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Author: Anand Halve Publisher: SAGE ISBN: 9780761933540 Category : Business & Economics Languages : en Pages : 264
Book Description
This book is a sound and comprehensive introduction to advertising planning and branding. Intended for students of and beginners in advertising and marketing, it discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues discussed in this book are: - planning for communication in a context; - Segmentation: studying and understanding the dimensions, demographics, and psychographics of the target group; - Differentiators and Motivators: discovering what can change the consumers' mind; " managing a brand over time, looking at the entire life-cycle of a brand. Each chapter ends with an 'Action Point', which helps the reader to apply the principles discussed through an exercise.
Author: Anand Halve Publisher: SAGE ISBN: 9780761933540 Category : Business & Economics Languages : en Pages : 264
Book Description
This book is a sound and comprehensive introduction to advertising planning and branding. Intended for students of and beginners in advertising and marketing, it discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues discussed in this book are: - planning for communication in a context; - Segmentation: studying and understanding the dimensions, demographics, and psychographics of the target group; - Differentiators and Motivators: discovering what can change the consumers' mind; " managing a brand over time, looking at the entire life-cycle of a brand. Each chapter ends with an 'Action Point', which helps the reader to apply the principles discussed through an exercise.
Author: Jon Steel Publisher: John Wiley & Sons ISBN: Category : Business & Economics Languages : en Pages : 330
Book Description
Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.
Author: Larry D. Kelley Publisher: Routledge ISBN: 9780765626356 Category : Advertising media planning Languages : en Pages : 0
Book Description
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Author: United States. Congress. House. Committee on Interstate and Foreign Commerce. Subcommittee on Energy and Power Publisher: ISBN: Category : Buildings Languages : en Pages : 612
Author: William D. Wells Publisher: Psychology Press ISBN: 1317779509 Category : Business & Economics Languages : en Pages : 424
Book Description
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Author: John Egan Publisher: SAGE ISBN: 1473908620 Category : Business & Economics Languages : en Pages : 441
Book Description
How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury’s gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully? In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. ‘Insight’ boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in ‘marcoms’; it will make your study fun along the way. For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.
Author: Anand Halve
Author: Anand Halve
Author: Anand Bhaskar Halve
Author: Jon Steel
Author: Larry D. Kelley
Author: United States. Congress. House. Committee on Interstate and Foreign Commerce. Subcommittee on Energy and Power
Author: 
Author: William D. Wells
Author: John Egan
Author: 
Author: