Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations.
Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations.
This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.
This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course.
This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course.
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions.
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions.
The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.
Designed as a core textbook for courses in Advertising and Society, "e;Advertising, Society, and Consumer Culture"e; develops an integrated perspective that gives students a framework for understanding past, present, and future issues in advertising communications.
Designed as a core textbook for courses in Advertising and Society, "e;Advertising, Society, and Consumer Culture"e; develops an integrated perspective that gives students a framework for understanding past, present, and future issues in advertising communications.
"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.
"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.
This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture.
This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture.
Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication.
Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication.
The "e;accepted wisdom"e; in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact.
The "e;accepted wisdom"e; in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact.
Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales.
Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales.
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment.
This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy.
This book balances the behavioral and database aspects of customer relationship management, providing students with a comprehensive introduction to an often overlooked, but important aspect of marketing strategy.
The United States has been near the forefront of global consumption trends since the 1700s, and for the past century and more, Americans have been the world's foremost consuming people.
This is the first scholarly collection to examine the social and cultural aspects on the worldwide interest in the faded remains of advertising signage (popularly known as 'ghost signs').
