While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession.
This is the first scholarly book to fully address the topics of the psychology of deceptive persuasion in the marketplace and consumer self-protection.
'Saidov has produced a detailed and highly readable text that considers in turn the methods of limiting damages, the determination of loss and the calculation of damages.
An investigation of the aesthetics and politics of new visual media under twenty-first-century capitalism, from console games to virtual reality to video installation art.
The overall experience of the buying process ultimately determines whether consumers will pay money for a product or service: they weigh what they are purchasing with their responses to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more.
This comprehensive book features recent works on leveraged marketing communications (LMC)-an intentional pairing of a brand to benefit from the associations the target audience has with the object.
From the early days of radio through the rise of television after World War II to the present, music has been used more and more to sell goods and establish brand identities.
Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony.
Now in a fully revised and updated third edition, Introduction to Sport Marketing is a clear, straightforward, and concise introduction to the theory and practice of sport marketing, and the only sport marketing textbook you will ever need.
Strategies for binding customers to an organization--by determining the information they want and giving it to themIn 1993, Don Schultz showed marketers how to coordinate their organizations' entire communications programs with the seminalIntegrated Marketing Communications.
This work explains the various elements which go to the making of a successful advertising campaign - the planning, research and discussion - and gives some helpful information about advertising media, the creation of advertisements, about printing processes and mechanical production.
This book sheds light on the role and impact of sustainability mediation, an effective tool for political authorities and business enterprises to persuade consumers of the integrity of their actions, products, and services.
The industry standard for 30 years-updated to include the newest developments in digitization and the three screens of videoApply the latest advertising technologiesBuild your brand in every mediumCreate the right budget for each campaignThrough six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners.
This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers.
Recognized by Brandweek as "e;the dean of the brand-equity movement,"e; David Aaker now prepares managers for the next level of the brand revolutionbrand leadership.
The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed.
Contractual remedies aimed at performance create a well-known rift between common law and civil law traditions, in the one existing in the shadow of damages, whilst in the other regarded as a generally enforceable right following from the contract.
Contract management is a key management skill, yet it is underplayed in most organizations, which usually default to project management skills as a proxy for contract management skills.
Bringing together critical race, queer and decolonial analytical approaches, visual analysis, and multimodal discourse analysis, this book explores the discursive strategies deployed by African luxury brands in an age of cross-platform, intertextual branding.
Going beyond the mechanics of professional communication, this book combines insights into the overlooked implicit demands of corporate communication challenges with the proven strategies and techniques that distinguish professionals as capable communicators and candidates for promotion.
The sheer intensity and violence of Germany's twentieth century-through the end of an empire, two world wars, two democracies, and two dictatorships-provide a unique opportunity to assess the power and endurance of commercial imagery in the most extreme circumstances.
In this book, readers will find the inspiration needed to expand social media presence and add an appealing new dimension to branding and marketing efforts.
Advalue is organised into four sections, according to where the advertising effect is to be seen:* Company value effects* Business performance effects* Customer effects* Brand effectsIn addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing 'the argument in brief'.
This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives.
