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Author: Tom Altstiel Publisher: SAGE ISBN: 9781412917964 Category : Business & Economics Languages : en Pages : 412
Book Description
Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Author: Tom Altstiel Publisher: SAGE ISBN: 9781412917964 Category : Business & Economics Languages : en Pages : 412
Book Description
Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director/agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus on only work created for large consumer accounts by mega agencies, this text also covers business-to-business, in-house, and small agency work. Key Features: - Up-to-date examples: over half were produced in the last two years. - Writing for the Internet/Interactive Marketing: the most comprehensive and up to date general copywriting text that covers the Internet - Diversity discussion: a whole chapter is devoted to these issues, plus examples and case histories related to issues of diversity are woven throughout the text. - War Stories: the authors tracked down some of the hottest professionals in the business and their anecdotes bring real world experience into each chapter. They are part case history, part lessons-to-be-learned and sometimes, very funny. - Words of Wisdom: timely quotes from some of the most influential people in our business, past and present. These quotes bring key points to life in every chapter. - Who′s Who: short biographies of people mentioned in the book. Located at the end of each chapter, these blurbs sometimes include very personal information provided directly by these people.
Author: Turkka Kalervo Keinonen Publisher: Springer Science & Business Media ISBN: 1846281261 Category : Technology & Engineering Languages : en Pages : 210
Book Description
Product Concept Design has been written by a collection of researchers and practising designers from leading companies such as Nokia and Volvo. The book explains the process of conceptual design of new manufactured products and shows how the principles involved are employed in real examples of consumer products from some of the world’s most important corporations detailed by the designers themselves. The book will be bought by designers and managers in industry, as well as lecturers in design and design engineering and their students.
Author: Giep Franzen Publisher: Routledge ISBN: 1317454669 Category : Business & Economics Languages : en Pages : 843
Book Description
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Author: Frances Alston Publisher: CRC Press ISBN: 1000914364 Category : Design Languages : en Pages : 202
Book Description
This book introduces a new speculative design process for inclusive new product development (NPD). The authors offer Vision Enabled Design Thinking (VEDT), a human-centered technological design framework incorporating the use of Design Lens and Vision Concepting, as a way for the designer to ideate and reflect on product development concepts within a deeper sociocultural context. The authors incorporate project management concepts into the overall design process through the development of a new design process, "4-D Algorithm for New Product Development." Inclusion by Design: Future Thinking Approaches to New Product Development formalizes the use of speculative design as a means for more inclusive NPD and promotes management of the design process as a needed skill for future engineers and designers. It provides a novel design methodology of VEDT for engaging vision concepting, through the use of Design Lenses in engaging speculative design practices and offers an implementation framework to support the sustainable adoption and use of future design methods. The 4-D Algorithm for New Product Development promotes inclusivity in design while addressing practical aspects of managing the design process in today’s corporate business environment. Those involved with interactive product and technology design, new product development, design researchers and managers, engineers, as well as professionals and graduate students will find this book useful.
Author: Corbin H. Links Publisher: IAM Success Tips: Volume 1 ISBN: 1434890767 Category : Computer security Languages : en Pages : 53
Book Description
In this easy-to-read action guide, Corbin H. Links shares key strategies for successfully planning and organizing an Identity and Access Management (IAM) Program. Mr. Links brings something to the table that no one else does - success tips and strategies that are truly vendor neutral, and designed to work for any organization regardless of size or business type. This book is the result of over 11 years designing and implementing IAM strategies for a diverse international client base. This book has one primary purpose: save organizations time and money in their Strategic Business Initiatives, without sacrificing quality or alignment with goals. The companion website to this book is located at http://www.iamsuccesstips.com.
Author: Tom Altstiel Publisher: SAGE Publications ISBN: 1506386954 Category : Language Arts & Disciplines Languages : en Pages : 503
Book Description
Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Author: M. Larry Shillito Publisher: John Wiley & Sons ISBN: 9780471527381 Category : Technology & Engineering Languages : en Pages : 368
Book Description
Written for people of various professions and offering a modern approach to using value analysis for product development, this is a structured process that unites interdisciplinary teams in an organization to select and analyze projects in terms of investment potential and to integrate quality and productivity. It contains four sections that describe the nature, measurement, design and management of value.
Author: M. Larry Shillito Publisher: CRC Press ISBN: 1420025600 Category : Business & Economics Languages : en Pages : 300
Book Description
Do you want a better understanding of who your customers are? Do you want to learn how to acquire the customer voice? The next decade will be the decade of the customer. Meeting their wants, needs, and desires better than anyone else will be paramount to your organization's success. Acquiring, Processing, and Deploying Voice of the Customer gives y
Author: Gregory Murphy Publisher: MIT Press ISBN: 0262632993 Category : Psychology Languages : en Pages : 564
Book Description
Concepts embody our knowledge of the kinds of things there are in the world. Tying our past experiences to our present interactions with the environment, they enable us to recognize and understand new objects and events. Concepts are also relevant to understanding domains such as social situations, personality types, and even artistic styles. Yet like other phenomenologically simple cognitive processes such as walking or understanding speech, concept formation and use are maddeningly complex. Research since the 1970s and the decline of the "classical view" of concepts have greatly illuminated the psychology of concepts. But persistent theoretical disputes have sometimes obscured this progress. The Big Book of Concepts goes beyond those disputes to reveal the advances that have been made, focusing on the major empirical discoveries. By reviewing and evaluating research on diverse topics such as category learning, word meaning, conceptual development in infants and children, and the basic level of categorization, the book develops a much broader range of criteria than is usual for evaluating theories of concepts.
Author: Tom Altstiel
Author: Tom Altstiel
Author: Turkka Kalervo Keinonen
Author: Jan Rijkenberg
Author: Giep Franzen
Author: Frances Alston
Author: Corbin H. Links
Author: Tom Altstiel
Author: M. Larry Shillito
Author: M. Larry Shillito
Author: Gregory Murphy