Advertising Books

Book SynopsisIntegrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today''s economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn BlakTrade ReviewThis text would be beneficial in engaging students in their learning of IMC, while preparing them for other courses in their major and to gain insight into the often misunderstood world of advertising and IMC. -- Frauke Hachtmann, University of Nebraska-LincolnTable of ContentsPart 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing

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Book SynopsisAdvertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesian entertaining and insightful tour guidedecodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.Trade ReviewThis volume is easy to read and understand, and is supported with a glossary, reference, and list of online resources. Summing Up: Recommended. Lower- and upper-division undergraduates, graduate students, faculty. * CHOICE, Vol. 45 No. 6 (February 2008) *Marcel Danesi achieves a goal to which many aspire: to write a book that is a pleasure to read, but which is informed by the most recent theories regarding how media's messages are created and then conveyed to the general public. We discover that the compelling, yet seemingly simple, information that ads provide rests on a profound insight into how meanings are produced and subsequently interpreted. This outstanding book adds to our growing understanding of how messages are created in our daily lives. -- Paul Colilli, professor, Laurentian University, and visiting professor, Middlebury CollegeTable of ContentsChapter 1 Preface Chapter 2 1 What Is Advertising? Chapter 3 2 General Techniques and Strategies Chapter 4 3 Brand Names Chapter 5 4 Logos Chapter 6 5 Language-Based Techniques Chapter 7 6 Art Chapter 8 7 The Meanings of Ads Chapter 9 8 Marketing Chapter 10 9 Advertising and Society Chapter 11 Glossary Chapter 12 References Chapter 13 Further Reading Chapter 14 Online Resources

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Book SynopsisAstra Emir is a barrister who has represented many haulage and coach companies and operators in courts, tribunals and public inquiries. She's written legal textbooks and articles, and is an academic, examiner and scrutineer for various bodies, including the transport manager CPC.Mike Oliver is a legal executive and owner of Trans-Law, a specialist transport legal consultancy. He is a Chartered Member of the Institute of Logistics and Transport and member of the FTA Greater London Freight Council, the CPT Schools Transport Committee, and the CPT Claims and Insurance Group.Trade Review"Keeping up to date with the law is always difficult for transport professionals - there is a tendency to recall things as they were when we learned it and not as they are now. The authors are to be congratulated on providing us with a comprehensive volume of today's requirements in an easy-to-read style and I for one will keep my copy close at hand." * Leon Daniels, Managing Director Surface Transport, Transport for London *"I wholeheartedly recommended this guide to transport operator licensing. The complexities of O licensing are broken down into bite sized chunks and would suit both the novice and the experienced operator looking for a single source for study and/or reference. In my view it should be in the desk drawer of every Transport Manager." * Martyn Young, Managing Director, Ketra Logistics Ltd *"This compendium of compliance issues is of great benefit to those wishing to comply with as much as possible of the legislative framework surrounding Transport Operator Licensing. It concisely explains the legalities in a comprehensive and logical way. I have no hesitation in recommending this volume." * Alec Horner, Managing Director, Minimise Your Risk *Table of Contents Chapter - 00: Introduction and Overview; Chapter - 01: Operator Licence Categories and Types; Chapter - 02: Who Needs a Licence?; Chapter - 03: Application Process; Chapter - 04: Operator Undertakings; Chapter - 05: The Role of the Traffic Commissioners; Chapter - 06: The Role of DVSA; Chapter - 07: Operator Compliance Risk Score; Chapter - 08: Managing the Risk; Chapter - 09: Anticipation of Inquiry; Chapter - 10: The Inquiry Itself; Chapter - 11: Coping with the Outcome

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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.

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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

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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

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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

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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.

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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

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Book SynopsisWhile many analyses have examined disinformation in recent election campaigns, misuse of big data' such as the Cambridge Analytica scandal, and manipulation by bots and algorithms, most have blamed a few bad actors. This incisive analysis presents evidence of deeper and broader corruption of the public sphere, which the author refers to as post-communication. With extensive evidence, Jim Macnamara argues that we are all responsible for the slide towards a post-truth society. This analysis looks beyond high profile individuals such as Donald Trump, Russian trolls, and even Big Tech' to argue that the professionalized communication industries of advertising, PR, political and government communication, and journalism, driven by clickbait and aided by a lack of critical media literacy, have systematically contributed to disinformation, deception, and manipulation. When combined with powerful new communication technologies, artificial intelligence, and lack of regulation, this has Trade Review“In Beyond Post-Communication, Jim Macnamara skilfully dissects the critical role that communication plays in the maintenance of trust, as well as the extent to which it has been abused in an era of spin, fake news, weaponized social media, and post-truth. With the skilled eye of an experienced practitioner, Macnamara not only lays out the problems, but also outlines solutions, from ethical practice and social responsibility to regulation and media activism.” —Professor Terry Flew, Queensland University of Technology; President, International Communication Association (2019–2020)Table of ContentsAcknowledgements – About the Author – Previous Books – Introduction – Brexit, Trump, ‘Hung Parliaments’, and the Collapse of Public Trust – Post-Truth, Post-Democracy … Post-Politics, Post-Capitalism, Post-Society? – Post-Communication – Technologies Turbocharging Post-Communication – Strategies for a Communicative Society – Conclusions – Bibliography – Index.

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Book SynopsisThis incisive analysis presents evidence of deeper and broader corruption of the public sphere, which the author refers to as post-communication. With extensive evidence, Macnamara argues that we are all responsible for the slide towards a post-truth society. Trade Review“In Beyond Post-Communication, Jim Macnamara skilfully dissects the critical role that communication plays in the maintenance of trust, as well as the extent to which it has been abused in an era of spin, fake news, weaponized social media, and post-truth. With the skilled eye of an experienced practitioner, Macnamara not only lays out the problems, but also outlines solutions, from ethical practice and social responsibility to regulation and media activism.” —Professor Terry Flew, Queensland University of Technology; President, International Communication Association (2019–2020)Table of ContentsAcknowledgements – About the Author – Previous Books – Introduction – Brexit, Trump, ‘Hung Parliaments’, and the Collapse of Public Trust – Post-Truth, Post-Democracy … Post-Politics, Post-Capitalism, Post-Society? – Post-Communication – Technologies Turbocharging Post-Communication – Strategies for a Communicative Society – Conclusions – Bibliography – Index.

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Book SynopsisProposes a theory and case studies on repairing a damaged or threatened image or reputation.In our constantly plugged-in and connected world, image is everything. People, groups, organizations, and countries frequently come under suspicion of wrongdoing and sometimes require defense. Accounts, Excuses, and Apologies describes the image-repair strategies that may be used to help defuse these threats.The Third Edition of this classic book builds on theories for rehabilitating a damaged reputation by adding two new forms of denial: straw denial (appearing to deny an accusation by sidestepping it) and deflecting attention (trying to get the audience to focus on something other than the accusations against you). Five contexts for image repair are examined: corporate, political, sports/entertainment, international, and third party (when one person or organization tries to repair the image of another). The book''s case studies include current instances of reputation repair, including Vladimir Putin on Ukraine and President Joe Biden on Afghanistan; Southwest Airlines on flight cancellations; Kobe Bryant on accusations of rape; and Donald Trump on the January 6 hearings.

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Book SynopsisWhen it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads.In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertisingwhether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platformsare addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what worksor notand why.Trade ReviewA well-written presentation of the basic steps for creating strategic and effective advertisements. Strategic Copywriting is thorough yet succinct, offering better instruction than books written by industry ‘gurus’; a student could read this book and create better-than-average work without any outside coaching. -- Ann Maxwell, University of OregonTable of ContentsPreface Part I. The Message Chapter 1: Research The Client Who Are the Consumers? Motivating Consumers Exercises Chapter 2: Creative Strategy Creative Strategy Research The Creative Strategy The Brand The Advertising Message Strategy Exercises Chapter 3: Advertising Copy Research Guidelines for Testing What Should Be Evaluated Pretests Posttests Exercises Chapter 4: An Introduction to Design Layout Elements Layout Design Layouts Frequently Used Designs for Advertisements Illustrations or Photographs Typography The Use of Color Exercises Chapter 5: Headlines and Slogans AIDA Headlines “Under the Radar” Advertising Slogans Illustrations Exercises Chapter 6: Body Copy The Right Attitude for Writing Body Copy An Outline of a Typical Advertisement What an Advertisement Must Have Types of Body Copy How to Write Body Copy Exercises Part II. The Media Chapter 7: Newspaper Advertising Advantages of Newspapers as an Advertising Medium Disadvantages of Newspapers as an Advertising Medium Advertising Rates in Newspapers Retail Advertisements Small-Space Advertisements Subscription Service Companies Other Media for Local or Retail Advertisers Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper Exercises Chapter 8: Magazine Advertising Advantages of Magazines as an Advertising Medium Disadvantages of Magazines as an Advertising Medium How to Write Advertisements for Consumer Magazines Business-to-Business Advertising Agricultural or Farm Publications Exercises Chapter 9: Radio Advertising Types of Radio Advertising Imagery Transfer Advantages of Radio as an Advertising Medium Disadvantages of Radio as an Advertising Medium Types of Radio Commercials Forms of Radio Commercials Evoking Pictures in Radio Commercials Music, Voices, and Sound Effects How Many Words Should Be Used in Radio Commercials Humor in Radio Commercials Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial Radio Script Format Qualities of Effective Radio Commercials Guidelines for Writing Radio Commercials Exercises Chapter 10: Television Advertising Advantages of Television as an Advertising Medium Disadvantages of Television as an Advertising Medium What a Good Television Commercial Must Have Film and Digital Production Techniques Showing the Product Television Commercial Formats Humor in Television Commercials Sex in Television Commercials The Script The Storyboard How to Write a Television Commercial Exercises Chapter 11: Internet and Social Media Advertising Advantages of the Internet Disadvantages of the Internet What Is Wrong with the Internet Internet Advertisements Creating Internet Advertising Social Media Terms That May Be Important Exercises Chapter 12: Direct Mail Advertising Advantages of Direct Mail Advertising Disadvantages of Direct Mail Advertising The All-Important Mailing List Testing Direct Mail What Works in Direct Mail Advertising Examining Direct Mail Summary of What Makes Direct Mail Effective Exercises Chapter 13: Other Media Advertising Outdoor or Transit Advertising Point-of-Purchase Advertising Yellow Pages Advertising Exercises Chapter 14: Public Relations and Corporate Advertising How Public Relations Differs from Advertising Advantages of Public Relations Disadvantages of Public Relations Tools of Public Relations Corporate Advertising Exercises Appendix A: Advice on How to Get a Job in Advertising What Do You Want to Do? What about Graduate School? What Are Your Selling Points? How Does Your Work Compare with That of Others, Especially Professionals? Searching for Your First Job Applying for Your First Job in Advertising A Final Note Appendix B: Graduate Programs Appendix C: Advertising and Marketing Associations Selected Bibliography Index

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Book SynopsisWhen it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads.In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertisingwhether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platformsare addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what worksor notand why.Trade ReviewA well-written presentation of the basic steps for creating strategic and effective advertisements. Strategic Copywriting is thorough yet succinct, offering better instruction than books written by industry ‘gurus’; a student could read this book and create better-than-average work without any outside coaching. -- Ann Maxwell, University of OregonTable of ContentsPreface Part I. The Message Chapter 1: Research The Client Who Are the Consumers? Motivating Consumers Exercises Chapter 2: Creative Strategy Creative Strategy Research The Creative Strategy The Brand The Advertising Message Strategy Exercises Chapter 3: Advertising Copy Research Guidelines for Testing What Should Be Evaluated Pretests Posttests Exercises Chapter 4: An Introduction to Design Layout Elements Layout Design Layouts Frequently Used Designs for Advertisements Illustrations or Photographs Typography The Use of Color Exercises Chapter 5: Headlines and Slogans AIDA Headlines “Under the Radar” Advertising Slogans Illustrations Exercises Chapter 6: Body Copy The Right Attitude for Writing Body Copy An Outline of a Typical Advertisement What an Advertisement Must Have Types of Body Copy How to Write Body Copy Exercises Part II. The Media Chapter 7: Newspaper Advertising Advantages of Newspapers as an Advertising Medium Disadvantages of Newspapers as an Advertising Medium Advertising Rates in Newspapers Retail Advertisements Small-Space Advertisements Subscription Service Companies Other Media for Local or Retail Advertisers Copy Sheet for a Local or Retail Advertisement That Will Run in a Newspaper Exercises Chapter 8: Magazine Advertising Advantages of Magazines as an Advertising Medium Disadvantages of Magazines as an Advertising Medium How to Write Advertisements for Consumer Magazines Business-to-Business Advertising Agricultural or Farm Publications Exercises Chapter 9: Radio Advertising Types of Radio Advertising Imagery Transfer Advantages of Radio as an Advertising Medium Disadvantages of Radio as an Advertising Medium Types of Radio Commercials Forms of Radio Commercials Evoking Pictures in Radio Commercials Music, Voices, and Sound Effects How Many Words Should Be Used in Radio Commercials Humor in Radio Commercials Terms That an Advertising Copywriter Needs to Know Before Writing a Radio Commercial Radio Script Format Qualities of Effective Radio Commercials Guidelines for Writing Radio Commercials Exercises Chapter 10: Television Advertising Advantages of Television as an Advertising Medium Disadvantages of Television as an Advertising Medium What a Good Television Commercial Must Have Film and Digital Production Techniques Showing the Product Television Commercial Formats Humor in Television Commercials Sex in Television Commercials The Script The Storyboard How to Write a Television Commercial Exercises Chapter 11: Internet and Social Media Advertising Advantages of the Internet Disadvantages of the Internet What Is Wrong with the Internet Internet Advertisements Creating Internet Advertising Social Media Terms That May Be Important Exercises Chapter 12: Direct Mail Advertising Advantages of Direct Mail Advertising Disadvantages of Direct Mail Advertising The All-Important Mailing List Testing Direct Mail What Works in Direct Mail Advertising Examining Direct Mail Summary of What Makes Direct Mail Effective Exercises Chapter 13: Other Media Advertising Outdoor or Transit Advertising Point-of-Purchase Advertising Yellow Pages Advertising Exercises Chapter 14: Public Relations and Corporate Advertising How Public Relations Differs from Advertising Advantages of Public Relations Disadvantages of Public Relations Tools of Public Relations Corporate Advertising Exercises Appendix A: Advice on How to Get a Job in Advertising What Do You Want to Do? What about Graduate School? What Are Your Selling Points? How Does Your Work Compare with That of Others, Especially Professionals? Searching for Your First Job Applying for Your First Job in Advertising A Final Note Appendix B: Graduate Programs Appendix C: Advertising and Marketing Associations Selected Bibliography Index

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Book SynopsisIn this lively, entertaining, and informative book, Dean K. Fueroghne guides readers through the complex laws governing the creation of advertising, illuminating a heavily regulated arena at the intersection of free enterprise and consumer protection.Is it acceptable to use images of real people, famous or not? Can Nike talk about Adidas in its promotional campaign? When can money be shown? What constitutes puffery, or deceptive truth, or bait-and-switch advertising? What are the specific rules pertaining to professional businesses, political advertising, or the marketing of alcohol or tobacco? What is the difference between copyright and trademark? Fueroghne answers these questions and more as he covers the complex laws relevant to advertising in all its guises. In addition to discussing specific cases, he explains the reasoning behind the court's decisions and how it affects the business of advertising.Students of strategic communication as well as advertising professionalsfrom agencTrade ReviewLaw & Advertising is an impressive book that takes a very complex subject, especially for the layperson, and makes it easily understandable and actually entertaining. This new edition takes that to the next level. -- Lee Lefton, Lefton Creative WorksLaw & Advertising should be within arm's reach of anybody working in advertising or marketing. It's not just a classroom text but also a valuable tool for working professionals. The man behind it doesn't just know the law; he's walked the walk as creative director in giant world-wide advertising agencies as well as the advertising departments of billion-dollar companies. -- Jeff Perry, Sr. Copywriter/Associate Creative DirectorThe worst nightmare of any advertising agency creative professional is having the company lawyer say ‘sorry, you can’t use that.’ So who better to write a book on advertising law than a veteran creative director who has been navigating the lawful boundaries of marketing communications for forty-five years? Dean Fueroghne has created an exhaustive resource for advertising law that both agency and client-side marketing professionals will find invaluable. -- Phil Odell, Casa Grande CommunicationsLaw & Advertising is an essential book for anyone in the field of advertising. Students to ad agency executives to brand managers will find the content accessible and valuable. I would have loved this as a resource while working as an account executive and dealing with everything from copyright and trademark issues to lottery guidelines and substantiation of ad claims. Today, it is a fabulous learning tool and resource for the future professionals in my undergraduate and graduate advertising courses. Eager to learn the key regulatory issues and common pit fall areas in advertising, readers are provided with conceptual definitions and multiple case examples to build understanding, solidify knowledge, and allow for future application. -- Carrie La Ferle, Temerlin Advertising Institute, Southern Methodist UniversityDean Fueroghne has long been not only a marketing guru to successful companies, but a highly sought legal expert witness about advertising. My firm has relied on his expertise in several class action cases. In this new book, he draws on his formidable experience to guide advertisers, marketers and designers through the legal issues they face. -- Adam Gutride, Esq., Gutride Safier LLPDean Fueroghne has used his expertise and years of experience to write Law & Advertising, which is a thorough and thoughtful presentation of the law that regulates advertising. In this era of the internet, where fake news stories are being used to generate advertising revenue, this book has great importance. -- Mark A. Griffin, Esq., Keller Rohrback LLPTable of ContentsForeword by Stephen P. Durchslag Preface Chapter 1. An Overview of Advertising Regulation PART 1: THE GENERAL LANDSCAPE OF LAWS RELATING TO ADVERTISING Chapter 2. The Federal Trade Commission’s Role in Advertising Regulation Chapter 3. Specific Forms of Concern under The Federal Trade Commission Act Chapter 4. The Client-Agency Relationship Chapter 5. The Internet PART 2: THE BROAD ISSUES RELATING TO ADVERTISING Chapter 6. Comparative Advertising Chapter 7. The Rights of Privacy and Publicity Chapter 8. Advertising’s Role in Products Liability PART 3: SPECIFIC ISSUES RELATING TO ADVERTISING Chapter 9. Copyright Regulation Chapter 10. Trademark Regulation Chapter 11. Contests and Lotteries Chapter 12. Guarantees and Warranties Chapter 13. Special Areas of Advertising Concern Notes on Cites Glossary Advertising Regulation Resources Index About The Author

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Book SynopsisHow can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating themfrom simply projecting what a brand is to optimizing what it doesto move people closer to transaction.Drawing on years of research and experience with the world's most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today's more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage Trade ReviewBranding is a two-step process: defining the brand and activating the brand. The Activation Imperative is the best that I have seen on activating the brand. -- Philip Kotler, SC Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern UniversityFor those striving to break down traditional marketing silos and design truly human-centered solutions that drive business results, this book provides the road map and beacon you have been looking for. -- Lisa Hurwitz, vice president of global brand design, Kimberly-ClarkThe Activation Imperative offers readers a practical approach to the transformation needed to respond to today’s accelerating pace of technological change. It is as valuable to today’s marketing practitioners as it is to academics. A must read for anyone interested in increasing the effectiveness of modern marketing. -- Yoram Wind, Lauder Professor Emeritus of Marketing, Wharton School, University of PennsylvaniaThe Activation Imperative is an essential read for any marketer hoping to stay relevant in a rapidly changing marketplace. Rosen and Minsky build a compelling argument for moving beyond carpet-bombing prospective customers with brand promotion to engaging them at key trigger points in the customer journey. With its keen insights on building both brand and bottom line results, this is one book you don’t want to miss! -- Rick Mathieson, author of Branding Unbound and The On-Demand BrandThe Activation Imperative takes marketing strategy to a new level, demanding more from marketing and marketers. Rosen and Minsky bring cohesion, structure, and direction to an increasingly fragmented marketing environment. They show how to weave digital and traditional channels together to build powerful and cost-effective marketing campaigns. A thoughtful book, and a must-read. -- Kevin Tynan, senior vice president of marketing, Liberty Bank for Savings; author of Exposure: How to Market So Your Message is UnavoidableIn our recent groundbreaking study, the Association of National Advertisers found that spending on brand activation will top $740 billion by 2020, more than twice as much as advertising. I’m glad to finally see a book like The Activation Imperative that is not only focused on brand activation but also provides a methodology for better aligning marketing disciplines to achieve it. -- Michael P. Kaufman, senior vice president of brand activation, Association of National AdvertisersTable of ContentsAcknowledgments Foreword by Rory Sutherland, Vice- Vice-Chairman, Ogilvy & Mather Group UK Preface Chapter 1: AIM for Greater ROI: The Activation Imperative Method Chapter 2: Ready, Set, AIM Chapter 3: Broadcast, Billboards, Branding, and More Chapter 4: Start with the Shopper (Marketing) Chapter 5: Connecting with Digital, Social, and Mobile Chapter 6: Come and Get It: Content & In-Bound Marketing Chapter 7: The Importance of Being Direct (Database & CRM, Too) Chapter 8: Join Us: The World of Participation & Promotion Marketing Chapter 9: Are You Experiential? Chapter 10: Now a Word from Your Sponsor(ships) Chapter 11: Build Your Relationship(s) with PR & Brand Journalism Chapter 12: AIM for Optimal Activation About the Authors Index

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Book SynopsisWomen and advertising are both globally ubiquitous. Yet advertising remains one of the most unabashedly misogynist, heterosexist, and racist industries. This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising. Feminists, Feminisms, and Advertising provides feminist analyses of the historical relationships between the advertising industry and the women's movement in the United States. Contributors consider the ways that advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages exported around the world. They further explore the ways that intersectional audiences such as women of color, Latinas, and lesbian and gay audiences decode, reinterpret, resist, and subvert advertising. With this book, the editors and contributors address the present lack of feminist scholarship, research, knowledge, or curriculum in advertising, and begin a more honest dialogue about diversity and inteTrade ReviewGolombisky and Kreshel provide an original and much-needed feminist exploration of the multiple ways women have engaged advertising, both as workers within the industry and as targeted consumers. The authors in this anthology tackle the historical and contemporary workplace culture in advertising’s creative departments, as well as how women audiences make sense of advertising’s messages—both areas that have long needed the kind of comprehensive and theoretically-informed approach this book provides. In doing so, they address a broad range of issues affecting women and the advertising industry, including ethics, intersectionality, commodity feminism, women of color as audiences, the sexism within the gendered silos that are the creative departments, and feminist education for advertising students. The book is a must-read for advertising students, instructors, and professionals—anyone in or thinking of entering the advertising industry—as well as anyone trying to make sense of the industry’s messages for or about women. -- Marian Meyers, Georgia State UniversityThis is a timely piece that makes novel theoretical connections at the intersection of advertising, gender, identity, and feminisms. What I really like about this book are the ways in which authors also offer specific practical recommendations for how to do better advertising. Taken together, the authors create a space for scholars and practitioners alike to play around with the gendered tensions that surface in the work of advertising and realize that the ‘click’ moment is now. -- Suzy D'Enbeau, Kent State UniversityTable of ContentsAcknowledgments Part 1: Histories of Feminists, Feminisms, and Advertising Chapter 1: Introductory Remarks on the Advertising Business and a Community of Feminist Scholars Making Advertising Their Business Peggy Kreshel Chapter 2: Women versus Brands: Sexist Advertising and Gender Stereotypes Motivate Transgenerational Feminist Critique Jacqueline Lambiase, Carolyn Bronstein, and Catherine A. Coleman Chapter 3: The Entangled Politics of Feminists, Feminism, Advertising, and Beauty: A Historical Perspective Dara Persis Murray Chapter 4: “Don’t You Love Being a Woman?” Advertising, Empowerment, and the Women’s Movement Ann Marie Nicolosi Part 2: Encoding: Feminist Critiques of Advertising Professionals and Practices Chapter 5: Black Women and Advertising Ethics: A Womanist Perspective Joanna L. Jenkins Chapter 6: “What’s Wrong, You Can’t Take a Joke?” Advertisers’ Defenses of Images of Violence against Women in Their Ads, 1979–1989 Juliet Dee Chapter 7: Exceptional Exemplars: Practitioners’ Perspectives on Ads that Communicate Effectively with Women and Men Kasey Windels Chapter 8: The Creative Career Dilemma: No Wonder Ad Women Are Mad Women Karen L. Mallia Chapter 9: Exporting Gender Bias: Anglo-American Echoes in Swedish Advertising Creative Departments Jean M. Grow Part 3: Decoding: Feminist Analyses of Intersectional Advertising Audiences Chapter 10: Engaging in Consumer Citizenship: Latina Audiences and Advertising in Women’s Ethnic Magazines Jillian M. Báez Chapter 11: “You Get a Very Conflicting View”: Postfeminism, Contradiction, and Women of Color’s Responses to Representations of Women in Advertisements Leandra H. Hernández Chapter 12: Social Exclusion and Gay Consumers’ Boycott and Buycott Decisions Wanhsiu Sunny Tsai and Xiaoqi Han Part 4: Professional Development: Historiography and Biography Chapter 13: The Curious Story of Home Economics’ Contribution to Women’s Careers in Advertising, 1940s to 1960s Kimberly Wilmot Voss Chapter 14: A Woman’s Place: Career Success and Early Twentieth Century Women’s Advertising Clubs Jeanie E. Wills Chapter 15: Closing Arguments: A Feminist Education for Advertising Students Kim Golombisky About the Editors and Contributors

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Book SynopsisThis volume, edited by Kim Golombisky, applies an intersectional lens to advertising, focusing on gender, race, ethnicity, sexuality, disability, age, class, and nationality. Intersectional feminist perspectives on advertising are rare in the advertising industry, even as it faces pressure to reform. This anthology focuses on advertising messaging to follow up the professional practices covered in Feminists, Feminisms, and Advertising, edited by Kim Golombisky and Peggy Kreshel. In this new collection, contributors write from a variety of perspectives, including Black, African, lesbian, transnational, poststructuralist, material, commodity, and environmental feminisms. The authors also discuss the reproductive justice framework, feminist disability studies, feminist ethnography, feminist discourse analysis, and feminist visual rhetoric. Together, these scholars introduce big ideas for feminist advertising studies. The first section, titled Historicize This!, includes work dealing with Trade ReviewWhat does advertising really mean, beyond its obvious symbols and words? Could we train people to see advertising as a force of culture? This marvelous collection serves as a decoding machine with an intersectionalist lens—race, gender, abilities, sexualities, age—targeting one of the most powerful institutional forces in our world. -- Jacqueline Lambiase, Texas Christian UniversityThis volume is especially close to my heart because it unpacks advertising messages in new and exciting work. When I started out over 40 years ago, hardly anyone else was talking about these issues. To my delight, this book advances and updates the feminist mission of my life’s work in several ways. The most important update is the contributors’ careful attention to intersectional identities. This book also discusses twenty-first century advertising that waters down progressive feminist politics. Most gratifying, I am no longer alone, as this book, its contributors, and their genealogies of citations demonstrate. -- Jean Kilbourne, Author of Can't Buy My Love: How Advertising Changes the Way We Think and FeelFeminist Perspectives on Advertising: What’s the Big Idea? brings welcomed complexity to the vexing issue of gendered portrayals in advertising. Editor Golombisky invites a powerful array of talented scholars to delve below the surface of inadequate female representation, to the nuances behind this deficit. Pioneering scholar Jean Kilbourne offers a compelling preface that provides exceptional historical context. From there, all of the contributors prod readers to contemplate the ‘big idea’ behind advertising’s depiction of women’s bodies in diverse, complex and thought-provoking ways. -- Meta G. Carstarphen, University of OklahomaThis collection is an engaging critique of how industries around the globe exploit notions of gender in pursuit of profit. The authors expose the cultural and political agenda embedded in advertising copy and imagery. Yet, they also create a platform for rethinking what advertising can be—a tool of social change. This book provides a range of perspectives and great examples for talking with my students about cultural awareness and communication practice. -- Deena Kemp, University of Texas at AustinTable of ContentsPart I: HISTORICIZE THIS! Chapter 1: An Introduction to Some Big Ideas for Critical Feminist Advertising Studies Kim Golombisky Chapter 2: From Aunt Jemima to Beyoncé: Twitter, Consumer Agency, and the Transformation of the Black Female Image in Advertising Patricia G. Davis Chapter 3: Black Women’s Hair Politics in Advertising Natalie A. Mitchell and Angelica Morris4 Chapter 4: Driving Her to Distraction: Women, Modernity, and the Disciplinary Discourse of 1920s Automobile Advertising Roseann M. Mandziuk Part II: ADVERTISING BODY POLITICS Chapter 5: Lesbian Consumers and the Myth of an LGBT Consumer Market Gillian W. Oakenfull Chapter 6: Women who Experience Depression Interpret Advertising Representations of Women with Depression: A Feminist Disability Studies Perspective Ella Houston Chapter 7: Middle-Aged Women, Antiaging Advertising, and an Accidental Politics of the Unmarked Kim Golombisky Chapter 8: Corporeal Commodification: Chinese Women’s Bodies as Advertisements Carol M. Liebler, Li Chen, and Anqi Peng Part III: MEDIA REPS Chapter 9: Representations of Race/Ethnicity, Gender, Class, and Power in 1,084 Prime-time TV Commercials from 2005 Janie Marie Collins Chapter 10: The Modern Man in Ghanaian Radio Adverts: A Reproduction of or a Challenge to Traditional Gender Practices? Grace Diabah Chapter 11: Woman as Product Stand-In: Branding Straight Metrosexuality in Men’s Magazine Fashion Advertising Jennifer Ford Stamps and Kim Golombisky Chapter 12: Beyond the Fringe? Market Desirability and Alternative Sexuality in Advertising News Angela T. Ragusa Part IV: REPRODUCTION AND POSTFEMINIST EMPOWERMENT Chapter 13: We’re Way “Beyond Birth Control”: Women’s Reproductive Health, Gendered Consumption, and Direct-to-Consumer Advertising Whitney Peoples Chapter 14: “Thank You, Mom”: Mothers, Olympic Athletes, and Proctor & Gamble’s Global Brand Dunja Antunovic and Michelle Rodino-Colocino Chapter 15: The Limits of Women’s Environmentalism in Seventh Generation’s Digital Advertising Cara Okopny

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Book SynopsisWomen and advertising are both globally ubiquitous. Yet advertising remains one of the most unabashedly misogynist, heterosexist, and racist industries. This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising. Feminists, Feminisms, and Advertising provides feminist analyses of the historical relationships between the advertising industry and the women's movement in the United States. Contributors consider the ways that advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages exported around the world. They further explore the ways that intersectional audiences such as women of color, Latinas, and lesbian and gay audiences decode, reinterpret, resist, and subvert advertising. With this book, the editors and contributors address the present lack of feminist scholarship, research, knowledge, or curriculum in advertising, and begin a more honest dialogue about diversity and inteTrade ReviewGolombisky and Kreshel provide an original and much-needed feminist exploration of the multiple ways women have engaged advertising, both as workers within the industry and as targeted consumers. The authors in this anthology tackle the historical and contemporary workplace culture in advertising’s creative departments, as well as how women audiences make sense of advertising’s messages—both areas that have long needed the kind of comprehensive and theoretically-informed approach this book provides. In doing so, they address a broad range of issues affecting women and the advertising industry, including ethics, intersectionality, commodity feminism, women of color as audiences, the sexism within the gendered silos that are the creative departments, and feminist education for advertising students. The book is a must-read for advertising students, instructors, and professionals—anyone in or thinking of entering the advertising industry—as well as anyone trying to make sense of the industry’s messages for or about women. -- Marian Meyers, Georgia State UniversityThis is a timely piece that makes novel theoretical connections at the intersection of advertising, gender, identity, and feminisms. What I really like about this book are the ways in which authors also offer specific practical recommendations for how to do better advertising. Taken together, the authors create a space for scholars and practitioners alike to play around with the gendered tensions that surface in the work of advertising and realize that the ‘click’ moment is now. -- Suzy D'Enbeau, Kent State UniversityTable of ContentsAcknowledgments Part 1: Histories of Feminists, Feminisms, and Advertising Chapter 1: Introductory Remarks on the Advertising Business and a Community of Feminist Scholars Making Advertising Their Business Peggy Kreshel Chapter 2: Women versus Brands: Sexist Advertising and Gender Stereotypes Motivate Transgenerational Feminist Critique Jacqueline Lambiase, Carolyn Bronstein, and Catherine A. Coleman Chapter 3: The Entangled Politics of Feminists, Feminism, Advertising, and Beauty: A Historical Perspective Dara Persis Murray Chapter 4: “Don’t You Love Being a Woman?” Advertising, Empowerment, and the Women’s Movement Ann Marie Nicolosi Part 2: Encoding: Feminist Critiques of Advertising Professionals and Practices Chapter 5: Black Women and Advertising Ethics: A Womanist Perspective Joanna L. Jenkins Chapter 6: “What’s Wrong, You Can’t Take a Joke?” Advertisers’ Defenses of Images of Violence against Women in Their Ads, 1979–1989 Juliet Dee Chapter 7: Exceptional Exemplars: Practitioners’ Perspectives on Ads that Communicate Effectively with Women and Men Kasey Windels Chapter 8: The Creative Career Dilemma: No Wonder Ad Women Are Mad Women Karen L. Mallia Chapter 9: Exporting Gender Bias: Anglo-American Echoes in Swedish Advertising Creative Departments Jean M. Grow Part 3: Decoding: Feminist Analyses of Intersectional Advertising Audiences Chapter 10: Engaging in Consumer Citizenship: Latina Audiences and Advertising in Women’s Ethnic Magazines Jillian M. Báez Chapter 11: “You Get a Very Conflicting View”: Postfeminism, Contradiction, and Women of Color’s Responses to Representations of Women in Advertisements Leandra H. Hernández Chapter 12: Social Exclusion and Gay Consumers’ Boycott and Buycott Decisions Wanhsiu Sunny Tsai and Xiaoqi Han Part 4: Professional Development: Historiography and Biography Chapter 13: The Curious Story of Home Economics’ Contribution to Women’s Careers in Advertising, 1940s to 1960s Kimberly Wilmot Voss Chapter 14: A Woman’s Place: Career Success and Early Twentieth Century Women’s Advertising Clubs Jeanie E. Wills Chapter 15: Closing Arguments: A Feminist Education for Advertising Students Kim Golombisky About the Editors and Contributors

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Book SynopsisThis book represents the first systematic effort to examine (1) the factual accuracy of the claims made in an entire political advertising campaign, (2) the visuals and sound cues used in that advertising and their relationship with the tone and accuracy of ads, and (3) the impact of the accuracy of claims on what people know and how they vote in a real campaign. The research is based on several years of labor-intensive coding of the factual accuracy of every claim made in the presidential ads in the 2008 election as well as the ads for the races for the US Congress in Minnesota. We show how the accuracy of political ad claims, the visuals and sound of ads, and ad tone (particularly negativity) are related to voting behavior. We argue that understanding how the accuracy of political ad claims affects voters is now more important than ever.This research has steered clear of the normative question of what such putative gains in knowledge represent, however. Does the content of negative aTrade ReviewFor almost two decades, I have been following the research of Barbara Allen and Dan Stevens on political advertising. What a treat it is to see such a compelling and important research agenda come together in a book. No one understands truth (and untruth) in political advertising—and how the electorate responds to that—better than Allen and Stevens. -- Travis N. Ridout, Washington State University“Few topics are of more contemporary importance than misinformation. This book is a monumental contribution on the topic – looking at the dynamics and effects of inaccuracies in political advertising. The results are sobering: there is a lot of inaccuracy and it matters. The book is exhaustive and sets an agenda for future work on electoral campaigns.” -- James N. Druckman, Northwestern UniversityTable of Contentschapter 1. Communicating with Voters through Political Advertising: Moving beyond Ad Tone to Think about the Accuracy of Ad Claims chapter 2. Normative Political Theory, Advertising, and Political Participation chapter 3. “You can’t handle the truth?” Previous Research on Political Advertising chapter 4. Evaluating the Accuracy, Visuals, and Sound of Advertising and Their Impacts chapter 5. Anatomy of an Ad Campaign: What Ads Say and When They Say It chapter 6. The Accuracy of Claims Made in Political Advertising chapter 7. Spectacle, Message, and Meaning in the Visuals and Sound of Political Advertising Barbara Allen, Daniel Stevens, and Jeffrey Berg chapter 8. Examining the Visuals and Sound in Political Advertising chapter 9. The Effects of Ad Accuracy on Political Knowledge and Turnout chapter 10. Conclusion

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Book SynopsisFrom auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United Statesand increasingly around the worldinvest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to the other guys. Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitoras well as anyone who plans, creates, or pays for advertisingaTrade ReviewThe Pepsi Challenge. Heinz vs Hunt's. Avis vs Hertz. These memorable ad campaigns show how powerful comparative advertising can be. But make one misstep and you can end up harming your brand. Or even helping the other guy. Beard (Univ. of Oklahoma) provides a look into the history and uses of comparative advertising. Comparative ads were virtually nonexistent until the late 1960s when the National Association of Broadcasters lifted its near ban on them, and Beard notes that's when they began appearing on TV. Once advertisers began to use product demonstrations to differentiate themselves and tout their superiority, the gloves were off. Pepsi won in taste tests. Heinz Ketchup was slower (thicker). Rental car company Avis tried harder. And, more recently, Samsung mocked Apple iPhone buyers as "Wall Huggers" looking for outlets to charge their phones. Though Beard isn't a fan of comparative advertising and questions its effectiveness, his analysis of its pros and cons show why, for better or worse, it is probably here to stay—with or without Brand X. Summing Up: Recommended. Graduate students through faculty. * CHOICE *Dr. Beard’s book offers a timely, interesting, and comprehensive account of the strategic use of comparative advertising in the United States and abroad. -- Darrel D. Muehling, Washington State UniversityThis is a badly needed holistic look at comparative advertising and what we know about how and when it works. Beard’s historical perspective is extremely valuable, particularly given that comparative advertising has been used much more frequently in the U.S. than many other markets—but is growing now in at least some other markets. The synthesis of research findings contained in this book is highly insightful and a great addition to the literature. -- Charles R. Taylor, Villanova University; Editor-in-Chief of International Journal of AdvertisingA comprehensive and insightful analysis of comparative advertising research and practice. -- Amitava Chattopadhyay, INSEADTable of ContentsList of Tables and Figures Acknowledgements Introduction Chapter 1. A History of Comparative Advertising Chapter 2. Theoretical Foundations and Research Findings Chapter 3. What the Professionals Say Chapter 4. The Regulation of Comparative Advertising Chapter 5. The Satirical Attack Ad Chapter 6. Comparative Advertising around the World Chapter 7. Comparative Campaigns in the Real World Appendix: List of Advertising Sources Bibliography Index About the Author

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Book SynopsisFrom auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United Statesand increasingly around the worldinvest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to the other guys. Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitoras well as anyone who plans, creates, or pays for advertisingaTrade ReviewDr. Beard’s book offers a timely, interesting, and comprehensive account of the strategic use of comparative advertising in the United States and abroad. -- Darrel D. Muehling, Washington State UniversityThe Pepsi Challenge. Heinz vs Hunt's. Avis vs Hertz. These memorable ad campaigns show how powerful comparative advertising can be. But make one misstep and you can end up harming your brand. Or even helping the other guy. Beard (Univ. of Oklahoma) provides a look into the history and uses of comparative advertising. Comparative ads were virtually nonexistent until the late 1960s when the National Association of Broadcasters lifted its near ban on them, and Beard notes that's when they began appearing on TV. Once advertisers began to use product demonstrations to differentiate themselves and tout their superiority, the gloves were off. Pepsi won in taste tests. Heinz Ketchup was slower (thicker). Rental car company Avis tried harder. And, more recently, Samsung mocked Apple iPhone buyers as "Wall Huggers" looking for outlets to charge their phones. Though Beard isn't a fan of comparative advertising and questions its effectiveness, his analysis of its pros and cons show why, for better or worse, it is probably here to stay—with or without Brand X.Summing Up: Recommended. Graduate students through faculty. * CHOICE *Dr. Beard’s book offers a timely, interesting, and comprehensive account of the strategic use of comparative advertising in the United States and abroad. -- Darrel D. Muehling, Washington State UniversityThis is a badly needed holistic look at comparative advertising and what we know about how and when it works. Beard’s historical perspective is extremely valuable, particularly given that comparative advertising has been used much more frequently in the U.S. than many other markets—but is growing now in at least some other markets. The synthesis of research findings contained in this book is highly insightful and a great addition to the literature. -- Charles R. Taylor, Villanova University; Editor-in-Chief of International Journal of AdvertisingA comprehensive and insightful analysis of comparative advertising research and practice. -- Amitava Chattopadhyay, INSEADTable of ContentsList of Tables and FiguresAcknowledgementsIntroductionChapter 1. A History of Comparative AdvertisingChapter 2. Theoretical Foundations and Research FindingsChapter 3. What the Professionals SayChapter 4. The Regulation of Comparative AdvertisingChapter 5. The Satirical Attack AdChapter 6. Comparative Advertising around the WorldChapter 7. Comparative Campaigns in the Real WorldAppendix: List of Advertising SourcesBibliographyIndexAbout the Author

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Book SynopsisComposed with a touch of the panache of a former advertising copywriter, Kelso challenges readers to reflect on the social impact of advertising from multiple angles. The book uniquely combines personal anecdotes with a penetrating look at some of the most critical perspectives toward the field advanced by media scholars. A play on David Ogilvy’s legendary Confessions of an Advertising Man, the text disrupts the creative guru’s account with a highly accessible critique of advertising suitable for classes in disciplines as various as cultural studies, marketing, media studies, political science, and sociology. The book reflects the latest industry trends, especially the migration from legacy to social media vehicles like Instagram and Snapchat. Topics covered include a brief history of modern advertising in the United States, advertising’s influence on the so-called non-advertising content of the media, the ideological themes advertising inadvertently delivers, how advertising can privilege or marginalize various social constructions of identity, the controversial practice of targeting children, and how corporations often use advertising to superficially present a positive face while masking their profoundly darker sides. Incorporating a media-literacy approach, Kelso also offers an insider’s overview of the typical procedures advertising agencies take in strategizing, conceptualizing, and delivering campaigns.Trade ReviewTony Kelso has produced an extremely impressive book. Written in an accessible language and sophisticated in its analysis, he takes us from the first advertisers, patent medicine salesman, all the way to contemporary digital advertising, showing us the historical and institutional connections that link them. At the same time, he demonstrates how as a cultural form advertising stands at the nexus of identity, ideology and the environmental catastrophe that threatens to engulf us and the planet. Written for a general audience as well as the college classroom, Kelso has performed a difficult maneuver, producing a work that makes us think deeply about the social impact of our everyday lives and decisions. Highly recommended. -- Sut Jhally, Professor of Communication, University of Massachusetts at Amherst Founder and Executive Director, Media Education FoundationWritten as only a true insider can, this comprehensive and engaging overview is an important introduction to advertising as profession, as a form of communication, and as a cultural force. -- Mara Einstein, author of Black Ops Advertising and Advertising: What Everyone Needs to KnowAn important contribution to the literature of advertising criticism. Kelso’s experiences as an ad man as well as a media critic enrich and enliven his perspective. With remarkable thoroughness and insight, he exposes advertising’s role in promoting a corporate ideology that threatens our culture, our democracy, and our environment. Written in a lucid and engaging style, this book transforms our knowledge and experience of the water in which we all swim. -- Jean Kilbourne, Author of Can't Buy My Love: How Advertising Changes the Way We Think and FeelTable of ContentsPreface Acknowledgments 1 Introduction: An Insider’s Critical Approach to Advertising 2 Promoting Heaven on Earth: A Brief History of Advertising in the United States 3 So Much Energy for So Little Attention: Creating Images for Brands 4 Always Keep ’em Happy: How Advertising Shapes the Content of the Media 5 The Message Beneath the Message: Advertising and Ideology 6 Buying into Identity (Part 1): Representations of Gender and Sexual Orientation in Advertising 7 Buying into Identity (Part 2): Representations of Race and Ethnicity in Advertising 8 Building Brand Loyalty from the Womb: Advertising to Children 9 Sponsoring Exploitation and Environmental Destruction: Advertising and Externalities 10 Conclusion: Evaluating Advertising on Your Own Terms Index

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Book SynopsisComposed with a touch of the panache of a former advertising copywriter, Kelso challenges readers to reflect on the social impact of advertising from multiple angles. The book uniquely combines personal anecdotes with a penetrating look at some of the most critical perspectives toward the field advanced by media scholars. A play on David Ogilvy’s legendary Confessions of an Advertising Man, the text disrupts the creative guru’s account with a highly accessible critique of advertising suitable for classes in disciplines as various as cultural studies, marketing, media studies, political science, and sociology. The book reflects the latest industry trends, especially the migration from legacy to social media vehicles like Instagram and Snapchat. Topics covered include a brief history of modern advertising in the United States, advertising’s influence on the so-called non-advertising content of the media, the ideological themes advertising inadvertently delivers, how advertising can privilege or marginalize various social constructions of identity, the controversial practice of targeting children, and how corporations often use advertising to superficially present a positive face while masking their profoundly darker sides. Incorporating a media-literacy approach, Kelso also offers an insider’s overview of the typical procedures advertising agencies take in strategizing, conceptualizing, and delivering campaigns.Trade ReviewTony Kelso has produced an extremely impressive book. Written in an accessible language and sophisticated in its analysis, he takes us from the first advertisers, patent medicine salesman, all the way to contemporary digital advertising, showing us the historical and institutional connections that link them. At the same time, he demonstrates how as a cultural form advertising stands at the nexus of identity, ideology and the environmental catastrophe that threatens to engulf us and the planet. Written for a general audience as well as the college classroom, Kelso has performed a difficult maneuver, producing a work that makes us think deeply about the social impact of our everyday lives and decisions. Highly recommended. -- Sut Jhally, Professor of Communication, University of Massachusetts at Amherst Founder and Executive Director, Media Education FoundationWritten as only a true insider can, this comprehensive and engaging overview is an important introduction to advertising as profession, as a form of communication, and as a cultural force. -- Mara Einstein, author of Black Ops Advertising and Advertising: What Everyone Needs to KnowAn important contribution to the literature of advertising criticism. Kelso’s experiences as an ad man as well as a media critic enrich and enliven his perspective. With remarkable thoroughness and insight, he exposes advertising’s role in promoting a corporate ideology that threatens our culture, our democracy, and our environment. Written in a lucid and engaging style, this book transforms our knowledge and experience of the water in which we all swim. -- Jean Kilbourne, Author of Can't Buy My Love: How Advertising Changes the Way We Think and FeelTable of ContentsPreface Acknowledgments 1 Introduction: An Insider’s Critical Approach to Advertising 2 Promoting Heaven on Earth: A Brief History of Advertising in the United States 3 So Much Energy for So Little Attention: Creating Images for Brands 4 Always Keep ’em Happy: How Advertising Shapes the Content of the Media 5 The Message Beneath the Message: Advertising and Ideology 6 Buying into Identity (Part 1): Representations of Gender and Sexual Orientation in Advertising 7 Buying into Identity (Part 2): Representations of Race and Ethnicity in Advertising 8 Building Brand Loyalty from the Womb: Advertising to Children 9 Sponsoring Exploitation and Environmental Destruction: Advertising and Externalities 10 Conclusion: Evaluating Advertising on Your Own Terms Index

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Book SynopsisAlthough there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.Table of ContentsChapter 1 What Is Account Planning? Chapter 2 Account Planning in the Age of Ad Clutter. P.S. It’s all Ad Clutter Chapter 3 What Is a Brand? Chapter 4 Marketing Basics Account Planners Need to Know Chapter 5 Who Is Your Target Audience? Chapter 6 Secondary Research. No Matter What, Do This First! Chapter 7 Social Media Monitoring Tools Chapter 8 Primary Research: The Benefits and Pitfalls of Quantitative Survey Research What is Primary Research? Chapter 9 Primary Research. Qualitative, Consumer Style What is qualitative research? Chapter 10 Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners. Chapter 11 Your Brand’s Best Advertising Approach Chapter 12 Concept Testing: How to Figure Out If You’re Heading Down the Right Advertising Path Chapter 13 Finally, Heading to the Creative Brief Chapter 14 An Account Planner’s Job Is Never Done

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Book SynopsisAlthough there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer “new”: rather, it’s fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.Table of ContentsChapter 1 What Is Account Planning? Chapter 2 Account Planning in the Age of Ad Clutter. P.S. It’s all Ad Clutter Chapter 3 What Is a Brand? Chapter 4 Marketing Basics Account Planners Need to Know Chapter 5 Who Is Your Target Audience? Chapter 6 Secondary Research. No Matter What, Do This First! Chapter 7 Social Media Monitoring Tools Chapter 8 Primary Research: The Benefits and Pitfalls of Quantitative Survey Research What is Primary Research? Chapter 9 Primary Research. Qualitative, Consumer Style What is qualitative research? Chapter 10 Unwrapping Advertising Strategy by Working Backwards: A Helpful Exercise for Account Planners. Chapter 11 Your Brand’s Best Advertising Approach Chapter 12 Concept Testing: How to Figure Out If You’re Heading Down the Right Advertising Path Chapter 13 Finally, Heading to the Creative Brief Chapter 14 An Account Planner’s Job Is Never Done

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Book SynopsisHow can marketers navigate the growing array of marketing specialties, media options, and data sources? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction. Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more efficiently build their brands and their business.Trade ReviewBranding is a two-step process: defining the brand and activating the brand. The Activation Imperative is the best that I have seen on activating the brand. -- Philip Kotler, SC Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern UniversityFor those striving to break down traditional marketing silos and design truly human-centered solutions that drive business results, this book provides the road map and beacon you have been looking for. -- Lisa Hurwitz, vice president of global brand design, Kimberly-ClarkThe Activation Imperative offers readers a practical approach to the transformation needed to respond to today’s accelerating pace of technological change. It is as valuable to today’s marketing practitioners as it is to academics. A must read for anyone interested in increasing the effectiveness of modern marketing. -- Yoram Wind, Lauder Professor Emeritus of Marketing, Wharton School, University of PennsylvaniaThe Activation Imperative is an essential read for any marketer hoping to stay relevant in a rapidly changing marketplace. Rosen and Minsky build a compelling argument for moving beyond carpet-bombing prospective customers with brand promotion to engaging them at key trigger points in the customer journey. With its keen insights on building both brand and bottom-line results, this is one book you don’t want to miss! -- Rick Mathieson, author of Branding Unbound and The On-Demand BrandRosen and Minsky have written a must-read primer for marketing professionals. Anyone who aspires to master versatile and creative tactical marketing strategies and the strategic framework of thinking in a customer-centric and ever-changing marketplace should read this book. -- Jenna Massey, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern UniversityIn our recent groundbreaking study, the Association of National Advertisers found that spending on brand activation will top $740 billion by 2020, more than twice as much as advertising. I’m glad to finally see a book like The Activation Imperative that is not only focused on brand activation but also provides a methodology for better aligning marketing disciplines to achieve it. -- Michael P. Kaufman, senior vice president of brand activation, Association of National AdvertisersThe Activation Imperative belongs in the hands of marketing students and educators alike. The information on digital marketing and social media is timely and provides a thorough perspective on marketing and brand management. -- David Aron, Brennan School of Business, Dominican UniversityThe Activation Imperative takes marketing strategy to a new level, demanding more from marketing and marketers. Rosen and Minsky bring cohesion, structure, and direction to an increasingly fragmented marketing environment. They show how to weave digital and traditional channels together to build powerful and cost-effective marketing campaigns. A thoughtful book, and a must read. -- Kevin Tynan, senior vice president of marketing, Liberty Bank for Savings; author of Exposure: How to Market So Your Message is UnavoidableThe Activation Imperative is the antidote to marketing fragmentation. Rosen and Minsky provide a strategic blueprint for consumer-centric marketing by starting at the end of the purchase cycle. They not only present a sound system but also back it up with real-life case studies and examples from new and traditional media. This book addresses the real problem of bringing new marketing specialists together with a renewed call for strategic unity. -- Keith A. Quesenberry, Messiah College; author of Social Media Strategy: Marketing and Advertising in the Consumer RevolutionTable of ContentsAcknowledgments Foreword by Rory Sutherland, Vice- Vice-Chairman, Ogilvy & Mather Group UK Preface Chapter 1: AIM for Greater ROI: The Activation Imperative Method Chapter 2: Ready, Set, AIM Chapter 3: Broadcast, Billboards, Branding, and More Chapter 4: Start with the Shopper (Marketing) Chapter 5: Connecting with Digital, Social, and Mobile Chapter 6: Come and Get It: Content & In-Bound Marketing Chapter 7: The Importance of Being Direct (Database & CRM, Too) Chapter 8: Join Us: The World of Participation & Promotion Marketing Chapter 9: Are You Experiential? Chapter 10: Now a Word from Your Sponsor(ships) Chapter 11: Build Your Relationship(s) with PR & Brand Journalism Chapter 12: AIM for Optimal Activation About the Authors Index

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Book SynopsisCreative Expression and the Law helps readers better comprehend the legal pitfalls that can present themselves when artists and content creators are generating ideas, producing content and protecting and defending their creative work. In doing so, the book provides a deeper, more targeted examination of copyright, trademark and right of publicity law than is found in standard communication law texts. This examination focuses on how courts scrutinize and apply law to works of artwork and other forms of creative expression and how the constitutional strength of a First Amendment defense can vary across the legal and artistic landscape.The text approaches law as an evolving story shaped by the U.S. Constitution and its commitment to freedom of speech. It draws connections among the various legal areas and explains the purpose and development of each area of law. A set of lively cases that involve iconic brands, celebrities and expressive works are used to illustrate legal standards. Infographics and visual examples of creative work that found itself at the center of legal disputes help readers visualize abstract legal principles and rulings. These images are an important part of the text given the role that visual cues play in helping content creators learn, retain and utilize information.

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Book SynopsisCreative Expression and the Law helps readers better comprehend the legal pitfalls that can present themselves when artists and content creators are generating ideas, producing content and protecting and defending their creative work. In doing so, the book provides a deeper, more targeted examination of copyright, trademark and right of publicity law than is found in standard communication law texts. This examination focuses on how courts scrutinize and apply law to works of artwork and other forms of creative expression and how the constitutional strength of a First Amendment defense can vary across the legal and artistic landscape.The text approaches law as an evolving story shaped by the U.S. Constitution and its commitment to freedom of speech. It draws connections among the various legal areas and explains the purpose and development of each area of law. A set of lively cases that involve iconic brands, celebrities and expressive works are used to illustrate legal standards. Infographics and visual examples of creative work that found itself at the center of legal disputes help readers visualize abstract legal principles and rulings. These images are an important part of the text given the role that visual cues play in helping content creators learn, retain and utilize information.

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Book SynopsisThe fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’s effects on American character and culture.Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.

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Book SynopsisThe sixth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’s effects on American character and culture.Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.

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Book SynopsisAt its core, consumer insights research is fun. Fast-paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. Consumer insights researchers get to spend their days partnering with clients to solve complex and knotty problems across all mass communication industries, including film, television, digital, advertising, and public relations. They do deep dives to understand the perceptions and perspectives of target audiences using a wide range of approaches and methods. On every project, hours are spent playing with data and ideas, coming up with creative and innovative ways to approach problems and uncover the insights that will lead to effective audience engagement. This work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of—and solutions for—important problems. It also is essential to success: Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. Unfortunately, this is not what our undergraduate students currently experience when using the existing crop of research methods textbooks. Even though journalism, media, applied communication, advertising, and public relations programs typically offer—and often require—at least a foundational research methods course, most undergraduate students do not leave those courses with an accurate understanding of what this field actually entails. Typically written with an emphasis on academic research, those books often are intended for those who plan to follow a very specific path—conduct scholarly research, primarily using quantitative methods. The scientific method dominates this perspective, and students are taught to prioritize the concepts and conditions central to academic research. While useful for those who are interested in continuing for graduate degrees, these textbooks do not adequately represent the world of—or prepare students for—the realities of consumer insights research. This book represents a much-needed alternative. This textbook flips the typical model presented in mass communication research textbooks. In these books, audiences often are primarily framed almost exclusively as participants—presented as a means to generate data. Instead, as students will learn through this text, data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences’ wants, needs, and desires through messaging and products designed to resonate. This textbook is born of necessity. I have taught undergraduate students in advertising, media production, and public relations research methods courses since 2007. In the ensuing years, I have spent every conference scouring the book publisher’s displays, trying desperately to find a book that would do what I needed: accurately reflect the joy and excitement of consumer insights research. I wanted something that would prepare my students for what jobs really look like in this field, while also offering tips on how to do the fast-paced, low-cost research that can be conducted over the course of a semester to give students a “real-world” perspective on how to uncover, interpret, and apply consumer insights. Guided by both my own experience in the field as well as interviews and recommendations with current practitioners on the client, boutique, and agency sides, this book will offer students an accessible, thorough, and compelling perspective on how to plan for and complete a consumer insights research project from the initial request for proposal (RFP) to the final presentation of findings.Features:Each chapter will include:a guide for how to conduct in-class research quotes and recommendations from experts in the field (including representatives from research and insights boutiques; advertising agencies and PR firms; and a wide range of industries (media, consumer packaged goods, travel, finance, etc.)case studies & real world examplesTable of ContentsRevised to Reflect the Reviewer FeedbackPart I: PreparationChapter 1: Introduction and Semester OverviewThis chapter orients students to the world of consumer insights research, offering important context to why this is important to learn, why this textbook was written, and connecting both of these to the field of applied consumer insights research. This will include basic information on how the ways we see the world influences our approaches to research, as well as more context for how multi-phase research is done in the field. Because students often do not realize how robust the field is for consumer insights researchers, this chapter also will highlight the career paths available. Within this structure, readers will learn about how teams work and learn some best practices for organizing and working with teams, based on specific feedback and suggestions from practitioners. This chapter will also address how media and strategic communication practitioners engage with research in their own positions, even if they are not specialized in the field. Finally, the differences between in-house, agency, and research boutiques—including titles, responsibilities, and reporting chains—are examined. The chapter will conclude with an overview of how the book is structured and how to best maximize value over the course of the semester. This is designed to help students draw connections to and plan for their own semester-long experiences, including tips on finding a client, managing expectations, recruiting and conducting research, final presentations, etc. Chapter 2: Working with your ClientThis chapter focuses on all of the pieces that go into ensuring your client (whether an external partner or internal team) and you are on the same page. This will include responding to requests for proposals (RFPs), helping understand and assess needs, establishing and working with budgets, understanding business objectives and research objectives (and how they are linked), and developing actionable research questions. Chapter 3: Secondary AnalysisProjects often should start with a secondary analysis of available information, whether from public or private sources. In this chapters, students will learn about a range of tools that they can access (U.S. Census, publicly available datasets) as well as strategies for conducting assessments of media coverage and in-house materials. Chapter 4: EthicsPerhaps the most important chapter in the entire book, this chapter explores the ethics of human subject research. Examples of past failures will be explored and best practices will be introduced and explained, including brief discussions of new and emerging privacy laws and controversies over collection and use of data from vulnerable populations (such as children). As is the case throughout the book, this will have an explicitly applied focus, looking at situations that might come up when conducting consumer insights research and encouraging students to think through how to deal with them. Part II: Qualitative ResearchChapter 5: Research Design and ConsiderationsIn this chapter, students are introduced to the various methods of data collection in qualitative research, both face-to-face (primarily interviews, ethnographies, participant observation, and focus groups) and online (online communities, digital ethnographies, etc.). The strengths and weaknesses of each method are examined as well as advice on how to design the best possible research project while balancing your objectives with available resources (time and money). Finally, we will discuss how you ensure rigor in qualitative research.Chapter 6: Qualitative Data CollectionWhile students are exposed to qualitative methods in the previous chapter, this chapter on data collection is focused on how you do these. How do you write an effective instrument? How do you prepare? What techniques can you employ to ensure you are getting good, quality data? What sorts of innovations are happening in the field? How do you adapt and iterate, based on your target audience? We also will revisit ethics, specifically in the context of qualitative research.Chapter 7: Using Creative Techniques for Deeper Insights Because creative techniques (projectives, card sorts, ideation, mapping, etc.) play such an important role in qualitative research, this chapter will give specific information on what they are, how and when to implement them, how to “sell” them to participants, the role they play in both data collection and analysis, and strategies for using findings specifically grounded in creative techniques during your client presentation. Chapter 8: Qualitative Data AnalysisComing out of the creative techniques chapter, this chapter will cover the various strategies for qualitative data analysis, including the importance of debriefing and the roles each team member can—and should—play in the process. This chapter also is intended to help students transition from their roles as students to researchers, particularly in terms of finding the story grounded in the data versus their own personal experiences. Chapter 9: Reporting Findings This final chapter in the qualitative section of the book offers basic best practices on how to present qualitative data to your team and/or clients, including a wide range of written and multimedia formats. This also will give advice on how to draw insight from the qualitative findings to transition to a quantitative phase of research in a multi-method and/or multi-phase project. Part III: Quantitative ResearchChapter 10: Research Design and Considerations As was the case in the qualitative section above, this chapter is intended to ground students in common quantitative research practices. This primarily will focus on survey research, including an overview of probability versus non-probability samples, recruitment strategies, and basic considerations when determining sizes for samples and subsamples. This chapter will include a separate section providing an introduction to quantitative concepts and terms, intended to provide a basic foundation. We will reiterate that students will not learn to do sophisticated quantitative analysis through this textbook, and provide suggestions for online courses and commonly used university course title for those interested in pursuing that field of study.Chapter 11: Quantitative Data CollectionThe emphasis on survey research will continue in this chapter, including specific recommendations and guidelines for writing quality survey questions that address your client’s objectives and research questions. This will include extensive examples of question and response types and strategies for ensuring you generate the best possible data through your instruments. Chapter 12: Quantitative Data AnalysisThe consumer insight roles that most communication-based undergraduate students would take on do not require advanced knowledge of statistical testing. In this chapter, we will focus on the types of data analysis consumer insight researchers would more typically do (usually in collaboration with a statistician), including information on which tests to run, how to look at correlations, and how to derive meaning to tell the data-based story to your client. This will also include cluster analyses and typing tools, a commonly used approach to audience segmentation, as well as quick overviews of the purpose behind other statistical approaches (factor analysis, conjoint, etc.).Chapter 13: Reporting Findings As was the case in the qualitative section, this chapter offers best practices on presenting quantitative research findings to your client. This will include specific instructions and recommendations for data visualization and how to present data effectively. Finally, we will offer recommendations for how to use quantitative findings as the foundation for a qualitative “phase two” in a multi-method research project.Part IV: Reporting Findings Chapter 14: Writing your Report While proposed Chapters 11 and 15 focus on the individual pieces, this section brings the methods together in the context of a full-scale research report that includes all findings from multi-phase research projects. This chapter focuses on written, document-based reports, including executive summaries and full-scale reports. This also will include a section on recommendations. Chapter 15: Developing your Visual PresentationDecks are the backbone of consumer insights research. This chapter outlines what should be included, makes recommendations for structure, and helps students start to think about how they can effectively tell their research story to the client through a combination of evidence and insight. Furthermore, emerging modes of presentation—dashboards, newsletters, infographics, etc.—are introduced along with suggestions for how to fit your visuals and presentation to your client’s wants and needs.Chapter 16: Great Research, Great DesignWhile other chapters touch on design, this chapter foregrounds the importance of good design in both written documents and visually oriented materials. This will include examples of both good and bad work as well as specific recommendations from those working in the field. Finally, an overview of basic tools will be given to help students develop their own work. Chapter 17: The Client PresentationConsumer insights researchers often find themselves presenting their work to a room full of clients and executives. This chapter gives recommendations for students as they prepare for and conduct in-person presentations, including strategies for internalizing (rather than memorizing), sharing information, and answering questions. Chapter 18: Parting Thoughts In this final (short) chapter, advice from current consumer insights professionals and final recommendations and reminders will provide a useful, upbeat conclusion to the textbook.

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Book Synopsis“Hey Google, how can you help me reach more customers and strengthen my brand?”Voice-enabled technologies are an integral part of our lives, and they present vast opportunities for marketers who are up to the challenge. With Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, marketers learn key strategies and tactics of the voice world while following a clear roadmap for developing and executing a voice marketing program. How should marketers best approach voice and conversational AI to ensure an optimal return on their investments? Since voice can both activate consumer behavior and help build the brand image, what is the right media mix for a marketer? How does voice fit with a marketer’s other channels, particularly online and mobile? What is appropriate content for this new channel and how can a marketer best go about creating that content? What are the legal and ethical issues that marketers need to address? What makes for a good development partner to implement voice initiatives? And what metrics should marketers use to judge the success of their voice efforts?Filled with real-world examples and behind-the-scenes stories, Voice Marketing is grounded in research-based theory and decades of experience. Case studies from the Allstate, Butterball, Coca-Cola, Dominos, Lucky Charms, Mercedes, Nike, Sony, Tide, and more combine with guest perspectives from the worlds of conversational AI, voice technology, academia, and marketing to deliver a ready-to-implement plan for success in the voice environment. Trade ReviewVoice Marketing:Harnessing the Power of Conversational AI to Drive Customer Engagement is an insightful and informative book that demystifies the world of voice assistants and provides practical strategies for leveraging this emerging technology to drive business growth. The authors' clear and concise writing style makes complex topics easy to understand, making this book a must-read for anyone looking to stay ahead of the curve in the rapidly evolving world of marketing. -- Shelly Palmer, professor of advanced media in residence at Syracuse Universty's S.I. Newhouse School of Public Communications, CEO of The Palmer Group, and author of five books, including Blockchain – Cryptocurrency, NFTs & Smart ContractsTable of ContentsForeword by Philip KotlerChapter 1: Marketing over Voice ApplicationsGuest Perspective 1: The Marketing Industry is Up Next for AI Disruption, by Paul Roetzer, AI Marketing InstituteGuest Perspective 2: The Google Voice Landscape, by Danny Bernstein, formerly of GoogleExtended Case Study: Nike & Reebok New Product IntroductionsChapter 2: Branding in a Voice-First WorldGuest Perspective 1: Why Brands Have a Crucial Role to Play in Our Voice-Activated Digital Future, by David Roth, The Store – WPP, BrandZ, and BAV GroupGuest Perspective 2: Deviating from General Purpose Assistants: Custom Intelligent Voice Assistants, by Jason Fields, VoicifyExtended Case Study: General Mills Lucky Charms Brand BuildingChapter 3: Audio Branding and Its ImportanceGuest Perspective 1: The Science of Voice Branding, by Charles Spence, Oxford UniversityGuest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by Steve Keller, Studio Resonate, SXM MediaExtended Case Study: McDonald’s UK Mobile Voice OrderingChapter 4: Understanding the Audience for VoiceGuest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa, University of Southern CaliforniaExtended Case Study: Butterball Turkey Voice HotlineChapter 5: Data Privacy and Ethical ConsiderationsGuest Perspective: Trust: The Essential Element for the Growth of Voice Assistance, by John Stein, the Open Voice NetworkExtended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19Chapter 6: Goals and KPIs for Voice MarketingGuest Perspective: Some Notes on Recent Voice Research: Listen to the Second Voice, by Michael Brazeal, Roosevelt UniversityExtended Case Study: Allstate Customer CareChapter 7: Developing Marketing Content for VoiceGuest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew Wilson, Matchbox.ioExtended Case Study: Dominos Chapter 8: The Advantage of Marketing the Voice ExperienceGuest Perspective 1: Build It and They Won’t Come: Shout It from the Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs, Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America Bixby Labs, Samsung Research AmericasExtended Case Study: Using Your Voice to Share a Coke Chapter 9: Analyzing, Maintaining, and Refining a Voice StrategyGuest Perspective: Voice Analytics: Getting from Learning to Real World Value, by Romina Pankoke, Vixen Labs and Women in VoiceExtended Case Study: Finish Dishwasher Pro Detergent Chapter 10: Voice Implementations Across IndustriesAutomotive Perspective: Industry Implications of Voice: Opportunities of Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor CompanyBanking, Finance & Insurance Perspective: Improving the Customer Experience While Improving Operations, Robin Keira, DigitalscoutingEntertainment Perspective: Entertainment, Entertainment Marketing and Voice Tech, Donald Buckley Treehouse and (previously)Warner Bros.Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu, OrthobulletsRetail Perspective: The Effect That Voice Will Have on Retail, by Gwen Morrison, WPP’s Global Retail Practice and Candezant Advisory and Manolo Almagro, Q DivisionExtended Case Study: Mercedes Benz In-Care ExperienceChapter 11: Voice for Now and the FutureGlossary Further ReadingAcknowledgmentsAbout the AuthorsIndex

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Book SynopsisThis comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.Table of Contents1. Integrated Marketing Communication 2. IMC Marketing Plans 3. Branding and Positioning 4. Creative Briefs 5. The Creative Process 6. Copywriting 7. Campaigns 8. Public Relations 9. Newspaper Advertising10. Magazine Advertising11. Radio Advertising12. Television Advertising13. Out-of-Home and Transit Advertising14. Direct Marketing15. Sales Promotion16. Internet Marketing and Social Media17. Mobile Media Marketing18. Alternative Media Advertising

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Book SynopsisSocial media influencer marketing emerged in Web 2.0 as a new form of celebrity endorsement in which the Internet-famous create word-of-mouth marketing for brands and organizations on their personal social media pages, blurring the line between organic and sponsored content for their followers. This book explores social media influencer marketing through the lens of philosophy of communication with a praxis-centered approach. Kati E. Sudnick utilizes a multitude of theoretical touchstones—including Christopher Lasch’s narcissistic culture, Marshall McLuhan’s global village, Daniel Boorstin’s human pseudo-event, Jacques Ellul’s propaganda, and the interplay between charismatic leadership and parasocial relationships—in order to consider consequences surrounding Hannah Arendt’s social condition, which appears in hyper-form within social media influencer marketing as a major integrated marketing communication tool. Sudnick applies these concepts to three major case studies surrounding Audible, BetterHelp, and Fyre Festival, drawing implications and conclusions for this integrated marketing communication tactic in an era entrenched within the banality of the social. Ultimately, the author argues for a more aware and conscientious public when it comes to engaging with influencers online. Scholars of communication, philosophy, and media studies will find this book of particular interest.Trade ReviewThis compelling application of philosophy of communication, media ecology, and communication ethics to social media practices in integrated marketing communication opens new avenues for understanding and engaging the dynamic landscape of our current historical moment. Through carefully chosen case studies, Sudnick works with theoretical and practical rigor to reveal insights of value for crisis communication, corporate communication, and integrated marketing communication. Both readable and rich with research, this volume is a must-read for students, scholars, and practitioners. -- Janie Marie Harden Fritz, Duquesne UniversityTable of ContentsAcknowledgmentsIntroduction: Understanding Social Media Influencer Marketing in a Social AgeChapter 1: Human Pseudo-Events and Propaganda: Tools of Social Media Influencer Marketing in a Social AgeChapter 2: The Power of the Social: Charismatic Leadership, Parasocial Relationships, and the Social Media InfluencerChapter 3: Dances, Lip-Syncs, and Stitching: Tik Tok, Memetic Culture, and the Myth of Social Media Influencer TacticsChapter 4: The Reverse Halo Effect: Cancel Culture and the Implications of Social Media Influencing as an Integrated Marketing Communication ToolChapter 5: Tales from Social Media Influencer Marketing: A Trio of Case StudiesChapter 6: The Banality of Social Media Influencer MarketingBibliographyAbout the Author

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Book SynopsisFocusing on advertising’s relationship to the mass market housewife, this study shows how advertising promoted new standards of material comfort in the selling of a range of everyday consumer goods and, in the process, generalised a cross-class image of the ‘modern housewife’ across the new medium of television. Nixon shows how the practices through which advertising understood and represented the ‘modern housewife’ and domestic consumption were influenced by American advertising and commercial culture. In doing so, he challenges the way critics and historians have often understood Anglo-American relations, and shows how American influences across a range of areas of advertising practice were not only a source of inspiration, but were also adapted and reworked to speak more effectively to the British consumer.Now available in paperback, Hard sell offers a major new analysis of the techniques of advertising in the decades of post-war affluence and advertising’s relationship to the social changes associated with growing prosperity.Trade Review‘Nixon’s Hard Sell is a valuable addition to the field of advertising history that brings a much-needed transatlantic analysis to the fore.’Stephanie American, H-Diplo, October 2016 -- .Table of ContentsIntroductionPart I: The world of British advertising1. Advertising in the age of affluencePart II: Television, the housewife and Anglo-American relations2. Apostle of Americanisation? J. Walter Thompson Company Ltd and Anglo-American relations3. Understanding ordinary women: market research and the mass market housewife4. A challenge both alarming and alluring: the birth of TV advertising5. All mod cons: television advertising, domesticity and social changePart III: The reception of television advertising6. Welcome Intrusion? TV advertising and the viewing public7. Trading on human weakness: advertising, morality and consumer desire ConclusionIndex

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Book SynopsisThis book studies design in airline travel posters of the 1920–1970: period. It is both a semiology and a sociocultural cultural history that explores the way advertising posters combine information and fantasy to create seductive images/texts. The book is lavishly illustrated in colour, the images constituting part of the overall argument. The field of poster studies is vast, but it is surprising how little work has been done till date on the fundamental structures – semiotic and semantic – that underpin the visual messages posters produce. Most studies of posters focus either on their history; on specific themes – politics, travel, sport, cinema; or on their status as collectable items. Though such approaches are valid, they hardly account for the specificity of the poster’s appeal or for the complex semiotic and cultural issues poster art raises. This book sets out to tackle these latter issues since they are fundamental both to the deeper significance and to the wider appeal of the poster as a cultural form. In doing so it focuses on the field of airline travel posters which developed precisely in the period of the twentieth century (1920–1970) that coincided with the onset of mass travel. Trade Review“The book offers a true semiological analysis of the lithographic poster, explaining its importance and specificity in relation to the photographic poster. According to Scott, the travel poster combines factual elements and fantasy but is also inseparable from an aesthetic dimension which must combine clarity (of the message) while being pleasing to the eye. The book also offers a sociocultural perspective that allows following the evolution of tourism and air travel.” —Jean-Xavier Ridon, Professor of French and Francophone Studies, Faculty of Arts, University of Nottingham, United Kingdom“A fascinating survey of airline poster design from 1920 to 1970, Scott’s book offers an original insight into the structure of advertisements and the way recurrent motifs adapt to changing times and requirements. A socio-history and a semiology, its topics include colonial itineraries, glamour destinations, indigenous peoples and, of course, air hostesses. The outstanding range, coherence and visual impact of the images act as a visual argument supporting that of the text to make the book as entertaining as it is erudite.” —Federica Bonaldi, independent writer and educator, cultural mediator and language facilitator“David Scott provides a well-researched, lively and accessible insight into advertising posters for air travel during a key period for the development of tourism. This is a period when travel by air still retained its glamour, and these posters are attractive objects to discover and to rediscover. Based on in-depth knowledge of and expertise in how texts and images are structured to convey complex messages in apparently simple forms, the book is of interest both for the academic reader and the general reader interested in the period, in poster design and in travel.” — Debra Kelly, Professor Emerita, School of Humanities, University of Westminster, London“David Scott applies a uniquely rigorous and culturally attentive semiotic method to the history of airline posters. More than design history, for the practicing designer this book provides a way of seeing beyond the periodisation typically found in histories of the poster, providing tools for analysing posters in terms of communicative strategies.” — Dr. Robin Fuller, Designer and Author“At a time when the air travel industry is dramatically endangered by the 2020 pandemic, David Scott guides his readers through a marvelously nostalgic tour of airline posters. Semiotics and the close reading of words and images render the flavour of an entire human epoch and its desire for flying.” — Professor Massimo Leone, University of Turin, Italy; Shanghai University, China“As with his analyses of the postage stamp and of the modernist poster, by connecting the rhythms of modernity to their visual expression, Scott’s readings disclose the concentrated ideological forces that make these images so compelling.” —Shane MorrissyTable of ContentsList of Figures; Introduction; 1. Fact and Fantasy: Reading and Misreading the Poster Image; 2. People, Places and Planes: Destinations and Itineraries; 3. Looking Out and Looking Up: Framing Devices and Indexical Signs; 4. Indigenous Peoples; 5. Glamour and Sex Appeal: Designing Desire; Conclusion: The Decline of the Airline Travel Poster; References; Index.

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Book SynopsisResearch Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful. Trade ReviewThis book addresses a greatly underserved area within social media studies with a desperately needed text, combining history of the influencer phenomenon, their practices, the ongoing regulatory issues, and the upcoming challenges. -- Alice Audrezet, ISG International Business SchoolTable of ContentsList of Tables and FiguresAcknowledgmentsIntroductionBrandi WatkinsChapter 1: The History of Social Media InfluencersKelli S. BurnsChapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and DisclosureAlexa Landsberger and Amanda R. MartinezChapter 3: Micro-SMI: The Beginning of a Theoretical ModelLisa HarrisonChapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across IndustriesRonda MarianiChapter 5: LushUK Goes “All In” on InfluencersAdrienne A. Wallace, Regina Luttrell, and Kylie TorresChapter 6: #OhSnap! Using Current Students as Influencers in Higher EducationAlisa AgozzinoChapter 7: Influencer-Marketing: Is it Right for Your Brand?Terri N. HernandezChapter 8: Framing the Impact of Pseudo-Influencers via Communication EthicsJenna M. Lo CastroChapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer RelationshipsCourtney A. Barclay and Kearston L. WesnerAbout the Contributors

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Book SynopsisResearch Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful. Table of ContentsList of Tables and FiguresAcknowledgmentsIntroductionBrandi WatkinsChapter 1: The History of Social Media InfluencersKelli S. BurnsChapter 2: Rising to the Top: Social Media (Macro) Influencers and Democratized Brand Capital of Entertainment, Interaction, and DisclosureAlexa Landsberger and Amanda R. MartinezChapter 3: Micro-SMI: The Beginning of a Theoretical ModelLisa HarrisonChapter 4: Evaluation of Brand-Sponsored Influencers and Tactics Across IndustriesRonda MarianiChapter 5: LushUK Goes “All In” on InfluencersAdrienne A. Wallace, Regina Luttrell, and Kylie TorresChapter 6: #OhSnap! Using Current Students as Influencers in Higher EducationAlisa AgozzinoChapter 7: Influencer-Marketing: Is it Right for Your Brand?Terri N. HernandezChapter 8: Framing the Impact of Pseudo-Influencers via Communication EthicsJenna M. Lo CastroChapter 9: Playing by the Rules: Legal Restrictions Surrounding Brand-Influencer RelationshipsCourtney A. Barclay and Kearston L. WesnerAbout the Contributors

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Book SynopsisHoly Hype: Religious Fervor in the Advertising of Goods and the Good News defines and explores the intersection of the sacredreligious symbols, themes, and rhetoricwithin the profane realm of advertising and promotion. Susan H. Sarapin and Pamela L. Morris trace the historical overlap of consumer and religious ideologies in society, offering detailed examples of its use throughout history through analyses of over a hundred collected advertisements, from monks selling copiers, to billboard messages from God, to angels and the worship of vodka. Throughout the book, the authors continually evaluate if and when the technique of holy hype' is effective through its use of recognizable sacred symbols that capture audiences' attentions and inspire both positive and negative emotions. Scholars of communication, media studies, religion, advertising, and cultural studies will find this book particularly useful.

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Book SynopsisHoly Hype: Religious Fervor in the Advertising of Goods and the Good News defines and explores the intersection of the sacred—religious symbols, themes, and rhetoric—within the profane realm of advertising and promotion. Susan H. Sarapin and Pamela L. Morris trace the historical overlap of consumer and religious ideologies in society, offering detailed examples of its use throughout history through analyses of over a hundred collected advertisements, from monks selling copiers, to billboard messages from God, to angels and the worship of vodka. Throughout the book, the authors continually evaluate if and when the technique of ‘holy hype’ is effective through its use of recognizable sacred symbols that capture audiences’ attentions and inspire both positive and negative emotions. Scholars of communication, media studies, religion, advertising, and cultural studies will find this book particularly useful. Table of ContentsChapter 1: Preface: Let There Be LightChapter 2: What, in Heaven’s Name, Is It? Chapter 3: Religion and Advertising: Scrambling the Sacred and Profane Chapter 4: In the Beginning: At the Intersection of Damascus Road and Madison AvenueChapter 5: Selling the Goods Amidst the Good NewsChapter 6: Apparel: The Fabric of American FaithChapter 7: Marketing Religion on the StreetsChapter 8: The Bible Tells Me So: Scriptural Metaphors in Advertising for NonprofitsChapter 9: Revelations of the Future of Holy Hype About the Authors

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Book SynopsisMaster the power of communication.Navigate your way through the challenges of the modern PR world with the help of experienced practitioners who have been there and done it!Published in association with Europe's largest and most influential PR and communications membership body these practical and readable guides are designed for experienced and emerging PR professionals. An essential resource offering guidance, powerful insights and practical techniques to help those in the field of communication.Titles in this set include: Digital PRCrisis; Communications Management; Reputation Management:The Future of Corporate Communications and Public Relations; Writing for the Media; Grow, Build, Sell, Live:A Practical Guide to Running and Building an Agency and Enjoying It;

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Book SynopsisThis book studies design in airline travel posters of the 1920–1970: period. It is both a semiology and a sociocultural cultural history that explores the way advertising posters combine information and fantasy to create seductive images/texts. The book is lavishly illustrated in colour, the images constituting part of the overall argument. The field of poster studies is vast, but it is surprising how little work has been done till date on the fundamental structures – semiotic and semantic – that underpin the visual messages posters produce. Most studies of posters focus either on their history; on specific themes – politics, travel, sport, cinema; or on their status as collectable items. Though such approaches are valid, they hardly account for the specificity of the poster’s appeal or for the complex semiotic and cultural issues poster art raises. This book sets out to tackle these latter issues since they are fundamental both to the deeper significance and to the wider appeal of the poster as a cultural form. In doing so it focuses on the field of airline travel posters which developed precisely in the period of the twentieth century (1920–1970) that coincided with the onset of mass travel. Trade Review“The book offers a true semiological analysis of the lithographic poster, explaining its importance and specificity in relation to the photographic poster. According to Scott, the travel poster combines factual elements and fantasy but is also inseparable from an aesthetic dimension which must combine clarity (of the message) while being pleasing to the eye. The book also offers a sociocultural perspective that allows following the evolution of tourism and air travel.” —Jean-Xavier Ridon, Professor of French and Francophone Studies, Faculty of Arts, University of Nottingham, United Kingdom“A fascinating survey of airline poster design from 1920 to 1970, Scott’s book offers an original insight into the structure of advertisements and the way recurrent motifs adapt to changing times and requirements. A socio-history and a semiology, its topics include colonial itineraries, glamour destinations, indigenous peoples and, of course, air hostesses. The outstanding range, coherence and visual impact of the images act as a visual argument supporting that of the text to make the book as entertaining as it is erudite.” —Federica Bonaldi, independent writer and educator, cultural mediator and language facilitator“David Scott provides a well-researched, lively and accessible insight into advertising posters for air travel during a key period for the development of tourism. This is a period when travel by air still retained its glamour, and these posters are attractive objects to discover and to rediscover. Based on in-depth knowledge of and expertise in how texts and images are structured to convey complex messages in apparently simple forms, the book is of interest both for the academic reader and the general reader interested in the period, in poster design and in travel.” — Debra Kelly, Professor Emerita, School of Humanities, University of Westminster, London“David Scott applies a uniquely rigorous and culturally attentive semiotic method to the history of airline posters. More than design history, for the practicing designer this book provides a way of seeing beyond the periodisation typically found in histories of the poster, providing tools for analysing posters in terms of communicative strategies.” — Dr. Robin Fuller, Designer and Author“At a time when the air travel industry is dramatically endangered by the 2020 pandemic, David Scott guides his readers through a marvelously nostalgic tour of airline posters. Semiotics and the close reading of words and images render the flavour of an entire human epoch and its desire for flying.” — Professor Massimo Leone, University of Turin, Italy; Shanghai University, China“As with his analyses of the postage stamp and of the modernist poster, by connecting the rhythms of modernity to their visual expression, Scott’s readings disclose the concentrated ideological forces that make these images so compelling.” —Shane MorrissyTable of ContentsList of Figures; Introduction; 1. Fact and Fantasy: Reading and Misreading the Poster Image; 2. People, Places and Planes: Destinations and Itineraries; 3. Looking Out and Looking Up: Framing Devices and Indexical Signs; 4. Indigenous Peoples; 5. Glamour and Sex Appeal: Designing Desire; Conclusion: The Decline of the Airline Travel Poster; References; Index.

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Book SynopsisRick Maurer introduces you to a high integrity process that engages you and the other person in creating outcomes you both fully support. He shows you how to turn resistance into support and use 6 principles of engagement to help you persuade while you build the relationship and get your ideas put into action.

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