Advertising Books

Book SynopsisThe novelist Paul Morand described the Exposition of 1900 in Paris: … a new and ephemeral city hidden in the centre of the other, a whole quarter of Paris in fancy dress, a ball, where the buildings were the masqueraders. To our childish eyes it was a marvel, a coloured picture book, a save filled by strangers with treatures. Masked in this swirl of colour and noise was an event for the political, scholarly, literary, and financial elite of all nations, an occasion for demonstrating the many preoccupations of the intellectuals of the age. Like all the World's Fairs of the nineteenth century, this was an opportunity for the awarding of excellence: the awards or lack of them could make or break an artist, craftsman, or inventor who offered his skills for judgment by the international juries; it was the arena where careers were launched or ended, fortunes made or destroyed, reputations of great firms established or ruined. And in one major respect the Paris World's

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Book SynopsisAn examination of the phenomenon of brand equity, providing a structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets: company name; brands, symbols and slogans; perceived quality; name awareness; and customer base.Table of ContentsContentsPreface and Acknowledgments1. What Is Brand Equity?The Ivory StoryThe Role of BrandsBrand-Building NeglectThe Role of Assets and SkillsWhat Is Brand Equity?What Is the Value of a Brand?Brand Value Based upon Future EarningsIssues in Managing Brand EquityThe Plan of the Book2. Brand LoyaltyThe MicroPro StoryBrand LoyaltyMeasuring Brand LoyaltyThe Strategic Value of Brand LoyaltyMaintaining and Enhancing LoyaltySelling Old Customers Instead of New Ones3. Brand AwarenessThe Datsun-Becomes-Nissan StoryThe GE-Becomes-Black & Decker StoryWhat Is Brand Awareness?How Awareness Works to Help the BrandThe Power of Old Brand NamesHow to Achieve Awareness4. Perceived QualityThe Schlitz StoryWhat Is Perceived Quality?How Perceived Quality Generates ValueWhat Influences Perceived Quality?5. Brand Associations: The Positioning DecisionThe Weight Watchers StoryAssociations, Image, and PositioningHow Brand Associations Create ValueTypes of Associations6. The Measurement of Brand AssociationsThe Ford Taurus StoryWhat Does This Brand Mean to You?Scaling Brand Perceptions7. Selecting, Creating, and Maintaining AssociationsThe Dove StoryThe Honeywell StoryWhich AssociationsCreating AssociationsMaintaining AssociationsManaging Disasters8. The Name, Symbol, and SloganThe Volkswagen StoryNamesSymbolsSlogans9. Brand Extensions: The Good, the Bad, and the UglyThe Levi Tailored Classics StoryThe Good: What the Brand Name Brings to the ExtensionMore Good: Extensions Can Enhance the Core BrandThe Bad: The Name Fails to Help the ExtensionThe Ugly: The Brand Name Is DamagedMore Ugly: A New Brand Name Is ForegoneHow to Go About ItStrategy Considerations10. Revitalizing the BrandThe Yamaha StoryIncreasing UsageFinding New UsesEntering New MarketsRepositioning the BrandAugmenting the Product/ServiceObsoleting Existing Products with New-Generation TechnologiesAlternatives to Revitalization: The End Game11. Global Branding and a RecapThe Kal Kan StoryThe Parker Pen StoryA Global Brand?Targeting a CountryAnalyzing the ContextA RecapNotesIndex

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Book SynopsisTo learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.

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Book SynopsisThis collection includes three of Tom Hopkins'' most successful audio books:Mastering the Art of Selling is a classic—whether you''re a seasoned pro or just starting out, Mastering the Art of Selling''s five essential steps to selling are guaranteed to give you the edge you need to excel.The Academy of Master Closing covers the most crucial aspect of selling: closing the sale. This power-packed audio gives you the same secret closing techniques that Tom Hopkins teaches in his overwhelmingly successful seminars.Advanced Sales Survival Training shows how to relieve stress, communicate better with your clients, restore balance to your career, and enjoy yourself as you are on your way to increasing your overall effectiveness, and your profits!

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Book SynopsisIn this new edition of one of his classic books, The One Minute Sales Person, Spencer Johnson, the author of the number one New York Times bestseller Who Moved My Cheese?, shows you how to sell your ideas, products, or services successfully! This is the book that has proved to be a must-have for the millions of people who were looking for the quickest way to improve their selling skills.In these changing times, Spencer Johnson, coauthor of The One Minute Manager, shows you how the phenomenal One Minute methods can bring real and lasting sales success with the least amount of time and effort. You will learn how to enjoy your job and your life more as you discover the effective secrets of self-management, the integrity of selling on purpose, and the liberating wonderful paradox of helping others get what they want so you can get what you need.The One Minute Sales Person is a clear

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Book SynopsisTrade Review"This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies." -- Seth Godin, author of Linchpin "Can you dissect 'fascination'? Sally Hogshead says, 'Yes.' Fascination is arguably the most powerful of product attachments-and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner." -- Tom Peters, author of In Search of Excellence "Fascinate is a riveting journey through the forces of fascination-how it irresistibly shapes our ideas, opinions, and relationships-and how to wield it to your advantage." -- Alan Webber, author of Rules of Thumb "Whenever your message hasn't reached a customer, peer over at Sally Hogshead's collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes." -- Richard Laermer, author of Forecast 2011 and Full Frontal PR "This slight but practical work packs a big punch." -- Publishers Weekly "As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book..." -- Richard Pachter, Miami Herald

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Book SynopsisAbout our authors Sandra Moriarty, PhD, Professor Emerita, University of Colorado Boulder Moriarty is the cofounder of the Integrated Marketing Communication graduate program at the University of Colorado. Now retired, she has also taught at Michigan State University, University of Kansas, and Kansas State University, where she earned her PhD in education. She specialized in teaching the campaign course and courses on the creative side, both writing and design. She has worked in government public relations, owned an advertising and public relations agency, directed a university publications program, and edited a university alumni magazine. She has been a consultant on integrated marketing communication with agencies such as BBDO and Dentsu, the largest advertising agency in the world, and with their clients in the United States, Europe, and Asia. Professor Moriarty has published widely in scholarly journals on marketing communication and visual commuTable of ContentsBrief Contents Strategic Brand Communication Advertising Public Relations Action and Interaction: Direct Response and Promotions How Brand Communication Works Strategic Research Segmenting and Targeting the Audience Strategic Planning Creative Side Promotional Writing Direct Response Media Basics Paid Media Owned, Interactive, and Earned Media Media Planning and Negotiation IMC Management Evaluating IMC Effectiveness Social Impact, Responsibility, and Ethics: Is it Right?

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

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

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

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Book 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)"

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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.

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Book SynopsisThe popular image of a mid-century ad woman is of a feisty girl beating men at their own game, a female Horatio Alger protagonist battling her way through the sexist workplace. But before the fictional rise of Peggy Olson or the real-life stories of Patricia Tierney and Jane Maas came Jean Wade Rindlaub: a female powerbroker who used her considerable success in the workplace to encourage other women--to stick to their kitchens. The Angel in the Marketplace is the story of one of America's most accomplished advertising executives. It is also the story of how advertisers like Rindlaub sold a postwar American dream of capitalism and a Christian corporate order. Rindlaub was responsible for award-winning, mega sales-generating advertisements for all things domestic, including Oneida Silverware, Betty Crocker Cake Mix, Campbell's Soup, and Chiquita Bananas. Her success largely came from embracing, rather than subverting, the cultural expectations of women. She believed her responsibility Trade Review“Wayland-Smith’s lively history tells the unusual story of pioneering adwoman Jean Wade Rindlaub, who climbed the ladder from secretary to executive in the mid-twentieth century. Wayland-Smith insightfully shows how Rindlaub touted motherhood, home, love, and Christian service as the cornerstones of the free market and free world, but how late in life she became a campaigner for social justice. The Angel in the Marketplace illuminates one woman’s journey from advocating traditional notions of women’s place and the benefits of capitalism to questioning the underlying message of the ads she produced.” -- Kathy Peiss, author of Hope in a Jar: The Making of America's Beauty Culture“The Angel in the Marketplace is a deeply researched history of the American advertising industry told through the life of Jean Wade Rindlaub. It is a portrait of a prolific lady and her eye-catching ads that promoted cutlery, makeup, soaps, and cake mixes to Americans. Wayland-Smith captures the synergy between corporate capitalism and Christianity that animated the world of Madison Avenue ad women and men of the twentieth century. This talented writer delivers sharp analysis of consumer culture from colorful stories of ‘copy’ she has excavated from the archives.” -- Michelle Nickerson, author of Mothers of Conservatism: Women and the Postwar RightTable of ContentsIntroduction: Odd Adman Out: Who Was Jean Wade Rindlaub? Chapter 1: A Tale of Two Gospels Chapter 2: The Angel in the Marketplace Chapter 3: A Clean Rinse and a Fresh Start: The Magic of Soap Chapter 4: Of Makeovers and Movie Stars Chapter 5: Community Is Correct Chapter 6: Back Home for Keeps Chapter 7: Believe in Betty Crocker Chapter 8: The “New Togetherness,” or How Adwomen Learned to Man Up Chapter 9: The Liking of Ike: Television, Anticommunism, and Magical Thinking Chapter 10: The Power of Positive Thinking Chapter 11: Chiquita Banana and the Politics of Kitsch Chapter 12: A Second Look at the Second Sex Epilogue: The Service Ideal, Revisited Acknowledgments Notes Index

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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

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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.

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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.

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

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Book SynopsisThis biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. He redefined the advertising world, inspiring countless people to devote their lives to it. The book includes a wealth of photos, recordings and archive papers.Trade ReviewPraise for The King of Madison Avenue: 'Lively writing and an affectionate yet honest tone make this an astonishingly charming and informative biography.' - Publishers Weekly (starred review) 'Engaging biography ... Thanks to The King of Madison Avenue, now we know David Ogilvy.' - Wall Street Journal 'Roman has written a fine book on his former boss. He has a gem of a subject and, as well as a fund of anecdotes, he provides a clear-eyed, unsentimental portrait of a brilliant tyrant.' - Financial Times 'An entertaining and admiring portrait of the legendary figure ... [Roman's] many entertaining yarns delivered in spare prose are a pleasure to read.' - BusinessWeek 'Powerful and entertaining ... admirably researched and beautifully written.' - James Brady, Forbes.com 'An admiring but clear-eyed portrait of David Ogilvy.' - New York Observer 'Kenneth Roman's very readable biography presents an expansive and entertaining portrait, offering insights into the life and times ... Using Ogilvy's own books, quotes, other writings and reminiscences, copious interviews from friends, family, colleagues and competitors, Roman does a masterful job of conveying the colorful personality of Ogilvy ... Roman does his old boss proud.' - Miami Herald 'Comprehensive ... paints a broader picture of an industry's evolution.' - Ad Age 'Roman's admiring biography has its own charms ... a welcome assessment of the storied accomplishments that made him a legend to begin with.' - Barnes& Noble 'A unique and interesting story.' - Nantucket Inquirer& Mirror 'Entertaining, very well researched.' - Winnipeg Free Press 'If you are in advertising, you need to grab Kenneth Roman's biography on David Ogilvy ... This is a fantastic book.' - London Calling Mobile Advertising blog 'Insofar as it is possible to recreate the unique wit and always unexpected genius of David Ogilvy, Kenneth Roman has succeeded.' - Louis Auchincloss, National Medal of Arts winner and best-selling author of The House of Five Talents, Portrait in Brownstone, East Side Story, and many more 'At last! The definitive biography of the most influential advertising executive with whom I had the pleasure of working. Ken Roman's research diligence has brought much more of David's uniqueness to light. A great read from someone who worked with David for 26 years!' - Jack Keenan, former CEO of Kraft Foods International, and Diageo PLC Wine and Spirits 'David Ogilvy was unquestionably the King of Madison Avenue. Ken Roman's biography reflects his personal insights gained from being a colleague of Ogilvy's for several decades. This intimate portrayal makes clear Ogilvy's inspiring leadership of his agency even though he abhorred his managerial tasks. Ogilvy's convictions about what made for effective advertising - it sells - are clearly described by Roman, as is his brilliant personal salesmanship in winning new clients. A terrific read!' - Ron Daniel, former Managing Partner, McKinsey& Co. 'This brilliant biography is like a gorgeous iceberg. The tip dazzles the reader and is supported by a mass of weighty research below. Kenneth Roman enchants us with his account of the life and times of David Ogilvy who towered above the world of advertising ... It should be required reading for all in the business ... The story is told swiftly and entertainingly. The voluminous research is set out in detailed notes at the back, and these also grip the attention of those who want to know how so much could be told with such flair, and why the author can paint a background of historical events with such certainty.' - William Stevenson, author of A Man Called Intrepid 'This is a surprisingly interesting book about one of the most remarkable characters in advertising history. It is also an introduction to the business itself and how it has been conducted, in sickness and in health, by someone who lived the experience.' - Martin Mayer, author of Madison Avenue USA 'A great biography of a truly great man. David Ogilvy rewrote the book on modern advertising, and with The King of Madison Avenue, Ken Roman tells his story in a fashion that is worthy of David's accomplishments. Extensively researched and very well written. Give this book to any young person thinking about going into advertising. It will inspire them.' - Philip Carroll, former CEO of Shell Oil 'A most interesting book. It is a sensitive account of the career of this complex man who so successfully melded intuition and analysis. It should be compulsory reading for anyone contemplating a career in advertising or communications.' - Sir Michael Angus, former Chairman, Unilever 'Nobody ever need write another word about David Ogilvy, now that Ken Roman has written The King of Madison Avenue. It's the definitive biography of the most amazing man the advertising business has ever known. With David Ogilvy as the subject, how could you miss? Ken Roman doesn't miss; this is the fairest, most thoughtful, most complete and most human biography of that flawed genius we are ever likely to get ... Ken Roman has penetrated the myths and written the definitive story, warts and all, of the greatest advertising man and one of the most unforgettable characters of his time. The King of Madison Avenue is to other advertising biographies as David Ogilvy's advertising was to that of other agencies: simply superior. Everyone who ever knew David Ogilvy will find something about the man they didn't know, and those who never knew David Ogilvy will have a rollicking good time getting to know him. This has to be the most readable book ever written about advertising.' - Bruce McCall, New Yorker writer and illustrator 'Ken Roman has hit a home run.' - Louis Begley, prize-winning author of Wartime Lies and other novels 'A wonderful job recounting the life of so complicated a person. Beautifully written.' - Harold Burson, founder, Burson-Marsteller Public Relations 'The book is affectionate but balanced, erudite but immensely readable, surprising, witty ... and as remarkable as its subject.' - David Abbott, Former Chairman, Abbott Mead Vickers BBDO Praise for Kenneth Roman's previous books: Writing that Works 'The Strunk and White of business writing.' - Louis Begley 'Clear, concise communications that make the right point will launch your career or business to new heights.' - Robert Seelert, Chairman, Saatchi& Saatchi PLC How to Advertise 'Worth its weight in gold.' - David Ogilvy 'A timeless treasure of the enduring principles that everyone in the advertising supply chain - those who create, place, manage, review and approve - should read over and over again. It's the definitive roadmap to creating great work.' - James Speros, Chairman, Association of National Advertisers 'Without pulling any punches, the book tells readers what works.' - Dallas Morning NewsTable of ContentsAuthor's Note: Me and David Introduction: The King of Madison Avenue An Eccentric Celtic Mixture 'I Failed Every Exam' The Making of a Salesman Who was Mather? Lucre in America The Farmer and the Spy Big Idea The Philosopher Kings The True Church The King in his Castle Megamergers and Megalomaniacs A Disease called Entertainment The Burr of Singularity Afterword: (More) Unpublished David Ogilvy Source Notes Bibliography Acknowledgments Index

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

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Book 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

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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

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

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Book SynopsisAlex Blyth is a freelance journalist who has many years experience writing for publications in the small business sector, such as Director, First Voice, New Business, Accountancy, PR Week, Retail Week and Print Week. You can find out more, and read hundreds of published articles, at www.alex-blyth.co.uk.Table of Contents1 Ten online marketing mistakes to avoid 2 Your website – your conversion engine 3 Search engine optimisation 4 Search engine marketing 5 Online advertising 6 E-mail marketing 7 Blogging 8 Social media 9 Online PR 10 Mobile marketing Conclusion Each of the main chapters (will: Explain what it is and why you should be interested in it Give step-by-step advice on how to get started and how to stand out from the crowd in that area, how to do it brilliantly Include a case study of a marketer who has used the technique to good effect Conclude with an interview with an expert in the topic

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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

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

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

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Book SynopsisThe Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and students a compilation of approaches to and studies of varying aspects of the field.Table of ContentsIntroduction Section 1: Conceptual Foundations of Strategic Communication 1. Strategic communication: Theoretical foundations and progress of the research area 2. (Re-)reading Clausewitz: The strategy discourse and its implications for strategic communication 3. The strategic turn in communication science 4. Strategic communication and the public sphere 5. Dewey, the public sphere and strategic communication 6. Communication in a Networked World 7. Contextual Distortion and strategic communication 8. Social Theories for Strategic Communication Section 2: Institutional and Organizational Dimensions 9. Strategic communication as institutional work 10. Cultural influences on strategic communication 11. Strategic Communication: The Role of Polyphony in Management Team 12. Strategy as communicative practice in organizations 13. Good Governance and Strategic Communication: A Communication Capital Approach 14. Adopting an Entrepreneurial Perspective to the Study of Strategic Communication 15. The role of communication executives in strategy and strategizing 16. Organizational Goals and Behavioral Objectives in Strategic Communication Section 3: Implementing Strategic Communication 17. A Theoretical Framework for Strategic Communication Messaging 18. Framing as a Strategic Persuasive Message Tactic 19. Image repair theory in the context of strategic communication 20. Images with messages: A semiotic approach to identifying and decoding strategic visual communication 21. Relationship Cultivation Strategies in Strategic Communication 22. Strategic communication in participatory culture: From one- and two-way communication to participatory communication through social media Section 4: Domains of Practice 23. Institutionalization in public relations: another step in examining its place in strategic communication 24. Strategy in advertising 25. The strategic context of political communication 26. Communicating Strategically in Government 27. Strategic Health Communication: Theory- and Evidence-Based Campaign Development 8. Strategic Activism for democratization and Social Change 29. Strategic dimensions of public diplomacy 30. Strategic communication practice of international non-governmental organizations 31. Terrorism as strategic communication 32. Strategic Intent and Crisis Communication: The Emergence of a Field 33. Crisis communication and improvisation in a digital age 34. Strategizing risk communication 35. Strategic communication during change 36. Social media and strategic communication: an examination of theory and practice in communication research 37. Global strategic communication: from the lens of coordination, control, standardization, and localization

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Book SynopsisA sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts â People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.Trade Review"Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."-Philip Kitchen, Professor of Marketing at Salford, University Business School"Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives" does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."-Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "-Jillian Farquhar, Professor in Management,Solent University"The authors present Contemporary Issues in Sustainable Branding: Ethical, Social, and Environmental Perspectives. The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it to all who want to know more about Sustainable Branding following Ethical, Social, and Environmental Perspectives."-Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London"Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."Philip Kitchen, Professor of Marketing at Salford University Business School, UK"Sustainable Branding: Ethical, Social, and Environmental Perspectives does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "Jillian Farquhar, Professor in Management, Solent University, UK"The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it"Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London, UKTable of ContentsIntroduction to contemporary issues in sustainable branding: ethical, social, and environmental perspectives Pantea Foroudi and Maria PalazzoPART I People 1 Place heritage and CSR: synergies between cultural tourism and corporate branding Angela Bargenda2 Let’s go green –planet, people, product, packaging, pricing, and promotion (6Ps) Awele Achi, Ogechi Adeola, and Vanessa Burgal3 Branding for social marketing: keys for success Luis Doña Toledo, Lucia Porcu, Juan Miguel Rey Pino, and Maria Palazzo4 Sustainable brand management: goodwill as a tool to quantify brand value from the perspective of stakeholders Ivana Podhorska, Wlodzimierz Sroka, and Jana Majerova5 Place, branding, and smart growth Oluwayemisi Olomo, Kehinde Mokwenyei, Olutayo Otubanjo, and Ogechi Adeola6 Corporate social responsibility and employee volunteerism: a broad overview of CSR through volunteerism Sudeepta Pradhan, Makhmoor Bashir, Sanjit Roy, and Bang NguyenPART II Planet 7 Climate change, environmental auditing, and corporate/brand strategy Maria Teresa Cuomo, Rosa Maria Caprino, Cinzia Genovino, and Debora Tortora8 Analyzing the scientific evolution of sustainable technology research in Business and Management Science Morteza Akbari, Rahime Zaman Fashami, and Maryam Khodayari9 Waste to Wealth (W2W): the need for a social enterprise approach to turn waste into wealth David Luigi Fuschi, Alireza Nazarian, and Pantea Foroudi10 Life cycle thinking and the circular economy Octavio Ibarra, Maria Carolina Ovalle, and Maria Palazzo11 Transition to a low carbon economy: opportunities and challenges S. Asieh H. Tabaghdehi12 Global political ecology Francisco J. Montoro RíosPART III Prosperity 13 Multicultural identity: developing a comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands Maria Jerez-Jerez14 The unexpected players in branding and advertising: advertising shakeout, traditional folk media, and influencer marketing Nastaran Norouzi Richards-Carpenter and Kelly Tafoya15 Exploring value co-creation concept: a bibliometric analysis of 20 years of research and theory Yousef Alqayed, Pantea Foroudi, Kaouther Kooli, Mohammad Foroudi, and Maria Antonella Ferri16 Sustainability and social innovation: in the case of Covid-19 pandemic Sadaf Sartipi, Pantea Foroudi, Maria Palazzo, and Mahmoud Ahmadpour Daryani17 Sustainable branding in healthcare within Generation Z in a developing economy Durga Vellore-Nagarajan, Constantinos-Vasilios Priporas, and Mark McPherson18 The market reaction to unexpected earnings via discretionary accruals and sustainability reporting Javad Izadi Z.D., Maria Palazzo, and Alfonso SianoIndex

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Book SynopsisThis book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.Trade Review'The book is very helpful and much needed in the digital age, it covers all the aspects of advertising. Emmanuel Mogaji has encapsulated all the imperative aspects and domains of advertising very effectively. Commendable work!'Varsha Jain, Professor of Marketing, Co-chairperson, Doctoral Program, and Research, MICA, India'A critical view of modern advertising... This book teaches you the management side of the advertising process. As an advertising lecturer, I enjoyed reading Emmanuel's insights and can't wait to share them with my students and colleagues.'Ismail Erkan, Assistant Professor at Izmir Katip Celebi University, Turkey‘A simple yet packed advertising and communications book that achieves to highlight the advertising process as well as showcasing contemporary examples by brands. This book is very engaging and I will definitely introduce to my students due to ease of navigation, real life examples and link to day-to-day life messages we all come across.’Shelton Giwa, Senior Lecturer in Digital Marketing and Consumer Culture, Leicester Castle Business School, De Montfort University, UK'Introduction to Advertising: Understanding and Managing the Advertising Process offers an insight into the various ways in which advertising can be studied from an academic perspective. It explores different advertising theories and engages the reader by including reflective questions at the end of each chapter to assess the readers understanding. Very interesting read.'Claudette Kika, Lecturer in Management, University of Bedfordshire, UK'This is a relevant book that introduces a layman or a beginner to Advertising and Marketing Communications. The book exposes the reader to the how, why, and when of Advertising campaigns from a multidisciplinary perspective. It's helpful to students, academics, researchers, and practitioners. Indeed, the author, Dr. Mogaji, displayed his professional knowledge, experience, and academic training in writing this book.'Taiwo O. Soetan, Instructor, School of Business, IT & Applied Arts, Red River College, Winnipeg, CanadaTable of Contents1. Advertisement: Message from the Brand Theme 1: Creating the Message 2. The theories behind the Message 3. Advertising agencies working on the message 4. The creative elements of advertisements Theme 2: Sharing the Message 5. Advertisements shared through traditional media 6. Advertisements shared through digital and emerging media Theme 3: Engaging the Message 7. Advertisements reflecting the values of the target audience 8. Offensive or unoffensive: Regulating advertisements Theme 4: Evaluating the Message 9. Evaluating the effectiveness of the advertisement 10. What lies ahead: The future of advertising

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Book SynopsisThe history of PR has received limited attention over the years, and especially the role of women in PR has been an âuntoldâ story thus far. This book is the first attempt, following research presented at the International History of Public Relations Conference, to shed light on the significant role that female pioneers have played in the evolution of PR.This book explores the field in a way that will offer insight of the significance that women had in the evolution of PR, with diverse chapters that provide rich perspectives on womenâs contributions to PR throughout the years and across the globe. It opens with an overview of women in public relations. Later chapters focus on the case of Turkey, which seems to have a rich history of women in public relations, then on specific cases from Oceania (Australia), Europe (Spain), Asia (Malaysia and Thailand) and America (United States). The final chapter deals with the case of Inez Kaiser, who was the first African- American women tTrade Review"Despite it being a predominantly female profession, the books chronicalling the history the of public relations are populated by stories of ‘great men’. Women are almost invisible. But slowly things are changing. More women are not only being appointed at the highest levels, but finally they are escaping the shadow of great men. Their stories are both beacons of achievement and a measure of professional and social progress. This book marks an important moment for the profession. For the first time a collection of her-stories have made it to the light of day: it’s a shame, literally, that it has taken until 2020 to do so. This collection gathers together crucial and unique insights into the lives of some of those great women and the lessons that can be learned from them. It also maps the progress of emerging from the shadow over the last few years. It’s a crucial contribution to our history and every thinking practitioner and grateful academic should have it." - Professor Anne Gregory, University of Huddersfield, UK"Despite it being a predominantly female profession, the books chronicalling the history the of public relations are populated by stories of ‘great men’. Women are almost invisible. But slowly things are changing. More women are not only being appointed at the highest levels, but finally they are escaping the shadow of great men. Their stories are both beacons of achievement and a measure of professional and social progress. This book marks an important moment for the profession. For the first time a collection of her-stories have made it to the light of day: it’s a shame, literally, that it has taken until 2020 to do so. This collection gathers together crucial and unique insights into the lives of some of those great women and the lessons that can be learned from them. It also maps the progress of emerging from the shadow over the last few years. It’s a crucial contribution to our history and every thinking practitioner and grateful academic should have it." - Professor Anne Gregory, University of Huddersfield, UKTable of ContentsIntroduction1 Re-examining the existence of the "velvet ghetto" and the "glass ceiling": examining the status of American women in public relations a generation later 2 Women in public relations: a thematic analysis of ECM data (2009–2019) 3 ‘Signum authenticum’ of women: herstories in Turkey’s public relations during the early years 4 Professional standards of PR in three decades through the lenses of Turkish women presidents of IPRA 5 Betty Stewart, Orientalism and Oriental Cavalcade: entertainment public relations in late 1950s Australia 6 The militant documentary films of Helena Lumbreras as dissent and protest public relations 7 A ‘herstory’ of Malaysian public relations: Paddy Schubert, Malaysia’s women PR pioneer 8 The Loi Krathong festival and Nang Noppamas: Applying current ‘PR’ theory to identify the first Thai female PR practitioner 9 Inez Kaiser: the perseverance of a public relations pioneer Conclusions

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Book SynopsisThis book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse.Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption.Implicative Marketing presents a paradigm shift, one that will be of considerable interest not juTrade Review"Is traditional marketing definitely dead? For most observers in the marketing and communications fields, it is less and less efficient, and consumers are more and more reluctant to its methods. In this context, "implicative marketing" is a breakthrough: it allows students and professionals to imagine new ways of promoting products and services, based on peer-to-peer principles instead of top-down communications. A precious contribution by Florence Touzé." — Hervé Monier, brandnewsblog.com"This book invents a new and more responsible mission for marketing. Based on a critical analysis of the current role of marketing in the vast majority of companies, it describes emerging practices and makes concrete suggestions for a marketing that contributes to a positive social and environmental impact." — André Sobczak, associate dean for faculty and research, Audencia Business SchoolTable of ContentsIntroduction 1. Marketing’s Headlong Rush 2. Complexity Killed The Marketing Mix 3. The Emancipated Consumer 4. The Brand: Friend or Foe? 5. Implicative Marketing Afterword

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Book SynopsisNation Branding in the Americas: Contested Politics and Identities provides an overview of nation branding in the Americas, an often neglected continent(s) in debates about the creation, dissemination and management of national images.Drawing on insights from promotional cultures, nationalism, geopolitics, media and communication, as well as their own research, the authors look at national promotion experiences in twelve countries - Canada, the United States, Mexico, Costa Rica, Colombia, Ecuador, Peru, Bolivia, Brazil, Uruguay, Argentina and Chile - , examining how these cases relate to broader challenges and commonalities, such as the relationship between nation branding and stereotypes, invisibility, heritage or internal contradictions. Nation Branding in the Americas: Contested Politics and Identities is an important contribution to the study of practices and concepts such as nation branding, public diplomacy, soft power, and strategic communication. It highlights the multifaceted nature of nation branding, and how this can be used to perpetuate local and global hierarchies, legitimize the agendas of specific governments, and discipline the inhabitants of a nation, but also become a venue for people to negotiate and communicate the kind of society they want to be. The book will therefore be of interest for undergraduate, postgraduate, and doctoral students specialized in marketing, media and communication, and international relations. It will also appeal to professionals in public diplomacy, strategic communication, public relations, and branding, offering a broad overview to the practice and discussion of national promotion in an increasingly contested and cacophonic global communication environment.

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Book SynopsisThis concise text provides an accessible introduction to artificial intelligence and intelligent user interfaces (IUIs) and how they are at the heart of a communication revolution for strategic communications and public relations.IUIs are where users and technology meet â via computers, phones, robots, public displays, etc. They use AI and machine learning methods to control how those systems interact, exchange data, learn from, and develop relations with users. The authors explore research and developments that are already changing human/machine engagement in a wide range of areas from consumer goods, healthcare, and entertainment to community relations, crisis management, and activism. They also explore the implications for public relations of how technologies developing hyper-personalised persuasion could be used to make choices for us, navigating the controversial space between influence, nudging, and controlling.This readable overview of the applications and impliTrade Review"This short book is a huge wakeup call about potency of Intelligent User Interfaces (IUIs). With their artificial, emotional and manipulative intelligence and their ability for exquisite personalisation, IUIs will become the shapers and arbiters of reality and will do this through communication. That is why PR needs to understand, occupy and reflect on a revolution that will dictate the very nature of society and human interaction into the future. This book will scare, stimulate and leave you more excited about the possibilities for PR than you can imagine!" Anne Gregory, Emeritus Professor, University of Huddersfield, UK Table of Contents1. Intelligent user interfaces (IUIs): The next generation of digital communication 2. Immersive communication: Virtual and augmented realities 3. Artificial intelligence, emotions,and trust: Feeling is believing 4. Walk like us? Listening and learning interfaces 5. From talking to persuasion: Obstacles and opportunities 6. PR and the interface ‘face’: Harnessing hyper-personalised persuasion

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Book SynopsisCharities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Across 12 chapters a diverse group of academics and deep-thinking practitioners present contrasting perspectives and the latest thinking on the challenges within the charity sector.The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM) presenting different perspectives and theoretical lenses to stimulate debate and future research. Charity Marketing provides a bridge between the practice of contemporary nonprofit organisations, charity marketing and recent academic insight into the charity sector. Using exemplar case studies of nonprofit and charityTrade Review"This is the most important new charity marketing publication for a decade. The content delivers a rigorous review of contemporary academic research and applies this directly to professional practice. A ‘must read’ book for any serious student of charity marketing and for charity marketing professionals everywhere who want to be at the forefront of effective practice ." Professor Stephen Lee, Bayes Business School"Hyde and Mitchell's Charity Marketing: Contemporary Issues, Research and Practice is unique in offering relevant theoretical lenses and philosophical insights to the study of fundraising and marketing within the charitable sector." - Dr Rita Kottasz, Kingston University London"This is the most important new charity marketing publication for a decade. The content delivers a rigorous review of contemporary academic research and applies this directly to professional practice. A ‘must read’ book for any serious student of charity marketing and for charity marketing professionals everywhere who want to be at the forefront of effective practice ." Professor Stephen Lee, Bayes Business School"Hyde and Mitchell's Charity Marketing: Contemporary Issues, Research and Practice is unique in offering relevant theoretical lenses and philosophical insights to the study of fundraising and marketing within the charitable sector." - Dr Rita Kottasz, Kingston University LondonTable of ContentsIntroducing charity marketing: contemporary issues, research and practice; Theoretical foundations for exploring charity marketing; Building powerful charity brands: an inside perspective; 1 Charity marketing and corporate social responsibility; 2 Nonprofit brand and managing nonprofit rebranding strategy; 3 Marketing charities to attract volunteers: time for B2V; 4 Don’t ask, don’t get: the ethics of fundraising; 5 Spoilt for choice? Understanding how donors choose which charities to support; 6 Fundraising across different causes; 7 Contemporary perspectives on charity and nonprofit arts marketing: from creative economy towards a public realm; 8 Digital marketing for charities: reflections from a collaborative project; 9 Relationship marketing in charities: so much more than just ‘tea and sympathy’; 10 Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice; 11 Stakeholders in the palliative and end of life care service ecosystem: a study of the hospice sector; 12 Internal marketing and branding: nonprofit marketing starts from the inside

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Book SynopsisYouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for fake news? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses

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Book SynopsisDigital Marketing: A Practical Approach provides a step-by-step and comprehensive guide to implementing the key aspects of digital marketing. Building on the previous editions, this fully updated fourth edition takes an approach that prepares students for an active role in digital marketing. As well as topic-based exercises, the text also includes practical case-study exercises based on theory and recognized good practice which will ensure that readers will be able to analyse situations within the work place, identify the most appropriate course of action and implement the strategies and tactics that will help the organization meet its online objectives.Key updates to the new edition include: The role of the digital influencer Direct to Consumer (DTC) and omni-channel retailing Individuals' privacy and the role of organizations in gathering and storage of their personal data Ethical aspects of digital marketing and its impaTable of ContentsList of figures; List of tables; Acknowledgements; 1. Chapter 1 Introduction; 2. Chapter 2 Digital Customers, 2.1 Introduction, 2.2 Online buying behaviour, 2.3 The only way is ethics, 2.4 Digital marketing and the environment; 3. Chapter 3 Marketing goes digital, 3.1 Introduction, 3.2 Digital isn’t the only option, 3.3 Non-marketers in digital marketing, 3.4 In house or out-source, 3.5 Fads, trends, next big things and the occasional sustainable model, 3.6 Digital marketing objectives; 4. Chapter 4 Search Engine Optimization, 4.1 Introduction, 4.2 How search engines work, 4.3 Keyword selection, 4.4 On-site optimization, 4.5 Off-site optimization, 4.6 Third-party SERP ranking, 4.7 Enterprise SEO; 5. Chapter 5 Website Development, 5.1 Introduction, 5.2 Website management and development, 5.3 Usability, 5.4 The basics, 5.5 Content development, 5.6 The global web presence; 6. Chapter 6 E-commerce and the Retail Website, 6.1 Introduction, 6.2 Multi- and omni-channel retailing, 6.3 Comparison Shopping engines and e-marketplaces, third-party shopping sites and social shopping, 6.4 Direct to consumer (DTC), 6.5 The e-commerce website, 6.6 Fulfilment and returns; Chapter 7 B2B and the B2B Website, 7.1 Introduction, 7.2 B2B buyer behaviour, 7.3 B2B website development, 7.4 The B2B e-commerce website, 7.5 B2B e-marketplaces; Chapter 8 Advertising Online, 8.1 Introduction, 8.2 Objectives and management, 8.3 Online ad formats and delivery systems, 8.4 Networked display advertising, 8.5 Search advertising, 8.6 Landing pages, 8.7 Limitations of online advertising, 8.8 Ad fraud; 9. Chapter 9 Email Marketing, 9.1 Introduction, 9.2 Email as a medium for direct marketing, 9.3 Triggered emails, automated response, enquiry response and admin emails as a medium for marketing messages, 9.4 Email newsletters; 10. Chapter 10 Marketing on social media, Prologue, Preface: What's in a name?, 10.1 Introduction, 10.2 Blogging, 10.3 Consumer reviews and ratings, 10.4 Social networking, social sharing and communities, 10.5 Customer service and support on social media, 10.6 Influencers, 10.7 Strategic considerations for marketing on social media, 10.8 Limitations of marketing on social media, 10.9 Social media use and user behaviour, 10.10 Epilogue; 11. Chapter 11 Metrics and analytics, Prologue, 11.1 Introduction, 11.2 How analytics are presented and used, 11.3 Limitations of online data; Index

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This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes:â new strategies to guide students in the initial campaign planning phaseâ added content on influencers, social care teams, and newsjackingâ coverage of research evaluation, the implications of findings, and articulating the ROIâ expanded discussion of ethical considerations in campaign design and data collection and analysis.The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations a

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Book SynopsisNEW YORK TIMES BESTSELLER • “A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.”—TimeHow much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking three-year, seven-million-dollar neuromarketing study—a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what captures our interest—and drives us to buy. Among the questions he explores:• Does sex actually sell? • Does subliminal advertising still surround us? • Can “cool” brands trigger our mating instincts? • Can our other senses—smell, touch, and sound—be aroused when we see a product? Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced—or turned off—by marketers' relentless attempts to win our loyalty, our money, and our minds.

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

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Book SynopsisThe literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed â in either theoretical or empirical perspective - by the discipline's favoured approaches. The lived experience of consumption in cultural and historical context, rendered in a fashion that is both intellectually insightful and authentically evocative, and that recognizes the dynamics of accommodation and resistance that characterize the individual's relationship with the market, is the central interpretive thrust of an emerging interdisciplinary field inquiry broadly labelled consumer culture theory.In this volume, some of the leading scholars of this field explore in great empirical detail and theoretical depth the relationships that the consumer has developed both with goods and services and with the stakeholders that animate markets. Beginning with an examination of the Trade ReviewThe role of culture in consumption has been long acknowledged, but related research has been fragmented and under-appreciated. This volume, with its impressive line-up of topics and authors, will play a vital role in the development of Consumer Culture Theory as the well-spring from which new and deep understandings of the consumer world are emerging. David Glen Mick, McIntire School of Commerce, University of Virginia (Former Editor JCR, Past President, ACR)Consumer Culture Theory is not a theory. It is much more. It is the future of research about consumers, markets, and business. The settings for the research and reflections presented here are fascinating in and of themselves: DNA testing, home away from home, Wal Mart, Christmas trees, personal trainers, gambling casinos, advertising, dolls, and poetry. But even more stimulating are insights into basic human issues addressed in these chapters. They include: Who am I? Where do I come from? What can I become? What is home? What is family? What is ritual in contemporary consumer society? How does gambling emancipate us from the market? What is Consumer Culture Theory? And how has advertising shaped culture and brought order to the world? This is a book that will fascinate, stimulate, and provoke new ways of seeing the world of the consumer. It is about a very vibrant and fresh perspective on consumption that has emerged in the past three decades and clearly has come of age. Russell Belk Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University (Past President & Fellow, ACR)CCT is AOK. This book brings together some of the most effervescent thinking in Consumer Culture Theory. It is the Sprite of scholarship - refreshing, invigorating and deliciously subversive. Covering everything from Christmas trees to DNA tests, Sherry and Fischer's volume sparkles with smarts and spirit and sugar-rush subversion. Image may be nothing but imagination is everything. Exploring Consumer Culture Theory is intoxicatingly imaginative. Enjoy. Stephen Brown, Prof of Marketing, Ulster University This book is an exploration of new ideas, new topics, new ways of thinking and writing. It will bring bright light and some heat to the debate. Exploring Consumer Culture Theory is an important step forward. Grant McCracken (Industry consultant, author, leading consumer behavior theorist, and anthropologist)This second installment (of what one hopes will be many) of Consumer Culture Theory (CCT) conference papers delivers on CCT's promise of pluralism – in directions, inclusions, articulations, applications, theoretics and poetics. It is a must-read for marketers or social scientists with an eye on consumption. This volume invites and incites. Rita Denny, Founding Partner, Practica Group, LLC Eileen Fischer and John Sherry have put together a fine collection of writings from talented contributors whose insights and deft analyses demonstrate, in a variety of ways, how consumption informs and is informed by meaning-making practice. A delightful read, this work promises to invigorate the already lively field of Consumer Culture Theory by situating culture squarely in the crux of consumer research. Daniel Thomas Cook, Rutgers University, author of The Commodification of Childhood Table of ContentsIntroduction, Explorations in Consumer Culture Theory: What Are We Exploring Now?, Eileen Fischer, and John F. Sherry, Jr., Section One: Forming and Framing, From CCT to CCC: Building Consumer Culture Community, Johanna Moisander, Lisa Penaloza and Anu Valtonen, Theoretical Realism: Culture and Politics in Commercial Imagery, Linda M. Scott, Section Two: Time and Space, Banking on History: Reflections in the Archive Mirror, Barbara Olsen, Dwelling in Mobility: Homemaking Among Mobile Professionals, Fleura Bardhi and Søren Askegaard, Section Three: Setting and Self, Are We There Yet? Coproducing Success and Failure in Personal Training, Eileen Fischer, Cele C. Otnes, Brynn Winegard, Eric Li and Sarah Scarbrough-Wilner, Designer Genes: DNA Testing Services and Consumer Identity, Elizabeth C. Hirschman and Donald Panther-Yates, Section Four: Brands and Images, Allomother as Image and Essence: Animating the American Girl Brand, John F. Sherry, Jr., Stefania Borghini, Mary Ann McGrath, Albert Muñiz, Nina Diamond and Robert V. Kozinets, Engineering a Mainstream Market for Sustainable Practices, Diane M. Martin and John W. Schouten, Section Five: Rites and Games, Tinsel, Trimmings and Tensions: Negotiating a Focal Artifact, Cele C. Otnes, Elizabeth Crosby, Robert Kreuzbauer and Jennifer Ho, Stacking the Deck; Gambling in Film and the Diffusion of Casino Gambling, Ashlee Humphreys, Section Six: Poetry, Living Things, Small Things, John W. Schouten, Heading Home, Consumption Kaddish in Four Koans, John F. Sherry, Jr., Haiku for EATNIKS, Eugene Halton, Imagined (Musical) Experiences: Across Four Centuries, George Zinkhan, Conclusion, Reflections and Revanche, John F. Sherry, Jr. and Eileen Fischer.

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Book SynopsisThe literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed â in either theoretical or empirical perspective - by the discipline's favoured approaches. The lived experience of consumption in cultural and historical context, rendered in a fashion that is both intellectually insightful and authentically evocative, and that recognizes the dynamics of accommodation and resistance that characterize the individual's relationship with the market, is the central interpretive thrust of an emerging interdisciplinary field inquiry broadly labelled consumer culture theory.In this volume, some of the leading scholars of this field explore in great empirical detail and theoretical depth the relationships that the consumer has developed both with goods and services and with the stakeholders that animate markets. Beginning with an examination of the Trade ReviewThe role of culture in consumption has been long acknowledged, but related research has been fragmented and under-appreciated. This volume, with its impressive line-up of topics and authors, will play a vital role in the development of Consumer Culture Theory as the well-spring from which new and deep understandings of the consumer world are emerging. David Glen Mick, McIntire School of Commerce, University of Virginia (Former Editor JCR, Past President, ACR)Consumer Culture Theory is not a theory. It is much more. It is the future of research about consumers, markets, and business. The settings for the research and reflections presented here are fascinating in and of themselves: DNA testing, home away from home, Wal Mart, Christmas trees, personal trainers, gambling casinos, advertising, dolls, and poetry. But even more stimulating are insights into basic human issues addressed in these chapters. They include: Who am I? Where do I come from? What can I become? What is home? What is family? What is ritual in contemporary consumer society? How does gambling emancipate us from the market? What is Consumer Culture Theory? And how has advertising shaped culture and brought order to the world? This is a book that will fascinate, stimulate, and provoke new ways of seeing the world of the consumer. It is about a very vibrant and fresh perspective on consumption that has emerged in the past three decades and clearly has come of age. Russell Belk Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University (Past President & Fellow, ACR)CCT is AOK. This book brings together some of the most effervescent thinking in Consumer Culture Theory. It is the Sprite of scholarship - refreshing, invigorating and deliciously subversive. Covering everything from Christmas trees to DNA tests, Sherry and Fischer's volume sparkles with smarts and spirit and sugar-rush subversion. Image may be nothing but imagination is everything. Exploring Consumer Culture Theory is intoxicatingly imaginative. Enjoy. Stephen Brown, Prof of Marketing, Ulster University This book is an exploration of new ideas, new topics, new ways of thinking and writing. It will bring bright light and some heat to the debate. Exploring Consumer Culture Theory is an important step forward. Grant McCracken (Industry consultant, author, leading consumer behavior theorist, and anthropologist)This second installment (of what one hopes will be many) of Consumer Culture Theory (CCT) conference papers delivers on CCT's promise of pluralism – in directions, inclusions, articulations, applications, theoretics and poetics. It is a must-read for marketers or social scientists with an eye on consumption. This volume invites and incites. Rita Denny, Founding Partner, Practica Group, LLC Eileen Fischer and John Sherry have put together a fine collection of writings from talented contributors whose insights and deft analyses demonstrate, in a variety of ways, how consumption informs and is informed by meaning-making practice. A delightful read, this work promises to invigorate the already lively field of Consumer Culture Theory by situating culture squarely in the crux of consumer research. Daniel Thomas Cook, Rutgers University, author of The Commodification of Childhood Table of ContentsIntroduction, Explorations in Consumer Culture Theory: What Are We Exploring Now?, Eileen Fischer, and John F. Sherry, Jr., Section One: Forming and Framing, From CCT to CCC: Building Consumer Culture Community, Johanna Moisander, Lisa Penaloza and Anu Valtonen, Theoretical Realism: Culture and Politics in Commercial Imagery, Linda M. Scott, Section Two: Time and Space, Banking on History: Reflections in the Archive Mirror, Barbara Olsen, Dwelling in Mobility: Homemaking Among Mobile Professionals, Fleura Bardhi and Søren Askegaard, Section Three: Setting and Self, Are We There Yet? Coproducing Success and Failure in Personal Training, Eileen Fischer, Cele C. Otnes, Brynn Winegard, Eric Li and Sarah Scarbrough-Wilner, Designer Genes: DNA Testing Services and Consumer Identity, Elizabeth C. Hirschman and Donald Panther-Yates, Section Four: Brands and Images, Allomother as Image and Essence: Animating the American Girl Brand, John F. Sherry, Jr., Stefania Borghini, Mary Ann McGrath, Albert Muñiz, Nina Diamond and Robert V. Kozinets, Engineering a Mainstream Market for Sustainable Practices, Diane M. Martin and John W. Schouten, Section Five: Rites and Games, Tinsel, Trimmings and Tensions: Negotiating a Focal Artifact, Cele C. Otnes, Elizabeth Crosby, Robert Kreuzbauer and Jennifer Ho, Stacking the Deck; Gambling in Film and the Diffusion of Casino Gambling, Ashlee Humphreys, Section Six: Poetry, Living Things, Small Things, John W. Schouten, Heading Home, Consumption Kaddish in Four Koans, John F. Sherry, Jr., Haiku for EATNIKS, Eugene Halton, Imagined (Musical) Experiences: Across Four Centuries, George Zinkhan, Conclusion, Reflections and Revanche, John F. Sherry, Jr. and Eileen Fischer.

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