Audio Branding PDF Download

Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 0749478586
Category : Business & Economics
Languages : en
Pages : 233

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Book Description
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer? Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.

Author: David Allan
Publisher: Business Expert Press
ISBN: 1637420838
Category : Business & Economics
Languages : en
Pages : 196

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Book Description
This book looks at the best of the best of sonic logos from the people who gave them notes. Whether you consider them to be music to your ears or earworms, these are the ten most noteworthy sonic logos of all time and one future hall of famer. So open your computer and meet Water Werzowa the creator of the Intel logo and Brian Eno who gave Windows 95 sound. Remember your favorite television show or movie and say hello to Mike Post from Law and Order fame, Dr. James “Andy” Moore from THX and John Williams who scared us in Jaws...and don’t forget to honor those NBC chimes. Keep your phone on in case you get a ring from Lance Massey on your T-Mobile or Joel Beckerman on your AT&T commercial. And if you get hungry, there’s always something from McDonald’s courtesy of Bill Lamar or a Coke from Joe Belliotti and Umut Ozaydini. Finally, pay for it all with your Raja Rajamannar’s Mastercard.

Author: D. Jackson
Publisher: Springer
ISBN: 0230503268
Category : Business & Economics
Languages : en
Pages : 202

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Book Description
Brands have become very important as sources of value and as a means to build value and sustain market position. Much emphasis has been placed upon the visual representation of brands. This book defines a new competitive arena in the creation and development of brands - sound. Sonic branding is a new fast growing area related to advertising and media development of the branding experience. This will be a distinctive book and the first in this important new area.

Author: Martin Lindstrom
Publisher: Kogan Page Publishers
ISBN: 9780749443719
Category : Business & Economics
Languages : en
Pages : 262

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Book Description
That gratifying new car smell is actually a manufactured 'new car' aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. This book shows how all of this, among other things, can be done.

Author: Dadwal, Sumesh Singh
Publisher: IGI Global
ISBN: 1799801330
Category : Business & Economics
Languages : en
Pages : 532

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Book Description
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Author: Lluís Mas-Manchón
Publisher: Routledge
ISBN: 1000198278
Category : Business & Economics
Languages : en
Pages : 179

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Book Description
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

Author: Michael Filimowicz
Publisher: CRC Press
ISBN: 104013095X
Category : Music
Languages : en
Pages : 373

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Book Description
The Routledge Handbook of Sound Design offers a comprehensive overview of the diverse contexts of creativity and research that characterize contemporary sound design practice. Readers will find expansive coverage of sound design in relation to games, VR, globalization, performance, soundscape and feminism, amongst other fields. Half a century since its formal emergence, this book considers sound design in a plethora of practical contexts, including music, film, soundscape and sonification, as well as the emerging theoretical and analytical approaches being used in scholarship on the subject. The Routledge Handbook of Sound Design tracks how ideas and techniques have migrated from one field to the next, as professionals expand the industry applications for their skills and knowledge, and technologies produce new form factors for entertainment and information. Collectively, the chapters included in this volume illustrate the robustness and variety of contemporary sound design research and creativity, making The Routledge Handbook of Sound Design essential reading for students, teachers, researchers and practitioners working on sound design in its many forms.

Author: Jaskari, Minna-Maarit
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 283

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Book Description
In brand communication, from the nostalgic hum of radio jingles to the digital symphony of streaming platforms, the role of sound in shaping brand identity has emerged as a captivating field of study. How does the strategic integration of sounds and music contribute to constructing robust brand identities and deepening customer engagement across diverse industries and cultural contexts? Building Strong Brands and Engaging Customers With Sound traverses the diverse realms of sonic branding, examining its multifaceted applications and impact on consumer engagement. The book opens a sonic gateway into the historical evolution of sounds in branding, uncovering the roots of sonic branding and its evolution alongside technological advancements. From linguistics and verbal sound symbolism to the semiotics of sounds, the foundational chapters provide a comprehensive understanding of the multidimensionality of sound, offering a synthesis of different disciplinary approaches to sonic branding. The book explores the sonic brand identity. Chapters illuminate the nuanced process of aligning sounds with brand personality, examining the intricate dance between music and brand experience. From crafting sonic logos to curating brand soundtracks, the book offers insights into the strategic deployment of sound across various touchpoints in the customer journey, including products and packaging. This book also explores consumer perception and response by unraveling the psychological impact of music on consumers. Extensive exploration of cognitive, affective, and behavioral responses to sonic branding, coupled with insights into consumer attitudes and preferences, provides a rich tapestry of understanding. The book also examines the role of sound in enhancing consumer well-being.

Author: Michael Filimowicz
Publisher: CRC Press
ISBN: 1000375196
Category : Technology & Engineering
Languages : en
Pages : 418

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Book Description
Doing Research in Sound Design gathers chapters on the wide range of research methodologies used in sound design. Editor Michael Filimowicz and a diverse group of contributors provide an overview of cross-disciplinary inquiry into sound design that transcends discursive and practical divides. The book covers Qualitative, Quantitative and Mixed Methods inquiry. For those new to sound design research, each chapter covers specific research methods that can be utilized directly in order to begin to integrate the methodology into their practice. More experienced researchers will find the scope of topics comprehensive and rich in ideas for new lines of inquiry. Students and teachers in sound design graduate programs, industry-based R&D experts and audio professionals will find the volume to be a useful guide in developing their skills of inquiry into sound design for any particular application area.

Author: Laurence Minsky
Publisher: Rowman & Littlefield
ISBN: 1538155419
Category : Business & Economics
Languages : en
Pages : 217

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Book Description
“Hey Google, how can you help me reach more customers and strengthen my brand?” Voice-enabled technologies are an integral part of our lives, and they present vast opportunities for marketers who are up to the challenge. With Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, marketers learn key strategies and tactics of the voice world while following a clear roadmap for developing and executing a voice marketing program. How should marketers best approach voice and conversational AI to ensure an optimal return on their investments? Since voice can both activate consumer behavior and help build the brand image, what is the right media mix for a marketer? How does voice fit with a marketer’s other channels, particularly online and mobile? What is appropriate content for this new channel and how can a marketer best go about creating that content? What are the legal and ethical issues that marketers need to address? What makes for a good development partner to implement voice initiatives? And what metrics should marketers use to judge the success of their voice efforts? Filled with real-world examples and behind-the-scenes stories, Voice Marketing is grounded in research-based theory and decades of experience. Case studies from the Allstate, Butterball, Coca-Cola, Domino's, Lucky Charms, Mercedes, Nike, Sony, Tide, and more combine with guest perspectives from the worlds of conversational AI, voice technology, academia, and marketing to deliver a ready-to-implement plan for success in the voice environment.