Advertising Books
Edward Elgar Publishing Ltd Handbook of Research on International Advertising
Book SynopsisThe Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.Trade Review’An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’ - Subhash C. Jain, University of Connecticut, US ’Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume’. - Don E. Schultz, Northwestern University, USTable of ContentsContents: Foreword Preface PART I: LEADING THOUGHTS 1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed? Charles R. Taylor and C. Luke Bowen 2. Understanding the Role of Culture in Advertising Wei-Na Lee and Jinnie Jinyoung Yoo 3. Adoption of Global Consumer Culture: The Road to Global Brands Ayşegül Özsomer PART II: CULTURE 4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach Narda R. Quigley, Mary Sully de Luque and Robert J. House 5. Typologies of Cultural Dimensions and their Applicability to International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller 6. Culture and the Mind: Implications for Art, Design and Advertisement Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzaki PART III: RETROSPECTIVE 7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao 8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach Shintaro Okazaki and Barbara Mueller 9. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’ Brent McKenzie PART IV: RESEARCH METHOD 10. International Advertising Research: Conceptual and Methodological Issues C. Samuel Craig and Susan P. Douglas 11. Sampling in International Advertising Research Louisa Ha 12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues Jörg Henseler, Christian M. Ringle and Marko Sarstedt PART V: THE DIGITAL INFORMATION AGE 13. International Advertising Theory and Methodology in the Digital Information Age Carolyn A. Lin 14. Online Advertising: A Cross-Cultural Synthesis Yuping Liu-Thompkins 15. The Role of e-WOM in International Communication Salvador Ruiz, María Sicilia, Inés López and Manuela López PART VI: CROSS-CULTURAL COMPARISON 16. A Comparative Study of Corporate Reputation between China and Developed Western Countries Yang Zhang and Manfred Schwaiger 17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for Ambiguity Ivana Bušljeta Banks and Patrick De Pelsmacker 18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies Shu-Chuan Chu and Sara Kamal PART VII: SOCIAL INTERACTION 19. Raising the Golden Arches: Advertising’s Role in the Socialization of the World Jefferey K. Johnson and Carrie La Ferle 20. Transnational Trust in Advertising Media Martin Eisend and Silke Knoll 21. The Relation between Gender and Cultural Orientation and its Implications for Advertising Ashok K. Lalwani and Sharon Shavitt PART VIII: IMC AND THE GLOBAL MARKET 22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective Philip J. Kitchen and Marwa Tourky 23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong Index
£200.00
LID Publishing Creative 4Cast
Book SynopsisA timely manifesto for change and success in today's rapidly evolving advertising industry.
£12.74
RIT Cary Graphic Arts Press The American Image: U.S. Posters from the 19th to
Book SynopsisThe first compact history of the American poster with 80 full color reproductions and an essay on poster design. The "modern" American poster has figured prominently in virtually every major political, social, commercial, and cultural development in the country. With arresting images and text, these posters have informed and sold Americans on election campaigns, the nation's war efforts, protest movements, consumer products, travel, entertainment, etc. They also comprise a history of U.S. graphic design, reflecting dramatic changes in style, advertising theory, and printing, as well as the emergence of key graphic designers. The American Image provides a rare survey of this popular art, spanning more than one hundred years. Selected from the Resnick Collection, the book analyzes some 70 posters representative of every significant style and theme. They range from design masterpieces to works of historical value, from posters by renowned designers to those created anonymously, and from celebrated images to those never before published. This handsome book includes superb, full-color reproductions; an incisive essay on American poster design by R. Roger Remington; and a preface and authoritative commentary on each image by Mark Resnick. MARK RESNICK is currently Executive Vice-President, Business Affairs, for Twentieth Century Fox. He has assembled what is likely the foremost private collection of American posters spanning the 1890s to present. R. ROGER REMINGTON is the Massimo and Lella Vignelli Distinguished Professor in Design in the School of Design, Rochester Institute of Technology. He is the author of several books, the most recent of which is American Modernism: Graphic Design, 1920 to 1960.
£18.99
Acquisition.com 100M Offers Summary and Workbook
Book Synopsis
£999.99
Duncker & Humblot Grundlagen Der Mediaplanung
Book Synopsis
£59.42
Wiley-VCH Verlag GmbH Facebook und Instagram Ads fur Dummies
Book SynopsisGenerieren Sie Aufmerksamkeit mit Social Media Ads Lernen Sie, wie Sie Ihre Zielgruppen auf Facebook und Instagram mit Werbeanzeigen erreichen! Mit dem nötigen Know-how und mit den richtigen Kampagnen realisieren Sie Ihre Marketingziele. Daniel Levitan zeigt Ihnen, wie Sie Facebook und Instagram Ads richtig schalten, wie Sie deren Erfolg messen und Anzeigen erstellen, die nicht nur gut aussehen, sondern mit denen Sie auch bestmöglich auf Ihre Marke, Ihre Produkte oder Ihre Dienstleistungen aufmerksam machen, um Ihre Ziele zu erreichen. Praktische Schritt-für-Schritt-Anleitungen machen den Start ganz einfach. Sie erfahren Warum bezahlte Werbung für erfolgreiches Social-Media-Marketing wichtig ist Wie Sie Werbekampagnen mit Struktur erstellen und Anzeigen schalten Wie Sie Ergebnisse analysieren und Kampagnen vergleichen
£999.99
BIS Publishers B.V. Contrarian Branding: Stand Out by Camouflaging
Book SynopsisThe world is busier than ever. One of the major challenges for brands is how to stand out from the competition: brands competing for market share, new brands that are being introduced, and indeed politicians fighting for attention in a crowded arena. The answer is certainly not to create more and more messages. Instead, brand managers should be able to craft ‘polar’ brand associations. This book shows how brands catch the eye by creating polarity. This goes further than just being different. It’s a sophisticated technique to set brands apart from all other competitors in a radical way. This can be done by creating brand associations that radically split a competitive field into absolute opposites or are able to reconcile these in unexpected ways. Lightheartedly and with a wealth of examples, the book describes unique ways of guaranteeing that brands create a break through. Contrarian Branding is a must for brands eager to stand out from the crowd.
£14.24
Bloomsbury India 30 Second Thrillers
Book Synopsis
£13.49
Out Loud Media DMCC Now You Can Afford
Book Synopsis
£60.00
Amazon Digital Services LLC - Kdp Effective Social Media Marketing for Restaurants
Book Synopsis
£12.57
Amazon Digital Services LLC - Kdp Marketing Magic
Book Synopsis
£10.11
Independently Published Trust
Book Synopsis
£13.96
Amazon Digital Services LLC - Kdp Digitaliza tu Manicure
Book Synopsis
£22.72
Amazon Digital Services LLC - Kdp The Psychology Behind Effective Copywriting
Book Synopsis
£10.36
Amazon Digital Services LLC - Kdp StepbyStep Strategies for Creating Effective
Book Synopsis
£11.92
Independently Published Branding Exposed
Book Synopsis
£12.39
Amazon Digital Services LLC - Kdp The Marketing Campaign Playbook
Book Synopsis
£17.40
Independently Published Arquétipos que Conectam
Book Synopsis
£14.22
Independently Published Sales Success Secrets
Book Synopsis
£13.26
Independently Published Marketing 6.5
Book Synopsis
£11.89
Independently Published El poder de las ideas locas
Book Synopsis
£12.96
Independently Published The Lethal Strategy to Dominate Your Industry
Book Synopsis
£15.77
Independently Published From Clicks to Clients: Mastering PPC Lead
Book Synopsis
£14.19
Independently Published Discover the Power of TikTok Ads for Your
Book Synopsis
£10.07
Independently Published Marketing for Youtubers and Influencers
Book Synopsis
£14.14
John Wiley & Sons Inc Managing Brand Equity Capitalizing on the Value o
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
£35.17
Lexington Books Commodity Advertising
Book SynopsisTo learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.
£122.55
HarperCollins Tom Hopkins Audio Sales Collection
Book SynopsisThis collection includes three of Tom Hopkins'' most successful audio books:Mastering the Art of Selling is a classic—whether you''re a seasoned pro or just starting out, Mastering the Art of Selling''s five essential steps to selling are guaranteed to give you the edge you need to excel.The Academy of Master Closing covers the most crucial aspect of selling: closing the sale. This power-packed audio gives you the same secret closing techniques that Tom Hopkins teaches in his overwhelmingly successful seminars.Advanced Sales Survival Training shows how to relieve stress, communicate better with your clients, restore balance to your career, and enjoy yourself as you are on your way to increasing your overall effectiveness, and your profits!
£12.74
Pearson Education (US) Advertising IMC
Book SynopsisAbout our authors Sandra Moriarty, PhD, Professor Emerita, University of Colorado Boulder Moriarty is the cofounder of the Integrated Marketing Communication graduate program at the University of Colorado. Now retired, she has also taught at Michigan State University, University of Kansas, and Kansas State University, where she earned her PhD in education. She specialized in teaching the campaign course and courses on the creative side, both writing and design. She has worked in government public relations, owned an advertising and public relations agency, directed a university publications program, and edited a university alumni magazine. She has been a consultant on integrated marketing communication with agencies such as BBDO and Dentsu, the largest advertising agency in the world, and with their clients in the United States, Europe, and Asia. Professor Moriarty has published widely in scholarly journals on marketing communication and visual commuTable of ContentsBrief Contents Strategic Brand Communication Advertising Public Relations Action and Interaction: Direct Response and Promotions How Brand Communication Works Strategic Research Segmenting and Targeting the Audience Strategic Planning Creative Side Promotional Writing Direct Response Media Basics Paid Media Owned, Interactive, and Earned Media Media Planning and Negotiation IMC Management Evaluating IMC Effectiveness Social Impact, Responsibility, and Ethics: Is it Right?
£290.82
Lexington Books Effective Radio Advertising A Guide to Winning
Book SynopsisTo learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.
£102.60
Penguin Random House India Nine Timeless Nuggets
Book Synopsis
£16.14
Random House USA Inc Adland Searching for the Meaning of Life on a
Book SynopsisJames P. Othmer, advertising executive turned novelist, gives us a hilarious, personal, and sneakily profound chronicle of the past, present, and future of the advertising business. On one level it’s the wickedly funny, compelling personal chronicle of the rise and fall of a modern-day ad man; a riveting insider’s look at the astonishing transformation taking place in advertising's hottest idea factories. But take a step back from the tales of lavish shoots, agencies on the brink, and pampered mega-brands and Adland becomes much more: a snapshot of how we are living our lives thirty seconds at a time. Funny, deeply thoughtful, and utterly unique, this book is both a wildly amusing ride in Adland, brilliantly recounted, and an exploration of the value of life in the information age.
£14.36
University of Virginia Press Kodak and the Lens of Nostalgia
Book SynopsisA study of the advertising campaigns and marketing strategies launched by Kodak in the early years of snapshot photography. It demonstrates how these stand at the centre of a shift in American domestic life that goes deeper than technological innovations in cameras and film.
£74.21
Beaufort Books Agency Mania
Book Synopsis
£22.09
Melvin & Leigh Publishers Advertising Campaign Planning
Book Synopsis
£38.57
McGraw-Hill Companies Loose Leaf for M ADVERTISING
Book Synopsis
£140.40
McGraw-Hill Companies Loose Leaf for Advertising and Promotion
Book Synopsis
£999.99
McGraw-Hill Companies Loose Leaf Contemporary Advertising
Book Synopsis
£174.60
McGraw-Hill Companies Loose Leaf for Advertising and Promotion
Book Synopsis
£174.60
HarperCollins Focus R.E.D. Marketing
Book SynopsisCreate breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands.Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth.This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success.In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method.<Trade Review'I have gotten to know Greg Creed as a truly forward thinking, innovative, and hugely successful marketer who is also fun to listen to. Glad to see that with R.E.D., he and Ken are willing to share their knowledge and insight with the world!' --Marc Bitzer, Chairman and Chief Executive Officer, Whirlpool Corporation * Whirlpool Corporation *'RED distills all I learned from a decade working alongside Greg and Ken into a quick read that will accelerate any marketer's career.' --Jeff Jenkins, EVP of Global Marketing, Carters Inc * Carters Inc *'As Global CEO of the KFC Brand, the challenge was how to build an iconic brand in 140 countries around the world, some of which had just opened, some of which had a history of challenged financial issues that plainly exhibited themselves in poor operational and asset investment, and many where the KFC Brand stood proud as the market leader with world class restaurants and customer service excellence. R.E.D and the brilliance of both Greg and Ken enabled a clear, concise, and understandable way for us to visualize and execute the KFC brand in every country in which we operated. Most impressive was R.E.D.'s ability to unlock the consumer issues in problem markets and then find a pathway to a winning strategy that was understood by everyone--not just the marketers! If you want to think through a global strategy that can be effectively executed by local teams that understand their customers, then this is a book to be read with urgency.' --Roger Eaton, Former Global CEO, KFC * KFC *'Filled with simple frameworks and engaging stories, RED Marketing will help everyone in marketing understand what really works for driving sustainable brand growth and business success.' --John Kenny, PhD., Head of Strategic Planning, Intouch Group * Intouch Group *'Greg and Ken are deeply respected brand architects and executive leaders. In this book, they have crystalized an actionable framework to help anyone build and optimize brands. After experiences and mistakes building brands around the world ... if only I had their wisdom in those early days to guide me! Any marketer, operator, or executive will be a better brand steward after reading R.E.D.' --Kat Cole, COO and President, FOCUS Brands * FOCUS Brands *'Greg Creed and Ken Muench offer up the philosophy, strategy and tactics that Greg used as a gifted marketer and CEO to build brands and propel Yum Brands' incredible growth. R.E.D. Marketing is a welcome lifejacket of practicality in today's increasingly complex--often-conflicting--academic marketing research and theory. The best business writers, like the best marketers, have a knack for making complicated ideas easy to digest to inspire their audience and move them to action. Engaging, provocative, yet very practical, this book is a must-read for anyone interested in building--or rebuilding --a marketing and branding strategy.' --Tanya Domier, CEO, Advantage Solutions * Advantage Solutions *'Greg has shaped my career, beginning with my first role in marketing as an intern at Taco Bell, to the role I am in today. The principles I learned from Greg early in my career have fueled my approach to developing award-winning breakthrough campaigns at every position since then. It's incredible to have that insight and knowledge available in a book for other aspiring marketers to read.' --Nick Tran, Head of Global Marketing, TikTok * TikTok *'Greg used his superlative marketing skills at Taco Bell to become a great CEO of Yum! Brands. His experience and insights make this a great read for anyone who wants to improve their marketing skills.' --David Novak, Co-Founder and Retired Chairman and CEO, Yum brands * Yum! *'Greg was instrumental in taking Taco Bell promotions and advertising from one-hit wonders to a strong succession of winners that built sales quickly, but more importantly built the brand over time. He increased the value of Taco Bell and Yum! Brands for franchisees, customers, and shareholders. As an owner with everything invested in my business, I enjoyed the benefits of this powerful partnership between Taco Bell and Collider. As a Taco Bell enthusiast, I enjoyed knowing that my favorite brand was cool, relevant, desired, valuable, and admired.' --Don Ghareeb, Chairman Emeritus, Tacala * Tacala *'I can't think of a more appropriate person than Greg to co-author a book on the fundamentals of Marketing. He not only shares his wisdom and decades of industry experience; he breaks down the essence of the R.E.D. system so that even the greenest of marketing professionals will have the blueprints on which to begin their own career and journey. His R.E.D. system is not a theory. It's not a bunch of charts and graphs. It's proven methodology that for years drove YUM Brand's sales to new heights of success, even during some of the most trying times of our economy. Anyone pursuing a career in this industry owes it to themselves and their future to read this book cover to cover. It will be time very well spent.' --Massimo Ferragamo, Chairman, Ferragamo USA, Inc. * Ferragamo USA, Inc *'I had the pleasure of doing business with Greg Creed and knowing him personally, and I can tell you that he is own of the most creative, innovative, and customer focused business leaders I've ever come across. If you want to learn a common-sense, no nonsense, and effective approach to marketing and business leadership, this is the book for you. In his time as YUM! CEO, Greg demonstrated that the R.E.D. marketing approach translates into tremendous business success. Just look at YUM!'s results under his stewardship!' --Dave MacLennan, CEO and Chairman, Cargill, Inc. * Cargill, Inc *'I have gotten to know Greg Creed through our work together on the Whirlpool Corporation Board. He is a true marketeer and this book provides great insights into how he has successfully mastered his craft. I highly recommend it.' --Sam Allen, Retired Chairman and CEO, Deere and amp; Company * Deere & Company *'I met Greg in 2001 when he joined Taco Bell as the Chief Marketing Officer. Although it was a decade before the RED system of marketing was born, there were elements of the system that were apparent even then. Greg's thought leadership and marketing expertise set the foundation for the success that Taco Bell has enjoyed for the better part of the last decade and will serve the Taco Bell business for years to come. As a franchisee of Taco Bell for over 30 years, I have seen my fair share of executives; Greg is one of those rare people that leave an indelible mark on what they do.' --Lee J. Engler, CEO, Border Foods * Border Foods *'In an age of complex and mixed messages, Creed and Muench remind us that consumers want and need straightforward, clear, simple communication. Yum Brands has consistently created brilliant marketing campaigns for KFC, Taco Bell, and Pizza Hut that break through the clutter and connect with the minds, hearts, and taste buds of their worldwide audience. Read R.E.D. It is your blueprint for success and will allow your brand to 'Live Mas'! It's an F'n great book!' --Terry J. Lundgren, Founder and CEO, TL Advisors, LLC * TL Advisors, LLC *'Often I get asked what marketing book I can recommend equally to new students to the field and to long term marketers and advertisers who try to stay on the cutting edge of how to build brands and market products. From now on, I will say R.E.D. Marketing because it synthesizes the latest marketing science learnings into a pragmatic framework that every marketer can apply. A true must-read for any marketer who wants to stay relevant.' --Michael Fassnacht, CMO, The City of Chicago * City of Chicago *'Provocative yet practical.' --Ken Langone, Co-Founder, Home Depot, Founder and Chairman, Invemed'R.E.D. Marketing works! I have witnessed its success over the past decade in over 50,000 restaurants in 150 countries around the world. Now Greg and Ken have written a book that translates marketing theories into practical reality that is easy to implement.' --Robert D. Walter, Founder and Former Chairman and CEO, Cardinal Health, Former Director and Chairman, YUM * Yum! *'Reading R.E.D. Marketing is like taking a marketing masterclass for anyone wanting to build a brand, sell a product, or grow a business in today's hyper competitive marketplace. I 'borrowed' R.E.D. principles when building Bad Martha Brewery into a craft beer powerhouse in New England, and they work! A must read.' --Jonathan Blum, Founder and CEO, Bad Martha Beer, Retired Chief Public Affairs and Global Nutrition Officer, YUM Brands * yum! *'This is a must-read for all brand builders and business leaders! R.E.D. is a simple and powerful blueprint that weaves in captivating stories and lessons. Greg is a proven leader with world class results and relevant advice that you can apply immediately.' --Diane Dietz, CEO and President, Rodan and Fields * Rodan and Fields *Greg and Ken's take on marketing is a pleasing, frank, and plainspoken wake up call for marketers to slow down long enough to ensure the lifelines for brand building are moored in relevance, ease, and distinctiveness with their R.E.D. framework. Relevance beats uniqueness over the long-haul, ease is the new fast, and distinctiveness beats even excellence. Greg Creed was an early pioneer and marketing legislator of today's immutable law that brands are built on the premise of experience over promise-making and, unfortunately, promise-breaking. I still have gauzy memories of Greg across the battlefield when I was on a similar journey at Burger King.' --Russ Klein, CEO, American Marketing Association * American Marketing Association *
£19.00
Johns Hopkins University Press Literary Advertising and the Shaping of British
Book SynopsisMason uses the antics of Romantic-era advertising to illustrate the profound implications of commercial modernity, both in economic practices governing the book trade and, more broadly, in the development of the modern idea of literature.Trade ReviewA book that has an entire chapter on Lord Byron and 'branding'- who would not be intrigued?... Highly Recommended. Choice This book substantially enriches our understanding not just of British Romanticism but also of the history of advertising... The book's thoroughly historical argument works within the sub-fields of print culture and material culture to reveal the intimate connections between consumer culture and literary writing... Mason's work performs a number of valuable services for the study of Romanticism... This book deserves attention. -- Robert Anderson Review 19 Mason's Literary Advertising provides a valuable contribution to our understanding of how the Romantic literary system actually worked... Mason persuasivley shows how thoroughly connected art and commerce became in the period despite Romantic posturing about artistic independence. -- Daniela Garofalo SHARP News Literary Advertising and the Shaping of British Romanticism helpfully chronicles the rise of advertising in periodicals, highlighting its methods and subjects... A valuable book. -- Mischa Willett Victorian Periodicals Review Mason's book is a timely corrective to the outdated idea that Romantic reviewing was a practice of nonstop aggression. -- Adela Pinch Studies in English Literature As Nicholas Mason notes in his well-rounded study of eighteenth- and early nineteenth-century advertising history and literary culture, today's promotional culture owes a great deal to methods pioneered by key figures of the Georgian and Romantic period. -- David Finkelstein Keats-Shelley Journal Literary Advertising effectively draws the right kind of critical attention to the multiple ways in which the trade in Romantic poetic productions both influenced and commercially exploited innovative marketing techniques that quickly became industry norms in the nineteenth century; furthermore, Mason is persuasive in his concluding arguments, supported by testimony from period writers, editors, and booksellers themselves... 1650-1850: Ideas, Aesthetics and Inquiries in the Early Modern Age Nicholas Mason's Literary Advertising and the Shaping of British Romanticism is an illuminating reminder of the importance of economics and system in the production of the literature that we have come to call Romantic. Studies in RomanticismTable of ContentsAcknowledgmentsIntroduction: Entangled Histories1. Advertising in the Romantic Century2. The Progress of Puffery3. Building Brand Byron4. L.E.L., Bandwagon Marketing, and the Rise of Visual Culture5. Puffery and the "Death" of Literature in Late-Romantic BritainConclusion: The Art of AdvertisingNotesBibliographyIndex
£45.50
Barcharts, Inc Advertising
Book Synopsis
£999.99
Simon & Schuster Audio Contagious Why Things Catch On
Book Synopsis
£999.99
Red Wheel/Weiser Sales and Pitch Letters for Busy People:
Book Synopsis
£14.24
Red Wheel/Weiser 151 Quick Ideas for Advertising on a Shoestring
Book Synopsis
£10.44
powerHouse Books,U.S. Loveworks: How the Worlds Top Marketers Make
Book Synopsis
£22.09
Skyhorse Publishing Promote Your Book: Over 250 Proven, Low-Cost Tips
Book SynopsisDo you have what it takes to become an author, but are not sure where to start? Promote Your Book gives enterprising authors the advantage they need to navigate the publishing industry and gain a better understanding of what book promotion is all about. This well-organized collection of the most successful low-cost and no-cost ideas provides solutions for both aspiring and seasoned authors in any genre. You will learn how to promote the book without changing your lifestyle; how to promote creatively, locally, and through social media; submit news releases and tip sheets; arrange book signings, radio, and TV appearances; enhance marketing skills; spend money in all the right places, and more.
£14.24
Princeton Architectural Press How Design Makes Us Think: And Feel and Do Things
Book Synopsis
£48.00
