Advertising

Sea-changes in society, technology, consumer expectations and our understanding of behavioral economics have caused us to rethink our understanding of the scope of knowledge required to navigate, analyze and shape consumer behavior.

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach.

Branding Masculinity examines two ideologies of masculinity - one typifying rural agricultural areas and the other found in urban, business settings.

This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing.

Do you know anyone who does not own a mobile device?

The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives.

Die Zeiten sind und werden immer noch komplexer, digitaler und globaler.

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.

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline.

Most organizations are adept at using small groups - witness the widespread use of teams.

Kunden wollen einen klaren Nutzen - einen echten Value - für sich erkennen.

In his ground-breaking book, Reinventing Communication, Mark Phillips shows how even the most mature organization can fail to deliver successful projects - and worse, how this can lead to an organization's demise.

Branding Authoritarian Nations offers a novel approach to the study of nation branding as a strategy for political legitimation in authoritarian regimes using the example of military-ruled Thailand.

Connect with Your Customers.

A step-by-step system for creating customers and clients for life.

This fourth edition of Financial Services Marketing firmly reinforces the book's role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world.

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.

This book provides a varied, thorough and informative analysis of how newspapers covered the 2014 Scottish independence referendum in its critical final months.

Zu Unrecht werden Flyer oft wie eine Randnotiz im Grafikdesign behandelt - denn hier hat sich spätestens seit der Rave-Ära ein so vielfältiges wie anerkanntes und vor allen Dingen kreatives Feld aufgetan: Informationen prägnant und aufmerksamkeitsstark in Szene zu setzen, das erfordert eben sehr viel mehr als einen PC und einen Kopierer.

Viele reden über ein profitables Kundenmanagement doch nur Wenige beherrschen es.

A "highly entertaining history [of] global hustling, cola wars and the marketing savvy that carved a niche for Coke in the American social psyche” (Publishers Weekly).

To be of value to firms, branding must operate in the "e;real"e; world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results.

Stand Out!

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology.

Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy.

Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies and tactics.

The compelling new book by Richard Shotton, author of The Choice Factory.

Understanding how consumers choose between different products and services is a crucial part of professional marketing.

Winner of the National Communication Association's Public Relations Division 2023 Outstanding Book AwardThis handbook is a resource for students, faculty, and researchers who are focused on understanding the role communication plays in the formation and execution of corporate social responsibility (CSR) activities.

This edited volume analyses leadership in the public relations (PR) industry with a specific focus on women and their leadership styles.

Hispanic Marketing: The Evolution of the Latino Consumer focuses on using cultural insights to connect with Hispanic consumers.

Since the advent of the Internet and since more and more people are making purchases online, writers have had to adapt to composing copy for the Web.

Brechen Sie aus der einspurigen Welt aus und entdecken Sie mit diesem Buch zahlreiche Möglichkeiten für mehr Kreativität und Inspiration: 50 Gedankenexperimente aus dem Arbeitsalltag helfen Ihnen dabei, innovative und kreative Lösungen zu finden.

The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands are unfolding.

Previously restricted to cascading information and managing day-to-day conversations, internal communication is now essential to empowering employees to deliver business strategy.

The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease.

This practical, multidisciplinary text teaches high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents.

This is a guide for anyone who wants to connect better with people in the workplace by speaking clearly and with purpose.

The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students.

Packaging the Presidency, Third Edition, is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States.

This fourth edition of Financial Services Marketing firmly reinforces the book's role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world.

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising.

Der Markt der digitalen Sprachassistenten hat sich in den letzten Jahren stark weiterentwickelt und erfordert eine neue Bestandsaufnahme der Möglichkeiten und Chancen für Unternehmen und Marken.

All project stakeholders have different needs, objectives, responsibilities and priorities.

Silver Award Winner from the Nonfiction Authors Association"e;The book is equal parts 'how-to guide' for effective health communications and a memoir of surviving a global pandemic.

In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.

COMMENDED: Business Book Awards 2018 - Thought Leader CategoryToday, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts.

The consequences of advertising on the social life of the community has been a much-discussed topic in recent years.