Advertising Books
Schiffer Publishing Ltd Label Art of the Chinese World 18901976
Book Synopsis
£31.44
Schiffer Publishing Ltd Advertising Openers A Guide to Beer Openers More
Book SynopsisThis valuable and expansive guide to advertising openers of all sorts features over 1,500 images picturing more than 2,800 openers and corkscrews. It is the ultimate guide to bottle openers. Whether you are interested in flat figural, key shape, wire formed, souvenir, and multipurpose openers or lifters, piercers, can keys, and smokers tools, you will find them here. Part 1 groups beer advertising openers and corkscrews in an alphanumeric system. Part 2 has special chapters on manufacturers' openers, beverage openers, can keys, smoker's tools, souvenir openers, and World's Fair openers. Patent drawings and details are included with many of the photo captions. Value ranges are shown. A chronological index of American patents and a type index in Part 3 also make this book an invaluable reference. May this publication open the minds of new and experienced collectors to the expanse of this unique and fascinating hobby.
£58.39
Schiffer Publishing Ltd Fraver by Design
Book Synopsis
£27.19
Taylor & Francis Ltd Advertising Account Planning Planning and
Book SynopsisConcise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
£66.49
Random House USA Inc Adland Searching for the Meaning of Life on a
Book SynopsisJames P. Othmer, advertising executive turned novelist, gives us a hilarious, personal, and sneakily profound chronicle of the past, present, and future of the advertising business. On one level it’s the wickedly funny, compelling personal chronicle of the rise and fall of a modern-day ad man; a riveting insider’s look at the astonishing transformation taking place in advertising's hottest idea factories. But take a step back from the tales of lavish shoots, agencies on the brink, and pampered mega-brands and Adland becomes much more: a snapshot of how we are living our lives thirty seconds at a time. Funny, deeply thoughtful, and utterly unique, this book is both a wildly amusing ride in Adland, brilliantly recounted, and an exploration of the value of life in the information age.
£13.56
McFarland & Company Endorsements in Advertising A Social History
Book SynopsisThe use of endorsements and testimonials to sell anything imaginable is a modern development, though the technique is centuries old. This exploration of modern endorsement advertising follows its evolution from a marginalized, mistrusted technique to a multibillion-dollar industry.
£27.54
Cornell University Press Bought and Sold
Book SynopsisYugoslavia was unique among the communist countries of the Cold War era in its openness to mixing cultural elements from both socialism and capitalism. Unlike their counterparts in the nations of the Soviet bloc, ordinary Yugoslavs enjoyed access to a wide range of consumer goods and services, from clothes and appliances to travel agencies and discotheques. From the mid-1950s onward the political climate in Yugoslavia permitted, and at times encouraged, a consumerist lifestyle of shopping, spending, acquiring, and enjoying that engaged the public on a day-to-day basis through modern advertising and sales techniques. In Bought and Sold, Patrick Hyder Patterson reveals the extent to which socialist Yugoslavia embraced a consumer culture usually associated with capitalism and explores the role of consumerism in the federation''s collapse into civil war in 1991. Based on extraordinary research and featuring remarkable examples of Yugoslav print advertising and mass culture, this Trade ReviewBought and Sold is a splendid historical achievement that uncovers the lost realities of a lost country, and makes clearly visible a large part of what Yugoslavia was. Beautifully written and produced expertly by Cornell University Press, the book is bound to radically change and improve not just our understanding of the former Yugoslavia's consumer culture, but also our appreciation of the multi-dimensional reality of that vanished country. -- Gordana P. Crnkovic * Slavic and East European Journal *In this sophisticated yet readable analysis, Patterson argues that a culture of consumption was utterly central to the socialist experiment in Yugoslavia.... In a nation whose peoples held varied ethnic and religious identities, these consumer-driven aspirations constituted an integral element of cohesion in a society vulnerable to disaggregation.... Having addressed how consumer culture was crucial to the success of the Yugoslav sociopolitical experiment, Patterson ultimately demonstrates the centrality of consumer culture to that state in another way: its demise, when declining economic prospects convinced many Yugoslavs that their 'dream' was no longer attainable. Summing Up: Highly recommended. * Choice *Patterson captures the scale and shape of the buying, the power of advertising, and the effect of Yugoslav guest workers returning from capitalist consumer societies. He also chronicles the misgivings about consumer culture felt in some parts of society and their efforts to tame and then fight the values that came with the goods. Nonetheless, consuming held the country together. When the economic crisis hit in the 1980s, the good life dissipated, and Patterson maintains that the loss of that source of legitimacy did as much to sunder the country as the rise of ethnonationalism. -- Robert Legvold * Foreign Affairs *Table of ContentsPrologue. The Good Life and the Yugoslav DreamIntroduction. Getting It: Making Sense of Socialist Consumer Culture 1. Living It: Yugoslavia's Economic Miracle 2. Making It: Building a Socialist Brand of Market Culture 3. Selling It: Legitimizing the Appeal of Market Culture 4. Fearing It: The Values of Marxism and the Contradictions of Consumerism 5. Taming It: The Party-State Establishment and the Perils of Pleasure 6. Fighting It: New Left Attacks on the Consumerist Establishment and the Yugoslav Dream 7. Loving It: Ordinary People, Everyday Life, and the Power of Consumption 8. Needing It: The Eclipse of the Dream, the Collapse of Socialism, and the Death of YugoslaviaEpilogue. Missing It: Yugo-Nostalgia and the Good Life LostSelected Bibliography Index
£39.60
Cornell University Press Hospitality Branding
Book SynopsisSkillfully blending the knowledge of recent history, the wisdom of new research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.Trade Review"Chekitan Dev's book is an interesting and invigorating read on trends in the hospitality industry. It gives great insights on branding—a must-read for marketing professionals." -- Veer Vijay Singh, Chief Operating Officer, Vivanta by Taj-Hotels & Resorts"This book is an excellent insight into the multifaceted and fascinating world of branding in services and hospitality in particular, which is at once educational and also an excellent handbook for professionals." -- Nakul Anand, Executive Director, ITC Ltd.Table of ContentsPrefacePart I. The Hospitality BrandscapeChapter 1. Hospitality Marketing and Branding: Past and FutureChapter 2. Branding Challenges and OpportunitiesChapter 3. Branding and the InternetCase Study I. Carnival Cruise LinesPart II. Global BrandingChapter 4. Global Brand ExpansionChapter 5. Branding beyond BordersChapter 6. Brand StrategiesCase Study II. Ritz-Carlton BaliPart III. Strategic BrandingChapter 7. Brand EquityChapter 8. Brand PositioningChapter 9. Brand Extensions and Customer LoyaltyCase Study III. Taj Hotels, Resorts, and PalacesPart IV. Branding ExecutionChapter 10. Managing Marketing and Branding RelationshipsChapter 11. Brand FranchisingChapter 12. Brand PartnershipsCase Study IV. GrouponAcknowledgmentsBibliography
£12.99
Hopkins Fulfillment Service On Signs
Book SynopsisSebeok, and others.Trade ReviewBlonsky has grouped numerous original and newly translated works by those who have been highly visible forces in semiotic circles... His book functions as a unified voice proclaiming the power of semiotics to reveal the hidden practices and secrets of modern society. Journal of CommunicationTable of ContentsPrefaceFriendsIntroduction. The Agony of SemioticsPart I. Seeing SignsPart II. Understanding the Meaning of SignsPart III. Signs of LifeEndword. Americans on the MoveNotes on ContributorsAcknowledgementsIndex
£26.10
Johns Hopkins University Press Marketing Michelin
Book SynopsisHis ambitious study offers a fresh perspective on both French social history in these years and the relationship between corporate culture and popular culture in the twentieth century.Trade ReviewThis lively and informative book will be of interest to anyone who has ever navigated their holidays with a Michelin map or one of their red or green guides. -- Sarah Howard Times Literary Supplement Harp encourages us to rethink many of our assumptions regarding the oppositions between tradition and modernity and between national and regional identity... This book is a fascinating contribution to the literature on modernization, regionalism, and consumer culture in twentieth-century France, and it will be of interest to specialists and general readers alike. -- David Allen Harvey American Historical Review By reminding us that businessmen have deployed power and money to advocate causes, or that they have, through their products and their publicity, shaped our quotidian experiences, Harp's broadest contribution is to recognize that cultural history has much to gain by focusing on the producers as well as the consumers. -- Michael Miller Economic History Review Harp's achievement is notable. He has offered a strong base on which to build further studies on the role of advertising in mass culture while contributing significantly to our understanding of French culture. -- Guillaume de Syon Technology and Culture Stephen Harp has written a first-class advertising and cultural history that is both informative and engaging. -- Rosemary Wakeman H-France Highly intelligent and engaging... Harp's sophistical blend of business and cultural history enriches both approaches and should serve as a model for other scholars. -- Ellen Furlough Journal of Social History This is a fine book... a thoughtful analysis of this world-famous icon from the perspective of class, race, nation, and gender... Handsomely produced, it is a good and worthwhile read. -- Robert J. Young History: Reviews of Books Steven Harp's Marketing Michelin is a fascinating, well-researched book. His strengths as a historian and speaker of French are well displayed here. His archival work is also very impressive. -- Esther Redmount EH.Net and H-Business, H-Net Reviews A coherent and useful contribution to debates concerning cultural modernity and French values. -- Sharif Gemie European History Quarterly Harp argues that Michelin is a prime example of how businesses can reshape cultural attitudes and assumptions, particularly through advertising. He analyses the cultural assumptions of France, including representations of gender, race, and class, in a way that is lively, interesting, and informative. -- C. R. Day Histoire Sociale 2002 Marketing Michelin manages to portray twentieth-century France in several of its pivotal transformations, while lending to its portrait the coherence of a well-known cultural icon (Bibendum) traversing the century and changing with the times. -- Christine M. Cano Contemporary French Civilization 2004 Accomplishes the difficult task of melding business and cultural history to make a persuasive argument for the critical role of large corporations in the shaping of national culture in the first half of the twentieth century. -- Leora Auslander Journal of Modern History 2004Table of ContentsContents: Preface Introduction Chapter 1: The Making of the Michelin Man - The Birth and Life of Bibendum in the Belle Epoque Chapter 2: Finding France - The Red Guides and Early Automobile Tourism before the War Chapter 3: Touring the Trenches - Michelin Guides to World War I Battlefields Chapter 4: Saving the French Nation - Pronatalism and Paternalism Chapter 5: Advocating Aeronautics - Modernity and French Elan Chapter 6: Advocating Americanization? - Taylorism and Mass Consumption in the Interwar Years Chapter 7: Defining France - Fusing Tourism, Regionalism, and Gastronomy in the Interwar Years Conclusion Notes Note on Sources Index
£43.20
University of Nebraska Press Heres the Pitch
Book SynopsisExamines the connection between baseball and advertising, as both constructors and reflectors of culture. Roberta Newman considers the simultaneous development of both industries, paying particular attention to the ways in which advertising spread the gospel of baseball and baseball helped develop consumers ready for advertising.Trade Review"Whether you have an interest in baseball, advertising, history in general or pop culture Newman’s Here’s the Pitch: The Amazing, True, New, and Improved Story of Baseball and Advertising is both an informative and entertaining read."—Mark McGee, NINE"An excellent piece of historical research and sophisticated analysis."—Richard C. Crepeau, Aethlon"[Here's the Pitch] makes for entertaining reading for the serious fan interested in the nexus of the history of advertising and the national pastime."—Bob Komoroski, Inside Game"Advertising can be subliminal, but its underlying influence among consumers is as strong today as it was when Cobb and Ruth urged fans to buy the products they were endorsing."—Bob D'Angelo, Sport in American History“Here’s the Pitch is a delight on every page. Dr. Newman offers a fascinating mosaic of American culture through the frame of the ‘nearly conjoined twins’ of baseball and advertising. . . . Readers will learn, reminisce, and laugh. Fans of baseball, American history, or advertising will find this an accessible book to add to their libraries, but only after loaning it and recommending it to their friends and associates. . . . Highly recommended.”—Robert Bellamy, professor of media and sports at Duquesne University"Newman considers the role of product endorsements in the creation of the culture of celebrity, and of celebrity baseball players in particular, as well as the ways in which new technologies have impacted the intersection of the two industries."—Jason Schott, Brooklyn Fans"Nine out of ten doctors recommend that you don't leave home without Here's the Pitch. . . . Newman tells how these two industries were ideal mates in impacting the USA's collective consciousness."—John Vorperian, SABR Lajoie Chapter newsletter"Here’s the Pitch should be referenced in any study of the relationship between the grand old game and the world of consumer product promotion. It is a serious review of two industries that grew up together and remain important to each other."—Dennis Snelling, New York Journal of Books“Studying the history of baseball without studying the history of its advertising partnership is like trying to learn rocketry without understanding rocket fuel. Newman offers an insightful history of baseball’s alliance with advertising that is both entertaining and accessible. Her authoritative analysis is the go-to source on the symbiotic bond between two American obsessions.”—James R. Walker, author of Crack of the Bat: A History of Baseball on the Radio"You've got what's likely the definitive project dedicated to hardball and hawking, where "Mad Men" meet yesterday's Max Muncies."—Tom Hoffarth, fartheroffthewall.comTable of ContentsList of Illustrations Acknowledgments Introduction: Here’s the Pitch! 1. Hustlers, Hucksters, and Snake-Oil Salesmen: Two Industries Emerge 2. “It Pays to Be Personal”: Baseball and Endorsement Advertising in the First Golden Age 3. Breakfast of Champions: Tales of Depression-Era Baseball and Advertising 4. Pitching in Black and White: Baseball, Advertising, and the Color Line 5. Baseball, Hotdogs, Apple Pie, and Chevrolet . . . and Beer, Cigarettes, Cat Food, and Margarine: Tales of Television Advertising 6. “Let’s Just Say It Works for Me”: Major League Baseball, Viagra, and the Business of Pharmaceutical Advertising 7. Four Things We Love: Advertising, Identity, Big Papi, and the Image of the Afro-Latino Ballplayer 8. “Driven” to “RE2PECT”: Derek Jeter and the (Re)Branding of “All-American” Epilogue: Pitching in the Future Game Notes Bibliography Index
£25.19
SAGE Publications, Inc Advertising and Popular Culture
Book SynopsisIs it possible that consumers exploit advertising even more so than advertising exploits and influences our culture? Author Jib Fowles argues that consumers look to advertising to provide them with images that can assist them in negotiating the personal dilemmas of advanced industrial life. Advertising and Popular Culture is the first comprehensive text to provide a balanced analysis of advertising and its companion, the popular culture, conveyed through the mass media. Reflecting current theories, this thoughtful critique uses excerpts from advertising campaigns to illustrate how modern advertising both draws from and contributes to popular culture. Fowles traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies, and the creation of a consumer culture to an exploration of the major themes of American advertising. Advertising and Popular Culture represents a fresh and fuTable of ContentsEnergizers Origins Flagrant Criticisms The Dynamics behind the Advertisement The Dynamics of Popular Culture Exchanges The Surface of the Advertisement, Composed and Consumed Deciphering Advertisements Mixed Receptions The Project of the Self In Perspective
£97.85
Taylor & Francis Inc Learning From Winners How the ARF Ogilvy Award
Book SynopsisThis book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand insights, re-define problems or markets, support risk-taking ideas, and illuminate diverse audiences. This book will be an invaluable resource for business executives looking for market strategy, consumer psychologists, teachers, students, and practitioners looking for a trusted guide for study in advertising, marketing and promotion.Trade Review"Nowhere has there ever been such a thorough and thoughtful review and explication of the best of the best in advertising research." - Dee Alsop, Group President, Harris Interactive“Nowhere has there ever been such a thorough and thoughtful review and explication of the best of the best in advertising research.” - Dee Alsop, Group President, Harris InteractiveTable of ContentsD. Allsop, Preface. S. Kim, Foreword. Introduction: Prologue. Part 1. The Winners. Seizing a New Business Opportunity. Creating a New Business Model Where None Existed Before. Smashing Category Traditions. Scaling the Ladder of Insight. Implementing the ‘Big Idea’ for Everyday Consumer Products. Reaching Multiple Customer Segments With a Powerful Idea. Part 2. Great Research Is a Hidden Asset. The David Ogilvy Research Excellence Awards. Great Research is a Hidden Asset. Where Are We Headed? Appendices: Ken Roman, Personal Essay – “Learning From Winners: Look Before You Leap.” Description of Attached CD ROM.
£128.25
Scarecrow Press The Rise of Advertising in the United States
Book SynopsisIn The Rise of Advertising in the United States: A History of Innovation to 1960, Edd Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers.Trade ReviewAdvertising is as American as apple pie, dating back to the 17th century and the arrival of the first printing presses in the American colonies, as Applegate (advertising and mass communications, Middle Tennessee State Univ.) recounts in this book. He notes that handbills, newspapers, and Benjamin Franklin's own Pennsylvania Gazette gave advertisers a means to reach potential customers. The emergence of advertising agents in the 1800s made advertising more effective, helping businesses to write and format ads. Applegate describes products and stores that soon became household names--the power brands of their day. One of the first, Lydia Pinkham's Vegetable Compound, became the "surest remedy for the painful ills and disorders suffered by women everywhere." John Wanamaker used advertising to turn his Philadelphia men's clothing store into the largest department store of its kind in 1876, advertising "whole suits for three dollars." As advertising grew, so did the nation's manufacturers and merchandisers, including soap maker Procter & Gamble, known for its "soap that floats." By the 1900s, advertisers agreed that "sex sells." In the final chapter, Applegate traces the history of how advertising became a subject taught in US colleges and universities. Summing Up: Recommended. * CHOICE *Table of ContentsDedication Acknowledgments Introduction Chapter 1. Colonial America and Advertising Chapter 2. The First Advertising Agents in the United States Chapter 3. P.T. Barnum and His Influence on Advertising Chapter 4. Lydia Pinkham and Her Vegetable Compound: The Advertising of a Patent Medicine Chapter 5. John Wanamaker and Retail Advertising Chapter 6. Albert Lasker and the Lord & Thomas Advertising Agency’s Influence on Advertising Chapter 7. The Rise of Procter & Gamble and the Advertising of Ivory Soap Chapter 8. Elliott White Springs and the mid-1900s Advertising Campaign for the Springs Cotton Mills Chapter 9. Stanley B. Resor and the J. Walter Thompson Company: 1908-1961 Chapter 10. The Development of Advertising Education in the United States: A Brief History Selected Bibliography Index About the Author
£57.60
Rlpg/Galleys Global Advertising in a Global Culture
Book SynopsisGlobalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as such, it not only builds consumer demand to open new markets but also changes consumer expectations and values. At the same time, the evolution of increasingly targeted mobile and social marketing is transforming local and regional cultures into a new mix of global branding and individualized micro-space. Gould examines how advertising professionals negotiate these rocky and quickly-changing cultural terrains. He also explores how advertisingan increasingly global form of communicationis becoming a platform for change at the individual level, and as a direct consequence, at the social and political levels.Trade ReviewThrough the Internet, the consumer is gaining control of what he or she watches. The change is evolving slowly, but it’s not over. The so-called “captive audience” is disappearing, and new strategy is necessary for the advertising industry; but the industry on the whole doesn’t seem to get it. That is what Gould’s book is about. -- Guido H. Stempel III, Ohio University
£81.00
Rowman & Littlefield Publishers Lydia Pinkham
Book SynopsisTable of ContentsForeword Acknowledgments Introduction Chapter 1: A Family Rises in Times of Fortune and Despair 1 Chapter 2: Lydia Stands Up, Stands Out Chapter 3: Of Bloodletting and Poisons Chapter 4: Of Patent Medicines, Abuses and All Chapter 5: The Compound Takes Root Chapter 6: Portrait of a Woman Who Led the Way Chapter 7: In Death, Lydia Still Lights the Way Chapter 8: The 1890s, Years of Triumph and Turmoil Chapter 9: The Gospel, According to Lydia Chapter 10: Attack of the Muckrakers, an Industry Under Siege Chapter 11: Times Change, but the Compound Lives On Chapter 12: Call Her Good, Call Her Bad, Call Her a Success Index Bibliography About the Author
£80.10
University of Virginia Press Kodak and the Lens of Nostalgia
Book SynopsisA study of the advertising campaigns and marketing strategies launched by Kodak in the early years of snapshot photography. It demonstrates how these stand at the centre of a shift in American domestic life that goes deeper than technological innovations in cameras and film.
£70.44
Peter Lang Inc., International Academic Publishers Undressing the Ad Reading Culture in Advertising
Book SynopsisUndressing the Ad aims to empower readers to become media literate through the work of deconstructing the consumer culture that surrounds them. By introducing critical scholarship on advertising in a way that is accessible, the book attempts to show how issues of race, class, and gender are expressed in contemporary advertising. The readings in this book take a decidedly critical political perspective and explore how representation in advertising upholds certain economic and political structures and subverts others, and exposes the myth that advertisements are merely messages aimed at selling goods and services. Rather they are texts that shape contemporary culture and shape our images of ourselves.
£24.37
Ohio University Press From Submarines to Suburbs
Book SynopsisUsing documentary evidence in the form of numerous advertisements of the time, From Submarines to Suburbs is a fascinating analysis of the way corporations made the successful switch from supporting the war effort to building on the peacetime prosperity by re-tooling the patriotic fervor of the home front.Trade ReviewThis is a rich and sophisticated elaboration of the history of corporate restoration and should be widely read. * Journal of American History *Not since Roland Marchand’s work on interwar advertising and public relations has there been such a sophisticated historical analysis of corporate rhetoric, whether verbal or visual.... From Submarines to Suburbs is a major work. * Technology and Culture *Henthorn’s well-written and extensively illustrated book about "American commercial propaganda" from 1939-1959 fills an important gap in the emerging historical narrative.... Drawing on a wealth of sources, including an impressive number of institutional advertisements, Henthorn explores how corporations promoted a strong consumer ethos during the war and beyond. * The Historian *A substantial and thoroughly researched book.... Henthorn also includes sixty-nine well-chosen illustrations from newspaper and magazine advertisements and industrial sources...making the work more rewarding and accessible to a variety of readers. * Journalism History *Readers will appreciate the numerous illustrations as well as Henthorn’s deft analysis of advertising copy and imagery. A skillful synthesis that yields new insights, From Submarines to Suburbs is a valuable contribution to both business and cultural history. * Business History Review *
£23.39
Duke University Press Selling Modernity
Book SynopsisExplores such themes as the relationship between advertising and propaganda in Nazi Germany, the influence of the United States on German advertising, and the use of advertising to promote mass consumption in West Germany. This book focuses on the actors who had the greatest stake in successful merchandising.Trade Review“Selling Modernity is an excellent collection; every essay is superb. The contributors examine advertising and public relations in contrasting contexts: a monarchy, a liberal democracy, a popular dictatorship, a cold war democracy, a communist dictatorship, and a post–cold war reunited nation: what a historical laboratory!”—Claudia Koonz, author of The Nazi Conscience“A highly readable and wide-ranging compilation of innovative essays on German advertising and the people who produced it under dramatically different political regimes. This major contribution to understanding the culturally specific workings of modern economies will be of interest to specialists, students, and a broader audience.”—Uta G. Poiger, author of Jazz, Rock, and Rebels: Cold War Politics and American Culture in a Divided Germany“Advertising—this imaginative, erratic, and invasive aspect of capitalism—finds in Selling Modernity a creative and resourceful interpreter. The book marks an important shift from recent studies on consumer culture by emphasizing advertising as the link between production and consumption. It excellently shows that the ethical and economic meanings of advertisements were above all a reflection of Germans’ fantasies and dreams between 1871 and 1990.”—Alon Confino, author of Germany as a Culture of Remembrance: Promises and Limits of Writing HistoryTable of ContentsList of Illustrations ix Foreword / Victoria de Grazia xiii Acknowledgments xix Introduction / Pamela E. Swett, S. Jonathan Wiesen, and Jonathan R. Zatlin 1 1. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896-1914 / Kevin Repp 27 2. Visions of Prosperity: The Americanization of Advertising in Interwar Germany / Corey Ross 52 3. Branding Germany: Hans Domizlaff’s Markentechnik and Its Ideological Impact / Holm Friebe 78 4. “Planting a Forest Tall and Straight like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933-1945 / Michael Imort 102 5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich / Shelley Baranowski 127 6. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany / Jeff Schutts 151 7. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era / Guillaume de Syon 182 8. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Ushe Myth / Elizabeth Heineman 202 9. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic / Robert P. Stephens 230 10. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic / Anne Kaminsky 262 11. Promoting Socialist Cities and Citizens: East Germany’s National Building Program / Greg Castillo 287 12. “Serve Yourself!” The History and Theory of Self-Service in West and East Germany / Rainer Gries 307 Bibliography 329 Contributors 347 Index 351
£112.20
Duke University Press Advertising Diversity Ad Agencies and the
Book SynopsisAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.Trade Review"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. Advertising Diversity offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets & Culture *"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... Advertising Diversity is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business." -- Stanley Thangaraj * Journal of Anthropological Research *"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. Advertising Diversity vividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism." -- Christine R. Yano * Business History Review *"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read." -- Susan Dewey * Journal of Linguistic Anthropology *"Advertising Diversity is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture." -- Nicky Falkof * Ethnic and Racial Studies *"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture." -- Vincent N. Pham * Anthropological Quarterly *"Shalini Shankar’s new book Advertising Diversity ... makes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation." -- Cindy Isenhour * American Anthropologist *"Offers some fascinating insights into advertising industry practices and relationships." -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *Table of ContentsPreface ix Introduction. The Pitch 1 1. Account Planning 37 2. Creative 89 3. Account Services 147 4. Production and Media 191 Conclusion. Audience Testing 250 Acknowledgments 269 Appendix 1. Transcription Key 271 Appendix 2. Asian American Populations in the United States 272 Notes 275 Glossary 287 References 289 Index 307
£98.60
Duke University Press Advertising Diversity
Book SynopsisAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.Trade Review"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. Advertising Diversity offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets & Culture *"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... Advertising Diversity is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business." -- Stanley Thangaraj * Journal of Anthropological Research *"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. Advertising Diversity vividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism." -- Christine R. Yano * Business History Review *"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read." -- Susan Dewey * Journal of Linguistic Anthropology *"Advertising Diversity is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture." -- Nicky Falkof * Ethnic and Racial Studies *"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture." -- Vincent N. Pham * Anthropological Quarterly *"Shalini Shankar’s new book Advertising Diversity ... makes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation." -- Cindy Isenhour * American Anthropologist *"Offers some fascinating insights into advertising industry practices and relationships." -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *Table of ContentsPreface ix Introduction. The Pitch 1 1. Account Planning 37 2. Creative 89 3. Account Services 147 4. Production and Media 191 Conclusion. Audience Testing 250 Acknowledgments 269 Appendix 1. Transcription Key 271 Appendix 2. Asian American Populations in the United States 272 Notes 275 Glossary 287 References 289 Index 307
£25.19
Fordham University Press A Word from Our Sponsor Admen Advertising and
Book SynopsisDescribes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century popular culture through the lens of the advertising and broadcasting industries. Examines the intersection of commerce and culture in American mass media.Trade Review"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor is a truly groundbreaking study of the fateful union of broadcasting and advertising in their formative years. At long last, Meyers provides us with an in-depth, inside account of the creation and essential interdependence of these two dominant American culture industries, as sponsors and their ad agencies shaped "commercial radio" into a machine of mass entertainment and, in the process, into the nation's most effective advertising medium." -- -Thomas G. Schatz University of Texas at Austin, College of Communication "This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes University of Wisconsin, MadisonTable of ContentsIntroduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
£80.75
Fordham University Press A Word from Our Sponsor Admen Advertising and
Book SynopsisDescribes how admen, advertising agencies, and sponsors shaped U.S. radio into a commercial entertainment medium from the late 1920s until the early 1950s. Views the development of twentieth-century popular culture through the lens of the advertising and broadcasting industries. Examines the intersection of commerce and culture in American mass media.Trade Review"Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry... Highly Recommended" -Choice Magazine "A Word from Our Sponsor is a truly groundbreaking study of the fateful union of broadcasting and advertising in their formative years. At long last, Meyers provides us with an in-depth, inside account of the creation and essential interdependence of these two dominant American culture industries, as sponsors and their ad agencies shaped "commercial radio" into a machine of mass entertainment and, in the process, into the nation's most effective advertising medium." -- -Thomas G. Schatz University of Texas at Austin, College of Communication "This is a terrific and much-needed book. Cynthia Meyers tells the compelling story of one of the most productive yet hidden cultural forces of the twentieth century." -- -Michele Hilmes University of Wisconsin, MadisonTable of ContentsIntroduction Chapter 1 Dramatizing a Bar of Soap: The Advertising Industry Before Broadcasting Chapter 2 The Fourth Dimension of Advertising: The Development of Commercial Broadcasting in the early 1920s Chapter 3 They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the late 1920s Chapter 4 Who Owns the Time? Advertising Agencies and Networks Vie for Control in the 1930s Chapter 5 The 1930s' Turn to the Hard Sell: Blackett-Sample-Hummert's Soap Opera Factory Chapter 6 Showmanship on Radio: Ballet, Ballyhoo, and the Soft Sell of Young & Rubicam Chapter 7 Two Agencies: Batten Barton Durstine & Osborn, Crafters of the Corporate Image, and Benton & Bowles, Radio Renegades Chapter 8 Madison Avenue in Hollywood: J. Walter Thompson and Kraft Music Hall (1936-46) Chapter 9 Advertising, Commercial Radio, and the War Effort, 1942-45 Chapter 10 On a Treadmill to Oblivion: The Peak and Sudden Decline of Network Radio in the late 1940s Conclusion Bibliography
£27.90
University of Hawai'i Press Flower of Capitalism
Book SynopsisAn ethnography of advertising in postmillennial South Korea, Flower of Capitalism details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies.
£51.00
University of Hawai'i Press Flower of Capitalism
Book SynopsisAn ethnography of advertising in postmillennial South Korea, Flower of Capitalism details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies.Trade ReviewIn Flower of Capitalism, Olga Fedorenko offers a multisited ethnography of South Korean advertising. Against scholarly approaches that universalize the function of advertising as a predictable element of capitalism, she insists on the historical and situational specificity of advertising’s role and function, and the social expectations placed upon it, in different contexts." —Robert M. Oppenheim, The University of Texas at Austin"South Korea evinced a precocious interest in noncommercial and public service advertising: in the wake of its devastating war, the market became the medium of all public communication partly because preexisting social ties were so badly ruptured. Fedorenko offers us a compelling catalogue both of how advertising takes shape and how it is interpreted in the militarized modernity of post-Cold War South Korea." —Arvind Rajagopal, New York University
£23.76
Beaufort Books Agency Mania
Book Synopsis
£22.09
How to Plan Advertising
Book SynopsisThis book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of advertising and the broader influence of planning.How to Plan Advertising is a clear, informative and entertaining book, written for anyone who is interested in the way in which advertising is developed in agencies. It provides a foundation of knowledge for those embarking upon a career in advertising, and is an essential reference for all students of business and marketing.Table of ContentsIntroduction. 1. The Planning Context. 2. The Role for Advertising. 3. Developing Advertising Strategy. 4. Creative Briefs and Briefings. 5. The Requirements for Creativity: A Creative Director''s Perspective. 6. Creative Development Research. 7. Campaign Evaluation. 8. Account Planning and Media Planning. 9. International Account Planning. 10. Planning Inputs into the Client''s Business. 11. Planning in Other Communications Industries. Notes and References. Index.
£59.84
Harriman House Publishing Crossover Creativity
Book SynopsisIdeas don?t come from nothing. They come from what is already inside people?s brains.And so it?s not true to say that people have ideas. In fact, ideas have people.The more you read, watch, observe and consume, the more fuel for ideas you have in your brain, and the more ideas will happen for you.In this latest collection of stories about creativity in real-life situations, Dave Trott shows where great ideas have come from?as a guide for those who have to generate ideas in advertising, business, or the wider world.
£13.49
Taylor & Francis Advertising and Anthropology Ethnographic
Book SynopsisExamining theory and practice, Advertising and Anthropology is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settingsTrade ReviewWith an unprecedented depth of ethnography, Malefyt and Morais' primer makes huge strides in expanding the dialogue between applied and academic anthropology. * George Marcus, Director, Center for Ethnography, University of California, Irvine *This volume presents an insider's perspective of complementary professions that is sure to provoke a swift reaction from agencies and the academy. Advertising is a way of construing the world, and anthropology can inform and unpack that construal. Apprentices, read this book as you plan a career. Journeymen, study this book as you rethink your career. Mentors, teach this book as you guide the careers of others. * John F. Sherry, Herrick Professor & Department Chair of Marketing, University of Notre Dame *A candid portrayal of life in the advertising world... this is a unique and courageous contribution to business anthropology by two of its most experienced practitioners. * Marietta Baba, Dean and Professor at the College of Social Science, Michigan State University *Ethnography is Anthropology's biggest export. Malefyt and Morais take the practice of ethnography to the world of advertising, and do an ethnography of that world. The results are profoundly illuminating, and make this book essential reading for advertisers and anthropologists alike. * David Howes, Professor of Anthropology, Concordia University, Montreal *Malefyt and Morais' book, Advertising and Anthropology, is an excellent behind-the-scenes manual for students and young professionals looking to break into the advertising business... those who aspire to break into the business would be wise to learn something about anthropology. * Dawn Lerman, Director, Centre for Positive Marketing, Fordham University, USA *Advertising and Anthropology provides valuable insight into the ways that anthropology can effectively (if controversially) participate in the modern corporate world as well as ways that advertising/business anthropology reflects and rethinks conventional disciplinary tools and concepts. * Anthropology Review Database *Malefyt and Morais have made a significant contribution to applied anthropology with this work. It joins works of others, like Jordan's Business Anthropology, in building the methods and reputation for anthropology in the non-academic arena. * Anthropological Notebooks *Table of ContentsPreface Part One: IntroductionAnthropologists In and Out of Advertising Part Two: Toward an Understanding of Advertising AgenciesAdvertising Meetings and Client RelationshipsRituals of Creativity in Advertising AgenciesFieldwork in Advertising ResearchAdvertising EmotionsCreativity, Person and Place Part Three: Applying Anthropology in Advertising AgenciesAdvertising, Automobiles and the Branding of LuxuryBusiness Anthropology Beyond EthnographyEthics in AdvertisingHybrid Research Methodologies and Business Success Part Four: ConclusionThe Future of Advertising Anthropology ReferencesIndex
£34.19
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
Schiffer Publishing Ltd Firearms and Tackle Memorabilia
Book Synopsis
£31.44
Schiffer Publishing Ltd America for Sale
Book Synopsis
£23.79
Schiffer Publishing Ltd Tobacco Advertising
Book Synopsis
£36.79
Blast Books,U.S. Another Science Fiction Advertising the Space
Book SynopsisThe late 1950s and early ''60s were the golden age of science fiction, an era when the farthest reaches of imagination were fed by the technological breakthroughs of the postwar years. While science fiction writers expressed the dreams and nightmares of the era in pulp print, real-life rocket engineers worked on making space travel reality. The imaginations of many Cold War scientists were fed by science fiction literature, and companies often promoted their future capabilities with fantastical, colorful visions aimed at luring young engineers into their booming workforce. In between the dry articles of trade journals, a new visual vernacular sprang up. Aerospace industry ads pitched the idea that we lived in a moment where anything was possible gravity was history, and soon so would be the confines of our solar system. Another Science Fiction presents nearly 200 entertaining, intriguing, inspiring, and mind-boggling pieces of space-age eye candy.Trade Review"A brilliant tour through the iconography and literature of America's grandest corporate dreamtime, the Space Age." -William Gibson, author of Neuromancer and Pattern Recognition "I wish I had this book when I started Mad Men. This is exactly what I look for, a concise visual-historical reference of mid-century advertising. Megan Prelinger has uniquely and beautifully taken us on a trip back to space." -Gay Perello, Prop Master for Mad Men "Stupendous." -Jonathan Lethem, author of Motherless Brooklyn and The Fortress of Solitude "To the author of this remarkable work must go well-deserved laurels for rescuing rocket/space ad artwork from virtual obscurity. Megan Prelinger's book is a treasure that should find a worldwide readership of space historians, lovers of space art, and all who seek to understand the evolution of humanity's transition to a space-faring species." -Fred Ordway, former member of the Wernher von Braun rocket team and consultant to Stanley Kubrick for 2001: A Space Odyssey
£19.79
Action Publishing Technology Ltd Changing the World Is the Only Fit Work for a Grown Man
£11.39
LasGeorges Publications The Blessings of Paid Advertising DISCOVER The
Book Synopsis
£17.28
Melvin & Leigh Publishers Advertising Campaign Planning
Book Synopsis
£38.57
Anderson-Noble Publishing Scientific Advertising Crushing Your Compitition Like Ants on the Sidewalk
£10.99
LID Publishing Inc. Getting Better with Age
Book Synopsis
£13.59
£9.50
Rspe Ltd. T/A St Paul Publishing You Can Do This How To Succeed In Sales and In
Book Synopsis
£12.99
Brand Nu Limited Book of Ideas 2 a journal of creative direction
Book Synopsis
£18.04
Artmonsky Arts Holidaying 50 Years of Advertising and Publicity
Book SynopsisHolidaying was something only the wealthy could afford, well into the 19th century, visiting spas or taking the Grand Tour. With the coming of the railways whole factories, streets, even towns began to down tools for an annual break; with entrepreneurs like Thomas Cook, some even venturing across the Channel. The arrival of the combustion engine further democratised travel enabling some to holiday independently, others in organised charabancs and coach parties. By the end of WWII with the coming of cheap flights Marbella and Majorca began to replace the British resorts. Providing holidays became a highly competitive business between resorts and tour operators and this necessitated advertising. Holidaying is an account of this, richly illustrated to show the changes in fads and fashions when holidaying reached a mass market.
£9.50
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
£40.49
Taylor & Francis Ltd Celebrity Fashion Marketing
Book SynopsisThis book explores the concept of the celebrity as a ''Human Fashion Brand'' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a Human Fashion Brand Model', which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holTrade Review'The concept of a 'Human Fashion Brand' is timely given the significant rise in the number fashion-influencing celebrities and fashion-celebrity-following consumers. This book is an essential read for those who are interested in behavioural science, fashion, marketing and business management.'Dr Kevin Almond, Associate Professor in Fashion, School of Design, University of Leeds, Former Head of the Department of Fashion and Textiles, University of Huddersfield, UK'The journey in public relations, celebrity brand management, fashion, media, and production is often one of exhilarating excitement and constant change. The authors have been steadfast in their focus, management and passion on the subject in all its guises.'JayJay Epega, BBC Studios Productions, Media Consultant and Writer, EpegaMedia, Director 'This is an epic book and illustrates how following celebrity fashions has increased exponentially. The thought process behind this for individuals is: "If I cannot have their lifestyle, at least I can have the same clothes – or cheaper versions of them!". This book describes the impact on the celebrity, the marketer and the consumer.' Don Rouse, Celebrities & Lifestyle Communications Consultant, Entrepreneur and MentorTable of ContentsAcknowledgements, List of abbreviations, Foreword, Table of Contents, 1. Introduction, 2. The Fashion Celebrity, 3. The Fashion Celebrity Marketer, 4. The Fashion Consumer, 5. The Human Fashion Brand Model. 6. Conclusion, Index.
£36.09
Taylor & Francis Ltd The Illustrated Guide to the Mass Communication
Book SynopsisThis book makes mass communication research projects more accessible to the new student researcher through a balance between an academically rigorous guide and an informal and humorous student-centered approach. Table of ContentsIntroduction Chapter 1 Getting Started Chapter 2 Finding a Research Topic You Like Chapter 3 Determining Your Research Approach Chapter 4 Thinking Ethically Chapter 5 Writing a Literature Review Chapter 6 Writing a Research Question and Hypothesis Chapter 7 Choosing a Research Method Chapter 8 The Results Chapter 9 Writing the Discussion Section Chapter 10 Formatting the Paper Chapter 11 Presenting Your Research
£45.59
Taylor & Francis Ltd Advertising Account Planning
Book SynopsisThis practical and comprehensive text effectively provides advertising account planning principles within an integrated marketing communications framework. With a world-renowned textbook author team, this 4th edition has been fully updated to include: Fresh professional examples and mini-case studies within each chapter with a more global outlook than previous editions, bringing the theoretical concepts to life A new chapter on International Advertising addressing the challenges of managing a global campaign Pedagogical features and visual aids to support student learning and comprehension, including reflective questions and mini-cases drawn from current industry examples New and expanded content covering digital marketing and technologies; the customer journey; ethics and corporate social responsibility; global positioning of the brand; paid, earned and owned media; influencer marketing, and campaign measurement and analytics ProvidingTrade Review"With its accessible format, real-world examples, and logical and thorough presentation, Advertising Account Planning is the go-to guide for both students and practitioners in account planning, consumer behavior, and campaign development. The expanded content on digital marketing and media technologies provides a full, up-to-date understanding of the process."Lisa C. Troy, Texas A&M UniversityTable of Contents Account Planning History and Practice The Role That Account Planning Plays in a Campaign Brand Destination Planning Situation Analysis: ‘Understanding the Landscape’ Benchmarking Consumer Perceptions Understanding the Consumer Mindset Developing Insights The Role of Strategic Communication Defining the Audience Brand Positioning Brand Personality Brand Essence What is a Big Idea? Briefing the Team to Get a Great Campaign Account Planning and Integration International Advertising Measuring the Success of a Campaign Future Thoughts on Account Planning
£49.39
