Advertising Books

Book SynopsisYou might be surprised to learn that many of the consumer brands and products enjoyed in the USA today exist because of streetcar advertising. The Industrial Revolution of the early 1900s and a massive consumer audience riding over 50,000 streetcars in nearly 3,000 cities and towns in every state of the union provided a great opportunity for Barron Collier, a native of Memphis, Tennessee. He simply used streetcar advertising to bring these two forces together and created the largest streetcar advertising empire in the world. Most of these advertising cards have remarkable colour graphics; over 250 of them are included in this book for your viewing pleasure. While streetcar advertising is definitely not a major advertising medium today, the advertising community might be surprised to learn that the basic principles of consumer advertising have not changed that much in the last 100 years. Investors might do well to review Streetcar Advertising in America to see which companies are still producing these popular products and brands as they represent some of the most successful businesses in America today.

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book SynopsisThis source of reference documents dialogues between over 100 organizations, marketeers, designers and artists around the world - from the creators of Japanese fog parks to the creatives behind Nike Town - exploring the possibilities of a radically progressive approach to marketing.

Read more less

Book Synopsis

Read more less

Book SynopsisThe Wizard shares the secrets of business persuasion that are taught at his renowned Academy. The Wizard of Ads books have become known for their unique blend of principle, practicality, and lore. Now here's the third series, with yet more sage guidance and dozen of true fascinating true stories. Drawing on the teachings of his reowned Academy, the Wizard (a.k.a. Roy H. Williams) shares his perspective on the roles neuroscience, chaos theory, poetry, and art play in the field of human persuasion. His practical guidance will show you: How the right and left hemispheres of the brain differently—and how to sneak past the rational left brain to deliver messages to the more open right brain. How to access long-term memory to powerfully brand your company, product, or service—and avoid the one fatal error that can cause you mountains of advertising money. How to achieve quick sales miracles with advertising hype — and why you should avoid doing so at all costs. How to create your own gravity well that gently draws customers in and gradually persuades them to commit

Read more less

Book SynopsisIn 100 chapters full of wit, wisdom and uncommon good sense, Secret Formulas of the Wizard of Ads conjures up more of the Wizard's provicative observations on advertising, business, and life that won The Wizard of Ads last year's Business book of the Year Award - only this time the book has nuts, bolts, and even more bite! The Wizard's secret formula will sho you: How to find a champion to sell your ideas Why targeting your market can be a big mistake How to get customers to remember you Why bankers think backwards How to write miraculous ads Why the brain contains 100,000 new worlds How to hire wisely and fire compassionately How success can send you to the poor house How to remember what's really important in lifeTable of ContentsPart the First: Philosophy of Advertising In Which the Wizard Examines the Question: "What Makes people Do the Things They Do?" Part the Second: Room With a View In Which the Wizard Explains the Functions of the Brain and the Power of Imagination Part the Third: Side Door Into the Mind In Which the Wizard Tells You How to Get People to Do What You Want Them to Do Part the Fourth: Turning Pencil Lead into Advertising Gold In Which the Wizard Explains the Mechanics of Miraculous Ad Writing Part the Fifth: Doing the Hard Thing In Which the Wizard Offers Advice on Managing a Business Part the Sixth: How, Then, Should We Live? In Which the Wizard Explains the Art and Science of Life

Read more less

Book SynopsisThe Wizard shares the secrets of business persuasion that are taught at his renowned Academy. The Wizard of Ads books have become known for their unique blend of principle, practicality, and lore. Now here's the third series, with yet more sage guidance and dozen of true fascinating true stories. Drawing on the teachings of his reowned Academy, the Wizard (a.k.a. Roy H. Williams) shares his perspective on the roles neuroscience, chaos theory, poetry, and art play in the field of human persuasion. His practical guidance will show you: How the right and left hemispheres of the brain differently—and how to sneak past the rational left brain to deliver messages to the more open right brain. How to access long-term memory to powerfully brand your company, product, or service—and avoid the one fatal error that can cause you mountains of advertising money. How to achieve quick sales miracles with advertising hype — and why you should avoid doing so at all costs. How to create your own gravity well that gently draws customers in and gradually persuades them to commit

Read more less

Book Synopsis160 unposed moments of life miraculously caught forever on film, juxtaposed against the words of world-class master persuaders.Accidental Magic is a photo essay book of striking black-and-white snapshots taken by amateur photographers and interpreted into words by graduates of Wizard Academy. It also contains some of the most potent writing and communication techniques taught at the Wizard Academy.

Read more less

Book SynopsisPeople love this straight-talking ad-man from Texas and his powerful stories that shed light on advertising, marketing and success. In 100 chapters full of wit, wisdom, and uncommon good sense, Secret Formulas conjures up more of the Wizard's provocative observations on advertising, business, and life that wong The Wizard of Ads last year's Business Book of the Year award — on this time, the book, has nuts, bolts, and even more bite! The Wizards's secret formulas will show: How to find a champion to sell your ideas Why targeting your market can be a big mistake Why bankers think backwards Why being "out of style" can be profitable How to write miraculous ads

Read more less

Book SynopsisA contemporary fable about a beagle and a lawyer on the classic hero''s journey. A richly multifaceted tale overflowing with essential lessons for business and for life. A lawyer named Intellect and a beagle named intuition travel the road to self-discovery. They struggle through the Forest of Confusion and Swamp of Depression, arrive at the Village of Compromise, climb the Purple Mountains, cross the Fruited Plains, only to be stopped by the Sea of False Hope...on a search for Destinae.A story about learning to trust intuition and the power of a spiritual quest with important business and life lessons along the way.

Read more less

Book SynopsisAn engaging, accessible history of the focus group, Featherstone's survey shows how the primary purpose of the focus group has shifted from determining what we want, to selling us things we don't. The focus group, over the course of the last century, became an increasingly vital part of the way companies and politicians sold their products and policies with few areas of life, from salad dressing to health care legislation to our favorite TV shows, left untouched by moderators questioning controlled groups about what they liked and didn't. Divining Desire is the first-ever popular survey of this topic. In a lively, sweeping survey, Liza Featherstone traces the surprising roots of the focus group in early-twentieth century European socialism, its subsequent use by the "Mad Men" of Madison Avenue, and its widespread employment today. She also explores such famous "failures" of the method as the doomed launch of the Ford Edsel, and the even more ill-fated attempt to introduce a new flavor of Coca Cola (which prompted street protests from devotees of the old formula). As elites became increasingly detached from the general public, they relied ever more on focus groups, whether to win votes or to sell products. And, in a society where many feel increasingly powerless, the focus group has at least offered the illusion that ordinary people can be heard and that their opinions count. Yet, the more they are listened to, the less power they have. That paradox is particularly stark today, when everyone can post an opinion on social media – our 24 hour "focus group"—yet only plutocrats can shape policy. In telling this story, Featherstone raises profound and fascinating questions about democracy and consumer society. Trade ReviewPraise for Divining Desire "When did the vox populi become just another way to fatten the elite? In this vividly written history of the focus group, Liza Featherstone tells us how consumer capitalism found its pseudo-liberating groove. By pretending to listen, big business pretends to empower." —Tom Frank, author, What's the Matter With Kansas? "With sharp analysis and on-the-ground reporting, Liza Featherstone exposes the secret life of focus groups. She shows in fascinating detail just how corporations and politicians create a false sense of populism, as they scramble to gather bits of wisdom from Everywoman—in order to better sell her a can of soup or a candidate. If you want to learn how consumerism—and the politics of consumerism--really work, Divining Desire is the book to read." —Leslie Savan, author, The Sponsored Life: Ads, TV and American Culture. "The focus group has been a staple of the American consumer and political landscape for well more than a half-century, yet few know its history, ubiquity, and limitations. Liza Featherstone has filled in the knowledge gap with this brilliantly conceived and elegantly written book. Divining Desire is essential for anyone trying to understand how business and political elites connect with their desired audience—or fail to." —James Ledbetter, editor of Inc. magazine, and author of One Nation under Gold: How One Precious Metal Has Dominated the American Imagination for Four Centuries "We are increasingly living in a world obsessed with soliciting and expressing opinions--whether on social media, in market surveys, or surrounding presidential elections. In her wonderful book, Liza Featherstone helps us penetrate this 'culture of consultation' - and recognize that actually we are living in a culture of cooptation where weighing in is more of an illusion than a reality, one that helps legitimize the power of elites." —Lizabeth Cohen, author of A Consumers' Republic: The Politics of Mass Consumption in Postwar America "Divining Desire is a brilliant and insightful work of history, reportage and social criticism. In this deeply researched, slyly funny book, Featherstone takes us "behind the mirror" to show us how the economic ritual of the focus group reflects our deepest, most secret political longings: not for better consumer products, but for a deeper role in our democracy. Essential reading for anyone interested in the history of capitalism, economic life and social change." —Kim Phillips-Fein, author of Fear City: New York's Fiscal Crisis and the Rise of Austerity Politics "Divining Desire infiltrates and skillfully analyzes one of the most under-scrutinized elements of our modern machinery of influence: the focus group. With origins in academia, this shortcut to understanding affects our views on consumer culture, class, social categories, politics, and policy. Liza Featherstone's definitive take on the subject will change the way you think about what other people (supposedly) think." —Rob Walker, author, Buying In: The Secret Dialogue between What We Buy and Who We Are "Featherstone's uncynical history of public opinion research is a treasury of information and analysis. Where others only see spin, she tracks the deep neediness of elites, who know so little about those they seek to please and manipulate and dominate." —Andrew Ross, author of Creditocracy and the Case for Debt Refusal and Bird on Fire: Lessons from the World's Least Sustainable City "For anyone interested in the modern manipulation of the masses, Divining Desire is a must read. Liza Featherstone makes a convincing case for how focus groups have warped the democratic impulse to create politics and products that are more responsive to the people, into a marketing system designed to make people respond favorably to what has already been created for them. Through historical research, participant observation, and interviews with industry professionals, Featherstone takes us on an erudite and engaging tour of focus groups, from their early use by Viennese socialists and anti-Nazi propagandists, to mid-century marketers selling cake mix to guilty housewives, to contemporary political elites passing policies that largely benefit the 1% by understanding everyday voters' desires and frustrations. Divining Desire is, quite simply, the best book in print on the history and politics of the "culture of consultation." —Stephen Duncombe, Professor of Media and Culture, New York University and author of Dream: Reimagining Radical Politics in an Age of Fantasy "Fake input came long before fake news, and fake input is just as dangerous. The more people let the new Wall Street, Silicon Valley, pretend to offer input, the less real power there is for ordinary people. This book contributes a critical understanding of how frames and narrative have become a shallow and grossly ineffective tool that reinforces, not challenges, the economic and polite elite. Google, Facebook and Silicon Valley are strategically turning the world into one big focus group." —Jane McAlevey, author, No Shortcuts: Organizing for Power in the New Gilded AgeTable of ContentsTable of Contents Preface: "How Would You Imagine That?" Introduction: Dichter's Egg Chapter One: The Birth of the Focus Group Chapter Two: "The Snowball Interview": The Focus Group Comes to Madison Avenue Chapter Three: "King Consumer": Market Research is Attacked... and Industry Responds Chapter Four: Viper, Fool, or Expert? The Consumer as a Woman Chapter Five: "We Ask Them": Focus Groups in the Age of Women's Liberation Chapter Six: Entertaining Joe Sixpack Chapter Seven: "Where is the Emotion?" The Emergence of the Focus Group in Politics Chapter Eight: "God and Coca-Cola": The Story of New Coke Chapter Nine: "A Faster Horse?" The Entrepreneur Strikes Back Chapter Ten: "The Decider" Chapter Eleven: Bartender in a Lamborghini: The Professional Respondent Chapter Twelve: "Who Are These Appalling People?" Conclusion: Are Focus Groups Dead? Acknowledgments

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book SynopsisFor every banker who wants to get off the commodity hamster wheel, this first-of-its-kind book on bank marketing and branding shows the way. It’s filled with guidance on building a value-driven brand by working through all departments in the bank. Not just for marketers, the sticky bank brand of the future is also built by human resources, operations, sales, and all other departments within the bank working together. With sections on branding, business development, customer experience, culture, and innovation, Beyond Sticky includes exercises to help bank executives break free from the commodity mindset and create new value offerings for their bank and its customers. It’s a must read for bankers who want to stop chasing hot money and lowball pricing and start generating goodwill and loyalty like never before. Beyond Sticky shows the way to break out of an increasingly competitive and ever-changing marketplace.

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book Synopsis

Read more less

Book SynopsisThis book is about children and advertising in China, the country with the largest children population in the world. As China rapidly becomes a market-driven economy, and it's one-child-per-family policy spreads throughout society and repositions children as focal points of family life, effective marketing to children and their parents demands good information about them. This book provides answers to the following questions: What are the characteristics of the children market in China and what are the ways to reach Chinese children? How do Chinese children's understanding of television advertising, their trust and liking of television commercials, their understanding of brands, and their responses to commercials change with age? How do parents and children communicate about consumption and television commercials? How do parents' attitudes toward advertising impact on their children? What do commercials in China communicate? How are children's commercials in China regulated? The book also draws conclusions about Chinese children as a market and it's implications for advertisers and marketers, parents, policy makers and social groups.

Read more less

Book Synopsis

Read more less

Book SynopsisThe Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new Trade Review"Fennis and Stroebe wrote the essential introduction for anyone who wants to understand how advertising really works. There is no other text like this" -- Luk Warlop, BI Norwegian Business School and President of the European Marketing Academy. Praise for previous edition:"As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable." - Dinah Bisdee, King's College London, UK, in Social Psychological Review"The Psychology of Advertising is a rich source of ideas about methodology, theory, and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing, and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services, and political communication who are interested in responding to Dill Scott’s call for educating practitioners in psychology." – Debra Merskin, University of Oregon, in PsycCRITIQUES"This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness." - Frank R. Kardes, College of Business, University of Cincinnati, USA"This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly!" - Peeter Verlegh, Rotterdam School of Management, Erasmus University, The Netherlands'Fennis and Stroebe wrote the essential introduction for anyone who wants to understand how advertising really works. There is no other text like this.' – Luk Warlop, BI Norwegian Business School and President of the European Marketing Academy Praise for previous edition:'As a comprehensive, yet readable, book of reference for academics and their students working in the areas of advertising, business studies and in more general areas such as attitude formation and attitude change, the book will be very valuable.' – Dinah Bisdee, King's College London, UK, in Social Psychological Review'The Psychology of Advertising is a rich source of ideas about methodology, theory and research that advanced undergraduate students and graduate students in areas of consumer psychology, promotional strategy, integrated marketing and advertising as well as other disciplines such as business and communication will find interesting and accessible. The book would make a useful tool for professionals working in fields such as advertising, public health, public services and political communication who are interested in responding to Dill Scott’s call for educating practitioners in psychology.' – Debra Merskin, University of Oregon, USA, in PsycCRITIQUES'This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticated and advanced summary of the host of psychological processes that influence advertising effectiveness.' – Frank R. Kardes, College of Business, University of Cincinnati, USA'This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behaviour. It provides a well written overview of the research, I learned a lot from reading it and enjoyed it greatly!'– Peeter Verlegh, Vrije Universiteit Amsterdam, the Netherlands Table of ContentsPreface1. Setting the StageThe Origins of Modern-day Advertising Advertising in Practice: The Nuts and Bolts of the Industry The Functions of Advertising The Effects of Advertising: A Psychological Perspective Consumer Responses Source and Message Variables in Advertising Advertising in Context: Integrated Marketing Communications and the Promotional Mix Classic and Contemporary Approaches of Conceptualizing Advertising Effectiveness Plan of the BookSummary and Conclusions2. How Consumers Acquire and Process Information from AdvertisingPreattentive AnalysisFocal AttentionComprehensionElaborative ReasoningSummary and Conclusions3. How Advertising Affects Consumer MemoryThe Structure and Function of Human MemoryImplications for AdvertisingCan Advertising Distort Memory?Summary and Conclusions4. How Consumers Form Attitudes Towards ProductsWhat is an Attitude? A Matter of ContentionAttitude StrengthAttitude FormationAttitude StructureThe Functions of Attitudes and Attitude ObjectsSummary and Conclusions5. How Consumers Yield to Advertising: Principles of Persuasion and Attitude ChangeThe Yale Reinforcement ApproachThe Information Processing Model of McGuireThe Cognitive Response ModelDual Process Theories of PersuasionAssessing the Intensity of ProcessingSimplifying Dual Process Theories: The UnimodelSelf-Validation: A New Process of PersuasionStrategies to Attract Attention to AdvertisingStrategies to Lower Resistance to AdvertisingSummary and Conclusions6. How Advertising Influences Buying BehaviourThe Attitude–Behaviour Relationship: A Brief HistoryPredicting Specific Behaviour: The Reasoned Action ApproachNarrowing the Intention–Behaviour Gap: Forming Implementation IntentionsImplications for AdvertisingBeyond Reasons and Plans: The Automatic Instigation of BehaviourImplications for Advertising: The Return of the Hidden PersuadersSummary and Conclusions7. Beyond Persuasion: Achieving Consumer Compliance Without Changing AttitudesSocial Influence and Compliance Without Pressure The Principle of ReciprocityThe Principle of Commitment/ConsistencyThe Principle of Social ValidationThe Principle of LikingThe Principle of AuthorityThe Principle of ScarcityThe Principle of ConfusionMindlessness Revisited: The Limited-Resource AccountSummary and Conclusions8. Advertising in the New Millennium: How the Internet Affects Consumer Judgement and ChoiceFeatures of Online AdvertisingWhen does Online Advertising Promote Persuasion?How does Online Advertising Promote Persuasion?: The Role of Conscious versus Unconscious ProcessesSupplementing Regular Online Advertising: Persuasion via Decision Support SystemsUnintended and Incidental Effects of Being Online on Consumer Cognition (and What They Mean for Online Advertising)Beyond Online Advertising: Persuasion via Online Interpersonal CommunicationSummary and ConclusionsReferencesGlossaryAuthor IndexSubject Index

Read more less

Book SynopsisThis book focuses on the key principles and strategies for developing effective advertising and sales campaigns. It covers topics such as market research, target audience identification, message creation, media planning, sales techniques, and sales team management. The book is designed to help students and professionals in the field of marketing to understand the role of advertising and sales in achieving business goals. With practical examples and case studies, the book provides insights into the latest trends and best practices in advertising and sales management.Table of Contents Chapter 1 Basics of Advertising and Sales Management Chapter 2 Sales and Advertising Approaches Chapter 3 Digital Tools and Techniques in Sales and Advertising Management Chapter 4 Internet and IT Applications in Sales Management Chapter 5 Evaluation and Control in Sales and Advertisements Chapter 6 Challenges and Opportunities in Sales and Advertising Management Chapter 7 Legal and Ethical Issues in Sales and Advertising Management Chapter 8 Emerging Trends in Sales and Advertising Management

Read more less

Book SynopsisHypothesen zum Einsatz von Außenwerbung zur Mitgliedergewinnung.- Fitnessstudios in Deutschland.- Außenwerbung.- Forschungsmethoden.- Umsetzung der qualitativen Forschung.- Diskussion: Bewertung von Außenwerbekampagnen aus Sicht der Studios.- Handlungsempfehlungen für Fitnessstudios.- Fazit.

Read more less

Book Synopsis

Read more less