only for it to fall at, bringing only a fraction of the results that you dreamed? Unfortunately, this happens far too often. But what's to blame—company leadership, the format for the ad, the product itself? With Why Advertising Fails, renowned marketer Dan Kennedy answers these questions and more, so you can understand why your advertising dollars are being thrown into a bottomless pit—and what to do to fix it. The key is properly purposed advertising that follows a consistent, measurable plan. And here's the kicker: there's no need to reinvent the wheel. By deploying evergreen content, you can obtain consistent results without wasting energy on brand-new campaigns. Featuring guest chapters from some of the world's leading marketers, you'll learn what you're getting wrong with your copywriting and messaging, why your campaigns need a Big Idea, and how to build a list of raving fans to systematize your advertising. It's not too late to turn your advertising around and start generating revenue—your business depends on it!
£15.29
Graphis US Inc Graphis Advertising Annual 2021
Book SynopsisGraphis Advertising Annual 2021Explore the A to Z of modern advertising in Graphis Advertising 2021.A phenomenal homage to some of the finest work selected by an acclaimed international jury of ad agencies creative directors. Each ad takes readers behind the scenes of the imagery with personal tales of inspiration and the passion, intent, and results behind each project.Featuring fine art quality print, full-page images of Platinum and Gold Award-winning work, Silver Award-winning work and Honorable Mentions are also presented.
£51.29
