This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices.
The ad exec who revolutionized the image of Black Americans in advertising Over a forty-year career, Chicagoan Tom Burrell changed the face of advertising and revolutionized the industry's approach to African Americans as human beings and consumers.
Integrating consumer behaviour, digital marketing, digital platform management, web analytics, and marketing insights, Digital Consumer Management provides a holistic understanding-from a brand perspective-of the management of consumers and consumption in the digital ecosystem.
Drawing on both academic research and real world practice, this book offers an in-depth investigation into the production of music documentaries broadcast on radio.
Im Marketing werden selbst die einfachsten Sachverhalte durch opulente Begriffe verschlüsselt, und immer neue Abkürzungen und Anglizismen stiften Verwirrung für Laien ebenso wie für viele Profis.
The Global Handbook of Media Accountability brings together leading scholars to de-Westernize the academic debate on media accountability and discuss different models of media self-regulation and newsroom transparency around the globe.
This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion.
"e;Cases in Advertising Management"e; offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course.
There has been a sea-change in the focus of organizations - whether private or public - away from a traditional product- or service-centricity towards customer-centricity and projects are just as much a part of that change.
This book presents a comprehensive guide for public relations and strategic communication professionals and entrepreneurs to effectively manage the communication aspects of startups in the context of business in China.
Increasingly graduates, and anyone who is entering employment, need an individual digital presence to stand out and showcase themselves to secure their first professional role.
Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal.
Dieser Crashkurs geht vertieft auf die Bereiche Social-Media-Marketing, Local-Online-Marketing und Mobile-Marketing ein und analysiert das Zusammenspiel der drei zentralen Säulen des digitalen Marketings.
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 seventh edition of this field-leading textbook provides an accessible and rigorous presentation of major theories of persuasion and their applications to a variety of real-world contexts.
With the advancement of science and technology and rapidly growing application of these in every walk of life have made obsolete the entire concept of conventional management theories and practices.
Strategic communication is a pre-requisite for the achievement of organisational goals, and an effective strategic communication plan is vital for organisational success.
Die große Herausforderung für den deutschen Mittelstand liegt darin, mittels digitaler Technologien bestehende Geschäftsmodelle auszubauen und neue zu entwickeln.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
Drawing on both academic research and real world practice, this book offers an in-depth investigation into the production of music documentaries broadcast on radio.
We all understand the basic principles underpinning marketing activity: to identify unfulfilled needs and desires and boost demand for the solutions a product is offering.
This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and COVID-19 from a global perspective.
