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Author: A. Arora Publisher: Springer ISBN: 1137492260 Category : Business & Economics Languages : en Pages : 122
Book Description
Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in US, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with practical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media advertising.
Author: A. Arora Publisher: Springer ISBN: 1137492260 Category : Business & Economics Languages : en Pages : 122
Book Description
Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in US, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with practical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media advertising.
Author: Shelly Rodgers Publisher: Routledge ISBN: 1351208292 Category : Business & Economics Languages : en Pages : 548
Book Description
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author: Otto Lerbinger Publisher: John Wiley & Sons ISBN: 111947115X Category : Language Arts & Disciplines Languages : en Pages : 360
Book Description
Provides an international and management perspective on the field of corporate communication Corporate communication plays an important role in higher-level management to help build and preserve a company’s reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces readers to the broad environment of the modern extended organization and provides an understanding of the globalization process. It describes how economic, political, and cultural features of a country affect company decisions and communication and discusses various communication disciplines and practices that are employed in programs and campaigns. This book addresses the key management issues of sustainability and technology and innovation. It also emphasizes the importance of why corporate communication must be seen as a management function and not restricted to a communication process. Presented in five parts, Corporate Communication offers comprehensive chapters covering: The Domain of Corporate Communication; Strategic Application of Communication Practices; International Perspective; Key Management Issues of Sustainability and Technology; and Corporate Communication Contribution to Management. The foundation of Corporate Communication is public relations but also included is the entire range of communication practices and the contribution to management decision making. Conceptualizes corporate communication as a strategic management function which helps management recognize, adjust to, and construct policy related to global issues Emphasizes the critical role that corporate communication plays in making corporate decisions and behaviors more socially responsible and sustainable Demonstrates how corporate communication draws on public affairs, marketing and social media in its strategic planning Emphasizes the critical importance of relationships to corporations and their effect on reputation Provides numerous examples of cases of global problems and how corporations have responded to them Corporate Communication is intended for upper-level undergraduate and graduate students in schools of communication and schools of business and management who want to extend their competence to the global arena and to combine the various communication practices to design strategic programs and campaigns. Course titles include corporate communication, international public relations, corporate public affairs, global marketing communication, global corporate communication, and social media.
Author: I. Moosa Publisher: Springer ISBN: 113745248X Category : Business & Economics Languages : en Pages : 150
Book Description
For the past 30 years international monetary economists have believed that exchange rate models cannot outperform the random walk in out-of-sample forecasting as a result of the 1983 paper written by Richard Meese and Kenneth Rogoff. Marking the culmination of their extensive research into the Meese-Rogoff puzzle, Moosa and Burns challenge the orthodoxy by demonstrating that the naïve random walk model can be outperformed by exchange rate models when forecasting accuracy is measured by metrics that do not rely exclusively on the magnitude of forecasting error. The authors present compelling evidence, supported by their own measure: the 'adjusted root mean square error', to finally solve the Meese-Rogoff puzzle and provide a new alternative. Demystifying the Meese-Rogoff Puzzle will appeal to academics with an interest in exchange rate economics and international monetary economics. It will also be a useful resource for central banks and financial institutions.
Author: Mihail Evans Publisher: Springer ISBN: 1137488565 Category : Political Science Languages : en Pages : 167
Book Description
Recent years have seen the rise of anti-politics as a political phenomenon. Beyond this new rejection of the political class there has long existed a deeper challenge to the political itself. Identifying the work of Derrida as 'a politics' and that of Baudrillard as 'transpolitics' this book charts convergences and divergences in their approaches.
Author: K. Togo Publisher: Springer ISBN: 113750465X Category : Business & Economics Languages : en Pages : 247
Book Description
Conscious that trust deficit is a principal concern in East Asia, the book attempts to suggest ways to enhance confidence in certain key areas such as disputes in East and South China Seas, maritime CBMs, impact of economic interdependence on security, and issues concerning identity and values in Asian thinking.
Author: H. Jarman Publisher: Springer ISBN: 1137384166 Category : Political Science Languages : en Pages : 244
Book Description
This book uses the concept of political conflict to examine the effects of globalization on tobacco control policies. Analyzing a range of challenges to policies enacted by Australia, Canada, the United States, the European Union and Uruguay, the book examines how the global trading system has narrowed the scope of conflicts over tobacco control.
Author: E. Giacosa Publisher: Springer ISBN: 1137498668 Category : Business & Economics Languages : en Pages : 195
Book Description
A large number of family businesses operate in the luxury fashion sector which shows their importance as a source of growth, development and social and economic stability. This book analyses how a strategy of innovation in terms of products and processes can offer a competitive advantage to family businesses operating in the luxury fashion sector.
Author: D. Hruška Publisher: Springer ISBN: 1137492317 Category : Business & Economics Languages : en Pages : 150
Book Description
Radical Decision Making offers a controversial new framework to the conventional strategic change management conversation. While many approaches provide a discussion on a singular level, Dr. Hruška blends theory and research of decision making and social interaction to develop a consistent framework of strategic change.
Author: A. Arora
Author: A. Arora
Author: Shelly Rodgers
Author: Otto Lerbinger
Author: American Academy of Advertising. Conference
Author: I. Moosa
Author: Mihail Evans
Author: K. Togo
Author: H. Jarman
Author: E. Giacosa
Author: D. Hruška