Advertising Books
Taylor & Francis Ltd Brands and Branding
Book SynopsisThis volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand strategy. The book presents a practical perspective on building brands through social media and using artificial intelligence technologies. Readers will get a clear introductory understanding about the role of consumer behavior, the research methods that every brand manager must be familiar with, brand architecture, portfolio, brand equity, and valuation.Branding requires vision to foresee, logic to understand the market, and the art of understanding consumers. This book is a guide for readers and professionals who are interested in all aspects of branding and brand building. It will also be useful for scholars and students of Marketing, Advertising and Brand Management, Business StudiTable of ContentsIntroduction 1. Brands and Branding 2. Consumer Behavior and Brand Building 3. Designing Brand Identity & Crafting Brand Personality 4. Brand Positioning 5. Integrated Brand Experience: Design and Communication 6. Branding on Social Media 7. Managing Brands over Lifecycle 8. Consumer-Brand Relationships: Building Brand Loyalty 9. Brand Architecture and Portfolio Strategy 10. Brand Equity and Valuation. Conclusion
£36.99
Taylor & Francis Marketing in the Climate Crisis
Book Synopsis
£50.34
Taylor & Francis Selling and Negotiation Skills
Book Synopsis
£34.99
St Martin's Press The Copywriters Handbook 4th Edition
Book Synopsis
£16.19
Harvard Business Review Press True Story
Book Synopsis Is your company a storytelleror a storydoer?The old way to market a business was storytelling. But in today’s world, simply communicating your brand’s story in the hope that customers will listen is no longer enough. Instead, your authentic brand must be evident in every action the organization undertakes.Today’s most successful businesses are storydoers.These companies create products and services that, from the very beginning, are manifestations of an authentic and meaningful storyone told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companiesfrom small start-ups to global conglomeratesorganize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to marketTrade Review"Montague gets right to the chink in the armor of storytelling: Unless the story you tell about your company is true, it is just empty words. And the way you make a story true, he says, is by "storydoing." Storydoing is telling a story through your actions." -- strategy+business magazine "An original take on using story to convey your brand promises, True Story will provide you with the answer." -- 800 CEO READ ADVANCE PRAISE for True Story: Brad Jakeman, President, Global Beverages Group, PepsiCo, Inc.-- "Gone are the days when marketers can simply tell people what a brand stands for. More than ever, consumers demand authenticity and transparency. True Story is an insightful and compelling review of what it takes to build brands and businesses today." Roo Rogers, Partner, Fuse Project; coauthor, What's Mine Is Yours-- "Who better to write about the power of story than Ty Montague? As relevant to CEOs as it is to CMOs, True Story leads the reader step by step through the process of combining product and narrative into one meaningful and unforgettable consumer experience." Danielle Tiedt, CMO, YouTube-- "In an age where just communicating your brand isn't enough, Ty Montague has given businesses a way to think about brand building from the bottom up. True Story outlines a four-step process to discover your company's unique story and then explains how to fold that story into every action you take. An essential guide for any company looking to grow its business." Peter Sachse, Chief Stores Officer, Macy's-- "The power of 'storydoing' shouldn't be underestimated. If you consistently define your brand through action, your brand will take vivid shape in every consumer's mind. Ty Montague has done a great job creating a path that any company can use to reach its goals." David Webster, General Manager, Marketing Strategy, Microsoft Corporation-- "Unlike so many books that simply collect case studies that you can't apply to your own situation, Ty Montague's book provides a blueprint and a road map for putting these insights into action. The power to uncover your own brand narrative--and live it--is in your hands right now."
£999.99
Pearlsong Press Taking Up Space
Book Synopsis
£18.52
Grolier Club of New York Animated Advertising – 200 Years of Premiums,
Book SynopsisA lively look at an underexplored niche in the history of American ads: pop-ups. Drawing from Ellen G. K. Rubin’s extensive collection of more than 7,000 pop-up books and related ephemera, Animated Advertising demonstrates how animated and dimensional paper devices have been used throughout US history to promote products, art, entertainment, and ideas. The book displays the creativity of advertisers in food, fashion, tobacco, pharmaceuticals, travel, music, politics, and more. Rubin’s diverse examples of historical paper pop-ups show how they leaped from the pack of standard marketing materials to catch the eye and inform patrons and clientele about the items being sold. Illustrated with two hundred and fifty color images, and published to coincide with a Winter 2023 exhibition at the Grolier Club’s New York headquarters, Animated Advertising is a lively look at an underexplored niche in the history of American marketing, graphic design, and paper engineering.Table of ContentsA Passion for Pop-ups: 40 Years of WOW!IntroductionCATALOG OF THE EXHIBITIONPharmaceuticals and Health CareFood Kellogg’s Brand Cereals Other Cereals Chocolate Other FoodIndustrial Design and InnovationPrinting and PublishingAutomotivePromoting Business Business CardsAlcoholic Beverages and Tobacco Absolut Vodka TobaccoFashion and BeautyClothingBeauty and AccessoriesHolidaysTravelArts, Entertainment, and PoliticsCulture Entertainment Music Sports PoliticsGlossary of Pop-up and Movable Paper Terms
£26.60
Logical Expressions, Inc. Publicity to the Rescue: How to Get More
Book Synopsis
£19.79
Aprilis Publishing LLC Social Media Marketing Plan How To: Build a
Book Synopsis
£12.76
Bravex Publications Instagram Marketing: How to Dominate Your Niche
Book Synopsis
£22.49
Aiditorial Books Dropshipping: The DropShipping A-Z Guide on
Book Synopsis
£21.74
Bloomsbury Publishing PLC The Fundamentals of Creative Advertising
Book SynopsisThe Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.Trade ReviewA useful overview of the advertising process from brief to realisation with lots of excellent examples. A good section on ambient and guerilla advertising too. * Dave Caton, Swindon College, School of Art, UK *This book combines beauty and edginess with its blend of four-colour ads, groundbreaking campaigns, and how-to narrative. Part of the AVA Fundamentals series of art and design books, it puts the reader right in the middle of the creative advertising process. Step by step, the chapters outline the formation of an ad campaign: evaluating media options, carrying out campaign planning and strategy, and developing the creative concept. From utilizing traditional advertising media, such as newspapers, magazines, radio, and television, to low-cost, high-impact guerrilla advertising techniques, the authors (all, Southampton Solent University, UK) cover all the bases. The design aspects of typography, copy elements, logos, and layout are not only explained but also illustrated, bringing the whole process together. Some of the advertisers represented include VW, Honda, Virgin Atlantic, Sony, Dr. Pepper, Cadbury, London Transport, and Heinz. Designed for both advertising professionals and students, the book can be used as a reference guide or text. Its artful presentation of print and illustrations makes for a pleasurable reading experience. Summing up: highly recommended to upper-division and graduate marketing and design students, faculty, and practitioners. * P. G. Kishel, Cypress College, USA, Choice review March 2012 *This book is designed as a guide to the working practice and creative processes within a modern advertising agency. The authors... are all industry insiders currently attached to the Advertising and Marketing degree course at Southampton Solent University. Here they offer a concise overview, extensively illustrated, which gives the novice a sound orientation and understanding of the jargon, stages and evolution of an ad campaign from idea to finished product. The role of the image is thoroughly examined and explained. * Photoicon, issue 6 *The Fundamentals of Creative Advertising will boost your understanding of how ad campaigns are planned, created and executed. Chapters address media options, campaign planning and strategy, creative concepts and briefs, art direction and the future of advertising. * Dynamic Graphics magazine *The Fundamentals of Creative Advertising is a great introduction to the world of creative advertising... The authors have assembled a wealth of visual examples taken from real campaigns, which along with explanatory text, help pinpoint the important elements of a successful advertising project. Professional interviews, student exercises and checklists underpin the theory and principles of advertising and encourage a practical application of creative thinking. * Digit magazine *Table of ContentsIntroduction. The agency structure. The media options: Newspapers and magazines; Radio; TV and cinema; Posters; Direct mail; Ambient and guerrilla advertising; Digital and online advertising. Campaign planning and strategy: The client; Market research; Account planning; The creative brief. The creative concept: The creative team; Art direction; Research and familiarization; Crafting the campaign look; Typography. The future of advertising: A changing industry; A new type of client and agency; How advertising strategy has to evolve; The 'buzz': new ways of breaking through; Harnessing new technology. Appendix. Conclusion. Thanks. Index. Student resources. Working with ethics.
£26.59
Independently Published Digital Strategy: The Art of Digital Brand Design
Book Synopsis
£10.21
Bloomsbury Publishing PLC Epica Book 31
Book SynopsisThe Epica Awards were created in 1987. Having originally focused on the Europe, Middle East and Africa region exclusively, the awards became global in 2012. Epica's aim is to reward outstanding creativity in communication disciplines and to help communication agencies, film production companies, media consultancies, photographers and design studios to develop their reputations beyond their national borders.Trade ReviewThe value of publications like this is enormous. The Epica Book helps us remember what was great and why it was great. -- Josef Miguel Sokoloff, President of the Lowe Global Creative Council Chief Creative Officer, UK.[Sets] standards for new thinking, for intelligent problem solving and for refreshing insights... Enjoy! -- Amir Kassaei, Chief Creative Officer, DDB Group, GermanyThis is the closest you'll get to a 'how to' book on creative advertising. -- John Pallant, Regional Creative Director, Saatchi & Saatchi, METable of ContentsIntroduction Foreword 2017 Winners The Jury Awards Ceremony Annual Report Food & Drink Consumer Services Household Products and Services Public Interest Health and Beauty Automotive Media and Entertainment Business to Business and Corporate Radio Direct Marketing Media Usage Branded Content PR and Promotions Craft and Imagery Design Interactive Integrated
£63.75
Kogan Page Ltd A Marketers Guide to Digital Advertising
Book SynopsisShailin Dhar, based in New York City, New York, is a founding partner of Method Media Intelligence, a measurement consultancy and technology provider. A board member for the Programmatic & Data Center at IAB, he's served as Chief Strategist for Adsiduous Media, Director of Business Development at Darcher Media, and Business Development and Operations Manager at DOL Marketing.Scott Thomson, based in London, UK, is a partner at Method Media Intelligence. He has twenty-five-years' experience helping companies like Publicis, Nielsen, Dentsu and Naked Communications design and measure marketing strategies. Thomson helped the UK's Ministry of Defence design user-friendly dashboards and controls for military equipment.Trade Review"It's great to see Shailin Dhar and Scott Thomson pushing hard to open up the black box that is digital advertising. This book dives deep into the multiple aspects that advertisers should control and provides actionable solutions. It's only through the work of people like this that the current situation will improve. Brilliant content." * Nick Manning, cofounder of Manning Gottlieb OMD, former COO of Ebiquity, media transparency advisor to the Association of National Advertisers and founder of Encyclomedia *Table of Contents Chapter - 00: Introduction; Chapter - 01: Meaningful measurement; Chapter - 02: The digital supply chain; Chapter - 03: The skills gap; Chapter - 04: When to consult external partners; Chapter - 05: The limits of tech; Chapter - 06: Understanding your leverage; Chapter - 07: Risks versus rewards; Chapter - 08: Shiny new digital objects; Chapter - 09: References
£28.49
Free Press Yes 50 Scientifically Proven Ways to Be
Book Synopsis
£999.99
McGraw-Hill Education Contemporary Advertising ISE
Book SynopsisThe rate of change in advertising and IMC over the past several years has been continued to be MASSIVE. Weigold/Arens, Contemporary Advertising 17th has been revised to include the latest trends and industry disruptors impacting the world of advertising today. - Our biggest changes are significantly more discussion of digital media in IMC and advertising throughout the book and specifically in the chapters on creative, media, and social media with the help of experts in these disciplines. - This edition includes greater attention to ongoing issues of consumer privacy and data protection as well as ethics, diversity, and inclusion in the industry. - Digital disruption is featured in new content on cable''s biggest competitor, streaming or OTT video. Also, Chapter 13, formerly Using Electronic Media: Television and Radio, is now titled Using Audio and Video Media, reflecting how television is no longer the primary medium for video and how braTable of ContentsChapter 1: Advertising and IMC Today Chapter 2: The Big Picture: The Functions of Advertising and Its Evolution Chapter 3: The Big Picture: Economic, Ethical, and Regulatory Aspects Chapter 4: The Scope of Advertising: From Local to Global Chapter 5: Marketing and Consumer Behavior: The Foundations of IMC Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy Chapter 7: Research: Gathering Information for IMC Planning Chapter 8: Marketing and IMC Planning Chapter 9: Planning Media Strategy: Disseminating the Message Chapter 10: Creative Strategy and the Creative Process Chapter 11: Creative Execution: Art and Copy Chapter 12: Advertising in Print Media Chapter 13: Using Audio and Video Media Chapter 14: Using Digital Interactive Media Chapter 15: Social Media Chapter 16: Using Out-of-Home, Exhibitive, and Supplementary Media Chapter 17: Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Chapter 18: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising
£999.99
Pearson Education Limited Advertising IMC Principles and Practice Global
Book SynopsisTable of Contents1. Strategic Brand Communication 2. Advertising 3. Public Relations 4. Action and Interaction: Direct Response and Promotions 5. How Brand Communication Works 6. Strategic Research 7. Segmenting and Targeting the Audience 8. Strategic Planning 9. Creative Side 10. Promotional Writing 11. Direct Response 12. Media Basics 13. Paid Media 14. Owned, Interactive, and Earned Media 15. Media Planning and Negotiation 16. IMC Management 17. Evaluating IMC Effectiveness 18. Social Impact, Responsibility, and Ethics: Is it Right?
£999.99
Penguin Books Ltd Dainty Desserts for Dainty People Knox Gelatine
Book SynopsisTrade ReviewSeth Godin may be the ultimate entrepreneur for the information age * BusinessWeek *It's easy to see why people pay to hear what he has to say * Time *Godin...is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted on and off * Forbes *If Seth Godin didn't exist we'd need to invent him * Alan Webber, founder, Fast Company *If your idea, or issue, or candidate, or product isn't catching on, you haven't been reading Seth Godin * Micah Sifry, cofounder, Personal Democracy Forum *Thousands of authors write business books every year, but only a handful reach star status and the A-list lecture circuit. Fewer still-one, to be exact-can boast his own action figure. . . . Godin delivers his combination of counterintuitive thinking and a great sense of fun * BusinessWeek *This is the book I need right now. It's an extraordinary and electrifying call to action for writers, artists and creators in every walk of life. I re-read passages and felt as if my own secret creed was being explained back to me, in words I hadn't yet found * Rosanne Cash, Grammy-winning singer-songwriter *The Practice is a user's manual for finding your calling and an alchemist's handbook for pursuing your dream * Steven Pressfield, author of The War of Art *Seth's book is a skeleton key specially molded to unlock the most creative version of you. Read it, and find yourself free to be who you know you really are * Brian Koppelman, co-producer and co-creator of Billions *With surgical precision, The Practice attacks our predictable misconceptions about the creative process and replaces them with better ideas, one by one. This book will inspire you to make things, hone your craft, and nudge you to ship things you are proud of. Read it * Tobi Lutke, CEO, Shopify *The Practice explains that what looks like a barrier is often a catalyst in disguise. Magic may not come from what we can see on the stage but from behind it, where the wood chopping happens * Peter Gabriel, Musician *
£13.49
Thames & Hudson Ltd Creative Demons and How to Slay Them
Book SynopsisTable of ContentsIntroduction Chapter 1: The Demon of Procrastination Chapter 2: The Demon of the Blank Page Chapter 3: The Demon of Doubt Chapter 4: The Demon of Convention Chapter 5: The Demon of Constraints Chapter 6: The Demon of Criticism Chapter 7: The Demon of Theft Chapter 8: The Demon of Accidents Chapter 9: The Demon of Failure Chapter 10: The Demon of Disappointment Epilogue Notes Further Reading Acknowledgments
£999.99
BookBaby The Creative Brief Blueprint
Book Synopsis
£16.79
NTC Publishing Group,U.S. My Life in Advertising and Scientific Advertising
Book SynopsisGain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.
£12.34
MP-VIR Uni of Virginia Kodak and the Lens of Nostalgia
Book SynopsisA study of the advertising campaigns and marketing strategies launched by Kodak in the early years of snapshot photography. It demonstrates how these stand at the centre of a shift in American domestic life that goes deeper than technological innovations in cameras and film.
£20.85
Schiffer Publishing Ltd Signs of Our Past Porcelain Enamel Advertising in
Book Synopsis
£46.74
Simon & Schuster Contagious
Book Synopsis
£23.80
Oxford University Press Dirty Politics
Book SynopsisAmericans in recent years have become thoroughly disenchanted with our political campaigns, especially with campaign advertising and speeches. Each year, as November approaches, we are bombarded with visceral appeals that bypass substance, that drape candidates in the American flag but tell us nothing about what they''ll do if elected, that flood us with images of PT-109 or Willie Horton, while significant issues--such as Kennedy''s Addison''s Disease or the looming S&L catastrophe--are left unexamined. And the press--the supposed safeguard of democracy--focuses on campaign strategy over campaign substance, leaving us to decide where the truth lies. In Dirty Politics, campaign analyst Kathleen Hall Jamieson provides an eye-opening look at political ads and speeches, showing us how to read, listen to, and watch political campaigns. Jamieson provides a sophisticated (and often humorous) analysis of advertising technique, describing how television ads use soft focus, slow motion, lyricalTrade ReviewIf you read this book--and you should--you will never again listen to a news broadcast or read a newspaper in the same way ... Reading Dirty Politics leave one with the troubling conviction that our democracy is threatened by the failure to provide voters with the information they need to make meaningful use of the right to vote ... Impressively research, clearly written and organized, and enlightening througout. * Washington Post Book World *An illuminating primer about the dangerously subtle distortions of video politics. * Philadelphia Inquirer *
£13.99
John Wiley & Sons Inc Advertising For Dummies
Book SynopsisSo, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo? The world of advertising can seem like a daunting placebut it doesn't have to be. Advertising for Dummies coaches you through the process and shows you how to: Identify and reach your target audience Define and position your message Get the most bang for your buck Produce great ads for every medium Buy the different media Create buzz and use publicity Research and evaluate your competition Advertising for Dummies offers newbies a real-world look at the ins and outs of advertisingfrom online and print to TV, radio, and outdoor formatsto showTable of ContentsIntroduction 1 About This Book 1 Conventions Used in This Book 2 What You’re Not to Read 2 Foolish Assumptions 2 How This Book Is Organized 3 Part I: Advertising 101 3 Part II: Creating Great Ads for Every Medium 3 Part III: Buying the Different Media 4 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 4 Part V: The Part of Tens 4 Icons Used in This Book 5 Where to Go from Here 5 Part I: Advertising 101 7 Chapter 1: Advertising: Mastering the Art of Promotion 9 Making Advertising Work 10 Getting to Know Your Media Options 11 Regarding radio 11 Rating TV 12 Contemplating print 12 Musing upon direct mail 13 Scrutinizing outdoor advertising 14 Ogling online ads 14 Poring over publicity 14 Lessons from the Legends: Figuring Out Your Advertising Needs 15 David Ogilvy 16 Bill Bernbach 17 Wieden and Kennedy 18 Chapter 2: Setting and Working within Your Advertising Budget 19 Determining How Much You Can Afford to Spend 20 Developing an Advertising Strategy and a Tactical Plan 22 Researching and evaluating your competition 22 Identifying your target market 23 Knowing your product’s appeal 24 Maximizing Your Budget 24 Getting the most out of your creative and production 25 Using media you can afford 26 Chapter 3: Boosting Your Budget with Co-Op Programs 33 Knowing Who Uses Co-Op Funds 33 Finding Out Which of Your Suppliers Have Co-Op Funds Available 35 Knowing who to talk to 36 You’ve found your funds, now how do you get the dough? 37 Understanding the Rules, Regulations, and Restrictions 37 Getting your ads preapproved 38 Obtaining proof of performance 39 Submitting your co-op claims package 40 Chapter 4: Defining and Positioning Your Message 41 Understanding Why People Choose One Product or Service over Another 42 Image is everything 42 You’ve got personality! 42 Convenience: More than location 43 Don’t sacrifice service! 44 Let ’em know your uniqueness 45 The price is right 45 Researching and Assessing Your Competition: What Sets Your Product Apart? 46 Developing a Strategy for Your Advertising Campaign 48 Case Study: Advertising a Chain of Women’s Plus-Size Clothing Stores 49 Identifying the USP: The unique selling proposition 50 Knowing the budget — and staying within its limits 50 Shooting the ads 51 Selecting the right media 51 Applying these ideas to your ad campaign 52 Chapter 5: Forming an Effective Ad Campaign 53 Identifying and Targeting Your Audience 54 Focus on your primary market 55 Research your market 55 Checking Out Your Competition’s Ads so You Can Differentiate Yours 56 Focusing on Ads That You Respond to Most 57 Concocting a Creative Hook to Get Your Audience’s Attention 59 Creative brainstorming 60 Creative example: Developing a campaign for a community college 62 Incorporating Your Creative Message into an Overall Media Ad Campaign 65 Ensuring consistency of your message in all media you choose 66 Keeping your message simple 66 Using words that sell 67 Delivering your message with clarity 69 Part II: Creating Great Ads for Every Medium 71 Chapter 6: Online Advertising: Maximizing the Enormous Reach of the Internet 73 Measuring the Pros and Cons of Online Advertising 74 Creating Your Own Web Site 76 Deciding on your Web site goals 77 Choosing an effective domain name 78 Saving money (or your sanity): Your Web design 78 Designing a strong Web site 79 Promoting Your Site 83 Setting Goals for Online Ads 85 Ads that build awareness 86 Ads that encourage click-through 86 Ads that encourage sales 87 Choosing Among Online Ad Formats 87 Creating banner ads 88 Doing e-mail advertising 92 Chapter 7: Using Print Ads: Small Spaces with Big Audiences 95 Exploring the Advantages of Print 95 Recognizing What Makes a Print Ad Successful 96 Writing and Designing an Eye-Catching Print Ad 99 Hammering out your headline 99 Shaping your subheads 101 Building your body copy 101 Generating your graphics 102 Don’t forget the layout! 103 Chapter 8: Radio: Effective, Affordable, and Fun 107 Summarizing Your Business in 60 Seconds 107 Who are you? 108 What are you selling? 108 When do you want consumers to act? 109 How can customers get in touch with you? 109 Why should customers hire or buy from you? 110 Deciding on the Format for Your Ad 112 Talking it up: Dialogue 112 Amusing (and schmoozing) the masses: Comedy 113 Giving just the facts: A straight read 114 Determining Who Should Read the Script 115 Doing it yourself 115 Using a studio announcer 118 Hiring a professional voice talent 118 Setting It All in Motion: How to Get Your Ad on the Radio 120 Chapter 9: Demystifying TV Commercials: They Don’t Have to Win Awards to Be Effective 123 Designing Your TV Commercial in Layers 124 Audio 124 Video 125 Computer graphics 125 Bringing the Audio and Visual Together 126 Deciding What to Feature in Your Commercial 129 Appearing in your own commercial 129 Promoting with a professional 130 Highlighting your place of business 130 Focusing the camera on your product or service 131 Figuring Out Where to Shoot 131 On location 131 In the studio 134 Producing Your Commercial 135 Using the TV station’s production department 135 Hiring an independent production house 137 Editing Your Commercial 137 Chapter 10: Collateral Advertising and Direct Mail: Brochures, Flyers, Newsletters, and More 139 First Things First: Planning Your Collateral Campaign 140 Watching Out for Collateral Budget Busters 141 Adding a little (or a lot) of color 142 Printing cheap: No such thing? 142 Designing the Best Collateral Ads for Your Business 145 Striving for a simple design and clear copy 146 Deciding what to include in your ad 147 Getting help with your design 151 Handing Off the Dirty Work: Direct-Mail Houses 154 Asking the direct-mail provider some important questions 154 Planning your postage 157 Chapter 11: Opting for Outdoor Ads: Billboards, Posters, Ads on Buses, and Other Signage 159 Recognizing the Advantages of Outdoor Advertising 160 Measuring the Effectiveness of Outdoor Ads 162 Choosing Among Your Outdoor Advertising Options 163 Designing Memorable Outdoor Advertising 166 Pursuing potential customers 167 Making your ad readable 168 Keeping your ad clear 169 Making it worth remembering 169 Looking at a Success Story: Chick-fil-A’s Billboard Campaign 170 Aiming for the target audience 171 Setting up the marketing strategy 171 Capitalizing on the creative strategy 171 Reaping the results 171 Part III: Buying the Different Media 173 Chapter 12: Investing in Internet Advertising 175 Hiring Someone to Create Your Business Web Site 176 Choosing a Web designer worthy of your hard-earned dollars 176 Contracting with and paying a Web designer 178 Finding an ISP to Run Your Site 179 Ranking Your Site: Purchasing Key Words on Search Engines 181 Buying Banner Ads on Other Web Sites 181 Using ad networks 181 Placing your online ads yourself 182 Online advertising via affiliate programs 182 Finding out whether your banner is working 183 Assessing the Cost-Effectiveness of E-Mail Advertising 184 Chapter 13: Buying Ad Space in Print Media 187 Choosing the Right Publication for Your Print Ad 188 Calculating Your Print Ad’s Cost 189 Finding a Good Sales Rep 191 Cold-calling a publication: Don’t do it! 191 Going straight to the top: Call the sales manager 192 Asking for referrals 192 Becoming a Formidable Ad Buyer 193 Acting as though you’re reluctant 193 Making your sales rep think she’s got competition 195 Complaining when the time is right 196 Chapter 14: Purchasing Ad Time on the Radio 199 Determining the Best Radio Station for Your Ads 200 Specifying which demographic you’re after 201 Doing your homework 202 Buying the station 204 Talking the Talk of Radio Advertising 205 Cume 206 Ranker 206 Dayparts 207 Reading the Fine Print 207 Hammering out the details 207 Holding ’em to it 209 Waiting Patiently for the Results 210 Giving your audience time to respond 210 Buying radio time: Too little, too much? 211 Evaluating your radio ads from time to time 211 Taking Advantage of Seasonal Incentives to Reduce Your Costs 212 Chapter 15: Getting Your Ads on Television 215 Buying the Programming, Not the Station 216 Comparing TV Stations: Request Media Kits 217 Ready to Negotiate? Better Know Your TV Marketing Terms First! 218 Understanding timing and sweeps 219 Measuring ratings and market shares 219 Working with a Sales Rep 221 Talkin’ the talk: Negotiating successfully 223 Is Cable Advertising Right for You? 226 Working effectively with a cable sales rep 227 Hitting the bull’s-eye with cable ads 229 Doing the math: Cable TV market penetration 229 Chapter 16: Deciding Whether to Hire an Ad Agency 233 Determining When You May Need to Hire an Agency 234 Finding the Right Agency for Your Business 236 Getting to Know the People Handling Your Account 237 Compensating Your Agency 238 Media commissions 239 Creative and production charges 240 Markups 241 Retainers 241 Working with Your Agency to Get What You Need 242 Part IV: Beyond the Basics: Creating Buzz and Using Publicity 245 Chapter 17: Creating Buzz and Word-of-Mouth Advertising 247 Getting the Terminology Straight 247 Seeing the Power of Word of Mouth 248 Examining word-of-mouth marketing success stories 249 Beware of negative buzz! 250 Tips and Techniques on Generating Buzz 251 Coining a great new phrase 251 Hiring beautiful people to promote your product 251 Taking advantage of celebrity endorsements 252 Throwing a party 253 Hitting the streets 253 Figuring out where to find your big mouths 254 Creating a blog about your business 254 Chapter 18: Leveraging Your Advertising with Public Relations, Publicity, Specialty Items, and Events 257 Starting a Public Relations Campaign 258 Understanding How Publicity Can Bring Customers 259 Writing an effective press release 260 Getting the story to the right media 263 Advertising on Specialty Items 266 Recognizing the advantages of specialty advertising 267 Selecting specialty items with a purpose 269 Keep the copy simple on a specialty item 271 Generating Traffic: Promotional Events 271 Radio: The promotions king 272 Other promotional opportunities 275 Participating in Sponsored Events 275 Determining whether you can staff the event 276 Calculating the costs: A valuable investment? 277 Deciding which events are worthwhile 277 Finding sponsored events that work for your business 278 Part V: The Part of Tens 279 Chapter 19: Ten Secrets for Writing Memorable Advertising 281 Ignoring the Rules of Grammar 281 Making Your Ads Effective 282 Knowing Why People Buy Your Products 282 Finding a Creative Hook 283 Remembering That Creativity Is Hard Work 284 Letting Your Creative Hook Dictate Your Media Buy 284 Considering Your Budget 285 Striving for Continuity 285 Keeping It Simple 286 Being Clear in Your Message 286 Chapter 20: (Almost) Ten Ways to Know It’s Time to Hire an Agency 287 Your Ad Budget Has Become Substantial 287 You Need the Expertise of a Professional Media Buyer 288 Your Creative Light Bulb Has Burned Out 288 You’re Overwhelmed by the Demands of Production 289 You’re Having Trouble Keeping Up with the Bookkeeping 289 You’re Leaving Co-Op Funds on the Table 289 Your Time Is Being Taken Up by Media Reps 290 You’re Running Faster to Stay in the Same Place 290 You Want a Bunch of Free Stuff 291 Glossary 293 Index 297
£13.49
Valiz Hard Werken: One for All: Graphic Art & Design
Book Synopsis
£33.25
Random House USA Inc The Attention Merchants
Book Synopsis
£11.25
Hat & Beard, LLC Do You Compute
Book Synopsis
£35.99
IGI Global Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Book SynopsisIn a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. Examining the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this premier reference source is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
£262.80
Melbourne Books Printed on Stone: The Lithographs of Charles
Book SynopsisThis book is the first to document the visual history of print advertising in Australia and in so doing provides a valuable illustrated social history of Australia. Charles Troedel (18351906) was a master printer and lithographer, and the face behind the production of most of Australias early advertising posters, product labels, and other print ephemera, as well as the iconic Melbourne Album. Troedels catalogue of lithographs trace the production and evolution of nineteenth century commerce and culture -- in the home, at the bar, in health, hygiene and housework, with fashion and style and in leisurely pursuits -- defining the legal categories under which this content was protected and the way advertising came to be regulated. Lavishly illustrated with over 70 colour prints from the Troedel archive. Plus full reproduction of all 24 plates of The Melbourne Album (lithographic views of Melbourne from 18631864).
£45.89
University of Toronto Press Paris 1900
Book SynopsisThe novelist Paul Morand described the Exposition of 1900 in Paris: … a new and ephemeral city hidden in the centre of the other, a whole quarter of Paris in fancy dress, a ball, where the buildings were the masqueraders. To our childish eyes it was a marvel, a coloured picture book, a save filled by strangers with treatures. Masked in this swirl of colour and noise was an event for the political, scholarly, literary, and financial elite of all nations, an occasion for demonstrating the many preoccupations of the intellectuals of the age. Like all the World's Fairs of the nineteenth century, this was an opportunity for the awarding of excellence: the awards or lack of them could make or break an artist, craftsman, or inventor who offered his skills for judgment by the international juries; it was the arena where careers were launched or ended, fortunes made or destroyed, reputations of great firms established or ruined. And in one major respect the Paris World's
£21.59
Valiz Archive Species: Bodies, Habits, Practices
Book Synopsis
£37.52
Inc. Original Hacking Advertising
Book Synopsis
£20.48
Pearson Education Brilliant Online Marketing
Book SynopsisAlex Blyth is a freelance journalist who has many years experience writing for publications in the small business sector, such as Director, First Voice, New Business, Accountancy, PR Week, Retail Week and Print Week. You can find out more, and read hundreds of published articles, at www.alex-blyth.co.uk.Table of Contents1 Ten online marketing mistakes to avoid 2 Your website – your conversion engine 3 Search engine optimisation 4 Search engine marketing 5 Online advertising 6 E-mail marketing 7 Blogging 8 Social media 9 Online PR 10 Mobile marketing Conclusion Each of the main chapters (will: Explain what it is and why you should be interested in it Give step-by-step advice on how to get started and how to stand out from the crowd in that area, how to do it brilliantly Include a case study of a marketer who has used the technique to good effect Conclude with an interview with an expert in the topic
£13.49
Goose Lane Editions Tales from Under the Rim The Marketing of Tim
Book SynopsisTrade Review"Buist's Tales from Under the Rim: The Marketing of Tim Hortons really does reveal the truth behind Tim Hortons success. That is, there is no mystery." * Chronicle Herald *
£14.39
Te Papa Press Railways Studios How a Government Design Studio
Book SynopsisA definitive illustrated history of the graphic work of the Railways Studios.Trade Review'"Railways Studios, the design studio of the New Zealand Railways" tells the remarkable story of the way in which a government department helped connect New Zealand physically and socially, producing advertising for a range of clients and dominating outdoor advertising ... The book is lavishly illustrated with hundreds of images alongside the well-researched chapters which touch on the history of rail transport in New Zealand.' – John Daly-Peoples, New Zealand Art Review; 'A seven-years-in-the-making, lavishly illustrated literary monument to the Kiwi commercial art of the advertising and design Studio of NZ Railways, which survived 67 years...a 385-page literary monument to New Zealand commercial art.' – NZ Listener, named among 101 Best Books of 2020; '… this book is a must-purchase. Highly recommended.' – Railway Observer; 'This big, beautiful book brings together a treasure trove of stunning New Zealand tourism and product ads …' – Good magazine.Table of ContentsIntroduction 10 The story 14 Chronology 170 Design gallery 178 Biographies 358 Notes 366
£43.19
Entrepreneur Press Ultimate Guide to Amazon Advertising
Book SynopsisExpand Your Brand Online and Offline with Amazon AdvertisingAmazon is where consumers search, learn about, and shop for your products (whether from you or another seller). And with 310 million active users and counting, this is the ecommerce platform you can’t afford to ignore.Amazon advertising and customer growth expert Timothy P. Seward shares nearly two decades of expertise in retail and ecommerce to lift the veil on doing business on Amazon. Seward shows you how to build an aggressive, streamlined advertising campaign, increase your search visibility, consistently capture consumer demand, and accelerate new product sales without big-budget national ad campaigns.You'll learn how to: Determine if Vendor Central or Seller Central is right for your brand Capture new customers through Sponsored Product Campaigns Apply the five essential elements of a high-quality product detail page Establish metrics, evaluate performance against keyword types, and perform competitive analyses Add negative keywords that can benefit your advertising campaigns Apply Amazon’s secret formula for long-term winning Table of ContentsCONTENTSForeword: "I Teach Google Advertising" by Perry MarshallPrefaceChapter 1: Stacking Your Brand's Deck on AmazonChapter 2: How to Control Product and Pricing on AmazonChapter 3: Getting Started as a Seller on AmazonChapter 4: Add Products, Then Optimize Your Amazon Catalog ListingsChapter 5: Buy Your Way to the Top: How Advertising on Amazon Drives Higher Organic Rankings for Your BrandChapter 6: Fleshing Out Your Amazon Business Objectives and MeasurementsChapter 7: Competitive Analysis TimeChapter 8: Keywords and Keyword ResearchChapter 9: Campaign StructureChapter 10: Getting Started with Sponsored ProductsChapter 11: Build "Top of Funnel" Marketing Momentum with Sponsored BrandsChapter 12: For Vendors Only: Product Display AdsChapter 13: Aggregate, Analyze, and OptimizeChapter 14: Keyword OptimizationsChapter 15: Account and Campaign-Level OptimizationsChapter 16: Self-AuditingChapter 17: Strategies for Amazon's Prime DayChapter 18: Extending Your Reach On and Off AmazonChapter 19: Reporting for ExecutivesChapter 20: Hiring and Advertising AgencyChapter 21: Amazon's Secret Formula for Long-Term WinningEpilogue: Touching the Future of RetailGlossaryAcknowledgmentsAbout the AuthorIndex
£15.19
Nova Science Publishers Inc Advertising: Types, Trends & Controversies
Book SynopsisIn today''s cluttered media environment, advertisers are constantly in search of new ways to improve the strength and effectiveness of their advertisements. They are continuously competing for the limited attention resources of consumers. In this book, the authors present current research in the study of the types and trends of new advertising techniques. Topics discussed include the lipdub as a trend in corporate communications; interactive digital television (IDTV) advertising; differential effects of visual and verbal elements in advertisements for new brands and extensions; the internet as an important advertising medium and children and advertising.
£101.24
Nova Science Publishers Inc Advertising: Types of Methods, Perceptions &
Book SynopsisIn this book, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behaviour. Topics discussed include the use of tourism distribution channels for advertising a religious "imagined community" in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers'' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty.
£106.49
Nova Science Publishers Inc Digital Advertising: Issues & Trends in an Online
Book SynopsisThe United States is the world''s largest advertising market. Advertising has been -- and continues to be -- transformed as consumers spend more of their time using electronic devices, such as smartphones and tablet computers, to access digital content of many varieties. This shift has given rise to difficult and novel public policy issues. This book examines some of these issues in the context of the structural shifts that have reshaped the advertising industry over the past decade.
£67.99
Unbound Creative Superpowers: Equip Yourself for the Age
Book Synopsis'Every business leader should read it immediately' Emma Gannon, author of The Multi-Hyphen Method'A book that made my brain fizz' Bruce Daisley, VP EMEA, TwitterWe are about to enter an Age of Creativity that requires a new set of skills. This book introduces you to four creative superpowers that will help solve your biggest business problems and open up fresh opportunities, namely the powers of: Hacking – learn how becoming a hacker will help you tackle problems in different ways. Making – learn how getting your hands dirty and making things stimulates new parts of the brain as well as creating happy accidents. Teaching – learn how teaching yourself and others consolidates experience in a fast-paced world. Thieving – learn how looking to what already exists helps you solve your problems.
£9.49
ibidem-Verlag, Jessica Haunschild u Christian Schon How to Create an Idea If You Are Not Ogilvy – The
Book SynopsisWhy are recommendations like "Think outside the box!", "Go around", "Think Different!" the real killers of creative thought? What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person? What is the ideal product and how does it help to sell the real product? What is a powerful approach ad people can borrow from physicists and children? Why is the trial-and-error method a sure way to waste intellectual resources? How do you force competitors to advertise your services? What is functional blindness and how does it reduce human creativity? How can you compel a banker to pay you 10 times more for your job? Why does a true ad man constantly feel like a loser? How does a poetry reading improve response on copywriting? Which useful insights can an advertiser learn from a taxi driver? How has symmetry prevented seeing the obvious solution during seven decades? Which tool is the favorite among advertising men of all countries, times, and nationalities? Alexey Ivanov, one of the best 'advertising men' and copywriters in Russia, gives convincing answers and provides fresh new insights.Trade Review"If you are in advertisingread this book. If you want to make it your careerread this book. Finally, if you are just interested in advertisingread this book."Igor Kirikchi, CEO of BBDO Moscow"Alexey Ivanov simply explains complex things in advertising. The abundance of examples and an easy language make bestsellers out of his books."Forbes Russia
£18.70
PHI Learning Advertising: Planning And Implementation
Book SynopsisAdvertising is essential in modern business, especially with the impact of the Internet and technology. This book explores advertising principles, media planning, and creativity, including web advertising and Integrated Marketing Communications. It helps readers create successful campaigns by focusing on consumer insights and research.
£13.12
Orient Paperbacks The Art of Advertising
Book SynopsisTop advisers reveal the secrets of successful, creative and innovative advertising. It is an invaluable manual for marketing lessons.
£8.09
Orient Paperbacks Secrets of Great Advertising
Book SynopsisIndustry leaders share secrets of great advertising: emerging media impact, changing landscape, successful campaigns, ROI measurement, creativity importance, brand building, client relationships, and budgeting tips. Invaluable lessons for marketing professionals to apply and profit from.
£8.09
Excel Books Advertising An IMC Perspective
Book Synopsis
£13.99
