Advertising Books
Crown 101 Things I Learned in Advertising School
Book Synopsis
£13.59
Basic Books Captains Of Consciousness Advertising And The Social Roots Of The Consumer Culture
Book SynopsisCaptains of Consciousness offers a historical look at the origins of the advertising industry and consumer society at the turn of the twentieth century. For this new edition Stuart Ewen, one of our foremost interpreters of popular culture, has written a new preface that considers the continuing influence of advertising and commercialism in contemporary life. Not limiting his critique strictly to consumers and the advertising culture that serves them, he provides a fascinating history of the ways in which business has refined its search for new consumers by ingratiating itself into Americans'' everyday lives. A timely and still-fascinating critique of life in a consumer culture.
£27.09
John Wiley & Sons Inc An Autobiography
Book SynopsisA unique personality... "Ogilvy, the creative force of modern advertising. " --The New York Times "Ogilvy's sharp, iconoclastic personality has illuminated the industry like no other ad man's. " --Adweek. . an acclaimed author.Table of ContentsSweet Master. I Become a Chef in Paris. New York and Hollywood. Secret Service. A Very Large Rural Monastery. Fame and Fortune. The Light at the End of the Tunnel. A Forest Full of Surprises. List of Clients. Index.
£28.49
John Wiley & Sons Inc Truth Lies and Advertising
Book SynopsisJay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented.Table of ContentsNo Room for the Mouse: The Failure to Involve Consumers in Advertising Communication. Silent Partners: Account Planning and the New Consumer Alliance. The Blind Leading the Bland: Advertising Follows Research...in the Wrong Direction. Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research. The Fisherman's Guide: The Importance of Creative Briefing. Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas. Serendipity: "Got Milk?" Acknowledgments. Bibliography. Index. Credits. About the Author.
£29.25
Thames and Hudson Ltd Creative Demons and How to Slay Them
Book SynopsisBedevilled by the demons of self-doubt, fear of failure or lack of inspiration? Lay waste to your mind-forged monsters with the help of Creative Demons and How to Slay Them. If you've ever embarked on a creative endeavour, then there's a good chance you'll have been bedevilled by self-doubt, fear of failure or a lack of inspiration at some point along the way. This book will help you to banish those mind-forged monsters one by one, no matter how grotesque or scary they may be. Drawing on inspirational anecdotes from art, philosophy, neuroscience, nature, music and contemporary culture, creativity expert Richard Holman provides you with your very own mental armoury to see you through every stage of the creative process. By learning through the experiences of such creative luminaries as Leonardo da Vinci, Marina Abramovic, J.K. Rowling, Dr Seuss and Herbie Hancock, you'll find out how best to overcome the perils of procrastination, the sting of criticism, the seductive tug of convention or the gnawing feeling that you're not up to it. It's time to say farewell to your demons and make your next creative project the very best it can be.
£11.69
Cambridge University Press Cracking the Ad Code
Book SynopsisDo you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty.Table of ContentsIntroduction; 1. Unification; 2. Activation; 3. Metaphor; 4. Subtraction; 5. Extreme consequence; 6. Absurd alternative; 7. Inversion; 8. Extreme effort; 9. Attribute-value mapping.
£36.99
Taylor & Francis Ltd How to Measure and Manage Your Corporate
Book SynopsisThe issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesn't always work, witness Monday or Consignia, both victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place. This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.Trade Review'This is a concise, well presented and highly focused volume that deals with an aspect of corporate identity that company executives ignore at their peril.' Economic Outlook and Business Review '...a very useful guide and tool to practitioners and managers concerned with corporate reputation, understanding stakeholders' influence and building a reputation management plan. It is an excellent read focusing on reputation and brand and the relationship between them. Individuals and organizations will benefit from the knowledge and hands-on experience presented in this book. This will help an organization generate and retain business opportunities by better managing previously unseen barriers. Many examples are given on how organizations spend on advertising to build brand awareness and values even before the organization started and the importance of setting up a number of management programmes to manage reputation, crises and stakeholders.' The Electronic JournalTable of ContentsChapter 1 Introduction; Chapter 2 What is the Difference Between a Brand and a Reputation?; Chapter 3 How is a Corporate Reputation Built Over Time?; Chapter 4 360° Mapping of Stakeholder Influence; Chapter 5 Building Executive Commitment to Measure your Reputation and the Key Role of Communications; Chapter 6 Researching your Organisation’s Reputation; Chapter 7 The Results of your Research; Chapter 8 Building and Implementing the Plan; Chapter 9 Managing the Industry Analysts; Chapter 10 A Case in Point; Chapter 11 The Time to Take Action;
£128.25
Taylor & Francis Ltd How to Manage a Successful Press Conference
Book SynopsisDespite the ubiquity of new forms of communication technology, press conferences remain a vital way for companies to share news. One size or message does not fit all and the content showcased must be of interest to every member of the audience. This book highlights the importance of understanding the needs of those who will attend; an ever-more critical skill as stretched editorial teams make it increasingly difficult to lure journalists from their desks. In the international press arena, journalists from different countries have particular needs and can react differently to the same situation. The authors show that to ensure success, PR professionals need to take account of the event, speakers, style, content and tone; and follow through to the all-important tasks of obtaining feedback and analysing results. How to Manage a Successful Press Conference is essential reading for PR teams working in a national or, particularly, an international environment and enables you to address the Table of ContentsContents: Part I Introduction: Why is a press conference special?; PR tools; Types of press conferences; PR plan. Part II Basics and Processes: Planning; Embargo date; Invitation and registration; Format of a press event; Participants; Agency support; Financial aspects; Venue selection. Part III Content and Speaker Support: Content - From Hell to Heaven; Preparation of spokespeople; Speech writing; Tips for spokespeople. Part IV At the Event: The atmosphere at a press conference; Event branding; Decoration; Registration desk; Badges; Press room; Press kit; Interviews; The appropriate give away. Part V After the Event: Feedback collection; After the event; Media analysis. Appendices: Checklist for preview trip; Cultural influences; Views of a journalist; Industry analyst briefings; Detailed cost breakdown; Online press conferences; References; Index.
£56.04
Faber & Faber Mad Men Bad Men What Happened When British
Book SynopsisHow did a bunch of unelected, unaccountable admen end up running British politics?Sam Delaney wanted to find out more about the strange relationship between British politics and advertising. What happened when a rag-tag band of scruffs and smart-arses invaded Westminster, sprinkling creative fairy dust over earnest politicians? How much did snappy slogans and simplistic soundbites influence election results and even government policies? Sam decided to talk to the people at the heart of it: Alistair Campbell, Peter Mandelson, Tim Bell, Maurice Saatchi, Norman Tebbit, Neil Kinnock - and many more. Everything is here - the moment Margaret Thatcher met the Saatchi brothers, the famous 'Labour Isn't Working' poster and the infamous 'Demon Eyes' campaign. Here, too, are the stories they didn't want you to hear: the man who snorted coke in Number 10, the fist-fights in Downing Street, the all-day champagne binges in Westminster. Dark, revealing and frequent
£11.24
Tim Moore Sold On Purpose Marketing to the Conscious
Book Synopsis
£19.19
Intero Advisory Its Business Not Social STANDOUT Develop and
Book Synopsis
£12.88
Tuk Tuk Press Breaking in
£24.88
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
Prentice Hall (a Pearson Education company) Cant Buy My Love How Advertising Changes the Way
Book Synopsis
£16.14
Princeton University Press Kanban Traditional Shop Signs of Japan
Book SynopsisTrade Review"Provides insight into [Japan's] artistic and commercial roots by illustrating the history of these street signs, how they were created, and some of the business and trades that used them.--MetropolisTable of ContentsForeword-Rob Sidner 7 Introduction 9 The Neon Scramble Kanban: Signs of the Times 1 Fingerprints of the Artisan 19 Visual Records Scenes in and around the Capital Woodblock Prints 2 The Kanban of Nihonbashi 37 3 The Way of the Merchant 47 4 Kanban and Kabuki: Product Placement and the Edo Stage 55 5 Collectors and Collections 61 The Sugiura Collection The Peabody Essex Museum Collection The Showa Neon Takamura Kanban Museum Collection 6 Categorizing Kanban: The Catalogue 69 Medicine Tobacco Shops Mokei Kanban: Shop Signs as Sculpture Yoki Kanban: Container Shop Signs Consumer Goods: Kanban and Daily Necessities Kanban and Specialty Trades Kanban and Pastimes Notes 161 Glossary 165 Bibliography 168 Index 174
£40.50
Lexington Books America in JeruSALEm
Book SynopsisIn America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. Using Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the past two decades. They found that since the ''90s, Israeli advertisers began using American symbols, values, sights, and heroes to promote diverse products without any consideration of the place they were actually made. The perspective offered in this booka consideration of advertising as a locus of the tension between national identity and globalization/Americanizationis an innovative one, generating a model that can be used to analyze national identity through advertising in the age of globalization/Americanization. Although many books have focused on numerous aspects of Israeli society, America in JeruSALEm offers a new and accessible perspective on the changes in Israeli identity.Trade ReviewThe main tenet of this book promises to provide revealing insights into the ways that national identity, globalization, and Americanisation interact within the Israeli context... Some particularly fascinating insights in the book make unique and important contributions to the study of advertising and its current relationship with Americanisation and globalisation. -- Robert Crawford, University of Technology, SydneyTable of ContentsChapter 1 Introduction Chapter 2 Chapter 1. Globalization, Americanization, Advertising, and Israeli Society Chapter 3 Chapter 2. The National Sphere Chapter 4 Chapter 3. The Geographical Sphere Chapter 5 Chapter 4. The Capitalist-Economic Sphere Chapter 6 Chapter 5. The Cultural Sphere Chapter 7 Chapter 6. National Identity, Advertising, and Patriotism during Crisis Chapter 8 Chapter 7. Conclusions
£79.20
Rowman & Littlefield Publishers The Bare Bones of Advertising Print Design
Book SynopsisThe Bare Bones of Advertising Print Design is an ideal handbook for beginning designers and students of advertising design/layout and desktop publishing. Robyn Blakeman dissects the creative process one piece at a time, giving a step-by-step guide to the use and design of advertising in both magazines and newspapers. This friendly, concise, and well-illustrated book is an invaluable resource that new designers and ad design students will refer to time and again for tips on creative and effective print ads.Trade ReviewLooking for a book to help your publication's advertising staff? The Bare Bones of Advertising Print Design is a good addition to the staff bookshelf. From start to finish, Robyn Blakeman takes us through the creative process, from beginning design to specific publications; to problems and techniques.... The Bare Bones is an easy to read, stripped down, in-your-face 'how to' design book. * Quill and Scroll *Robyn Blakeman promises the 'bare bones' of print design . . . and that's exactly what she delivers. Her concise mix of design principles, executional guidelines, and production techniques offers novice designers everything they need to create their own attractive and effective print ads. -- Fred Beard, Gaylord College of Journalism and Mass Communication, University of OklahomaTable of ContentsChapter 1 Introduction Chapter 2 1 Design and the Advertising Process Chapter 3 2 The Main Ingredient to Great Design Chapter 4 3 The Many Stages of Design Chapter 5 4 The Page, Problems, and Solutions Chapter 6 5 What I Need to Know About Type Chapter 7 6 Newspaper: What's the Big Design Deal? Chapter 8 7 A Look at Each Element as a Design Element Chapter 9 8 Putting the Pieces in Place Chapter 10 9 Let's Give It a Try Chapter 11 10 Magazine: What's the Big Design Deal? Chapter 12 11 A Look at Each Component as a Design Element Chapter 13 12 Putting the Pieces in Place Chapter 14 13 Digital Prepress Chapter 15 14 Let's Give It a Try
£34.20
Rowman & Littlefield Publishers Cases in Advertising and Marketing Management
Book SynopsisStudents of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges_ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agenTrade ReviewWith a solid blend of theory and in-the-trenches practice, the cases in this book can both augment the principles course and help upper-level management students begin to grapple with the tough decisions that have to be made in business. Applegate and Johnsen have compiled a collection of cases addressing many of the key issues in today's advertising marketplace. -- Beth E. Barnes, University of Kentucky; coauthor, Strategic Brand Communication CampaignsIn this case, one advertising professor coupled with one agency executive equals ONE BIG IDEA for a case studies textbook in advertising and marketing management. The forty cases and the manner in which they are written make this book virtually timeless and well-worth adopting for upper level classes that stress critical thinking and analytical skill development. -- Robert L. Gustafson, Ball State UniversityTable of ContentsChapter 1 Foreword Chapter 2 Introduction Part 3 Part I: The Business of Advertising and Marketing Chapter 4 Case 1: Smith Services, LLC: When a Client Doesn't Pay on Time Chapter 5 Case 2: 2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matter Chapter 6 Case 3: Harrison Advertising: Growth Strategies Chapter 7 Case 4: The Koch Brewing Company Chapter 8 Case 5: International Marketing and Swanson Cosmetics Chapter 9 Case 6: Pricing and the Model C100 Chapter 10 Case 7: PEST, SWOT, and the Crafts Company Part 11 Part II: The Consumer Chapter 12 Case 8: McNair & Company: Effective Positioning: The Role of a Smart Creative Brief Chapter 13 Case 9: Consumer Buying Behavior and the Plumber Clothing Company Chapter 14 Case 10: Segmenting, Targeting, Positioning (STP) and Here's To Your Health Frozen Dinners Chapter 15 Case 11: B-to-B Marketing and the Venus 4Y Chapter 16 Case 12: Distribution Decisions and the Lawson Furniture Company Chapter 17 Case 13: AA Motorcycles: Using Sales Promotions Chapter 18 Case 14: Juan Ortiz Photography Part 19 Part III: The Client Chapter 20 Case 15: Marshall Company's New Integrated Marketing Communications Campaign Chapter 21 Case 16: Objectives, Strategies, Tactics, and the Bogie II Chapter 22 Case 17: Bank of Ayden: Advertising Management in a Small Market Chapter 23 Case 18: F. T. Beverages and Marketing Strategy Chapter 24 Case 19: Payroll Sure Acquires 2XPayday: What Name Should the New Company Keep Chapter 25 Case 20: Montana Cool: A Potential New Product Disaster Chapter 26 Case 21: Mickey's, Incorporated: The Client and Its Ad Agency Chapter 27 Case 22: Venus Motor Sales: Time to Change the Advertising? Chapter 28 Case 23: Neptune Aquatic Club: Marketing and Advertising for th NonProfit Organizations? Chapter 29 Case 24: Perkins Advertising: Will Ethics Be a Problem? Chapter 30 Case 25: Professional Advertising and Marilyn Bright, M.D. Chapter 31 Case 26: Benson Machine Company: Dealing with a Client's Large Ego Chapter 32 Case 27: E-Commerce and Pandora's Box Chapter 34 Case 28: Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS) Chapter 35 Case 29: The Communications Plan of the First National Bank of Kettering Chapter 36 Case 30: Teaching a Client about Advertising Design Part 37 Part IV: The Ad Agency Chapter 38 Case 31: Norman Surgical Supply Company, LLC: An Owner's Mindset Chapter 39 Case 32: Polk, Fales & Crumley Advertising: When an Ad Agency Becomes Stale Chapter 40 Case 33: P-O-P Advertising and the Taylor Advertising Agency Chapter 41 Case 34: West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account? Chapter 42 Case 35: Chantillon Champagne Chapter 43 Case 36: PizzaTown, Inc.: Media Planning and Budgeting Chapter 44 Case 37: The Design Circus: Employees Having an Affair Chapter 45 Case 38: Maria's Code of Ethics Chapter 46 Case 39: The Museum Board of the State of California: What If You Don't Like the Creative Product? Chapter 47 Case 40 Pete Boswell, Account Executive: Dealing with a Bad Boss Part 48 Part V: Summary Cases Chapter 49 About the Summary Cases Chapter 50 Case 41: The Tools of Advertising and Marketing Management Chapter 51 Case 42: The People in Advertising and Marketing Management Chapter 52 Case 43: The Programs Used in Advertising and Marketing Management Chapter 53 Case 44: Jobs at Advertising Agencies Chapter 54 Case 45: Jobs in Marketing Chapter 55 Index of Cases Chapter 55 Case 46: What Is the Future for Advertising and Marketing?
£107.10
Rowman & Littlefield Publishers Cases in Advertising and Marketing Management
Book SynopsisOnline Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challengesranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the casTrade ReviewWith a solid blend of theory and in-the-trenches practice, the cases in this book can both augment the principles course and help upper-level management students begin to grapple with the tough decisions that have to be made in business. Applegate and Johnsen have compiled a collection of cases addressing many of the key issues in today's advertising marketplace. -- Beth E. Barnes, University of Kentucky; coauthor, Strategic Brand Communication CampaignsIn this case, one advertising professor coupled with one agency executive equals ONE BIG IDEA for a case studies textbook in advertising and marketing management. The forty cases and the manner in which they are written make this book virtually timeless and well-worth adopting for upper level classes that stress critical thinking and analytical skill development. -- Robert L. Gustafson, Ball State UniversityTable of ContentsChapter 1 Foreword Chapter 2 Introduction Part 3 Part I: The Business of Advertising and Marketing Chapter 4 Case 1: Smith Services, LLC: When a Client Doesn't Pay on Time Chapter 5 Case 2: 2 Guys and a Girl, LLC: Intellectual Property Law and Other Legal Matter Chapter 6 Case 3: Harrison Advertising: Growth Strategies Chapter 7 Case 4: The Koch Brewing Company Chapter 8 Case 5: International Marketing and Swanson Cosmetics Chapter 9 Case 6: Pricing and the Model C100 Chapter 10 Case 7: PEST, SWOT, and the Crafts Company Part 11 Part II: The Consumer Chapter 12 Case 8: McNair & Company: Effective Positioning: The Role of a Smart Creative Brief Chapter 13 Case 9: Consumer Buying Behavior and the Plumber Clothing Company Chapter 14 Case 10: Segmenting, Targeting, Positioning (STP) and Here's To Your Health Frozen Dinners Chapter 15 Case 11: B-to-B Marketing and the Venus 4Y Chapter 16 Case 12: Distribution Decisions and the Lawson Furniture Company Chapter 17 Case 13: AA Motorcycles: Using Sales Promotions Chapter 18 Case 14: Juan Ortiz Photography Part 19 Part III: The Client Chapter 20 Case 15: Marshall Company's New Integrated Marketing Communications Campaign Chapter 21 Case 16: Objectives, Strategies, Tactics, and the Bogie II Chapter 22 Case 17: Bank of Ayden: Advertising Management in a Small Market Chapter 23 Case 18: F. T. Beverages and Marketing Strategy Chapter 24 Case 19: Payroll Sure Acquires 2XPayday: What Name Should the New Company Keep Chapter 25 Case 20: Montana Cool: A Potential New Product Disaster Chapter 26 Case 21: Mickey's, Incorporated: The Client and Its Ad Agency Chapter 27 Case 22: Venus Motor Sales: Time to Change the Advertising? Chapter 28 Case 23: Neptune Aquatic Club: Marketing and Advertising for th NonProfit Organizations? Chapter 29 Case 24: Perkins Advertising: Will Ethics Be a Problem? Chapter 30 Case 25: Professional Advertising and Marilyn Bright, M.D. Chapter 31 Case 26: Benson Machine Company: Dealing with a Client's Large Ego Chapter 32 Case 27: E-Commerce and Pandora's Box Chapter 34 Case 28: Advertising a Recording Artist: Using Short Message Service (SMS) and Multimedia Messaging Service (MMS) Chapter 35 Case 29: The Communications Plan of the First National Bank of Kettering Chapter 36 Case 30: Teaching a Client about Advertising Design Part 37 Part IV: The Ad Agency Chapter 38 Case 31: Norman Surgical Supply Company, LLC: An Owner's Mindset Chapter 39 Case 32: Polk, Fales & Crumley Advertising: When an Ad Agency Becomes Stale Chapter 40 Case 33: P-O-P Advertising and the Taylor Advertising Agency Chapter 41 Case 34: West Greenville Convention and Visitors Bureau: How Badly Do You Want a New Account? Chapter 42 Case 35: Chantillon Champagne Chapter 43 Case 36: PizzaTown, Inc.: Media Planning and Budgeting Chapter 44 Case 37: The Design Circus: Employees Having an Affair Chapter 45 Case 38: Maria's Code of Ethics Chapter 46 Case 39: The Museum Board of the State of California: What If You Don't Like the Creative Product? Chapter 47 Case 40 Pete Boswell, Account Executive: Dealing with a Bad Boss Part 48 Part V: Summary Cases Chapter 49 About the Summary Cases Chapter 50 Case 41: The Tools of Advertising and Marketing Management Chapter 51 Case 42: The People in Advertising and Marketing Management Chapter 52 Case 43: The Programs Used in Advertising and Marketing Management Chapter 53 Case 44: Jobs at Advertising Agencies Chapter 54 Case 45: Jobs in Marketing Chapter 55 Index of Cases Chapter 55 Case 46: What Is the Future for Advertising and Marketing?
£36.90
Rowman & Littlefield Publishers The Bare Bones Introduction to Integrated
Book SynopsisIntegrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today''s economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn BlakTrade ReviewThis text would be beneficial in engaging students in their learning of IMC, while preparing them for other courses in their major and to gain insight into the often misunderstood world of advertising and IMC. -- Frauke Hachtmann, University of Nebraska-LincolnTable of ContentsPart 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing
£99.00
Rlpg/Galleys The Bare Bones Introduction to Integrated
Book SynopsisIntegrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today''s economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn BlakTrade ReviewThis text would be beneficial in engaging students in their learning of IMC, while preparing them for other courses in their major and to gain insight into the often misunderstood world of advertising and IMC. -- Frauke Hachtmann, University of Nebraska-LincolnTable of ContentsPart 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing
£40.50
Rowman & Littlefield Publishers Why It Sells
Book SynopsisAdvertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesian entertaining and insightful tour guidedecodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.Trade ReviewThis volume is easy to read and understand, and is supported with a glossary, reference, and list of online resources. Summing Up: Recommended. Lower- and upper-division undergraduates, graduate students, faculty. * CHOICE, Vol. 45 No. 6 (February 2008) *Marcel Danesi achieves a goal to which many aspire: to write a book that is a pleasure to read, but which is informed by the most recent theories regarding how media's messages are created and then conveyed to the general public. We discover that the compelling, yet seemingly simple, information that ads provide rests on a profound insight into how meanings are produced and subsequently interpreted. This outstanding book adds to our growing understanding of how messages are created in our daily lives. -- Paul Colilli, professor, Laurentian University, and visiting professor, Middlebury CollegeTable of ContentsChapter 1 Preface Chapter 2 1 What Is Advertising? Chapter 3 2 General Techniques and Strategies Chapter 4 3 Brand Names Chapter 5 4 Logos Chapter 6 5 Language-Based Techniques Chapter 7 6 Art Chapter 8 7 The Meanings of Ads Chapter 9 8 Marketing Chapter 10 9 Advertising and Society Chapter 11 Glossary Chapter 12 References Chapter 13 Further Reading Chapter 14 Online Resources
£34.20
Rowman & Littlefield The Brains Behind Great Ad Campaigns
Book SynopsisCatch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser ''Clydesdale and Dalmatian'' spots, the ''PEDIGREE'' Adoption Drive'' program, or the breakthrough UPS ''Whiteboard'' campaign.Trade ReviewMargo Berman and Robyn Blakeman's book, The Brains Behind Great Ad Campaigns, is a much-needed one. It's not a guide to developing concepts. It's not a book about copywriting or visual communication. It's not a recipe for success. Nor is it a book about strategy, although all these topics are covered. It's more about the underlying process that results in a great advertising campaign idea. What makes this book special and so helpful for a campaign class is that it covers the right topics, in the right amount, in the right sequence and with crystal-clear examples....The Brains Behind Great Ad Campaigns joins a host of other notable advertising books. What it does better than other is help students understand what it takes to develop better ideas and it sets the stage for other advertising creative how-to books. It is well written and well organized. It is an ideal book for an upper-level undergraduate advertising campaign or capstone course. It would also be relevant for upper-level journalism studies in public relations, Integrated Marketing Communication (IMC), strategic communication or marketing communications. * Journalism Studies *In this didactic look at advertising, including plenty of fun examples from the American ad landscape, academics Berman and Blakeman compile a textbook-ready step-by-step guide to the advertising process. Taking readers through the nuts and bolts of ad creation, the authors are unafraid to start with the basics. . . . As an explication of advertising mechanics, from brainstorming to copywriting to strategizing and media usage, Berman and Blakeman have put together a thorough . . . primer that will familiarize would-be ad professionals with the discipline’s processes and principles. * Publishers Weekly, Web Exclusive Review December 2009 *This is a remarkably comprehensive account of how advertising ideas, strategies, and campaigns come about. -- Edward de Bono, author of Six Thinking HatsThis book gives you a box seat view of the collaborative process needed to create outstanding campaigns including how-tos from some of the industry's superstars. And you'll see it also takes a village to raise an ad. -- Pippa Seichrist, president, Miami Ad SchoolPacked with quotes from leading creatives, The Brains Behind Great Ad Campaigns is an engaging window on the creative process and the current role of research, strategy, and media specialists in big idea generation. The authors provide the real-world insight students need, and for both novices and those familiar with the ad industry, illustrate how agencies are adapting to today’s media environment. -- Janas Sinclair, University of North CarolinaI think this is a much needed book for an Advertising Campaign Capstone class. It provides tangible, insightful, and relevant advice, while numerous examples bring all the material together. -- Craig Davis, Ohio University'A Perfect Marriage:' An invigorating and outstanding book that marries the business side of advertising with the creative development side. It defines the creative process for advertising students, that should be a must-read for all whether on the management or creative track. Through contemporary examples, many well known, the substantiation and melding of the left and right brain detail the results of such collaborations. The book really brings it all together, true integration. -- Tim Hendrick, San Jose State UniversityTable of ContentsChapter 1 The Brains behind the Campaign: The Strategy and the Brief 2 Brainstorming: The Marriage of Visual and Verbal to the Strategy 3 Brainstorming: Techniques to Get to the Big Idea 4 How Campaigns Tell the Brand's Story 5 How Copywriters Approach Strategy Verbally 6 How Designers Approach Strategy Visually 7 Where Campaigns and Brands Go off Course 8 On-Strategy Campaigns That Spin Out 9 New Strategies for Old and New Media 10 Nuts and Bolts of Great Presentations
£30.40
Kogan Page Ltd Commonsense Direct and Digital Marketing
Book SynopsisDrayton Bird has over 45 years' experience as a copywriter, creative director and latterly as Vice Chairman and Creative Director of the world's largest direct-marketing network, Ogilvy and Mather Direct. Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small. An internationally celebrated speaker and columnist, he is also the author of How to Write Sales Letters that Sell (Kogan Page).Trade Review"Read it and re-read it. It contains the knowledge of a lifetime." David Ogilvy "If you read no other book on direct marketing you should find the time to read this one." Direct Marketing International "Probably the best book written on direct marketing... and certainly the easiest to read." Direct Marketing Strategies "Witty and practical, but never boring. A great book to read and re-read and one that I wish I had read a lot earlier in my career." Joseph Sugarman, CEO, JS&A "Everything the testimonials say and a bargain at any price." Robert Heller, Founder, Management Today "Among my most valued possessions, and easily among the greatest ever written on advertising, right up there with those by Caples, Ogilvy, Schwab, Reeves and Hopkins." Gary Bencivenga, cited as America's top copywriter "Remarkably personal, yet authoritative." Ed McLean, DM News, New York "I built my business on Commonsense Direct Marketing - for years I was dipping in and out of it, and still do. It always points you in the right direction." Andrew Turner, MD and founder, Central Trust "So clear and concise that selective quotations fail to do justice to the richness of its texture." Campaign "Great book! Clear, honest and relevant - it's a great guide on how to focus on the basics and get it right." Alex Smirniotis, Combined Insurance, Australia "If you can spare the time to read only one direct-mail book - this is it. Beg, borrow or steal it." Graeme McCorkell, Founder, MSW Rapp & Collins "I read the whole book through from cover to cover in one weekend - because it was well written (as you would hope!) but also because it was just so immediately useful." Rowan Gormley, Virgin Wines "Much is talked and written about strategy. At length. My simple strategy would be, buy this book, heed its lessons and gain yourself a little competitive advantage in the process." Barry Jenner, General Manager, Marketing, Gallaher Ltd "Written in a crystal clear, engaging style... 'Commonsense Direct & Digital Marketing' covers all the areas of digital marketing, from basic principles to the most sophisticated techniques." IS Oppurtunities "Has become a benchmark in direct marketing handbooks." EFMA Magazine "Chapters on direct marketing are gold dust for starters and seasoned BSB practitioners alike." B2B Marketing "A combination of updating and amplification, which should allow this work to retain its pre-eminent position as a comprehensive 'cookbook' on how to make direct marketing work, in all its manifestations." "You will never find this book on a proper marketer's coffee table - because it will be far too dog-eared from the constant use by anyone who is interested in serious direct marketing." Argent (Jnl of the Financial Services Forum) Autumn 2007 "When it comes to direct (and digital) marketing, Drayton Bird is the man. At GBP24.95 this is the bargain book of the century. At GBP249.50 it would still be a bargain. A top seller for 25 years, this is the definitive tome on the subject." "Drayton knows more than anyone else about the topic, he is a very good writer and he is brutally honest." "Virtually a degree course in direct marketing and any reader would do well to treat it as such." IOD Hertfordshire, Dec 2007Table of Contents Chapter - 01: Beginnings Chapter - 02: The Three Graces of Direct Marketing Chapter - 03: Direct Marketing Can Do More Than You Think Chapter - 04: How to Get Started Chapter - 05: Positioning and Other Mysteries Explained Chapter - 06: How to Plan Well Chapter - 07: Media: A Different, More Flexible Approach Chapter - 08: Digital Marketing: The Internet and E-mail Chapter - 09: Your Greatest Asset Chapter - 10: Where Ideas Come From and How to Express Them Persuasively Chapter - 11: How to Make Your Creative Work Virtually Foolproof Chapter - 12: How to Test – and Evaluate Your Results Chapter - 13: Testing Versus Research – and Other Matters Chapter - 14: How to Choose Your Agency – and When to Do Without One Chapter - 15: Client and Agency: the Unequal Partnership Chapter - 16: The Future of Marketing: Ten Predictions – and a Health Warning Chapter - 017: Index
£28.49
Kogan Page Ltd Branded Male
Book SynopsisMark Tungate is a journalist specializing in media, marketing and communication and the author of the bestselling Fashion Brands, Adland and Media Monoliths. Based in Paris, he writes regularly about advertising, and has appeared in The Times, The Independent and The Telegraph. He is also the co-author of The Epica Book, an annual review of the best European advertising.Trade Review"Tungate dissects the social trends that have been shaping the male consumer across a variety of sectors in recent years... Provides insights on how brands can tackle the business of engaging men in a relevant way - and the influential role that the women in their lives play." Carisa Bianchi, President, TBWA / Chiat / Day, Los Angeles "Finally a book that uses humour, examples and clever storytelling to shed a new light on male trends. Helps us approach male consumers as human beings and not simply as marketing targets." Roberto Passariello, Marketing Director, Eurosport International "Ideas, advice and insights that will help anyone aiming to get messages across to men." David Wilkins, Special Projects Officer, Men's Health Forum 'Mark Tungate's excellent book explores whether advertisers should try to appeal to traditional masculinity or this new "evolved" form of manliness...both an enjoyable and enlightening insight into the life of today's male consumer.' The Marketer '...a useful introduction to the subject.' Marketing 'Marketing and advertising are Tungate's specialities and the chapters are packed with facts, figures and expert comment. But he is a branded male like the rest of us, and his ability to comment on the industry while recognising his place in it makes him all the more readable. Insightful, Branded Male offers an interesting theory of how the modern male has been formed.' Velocity "Using a combination of facts, statistics and humorous anecdotes, Tungate discusses the most popular and effective ways of branding products and services to this consumer audience." GDR Creative Intelligence, Spring 2008 "Insightful, Branded Male offers an interesting theory of how the modern male has been formed." Velocity, April 2008Table of Contents Chapter - 00: Introduction; Chapter - 01: Skin; Chapter - 02: Cloth; Chapter - 03: Diet; Chapter - 04: Home; Chapter - 05: Wheels; Chapter - 06: Travel; Chapter - 07: Words; Chapter - 08: Gadgets; Chapter - 09: Hotels; Chapter - 10: Pictures; Chapter - 11: Body; Chapter - 12: Alcohol; Chapter - 13: Restaurants; Chapter - 14: Sex
£21.84
Kogan Page Spending Advertising Money in the Digital Age
Book SynopsisHamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. Together with Peter Field he is the co-author of Brand Immortality, (published by Kogan Page), and also author of Brand Spirit, Brand Manners and Celebrity Sells.Jim Marshall is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.Trade Review"This is a sane, balanced, comprehensive and thought-provoking book which should be essential reading for everyone, not just media folk, involved in the marketing communications business." * John Fanning, Marketing.ie *Table of Contents Chapter - 20: Point of purchase; Chapter - 21: Public relations; Chapter - 22: Radio; Chapter - 23: Sponsorship; Chapter - 24: Television; Section - FIVE: Where’s it all going?; Chapter - 25: Media channels in future; Chapter - 26: Media owners in future; Chapter - 27: Media agencies in future; Chapter - 28: Multi-media strategies in future Chapter - 19: Out-of-home; Chapter - 18: Online; Chapter - 17: Local newspapers; Chapter - 16: National newspapers; Chapter - 15: Magazines; Chapter - 14: Direct mail and e-mail; Chapter - 13: Cinema; Chapter - 12: Contributors; Section - FOUR: The strengths of each medium; Chapter - 11: Choosing the multi-media mix; Chapter - 10: Why using multi-media works; Chapter - 09: Developing a successful media strategy; Chapter - 08: The importance of a good brief; Chapter - 07: How to set an effective media budget; Section - THREE: How to make media work more effectively; Chapter - 06: How the Bellwether Report can help; Chapter - 05: New insights from IPA TouchPoints; Chapter - 04: Key points on UK media research; Chapter - 03: The current UK media landscape; Section - TWO: Overview of the UK media marketplace; Chapter - 02: People’s relationship with media; Chapter - 01: The evolution of the media agency; Section - ONE: Media fundamentals; Chapter - 00: Introduction;
£30.39
Kogan Page Advertising Transformed
Book SynopsisFons Van Dyck is a recognized expert and strategic advisor in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specializing in brand consultancy. He teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.Trade Review"In today's fragmented environment, building brand awareness is more important than ever to win a share of the hearts and wallets of fickle consumers. Communication guru Fons van Dyck cracks the codes of effective ad campaigns, combining conventional wisdom, new research insights and current best-practice illustrations." * Joeri Van den Bergh, author, How Cool Brands Stay Hot and Founder, InSites Consulting *"A strong combination of scientific research and real-life case studies. Fons van Dyck effortlessly combines these two worlds and adds his vast experience to provide compelling insights. A refreshing book for every communications professional." * Nils van Dam, Country Manager, Unilever Belguim and Luxembourg *"Advertising still works in these digital times. Yet, advertising has to adapt to new technologies and new consumer habits. Fons van Dyck guides us in an accessible way on a well-documented journey through the world of advertising in the 21st century. A must-read for everyone in the marketing industry." * Steven Van Belleghem, author, The Conversation Manager *"A sensible, lucid and timely guide to a radically disrupted advertising landscape." * Mark Tungate, author, Adland: A Global History of Advertising *Table of Contents Chapter - 00: Introduction: The era of major transition; Section - ONE: The essence of advertising today; Chapter - 01: What is effective advertising?; Chapter - 02: The advertising ecosystem; Chapter - 03: Creativity is king; Chapter - 04: Consumers as advertising creatives; Section - TWO: Hybrid marketing; Chapter - 05: USP or ESP?; Chapter - 06: Global or local?; Chapter - 07: Conscience or cash?; Chapter - 08: Old or new?; Section - THREE: The reckoning; Chapter - 09: Advertising and ROI; Chapter - 10: The new capitalism
£26.73
Kogan Page Ltd What is a 21st Century Brand
Book SynopsisNick Kendall is an award-winning brand and advertising specialist with over 25 years' experience. He has worked on famous global accounts such as Johnnie Walker and Unilever's 'Dirt is Good' laundry brand, and is a founding partner of Bro-Ken and member of The Garage, helping start-ups build brands. He designed and created the IPA Excellence Diploma, which is described as 'the MBA of brands' for the advertising industry, and received the IPA President's Medal for his services to the industry.Table of Contents Section - 00: Introduction: How to read this book and some observations – Nick Kendall; Section - ONE: What is a brand?; Chapter - 01: I believe brand is a word that has outlived its usefulness – Nick Docherty; Chapter - 02: I believe in the Darwinian evolution of brands – Ian Edwards; Chapter - 03: We believe the people should control the means of branding – David Bonney; Chapter - 04: I believe in gaming your brand – Tim Jones; Chapter - 05: I believe in a brand new religion – Graeme Douglas; Chapter - 06: I believe communities are the future of brand communications – John V Willshire; Chapter - 07: I believe brands should go supergnova – James Borrodell Brown; Section - TWO: What is a brand idea?; Chapter - 08: I believe the children are our future – Faris Yakob; Chapter - 09: I believe in the power of the self-fulfilling prophecy – David Young; Chapter - 10: I believe in the age of osmosis – Alex Dunsdon; Chapter - 11: I believe it’s what brands don’t say that matters – Pete Buckley; Chapter - 12: I believe brands must be superhuman – Emily Fairhead-Keen; Chapter - 13: I believe that brands should embrace the dark side – Simon Robertson; Chapter - 14: Hey, what’s the long idea? I believe it’s time the big idea had a counterpart – Sarah Morning; Section - THREE: How should we organize to deliver?; Chapter - 15: I believe that the future of brands depends on confronting complexity – Gethin James; Chapter - 16: Data is our future: Welcome to the age of infomagination – Matt Sadler; Chapter - 17: I believe brands need to adopt an outside-in brand management approach – Sam D’Amato; Chapter - 18: I believe we must manage brand ideas from the bottom up – Tom Roach; Chapter - 19: I believe it’s time for a new system for leading beliefs – Ross Farquhar; Chapter - 20: I believe brands must shift from vanity to value – Matthew Philip
£40.49
Kogan Page Advertising Transformed
Book SynopsisFons Van Dyck is a recognized expert and strategic advisor in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specializing in brand consultancy. He teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.Trade Review"In today's fragmented environment, building brand awareness is more important than ever to win a share of the hearts and wallets of fickle consumers. Communication guru Fons van Dyck cracks the codes of effective ad campaigns, combining conventional wisdom, new research insights and current best-practice illustrations." * Joeri Van den Bergh, author, How Cool Brands Stay Hot and Founder, InSites Consulting *"A strong combination of scientific research and real-life case studies. Fons van Dyck effortlessly combines these two worlds and adds his vast experience to provide compelling insights. A refreshing book for every communications professional." * Nils van Dam, Country Manager, Unilever Belguim and Luxembourg *"Advertising still works in these digital times. Yet, advertising has to adapt to new technologies and new consumer habits. Fons van Dyck guides us in an accessible way on a well-documented journey through the world of advertising in the 21st century. A must-read for everyone in the marketing industry." * Steven Van Belleghem, author, The Conversation Manager *"A sensible, lucid and timely guide to a radically disrupted advertising landscape." * Mark Tungate, author, Adland: A Global History of Advertising *Table of Contents Chapter - 00: Introduction: The era of major transition; Section - ONE: The essence of advertising today; Chapter - 01: What is effective advertising?; Chapter - 02: The advertising ecosystem; Chapter - 03: Creativity is king; Chapter - 04: Consumers as advertising creatives; Section - TWO: Hybrid marketing; Chapter - 05: USP or ESP?; Chapter - 06: Global or local?; Chapter - 07: Conscience or cash?; Chapter - 08: Old or new?; Section - THREE: The reckoning; Chapter - 09: Advertising and ROI; Chapter - 10: The new capitalism
£79.39
Kogan Page Audio Branding
Book SynopsisLaurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders.Colleen Fahey is US Managing Director of Sixième Son, the world's leading audio branding and sound design agency. Throughout her career, Colleen has worked for major marketing organizations on some of the leading brands in the US, Europe, Latin America and Asia.Trade Review"Audio Branding: Using sound to build your brand expertly combines the theory and practice of sensory branding in a guide that will be essential to every marketer. I highly recommend this book for your library." * Martin Lindstrom, New York Times bestselling author of Small Data and Buyology *"This book rings true. Written by marketers, not musicians, the authors make it clear why a brand needs its own tailor-made musical vocabulary to thrive. Full of stories and tips, supported by academic studies, and illustrated with cases, it's a great read. A must for anyone who is building or defending a brand today." * Angela Johnson, EVP, Worldwide Managing Director, Ogilvy *"If you can conjure up Intel's audio logo, you can start to understand the power of distinctive proprietary sounds... Just as a visual identity creates coherence across trans-media touchpoints, so does an audio identity. Minsky and Fahey deliver a comprehensive guide to conceiving and designing audio branding in the digital age. This book will help you design with sound." * Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences, and Advertising by Design *"We've created scores of audio branding concepts in our ideation sessions, but it never occurred to me - nor did I have the tools- to create an audio branding strategy for our clients. The heavens have opened up and the trumpets have sounded, now that I understand the how and why of Audio Branding!" * Bryan Mattimore, author of 21 Days to a Big Idea, and Cofounder & Chief Idea Guy, The Growth Engine Co, An Innovation Agency *"Audio Branding is the piece of marketing we have been missing for years. And no one until now has explained audio as branding in such a strategic way. Minsky and Fahey provide a detailed roadmap and process to get others to hear your brand as well as they see it." * Keith Quesenberry, Assistant Professor of Marketing, Messiah College & Author, Social Media Strategy: Marketing and Advertising in the Consumer Revolution *"Fahey and Minsky not only introduce the concept of audio branding and the steps that marketers need to take, but also teach readers how to be active listeners; an essential skill for anyone trying to make 'sound' decisions (both meanings intended). The authors' cheerful enthusiasm for the subject and well-placed guest essays make it a fun and informative read." * Sam Fishkin, Audio Mixer and Executive Producer, Mix Kitchen *"The research summary of results on driving purchase intent, building brand authenticity, emotional connection and message delivery is compelling. Beyond advertising, and less expected, are the B2B applications at meetings and trade shows, digital applications and retail environment applications. I hadn't thought about these opportunities, or of the research linking food or beverage taste experience and the music being played. Until reading the book, I was not aware of the range of applications and results from audio branding." * Michal Clements, Managing Principal, Insight to Action *Table of Contents Chapter - 01: Wake up to the Power of Audio Branding; Chapter - 02: Audio Branding in the Digital Age; Chapter - 03: It’s Time We Came to our Sensory Marketing; Chapter - 04: Welcome to the World of Audio Branding; Chapter - 05: The Search for your Sound; Chapter - 06: What Gets Measured; Chapter - 07: The Audio Branding Process; Chapter - 08: How to Launch your Audio Brand; Chapter - 09: Maintaining and Evolving your Audio Brand; Chapter - 10: Music and Sound Design in Environments; Chapter - 11: Glossary
£28.49
Kogan Page Transport Operator Licensing
Book SynopsisAstra Emir is a barrister who has represented many haulage and coach companies and operators in courts, tribunals and public inquiries. She's written legal textbooks and articles, and is an academic, examiner and scrutineer for various bodies, including the transport manager CPC.Mike Oliver is a legal executive and owner of Trans-Law, a specialist transport legal consultancy. He is a Chartered Member of the Institute of Logistics and Transport and member of the FTA Greater London Freight Council, the CPT Schools Transport Committee, and the CPT Claims and Insurance Group.Trade Review"Keeping up to date with the law is always difficult for transport professionals - there is a tendency to recall things as they were when we learned it and not as they are now. The authors are to be congratulated on providing us with a comprehensive volume of today's requirements in an easy-to-read style and I for one will keep my copy close at hand." * Leon Daniels, Managing Director Surface Transport, Transport for London *"I wholeheartedly recommended this guide to transport operator licensing. The complexities of O licensing are broken down into bite sized chunks and would suit both the novice and the experienced operator looking for a single source for study and/or reference. In my view it should be in the desk drawer of every Transport Manager." * Martyn Young, Managing Director, Ketra Logistics Ltd *"This compendium of compliance issues is of great benefit to those wishing to comply with as much as possible of the legislative framework surrounding Transport Operator Licensing. It concisely explains the legalities in a comprehensive and logical way. I have no hesitation in recommending this volume." * Alec Horner, Managing Director, Minimise Your Risk *Table of Contents Chapter - 00: Introduction and Overview; Chapter - 01: Operator Licence Categories and Types; Chapter - 02: Who Needs a Licence?; Chapter - 03: Application Process; Chapter - 04: Operator Undertakings; Chapter - 05: The Role of the Traffic Commissioners; Chapter - 06: The Role of DVSA; Chapter - 07: Operator Compliance Risk Score; Chapter - 08: Managing the Risk; Chapter - 09: Anticipation of Inquiry; Chapter - 10: The Inquiry Itself; Chapter - 11: Coping with the Outcome
£37.99
Kogan Page Persuasive Copywriting
Book SynopsisAndy Maslen is Managing Director of Sunfish, a writing agency specializing in corporate communications, direct marketing and digital content, and CEO of the Andy Maslen Copywriting Academy. A lifetime fellow of the Institute of Direct and Digital Marketing, Maslen works globally with clients such as the NHS, Prudential, The Economist, BBC Worldwide, Hamleys, London Stock Exchange, RSPB, The New York Times and PricewaterhouseCoopers. He is co-founder of the Copy Cabana conference and a bestselling author of numerous fiction and non-fiction books.Trade Review"If you're someone who likes rules but likes breaking them more, this book is for you. Andy provides a balance of discussion, guidance and coaching, delivered with enough wit to make you spontaneously snort-laugh your way to great copywriting." * Elle Graham-Dixon, Head of Planning Global Ford, BBDO New York *"Persuasive Copywriting will give your writing charisma. It refines your words so they hold your reader's gaze, drawing on lessons from Ancient Greece to fMRI technology. It's about more than how your copy can persuade and sell, though. Your writing will inspire, charm and comfort too." * Joe Fattorini, journalist and presenter of The Wine Show *"I rated Andy 10/10 as a speaker. I rate Persuasive Copywriting even higher. It has smashed into the essential reading list on our curriculum, for art directors as well as copywriters." * Marc Lewis, Dean, School of Communication Arts *"There is a crying need for good copy today because of the internet. Yet there is a dire shortage. If you wish to succeed, read this book at least three times. And if you have to judge copy, read it too. All good stuff, blessedly free of jargon." * Drayton Bird, the godfather of direct marketing *Table of Contents Section - ONE: Copywriting in context; Chapter - 01: Creativity – A genuinely marketable skill?; Chapter - 02: The right and wrong way to judge copy; Chapter - 03: The impact of new channels – From mobile to social; Chapter - 04: Blood brothers or ugly sisters – How do copy and content fit together?; Section - TWO: Motivation versus reason – Tapping into your customer's deepest drives; Chapter - 05: Harnessing the power of emotional copywriting to persuade your prospects; Chapter - 06: Three big ideas you should use for copy before highlighting the "benefits"; Chapter - 07: A powerful process for developing customer empathy through copy; Chapter - 08: Copywriting hacks – Flattery will get you everywhere; Chapter - 09: The ancient Greek secret of emotionally engaging copy; Chapter - 10: Copywriting and connecting on social media; Chapter - 11: Creating calls to action – Top tips to bring home the bacon; Section - THREE: The pleasure principle – Making your writing more enjoyable and compelling; Chapter - 12: Balancing pleasure and profit – Five techniques to write fantastic copy; Chapter - 13: How to engage your imagination and free your creativity; Chapter - 14: Tone and technique in copy – Finding your voice (and that of others); Chapter - 15: The definitive guide to when grammar matters in copywriting; Chapter - 16: Injecting life into your sales pitch – An age-old method
£63.65
Kogan Page Ltd Marketing Communications
Book SynopsisPR Smith is a marketing consultant, bestselling business author and inspirational speaker. He has helped hundreds of businesses, from innovative start-ups to established blue-chip companies. He is founder of SOSTAC Planning framework, voted in the Top 3 Business Models worldwide by the Chartered Institute of Marketing's Centenary Poll, and created the Great Sportsmanship Programme. Ze Zook is an integrated marketing author, lecturer, producer and consultant specializing in helping the creative industries fulfil both their missions and business goals. He is a visiting academic at Regent's University London and consults on digital marketing for private-sector disruptive start-ups.Trade Review"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. The latest edition of Marketing Communications is filled with examples to inspire you, and I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." * Dave Chaffey, Co-founder and Content Director, Smart Insights *Table of Contents Section - ONE: Communications background and theories; Chapter - 01: New integrated marketing communications; Chapter - 02: Branding; Chapter - 03: Customer relationship management; Chapter - 04: Buyer behaviour; Chapter - 05: Communications theory; Chapter - 06: Marketing communications research; Chapter - 07: Marketing communications agencies; Chapter - 08: International marketing communications; Chapter - 09: The marketing communications plan; Chapter - 10: The changing communications environment; Section - TWO: Communications tools; Chapter - 11: Selling, social selling, marketing automation and martech; Chapter - 12: Advertising; Chapter - 13: Publicity and public relations; Chapter - 14: Sponsorship; Chapter - 15: Content marketing and other sales promotion; Chapter - 16: Direct mail, email, messaging and chatbots; Chapter - 17: Exhibitions, events and experiential marketing; Chapter - 18: Merchandizing and point of sale; Chapter - 19: Packaging; Chapter - 20: Owned media – websites and social media; Chapter - 21: Index
£44.64
The History Press Ltd Fading London
Book SynopsisA pictorial and historical guide to London’s old brick adverts
£17.00
The History Press Ltd Eastern Region Railway Shipping Eastern Region
Book SynopsisThe third volume in Robert Forsythe's series looking at Britain's railway shipping services through their publicity. The Eastern Region was a part of British Railways and thereby connected with railway owned shipping at Tilbury, Harwich and in the Humber. The weight of much that is shown reflects this direct railway involvement and considers the heyday of the actual Eastern Region. The wealth of material illustrated gives a flavour of travelling by railway ferry from the early twentieth century to the present day. As well as the railway ships, Robert Forsythe looks at the connecting Fred Olsen, General Steam Navigation Co., DFDS and Tor Line services too. Concentrating on the railway-owned ports of Tilbury, Harwich, Felixstowe, Immingham and Hull, the book also looks at Newcastle and Grimsby too. Earlier books in the series are To Western Scottish Waters and Irish Sea Shipping Publicised.
£17.09
The History Press Ltd Liverpool Ghost signs
Book SynopsisTake a photographic journey into Liverpool's often overlooked local, craft and advertising history. This intriguing book profiles hand-painted advertising from across the city and investigates the companies that commissioned the signs that now appear faded on the brickwork of buildings. It is a snapshot of a time that is almost forgotten but which lives on through the sometimes haunting presence of ghost signs on Liverpool's city streets. Over 150 signs, gloriously illustrated here in full colour, are explored through chapters focused on the types of products advertised: Food & Drink; Alcohol & Tobacco; Shoes & Clothing; etc. Liverpool Ghost Signs is a must for all true local historians.
£11.69
University Press of America Start with the Future and Work Back A Heritage
Book SynopsisThis book is a lively, often amusing, but seriously perceptive exploration of The History Factoryâs role in creating and shaping the global heritage management industry, drawing on its work with a broad array of corporations and the original business characters the firm has served since its founding in 1979.Table of ContentsForeword Introduction Chapter 1: Start With the Future and Work Back— The Art and Utility of Historical Storytelling Chapter 2: A Storehouse for Storytelling—How to Build—and Maintain—a Better Corporate Archive Chapter 3: Know Thyself—Oral Histories and the Enduring Value of Institutional Memories Chapter 4: Seeing is Believing—The Power of Corporate Exhibits and Organizational Icons Chapter 5: How to Tell a Meaningful Story—Video, Online Narratives and Corporate Heritage for the Digital Age and Beyond Chapter 6: The Power of StoryARC—The Art of Turning Crisis into Opportunity Chapter 7: Authenticity Sells—The Power of Corporate History in an Age of Convergence Acknowledgments Index
£23.75
SAGE Publications Inc Effective Advertising
Book SynopsisRecently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.--Alan G. Sawyer, University of FloridaEffective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:* Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.Trade Review“Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book.” -- Alan G. Sawyer"Tellis offers incredible insight into understanding when, how, and why advertising works - all in fewer that 200 pages! Drawing from an extensive review of the literature, Tellis synthesizes results into a highly readable set of conclusions, focusing on advertising′s effects on behavior and sales / market share that result from initial and subsequent exposures." -- ChoiceTable of Contents1. EVALUATING ADVERTISI NG IMPORTANCE OF ADVERTISING IN MODERN ECONOMICS 2. SWEET, SECRET WORKINGS OF ADVERTISING MYTHS ABOUT ADVERTISING EFFECTIVENESS TRUTH ABOUT ADVERTISING 3. A GENERAL THEORY OF FIRMS′ ADVERTISING WHY FIRMS ADVERTISE: THEORY OF ADVERTISING DEMAND WHY BIG SUCCESSES ARE RARE: THEORY OF ADVERTISING EFFECTIVENESS WHY FIRMS PERSIST WITH INEFFECTIVE ADVERTISING: THEORY OF ADVERTISING SUPPLY 4. MEASURES OF ADVERTISING′S EFFECTIVENESS DEFINITION AND CLASSIFICATION OF ADVERTISING VARIABLES MODELS OF THE HIERARCHY OF EFFECTS 5. RESEARCH DESIGNS TO ASSESS ADVERTISING EFFECTIVENESS LABORATORY EXPERIMENT FIELD APPROACH HYBRID APPROACHES 6. MARKET EFFECTS OF ADVERTISING INTENSITY CLASSIFICATION OF STUDIES FINDINGS ABOUT ADVERTISING WEIGHT FINDINGS ABOUT ADVERTISING ELASTICITY FINDINGS ABOUT AD FREQUENCY 7. ADVERTISING′S DYNAMIC AND CONTENT EFFECTS FINDINGS FROM MARKET STUDIES ABOUT ADVERTISING CARRYOVER FINDINGS ABOUT ADVERTISING WEARIN AND WEAROUT FINDINGS ABOUT AD CONTENT 8. ADVERTISING AS PERSUASION ROUTES OF PERSUASION LOW INVOLVEMENT OR PASSIVE PROCESSING REPETITION IN PERSUASION 9. ARGUMENT IN ADVERTISING HOW ARGUMENT PERSUADES AGRUMENT STRATEGY 10. EMOTION IN ADVERTISING HOW DO EMOTIONS WORK? WHEN DO EMOTIONS WORK? METHODS OF AROUSING EMOTIONS ROLE OF SPECIFIC EMOTIONS 11. ENDORESEMENT IN ADVERTISING TYPES OF ENDORSERS WHY ENDORSEMENTS WORK WHEN TO USE ENDORSERS STRATEGIC IMPLICATIONS COLLECTION OF SINGLE SOURCE DATA
£81.75
Emerald Publishing Limited Advertising and Differentiated Products Advances
Book SynopsisPart of the "Advances in Applied Microeconomics" series, this volume contains 11 chapters, which cover theoretical and empirical contributions. It examines theoretical models of incomplete information; product innovations in services; and both advertising and product differentiation, including generic advertising, advertising bans and more.Trade Review...Eleven articles provide insight into strengths and weaknesses of alternative methodological approaches to issues of advertising and differentiated products. Journal of Economic Literature, 2002Table of ContentsEffects of advertising on U.S. non-alcoholic beverage demand: Evidence from a two-stage Rotterdam model (H.W. Kinnucan, et al.). The long-run demand for alcoholic beverages and the advertising debate: A cointegration analysis (N.E. Coulson, J.R. Moran, J. P. Nelson). Mandated exclusive territories: Efficiency effects and regulatory selection bias (T.R. Sass, D.S. Saurman). Race and radio: Preference externalities, minority ownership, and the provision of programming to minorities (P. Siegelman, J. Waldfogel). The value of advertising in a magazine bundle (C.A. Depken, D.P. Wilson). Pricing dynamics of multi-product retailers (D. Hosken, D. Matsa, D. Reiffen). Product innovation in services: A framework for analysis (R. Betancourt, D. Gautschi). Asymptotic efficiency in stackelberg markets with incomplete information (J. Zhang, Z. Zhang). Advertising cooperation: Who plays? Who gains? (J. A. Dearden, G. L. Lilien). A model of vertical differentiation, brand loyalty, and persuasive advertising (V.J. Tremblay, C. Martins-Filho). Alcohol advertising and advertising bans: A survey of research methods, results, and policy implications (J.P. Nelson).
£102.99
Schiffer Publishing Ltd ADVERTISING DOLLS Schiffer Book for Collectors
Book Synopsis
£23.79
Schiffer Publishing Ltd ENCYCLOPEDIA OF PORCELAIN ENAMEL ADVERTI A
Book Synopsis
£23.79
Schiffer Publishing Ltd CocaCola Trays Schiffer Book for Collectors
Book Synopsis
£10.79
Schiffer Publishing Ltd Beer Signs for the Collector Schiffer Book for
Book Synopsis
£23.79
Schiffer Publishing Ltd TRADEMARKS OF THE 1950S Schiffer Design Books
Book Synopsis
£23.79
Schiffer Publishing Ltd The Collectors Book of Novelty Pans
Book SynopsisHere is a fun, new collectible. Decorated cakes are associated with celebrations of all kinds--can you imagine a birthday party without a cake? Now many cake-lovers have discovered an engaging hobby: collect the pans that cakes are baked in! The most prolific pan manufacturer, Wilton Industries, Inc., has offered well over 600 designs since the 1950s. Delightful pans have also been offered by Nordic Ware, Inc., Amscan, Inc., Mirro, Inc., Wear-Ever, West Bend, and others. Over 700 of these wonderful, formed-aluminum novelty cake pans are documented in this colorful and unique book. Current estimated values are provided for all pans, while multiple indexes help the collector look up pans by stock number, name, key word, mold type, or age. Whether you are wondering if there has ever been a licensed cake pan of Porky Pig, curious about how long your favorite piano cake kit was sold, or want to check out the plethora of bunny rabbit pans, the beautiful pictures and detailed data in this boo
£19.54
Schiffer Publishing Ltd Great Street Art Reggae Blues and World Beat
Book SynopsisBob Marley died in 1981, but the interest he generated in the raggae, blues, and world beat music continued to grow. Around the world local bands sprang up and clubs began to feature the music to ever-increasing numbers of patrons. To advertise these events hundreds of posters were hung on telephone poles, vacant walls, and shop windows. Made on photocopiers and litho presses, by local artists, they have the edge that comes from needing to catch one''s attention with a minimum of expense. The result is raw, in-your-face street art that captures the spirit of a generation. Victor Burleigh has gathered together more than 500 original posters dating from 1977 to 1989, from San Francisco, a city on the cutting edge of the music world and a haven for raggae, blues, and world beat music. Nearly every night one of the many music clubs would offer a live concert of an up-and-coming group. Since every club produced its own posters, there is a wide variety of styles and graphic images, as well a
£23.79
Schiffer Publishing Ltd Chinese Label Art
Book SynopsisCombining wonderful graphics with fascinating history, this book is a showcase of outstanding Chinese label, packaging, and advertising art created between 1900 and 1976. These stunning images came from cities in China such as Canton and Shanghai, as well as places beyond the border such as Hong Kong, Macau, and Singapore, where large Chinese populations thrived and commercial ties to the West were strong. Export and domestic products include tea, medicine, food, cosmetics, cigarettes, dyes, matches, phonograph records, firecrackers, religious items, and more. Their labeling presents a mixture of traditional imagery and ornamentation blended with Western culture and merchandising. Over 400 visually captivating images make this an important resource for artists, designers, historians, and merchants alike.
£31.44
