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Author: John Philip Jones Publisher: SAGE ISBN: 9780761912392 Category : Business & Economics Languages : en Pages : 564
Book Description
This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.
Author: John Philip Jones Publisher: SAGE ISBN: 9780761912392 Category : Business & Economics Languages : en Pages : 564
Book Description
This study provides an examination of the marketing technique of brand building. It covers aspects of brand management, brand equity, new and mature brands and extends the concept to new areas such as political marketing, green marketing and the arts.
Author: Jay P. Granat Publisher: Psychology Press ISBN: 9781560243663 Category : Business & Economics Languages : en Pages : 220
Book Description
Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising. Written specifically for entrepreneurs and small business owners, Granat's book is the first to explain how to use persuasive tactics and strategies. Ideal for established small business owners and those starting such a venture, this manual makes affordable advertising an easier step on the path to success. In addition to analyzing many aspects of advertising, this manual outlines appropriate networking and public relations strategies for entrepreneurs and small business owners. Granat teaches you how to construct money-making advertising and to recognize when your sales messages are effective and when the messages need to become more persuasive. To help illustrate the power of effective sales messages, he includes examples of his own advertising successes and failures. You will be better equipped to foresee when your own advertising campaigns are more likely to succeed or more likely to fail and how to reverse a failing campaign. Descriptions of the advantages and disadvantages of each advertising medium assist with the question of how to construct effective and persuasive selling messages for specific media. Whether you are looking for advice on how to plan a marketing/advertising campaign, ways to familiarize yourself with each medium available and select a medium to carry your messages, or how to use mind-set advertising, you will find it in Persuasive Advertising for Entrepreneurs and Small Business Owners. This abundance of useful information is ideal for copywriters, brand managers, entrepreneurial institutes, business professors, communications professionals, readers of Inc., Success, and Entrepreneur, advertising and marketing students, and of course, entrepreneurs and small business owners.
Author: Fred K. Beard Publisher: Rowman & Littlefield ISBN: 9780742554269 Category : Business & Economics Languages : en Pages : 224
Book Description
Beard's Humor in the Advertising Business offers a concise yet thorough exploration of how advertising humor works. As one of advertising's most frequently used tactics, humor is an admittedly complicated topic. Supported with dozens of the world's funniest ads, insights from creative strategists and artists, and decades of research, Humor in the Advertising Business surveys the whimsical side of modern advertising. Great as a supplemental text in Advertising Principles, Copywriting, and Advertising Strategy courses.
Author: Judy Davis Publisher: Taylor & Francis ISBN: 1317421671 Category : Business & Economics Languages : en Pages : 255
Book Description
Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business have largely been omitted from these accounts. Yet, evidence reveals some trailblazing African-American women who launched their careers during the 1960s Mad Men era, and went on to achieve prominent careers. This unique book chronicles the nature and significance of these women’s accomplishments, examines the opportunities and challenges they experienced and explores how they coped with the extensive inequities common in the advertising profession. Using a biographical narrative approach, this book examines the careers of these important African-American women who not only achieved managerial positions in major mainstream advertising agencies but also established successful agencies bearing their own names. Based on their words and memories, this study reveals experiences which are intriguing, triumphant, bittersweet and sometimes tragic. These women’s stories comprise a vital part of the historical narrative on women and African-Americans in advertising and will be instructive not only to scholars of advertising and marketing history but to future generations of advertising professionals.
Author: Semerádová, Tereza Publisher: IGI Global ISBN: 1799816206 Category : Business & Economics Languages : en Pages : 262
Book Description
Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority. Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.
Author: Ken Auletta Publisher: Penguin ISBN: 0735220883 Category : Social Science Languages : en Pages : 386
Book Description
An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of Googled Advertising and marketing touches on every corner of our lives, and the industry is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. But of all the industries wracked by change in the digital age, few have been turned on their heads as dramatically as this one. Mad Men are turning into Math Men (and women--though too few), an instinctual art is transforming into a science, and we are a long way from the days of Don Draper. Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, meeting the old guard as well as new powers and power brokers, investigating their perspectives. It's essential reading, not simply because of what it reveals about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing--revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.
Author: John M. Hood Publisher: Bloomsbury Publishing USA ISBN: 031303687X Category : Business & Economics Languages : en Pages : 269
Book Description
The process of producing goods and services is relatively easy to recognize as socially beneficial. But television ads? Telemarketers? Jingles? Junk mail? It is popular to view these commercial activities as inherently wasteful or manipulative, marginally informative or entertaining, at best. In Selling the Dream, John Hood takes the provocative stand that advertising images and sales pitches are actually part of the goods and services themselves, delivering an essential component of the consumer's experience. As such, they are inextricably linked to the basic tenets of the free-market system, and, in the boldest of terms, Hood argues that commercial communication is morally consistent with the principles of our democratic society, including freedom of choice, competition, and innovation. Tracing the history of advertising from Ancient Roman times to the present, he offers a colorful account of advertising in its cultural context and addresses such controversial issues as the promotion of harmful and immoral products (such as alcohol and tobacco), marketing to children, the role of advertising in service industries such as health care and education, and the impact of the Internet and other new media on the conduct of commerce. In the process, he offers a compelling perspective on advertising and its essential role in business, communication, and popular culture.
Author: Joe Vitale Publisher: Contemporary Books ISBN: Category : Business & Economics Languages : en Pages : 216
Book Description
A book of formulas and techniques for creating successful advertising, designed for small business owners. Covers open letters and advertorials, headlines, using illustrations and photos, tips on writing ad copy, using testimonials and guarantees, direct mail, Yellow Pages tips, and radio and tv ads. Includes worksheets and checklists. Annotation copyright by Book News, Inc., Portland, OR
Author: Darren Shan Publisher: Little, Brown Books for Young Readers ISBN: 031604184X Category : Young Adult Fiction Languages : en Pages : 130
Book Description
From the Master of Horror comes the first gripping book in the twelve book New York Times bestselling Saga of Darren Shan. Start the tale from the beginning in the book that inspired the feature film The Vampire's Assistant and petrified devoted fans worldwide. A young boy named Darren Shan and his best friend, Steve, get tickets to the Cirque Du Freak, a wonderfully gothic freak show featuring weird, frightening half human/half animals who interact terrifyingly with the audience. In the midst of the excitement, true terror raises its head when Steve recognizes that one of the performers-- Mr. Crepsley-- is a vampire! Stever remains after the show finishes to confront the vampire-- but his motives are surprising! In the shadows of a crumbling theater, a horrified Darren eavesdrops on his friend and the vampire, and is witness to a monstrous, disturbing plea. As if by destiny, Darren is pulled to Mr. Crepsley and what follows is his horrifying descent into the dark and bloody world of vampires. This is the beginning of Darren's story.
Author: John Philip Jones
Author: John Philip Jones
Author: Jay P. Granat
Author: Fred K. Beard
Author: Judy Davis
Author: Semerádová, Tereza
Author: Ken Auletta
Author: John M. Hood
Author: Joe Vitale
Author: Andrew Griffiths
Author: Darren Shan