Advertising Creative

Author by : Tom Altstiel
Languange : en
Publisher by : SAGE Publications
Format Available : PDF, ePub, Mobi
Total Read : 84
Total Download : 406
File Size : 40,5 Mb
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Description : Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.


Advertising Creative

Author by : Tom Altstiel
Languange : en
Publisher by : SAGE Publications
Format Available : PDF, ePub, Mobi
Total Read : 53
Total Download : 803
File Size : 44,6 Mb
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Description : Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.


How To Make It As An Advertising Creative

Author by : Simon Veksner
Languange : en
Publisher by : Hachette UK
Format Available : PDF, ePub, Mobi
Total Read : 67
Total Download : 229
File Size : 42,6 Mb
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Description : This book is aimed at anyone who is considering becoming an advertising creative, is studying to become one or would like to become a better one. Packed with invaluable advice and insights from the author and other industry insiders, the book explains everything you need to know about working as an advertising creative but don't get taught at college. Its engaging, straight-talking text explains the diverse set of skills that you need to make it as an advertising creative above-and-beyond the ability to write good adverts, and demonstrates: how to get the best out of the people you work with; how to present your work to clients; how to manage your career; even how to start your own agency. Getting a job as an advertising creative is not easy. This book teaches you the intangible skills that are essential to get a job, survive, thrive and ultimately make it big in one of the most exciting industries on the planet.


Advertising Creative

Author by : Tom Altstiel
Languange : en
Publisher by : Sage Publications
Format Available : PDF, ePub, Mobi
Total Read : 96
Total Download : 901
File Size : 53,5 Mb
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Description : Written in an accessible style, Advertising Creative: Strategy, Copy, and Design gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Key Features: Media Writing: Covers the role of a contemporary copywriter to show students how to get started and create more effective concepts for all media, including the Internet Sample Campaigns: Contains current examples of promotional campaigns to illustrate key points of advertising Student Creativity: Provides exemplary work done by students to demonstrate high levels of creativity at the college level Diversity: Incorporates examples and case histories related to issues of diversity throughout the text to show the affects of advertising on today’s diverse world Real-World Experience: Includes real-life anecdotes, or War Stories, from some of the hottest professionals in the business that are part case history, part lessons-to-be-learned Words of Wisdom: Uses timely quotes from some of the most influential people in the business, past and present, to bring key points to life in every chapter Who’s Who in the Industry: Provides students with short biographies of professionals mentioned in the book NEW to the 2nd Edition: Revised chapter organization reflect changes in the industry and allows for greater tactical discussion based on similarities within each group (e.g., the one chapter on print combines former chapters on newspaper and magazine; broadcast merges radio and TV; digital addresses the expansion of on-line and off-line digital media) NEW to the 2nd Edition: Completely new interior design with numerous 4-color inserts to showcase sample ads NEW to the 2nd Edition: End-of-chapter exercises, designed for in-class use to actualize the concepts discussed in the chapter Advertising Creative is an excellent textbook for students studying advertising, public relations, or marketing in courses such as Advertising Copywriting, Advertising Strategies, Creative Strategy and Tactics, Advertising Campaigns, Marketing Communications, and Media Writing. It is also an ideal resource for entry-level professionals in advertising and marketing.


The 7 Secrets Of Creative Radio Advertising

Author by : Tony Hertz
Languange : en
Publisher by : Ecademy Press
Format Available : PDF, ePub, Mobi
Total Read : 78
Total Download : 852
File Size : 41,7 Mb
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Description : Why you should read this book: because it’s full of wisdom, experiences, examples and entertaining stories drawn from Tony Hertz’s 40 years’ beyond-all reason passion for radio advertising. Including links to 25 of the best radio spots you’ve ever heard.Because in today’s visual/digital /online/mobile/social media/branded content consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world. And Tony Hertz is uniquely qualified to give it the creative attention it deserves. Because whatever your role in the advertising process, the 7 Secrets will actually show you how to make better radio commercials. Even if 6 of them aren’t actually Secrets. Because if you’ve ever been in one of Tony’s radio workshops, seminars or presentations, this is the book you would have bought afterwards anyway! Because it will make you want to sit down and write a great radio ad!


The Fundamentals Of Creative Advertising

Author by : Ken Burtenshaw
Languange : en
Publisher by : Bloomsbury Publishing
Format Available : PDF, ePub, Mobi
Total Read : 51
Total Download : 114
File Size : 44,6 Mb
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Description : The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.


Creative Strategy In Advertising

Author by : Bonnie L. Drewniany
Languange : en
Publisher by : Cengage Learning
Format Available : PDF, ePub, Mobi
Total Read : 60
Total Download : 190
File Size : 45,8 Mb
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Description : CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.


Creative Advertising

Author by : Mario Pricken
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 77
Total Download : 432
File Size : 42,8 Mb
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Description : "More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas."—Adweek


Nontraditional Media In Marketing And Advertising

Author by : Robyn Blakeman
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 35
Total Download : 827
File Size : 43,6 Mb
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Description : Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!


Creative Strategy In Advertising

Author by : A. Jerome Jewler
Languange : en
Publisher by : Wadsworth Publishing Company
Format Available : PDF, ePub, Mobi
Total Read : 10
Total Download : 825
File Size : 43,7 Mb
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Description : This text moves step-by-step through the creative process of advertising, covering most of today's important advertising media: print, radio, television and direct mail.


The Fundamentals Of Creative Advertising

Author by : Ken Burtenshaw
Languange : en
Publisher by : A&C Black
Format Available : PDF, ePub, Mobi
Total Read : 68
Total Download : 734
File Size : 53,9 Mb
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Description : The Fundamentals of Creative Advertising provides an introduction to the key elements of creative advertising and includes a wealth of visual examples taken from real campaigns using various media.


Advances In Advertising Research Vol Iii

Author by : Tobias Langner
Languange : en
Publisher by : Springer Science & Business Media
Format Available : PDF, ePub, Mobi
Total Read : 33
Total Download : 588
File Size : 52,6 Mb
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Description : ​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.


Advertising By Design

Author by : Robin Landa
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 57
Total Download : 568
File Size : 55,5 Mb
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Description : A real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to's for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.


Creative Advertising

Author by : Miriam Sorrentino
Languange : en
Publisher by : Laurence King Publishing
Format Available : PDF, ePub, Mobi
Total Read : 11
Total Download : 836
File Size : 40,9 Mb
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Description : Creative Advertising: An Introduction explores the fundamentals of advertising and branding, providing an indispensable overview of creative thinking in advertising practice. The book offers clear guidance on portfolio presentation, making contacts, and skills building, on crafting ideas in copy and art direction, and on working with others in the larger creative process. It is full of advice from some of the world's leading figures in advertising and is illustrated with numerous examples of award-winning work.


Advertising Management

Author by : C. L. Tyagi
Languange : en
Publisher by : Atlantic Publishers & Dist
Format Available : PDF, ePub, Mobi
Total Read : 70
Total Download : 332
File Size : 43,6 Mb
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Description : This Is An Ideal And Most Comprehensive Textbook Presenting An Integrated Approach To The Principles, Concepts And The Cases In Advertising Management. Based On Authentic Publications And Practical Experience Of The Authors, The Book Deals With Advertising And Sales Promotion, Economic And Social Effectiveness Of Advertising Decisions And Plans. The Book Is Well-Written And Well-Structured In Lucid, Simple And Conversational Language. Different Topics Are Systematically Arranged With Proper Blend Of Theories And Models So As To Make Easy And Clear Understanding Of Principles And Their Applications In Advertising.The Book Will Be Very Useful For Students Doing M.B.A., M.Com., D.I.M. And B.B.M. It Will Also Be Most Valuable Reference Source For Advertising Professionals.


Advertising By Design

Author by : Robin Landa
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 87
Total Download : 862
File Size : 48,8 Mb
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Description : A real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You’ll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to’s for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.


Advertising In Developing And Emerging Countries

Author by : Emmanuel C. Alozie
Languange : en
Publisher by : Gower Publishing, Ltd.
Format Available : PDF, ePub, Mobi
Total Read : 96
Total Download : 715
File Size : 52,6 Mb
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Description : Advertising in Developing and Emerging Countries offers an in-depth analysis of advertising in developing and emerging economies, as they join the global economy and seek to improve the socio-economic condition of their citizens. It illustrates the challenges and opportunities for advertising in these countries, and explores their critical relationship with developed economies with a multifaceted analysis of the role of advertising in an interdependent global economy.


A User Guide To The Creative Mind Second Edition

Author by : Dave Birss
Languange : en
Publisher by : Lulu Press, Inc
Format Available : PDF, ePub, Mobi
Total Read : 15
Total Download : 287
File Size : 42,9 Mb
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Description : Creativity is surrounded by such mystique. It seemed so magical to the ancient Greeks that they attributed the moment of inspiration to muses rather than people. We now know that was baloney. This book exposes creativity as a process. It shows that there are certain steps you need to follow before you can be struck by that moment of creative genius. It shows you how to get your mind into the right place to come up with ideas. And it gives you some techniques to help you approach problems in different ways.


Planning For Power Advertising

Author by : Anand Halve
Languange : en
Publisher by : SAGE Publications India
Format Available : PDF, ePub, Mobi
Total Read : 24
Total Download : 493
File Size : 55,7 Mb
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Description : This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters—an approach that brings alive the concepts within, and helps readers discover the theory in practice. For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising—such as media, event management and PR—this book provides an insight into how the strategic underpinning of advertising is built.


Strategic Copywriting

Author by : Edd Applegate
Languange : en
Publisher by : Rowman & Littlefield
Format Available : PDF, ePub, Mobi
Total Read : 29
Total Download : 792
File Size : 55,9 Mb
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Description : Chapter 1: Research -- Chapter 2: Creative Strategy -- Chapter 3: Headlines and Slogans -- Chapter 4: Body Copy -- Chapter 5: An Introduction to Design -- Chapter 6: Newspaper Advertising -- Chapter 7: Magazine Advertising -- Chapter 8: Radio Advertising -- Chapter 9: Television Advertising -- Chapter 10: Direct Mail Advertising -- Chapter 11: Internet Advertising -- Chapter 12: Other Media Advertising -- Chapter 13: Public Relations and Corporate Advertising -- Chapter 14: Advertising Copy Research -- Chapter 15: Advice on How to Get a Job in Advertising -- A Final Note -- References -- Appendix: Graduate Programs.


Principles Of Integrated Marketing Communications

Author by : Lawrence Ang
Languange : en
Publisher by : Cambridge University Press
Format Available : PDF, ePub, Mobi
Total Read : 98
Total Download : 869
File Size : 45,7 Mb
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Description : Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.


The Role And Effectiveness Of Advertising Creative Strategy

Author by : Filippo Dall'Olio
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 68
Total Download : 225
File Size : 41,9 Mb
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Description : "The core of this thesis comprises three chapters and investigates the nature and the effects of the advertising creative. In the first chapter, I propose a novel framework for evaluating advertising creative, Advertising Creative Strategy (ACS), that is comprehensive, parsimonious, and grounded in the marketing and advertising literature. This framework consists of two elements: The Function of the advertisement, that is what message the advertisement is conveying to consumers (i.e. its content), and the Form of the advertisement, that is the way the message is conveyed to consumers (i.e. its execution). The Function component is based on the notion that advertisements nudge consumers along three dimensions: experience, affect, and cognition (the EAC space). The Form component evaluates the executional complexity of the advertisement and assesses whether its executional elements are structured according to specific creative templates. In the second chapter, I empirically analyze the effect of ACS on consumers response to advertising, i.e. advertising elasticity. Results show that experiential and cognitive cues are the main drivers of advertising elasticity, and that advertisements structured according to creative templates fare better in high involvement product categories. The geometric interpretation of the EAC space also allows for the derivation of contemporaneous and dynamic synthetic measures of interaction among content dimensions. In the third chapter, I assess the way ACS affects the informative or persuasive nature of an advertisement. Results show that cognitive cues drive advertising informativeness, while persuasiveness stems from experiential cues and the structuring of executional elements according to creative templates. This latter result is of particular importance since advertising persuasiveness has been usually identified in the literature by elimination, i.e. by the absence of informative content"--


Sports Marketing

Author by : Matthew D. Shank
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 38
Total Download : 512
File Size : 41,6 Mb
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Description : Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective is the most authoritative, comprehensive and engaging introduction to sports marketing currently available. It is the only introductory textbook to adopt a strategic approach, explaining clearly how every element of the marketing process should be designed and managed, from goal-setting and planning to implementation and control. Covering all the key topics in the sports marketing curriculum, including consumer behavior, market research, promotions, products, pricing, sponsorship, business ethics, technology and e-marketing, the book introduces core theory and concepts, explains best practice, and surveys the rapidly-changing, international sports business environment. Every chapter contains extensive real-world case studies and biographies of key industry figures and challenging review exercises which encourage the reader to reflect critically on their own knowledge and professional practice. The book’s companion website offers additional resources for instructors and students, including an instructors' guide, test bank, presentation slides and useful weblinks. Sports Marketing: A Strategic Perspective is an essential foundation for any sports marketing or sports business course, and an invaluable reference for any sports marketing practitioner looking to improve their professional practice.


Integrated Marketing Communication

Author by : Jerome M. Juska
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 76
Total Download : 313
File Size : 48,7 Mb
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Description : Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.


Advertising

Author by : Maurice I. Mandell
Languange : en
Publisher by : Prentice Hall
Format Available : PDF, ePub, Mobi
Total Read : 25
Total Download : 924
File Size : 49,8 Mb
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Description : Explores the organization, background, and social implications of advertising and describes skills, techniques, and strategies involved in advertising management, media planning and selection, and the creation of an advertising campaign


Advertising Strategy

Author by : Tom Altstiel
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 79
Total Download : 200
File Size : 42,5 Mb
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Description : Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. This text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a blend of real world and academic perspectives through their own personal experience as an actively teaching professor at one of the top advertising programs in the country and a working creative director and agency principal.


Strategic Uses Of Alternative Media Just The Essentials

Author by : Robyn Blakemen
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 13
Total Download : 323
File Size : 54,6 Mb
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Description : Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.


Advertising Principles And Practice

Author by : Gupta Ruchi
Languange : en
Publisher by : S. Chand Publishing
Format Available : PDF, ePub, Mobi
Total Read : 45
Total Download : 520
File Size : 45,9 Mb
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Description : Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary


Learning From Winners

Author by : Raymond Pettit
Languange : en
Publisher by : Psychology Press
Format Available : PDF, ePub, Mobi
Total Read : 50
Total Download : 320
File Size : 40,9 Mb
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Description : This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand insights, re-define problems or markets, support risk-taking ideas, and illuminate diverse audiences. This book will be an invaluable resource for business executives looking for market strategy, consumer psychologists, teachers, students, and practitioners looking for a trusted guide for study in advertising, marketing and promotion.