Advertising As A Creative Industry
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Advertising As A Creative Industry
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Author : Izabela Derda
language : en
Publisher: Taylor & Francis
Release Date : 2023-07-25
Advertising As A Creative Industry written by Izabela Derda and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-25 with Business & Economics categories.
At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license.
The Disappearing Product
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Author : Chris Bilton
language : en
Publisher: Edward Elgar Publishing
Release Date : 2017-09-29
The Disappearing Product written by Chris Bilton and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-29 with Cultural industries categories.
Technological and social change has transfigured the market for creative industries. A new generation of intermediaries including Amazon, Apple, Facebook and Google deal in context (how we consume) more than content (what we consume), displacing cultural producers, devaluing culturing products and monopolising consumer attention. Drawing on theoretical models across disciplines and rich in practical examples, this book charts an approach to marketing which challenges cultural producers to reclaim their place in the creative economy.
Public Relations As A Creative Industry
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Author : Elisenda Estanyol
language : en
Publisher: Taylor & Francis
Release Date : 2022-09-02
Public Relations As A Creative Industry written by Elisenda Estanyol and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-02 with Business & Economics categories.
This shortform book defines and situates the role of Public Relations as a creative industry and discusses the trends and issues that the sector is facing within the wider context of the Creative Industries. Traversing and distilling both industry and scholarly research, the author will call on perspectives from a range of areas, including creativity, psychology, advertising, and marketing. Creativity and innovation are crucial elements in times of profound transformation such as those being experienced nowadays by the PR industry. The ability to generate new ideas is a competitive advantage of organizations. Nevertheless, although traditionally the focus has been on individual creativity, this book highlights the importance of organizational creativity in PR, becoming a result of teamwork and social interaction. This book will be a valuable resource for researchers and scholars looking at how creativity is an important asset in Public Relations. It will also be useful for students of Corporate Communication and Public Relations studies, for both undergraduate and postgraduate programs and PR practitioners who want to increase their creativity, learning from creative techniques and case studies.
Marketing In Creative Industries
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Author : Gabriele Troilo
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-09-16
Marketing In Creative Industries written by Gabriele Troilo and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-16 with Business & Economics categories.
This vibrant textbook addresses the specific challenges of marketing in the creative industries, whilst applying marketing theory to a wide range of international examples. It combines a comprehensive and innovative perspective on customer value theory with practical marketing strategies and detailed case studies. The text looks at a range of creative industries, analysing their similarities and identifying and recommending a suitable managerial model for effective marketing. Based around three key concepts of creativity, customer experience and customer value, this model provides students with the analytical and decisional tools necessary to succeed in creative industries. Written by an author with a depth of teaching and consulting experience in the field, Marketing in Creative Industries offers invaluable insight into creative and cultural industry marketing. It is an ideal textbook for undergraduate and postgraduate students taking modules in marketing.
Marketing Strategy For Creative And Cultural Industries
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Author : Bonita M. Kolb
language : en
Publisher: Routledge
Release Date : 2016-01-29
Marketing Strategy For Creative And Cultural Industries written by Bonita M. Kolb and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-29 with Business & Economics categories.
Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. With a range of learning exercises and real-life examples, this text shows how to create and execute successful marketing plans for creative businesses and is useful for marketing students and practitioners.
Advertising Cultures
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Author : Sean Nixon
language : en
Publisher: SAGE
Release Date : 2003-04-01
Advertising Cultures written by Sean Nixon and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-04-01 with Social Science categories.
The economic and cultural role of the `creative industries' has gained a new prominence and centrality in recent years. These worlds are explored here through the most emblematic creative industry: advertising. Advertising Cultures presents a case-study of the social make-up, informal cultures and subjective identities of these creative practices.
Advertising Creative
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Author : Tom Altstiel
language : en
Publisher: SAGE Publications
Release Date : 2022-05-06
Advertising Creative written by Tom Altstiel and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-06 with Language Arts & Disciplines categories.
Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world insights on cutting-edge topics, including global, social media, business-to-business, in-house, and small agency advertising. In the new edition, authors Tom Altstiel, Jean Grow, Dan Augustine, and Joanna Jenkins take a deeper dive into the exploration of digital technology and its implications for the industry, as they expose the pervasive changes experienced across the global advertising landscape. Their most important revelation of all is the identification of the three qualities that will define the future leaders of this industry: Be a risk taker. Understand technology. Live for ideas. The latest edition addresses some of the key issues impacting our industry today, such as diversity in the workplace, international advertising, and design in the digital age.
Marketing Strategy For The Creative And Cultural Industries
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Author : Bonita M. Kolb
language : en
Publisher: Routledge
Release Date : 2020-09-16
Marketing Strategy For The Creative And Cultural Industries written by Bonita M. Kolb and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-16 with Business & Economics categories.
Developing and executing marketing strategies is a vital aspect of any business and few books currently cover this with relation to creative industries. This textbook provides students and managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. The author, an experienced cultural marketing educator, provides sector-contextual understanding to illuminate the field by: • taking a strategic approach to developing marketing plans; • bringing together strategic planning, market research, goal setting, and marketing theory and practice; • explaining how content marketing on social media encourages a relationship with consumers so that they co-promote the creative product. With a range of learning exercises and real-life examples throughout, this text shows students how to create successful marketing plans for their creative businesses. This refreshed edition is a valuable resource for students and tutors of creative, cultural and arts marketing worldwide.
Advertising Cultures
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Author : Timothy de Waal Malefyt
language : en
Publisher: Routledge
Release Date : 2020-05-11
Advertising Cultures written by Timothy de Waal Malefyt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-11 with Social Science categories.
Through its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions -- envy, fear, lust and ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves. How do advertisements endeavour to capture real life? How do advertising agencies think of their audience: the consumer and their corporate client? What issues do agencies have to consider when using an advertisement in a range of different countries? What specific methods are used to persuade us not only to buy but to remain loyal to a product? How do advertisers fan consumer desire? An incisive understanding of human behaviour is at the core of all these questions and is what unites advertisers and anthropologists in their work. While this link may come as a surprise to those who consider the former to be firmly rooted in commerce and the latter in culture, this book clearly shows that these two fields share a remarkable number of convergences. From constructing a Japaneseness that appeals to two very different Western audiences, to tracking advertising changes in the post World War II period, to considering how people can be influenced by language and symbols, Advertising Cultures is an indispensable guide to the production of images and to consumer behaviour for practitioners and students alike.
Marketing Strategy For The Creative And Cultural Industries
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Author : Bonita M. Kolb
language : en
Publisher: Routledge
Release Date : 2016
Marketing Strategy For The Creative And Cultural Industries written by Bonita M. Kolb and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Art categories.
Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. With a range of learning exercises and real-life examples, this text shows how to create and execute successful marketing plans for creative businesses and is useful for marketing students and practitioners.