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.
Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future.
Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future.
This is the first scholarly book to fully address the topics of the psychology of deceptive persuasion in the marketplace and consumer self-protection.
This is the first scholarly book to fully address the topics of the psychology of deceptive persuasion in the marketplace and consumer self-protection.
The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior.
The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior.
In 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro's government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow.
In 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro's government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow.
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.
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.
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'.
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'.
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students.
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students.
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.
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.
Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature.
Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature.
Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years.
Pioneers in Marketing: A Collection of Biographical Essays discusses eight historically important marketing scholars whose careers collectively spanned over 100 years.
This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious studies.
This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious studies.
The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field.
The Routledge Handbook of Strategic Communication provides a comprehensive review of research in the strategic communication domain and offers educators and graduate-level students a compilation of approaches to and studies of varying aspects of the field.
Routledge Library Editions: Advertising brings together as one set, or individual volumes, a series of previously out-of-print classics from a variety of academic imprints.
The literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed - in either theoretical or empirical perspective - by the discipline's favoured approaches.
The literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed - in either theoretical or empirical perspective - by the discipline's favoured approaches.
Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed, and measured.
