The fifteenth volume of Advances in Advertising Research presents 24 top papers from the 22nd ICORIA conference in Greece, hosted by Aristotle University of Thessaloniki and the University of Macedonia.
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses.
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses.
The Frugal Book Promoter assures your book gets the best possible start in life, whether your publisher assigns zero dollars or thousands to your book's marketing campaign.
Written by an award-winning Chief Creative Officer (CCO) and featuring insights from agency and freelance advertising pros, this book is the creative professionals' guidebook, self-help book, and halftime speech/pep talk book all wrapped up in one.
Written by an award-winning Chief Creative Officer (CCO) and featuring insights from agency and freelance advertising pros, this book is the creative professionals' guidebook, self-help book, and halftime speech/pep talk book all wrapped up in one.
Written in an accessible style, this book explores the complex future of television, across its different industries, providing professional producers with key insights and pathways to adapt and prepare.
Written in an accessible style, this book explores the complex future of television, across its different industries, providing professional producers with key insights and pathways to adapt and prepare.
Das Ultimative Standardwerk über die Verkaufskunst mit Worten"Niemand sollte die Erlaubnis erhalten etwas mit Werbung zu machen, bevor er dieses Buch nicht mindestens sieben Mal gelesen hat …"David Ogilvy über Scientific Advertising"Endlich in deutscher Übersetzung in leicht verständlicher, zeitgemäßer Sprache.
This book explores greenwashing practices in company marketing communications, outlining the different types of greenwashing and recommending strategies for readers to successfully differentiate between greenwashing and green marketing.
With more mediums than ever across which to advertise, businesses are facing increasing marketing costs even as customers continue to turn toward services offering ad-free entertainment.
With more mediums than ever across which to advertise, businesses are facing increasing marketing costs even as customers continue to turn toward services offering ad-free entertainment.
In this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.
This book explores greenwashing practices in company marketing communications, outlining the different types of greenwashing and recommending strategies for readers to successfully differentiate between greenwashing and green marketing.
In this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.
This state-of-the-art textbook provides a wide-ranging foundation to communication management - including corporate communication, public relations, and strategic communication - from an exclusively digital and global perspective.
With expansive global coverage from an international range of experts, this unique volume critically examines the stakeholders and influences on the production, dissemination, and consumption of advertising - from its early history via the development of mass advertising to the emergence of the digital age.
With expansive global coverage from an international range of experts, this unique volume critically examines the stakeholders and influences on the production, dissemination, and consumption of advertising - from its early history via the development of mass advertising to the emergence of the digital age.
In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism.
