Advertising In New Formats And Media
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Advertising In New Formats And Media
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Author : Patrick De Pelsmacker
language : en
Publisher: Emerald Group Publishing Limited
Release Date : 2016-04-06
Advertising In New Formats And Media written by Patrick De Pelsmacker and has been published by Emerald Group Publishing Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-06 with Business & Economics categories.
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice.
Advertising Promotion And New Media
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Author : Marla R. Stafford
language : en
Publisher: Routledge
Release Date : 2015-03-26
Advertising Promotion And New Media written by Marla R. Stafford and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-26 with Business & Economics categories.
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
Advertising Media Planning
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Author : Larry D. Kelley
language : en
Publisher: Routledge
Release Date : 2015-03-27
Advertising Media Planning written by Larry D. Kelley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-27 with Business & Economics categories.
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Advertising By Design
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Author : Robin Landa
language : en
Publisher: John Wiley & Sons
Release Date : 2021-05-11
Advertising By Design written by Robin Landa and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-11 with Design categories.
A real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to's for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.
Advances In Advertising Research Ix
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Author : Verolien Cauberghe
language : en
Publisher: Springer
Release Date : 2018-07-04
Advances In Advertising Research Ix written by Verolien Cauberghe and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-04 with Business & Economics categories.
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
Display Advertising
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Author : David Booth
language : en
Publisher: John Wiley & Sons
Release Date : 2012-09-11
Display Advertising written by David Booth and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-11 with Computers categories.
A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
Advertising Literacy For Young Audiences In The Digital Age
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Author : Beatriz Feijoo
language : en
Publisher: Springer Nature
Release Date :
Advertising Literacy For Young Audiences In The Digital Age written by Beatriz Feijoo and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Social Communication In Advertising
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Author : William Leiss
language : en
Publisher: Psychology Press
Release Date : 1990
Social Communication In Advertising written by William Leiss and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Business & Economics categories.
Now available in a significantly updated second edition featuring two new chapters, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry; popular culture; and the mass media which manages the constellation of images that unifies all three.
Social Communication In Advertising
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Author : William Leiss
language : en
Publisher: Routledge
Release Date : 2018-06-14
Social Communication In Advertising written by William Leiss and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-14 with Social Science categories.
Newly updated for the digital era, this classic textbook provides a comprehensive historical study of advertising and its function within contemporary society by tracing advertising's influence throughout different media and cultural periods, from early magazines through to social media. With several new chapters on the rise of the Internet, mobile, and social media, this fourth edition offers new insights into the role of Google, Facebook, Snapchat, and YouTube as both media and advertising companies, as well as examining the role of brand culture in the 21st century.
Media And Change Management
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Author : Matthias Karmasin
language : en
Publisher: Springer Nature
Release Date : 2022-02-15
Media And Change Management written by Matthias Karmasin and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-15 with Business & Economics categories.
Change management is not just affected globally by environmental and social conditions, including political and technological changes, but also through convergence, which helps conceptualize change over the past decades. The media industry, in particular, is being challenged by the rise of social media, the crisis of refinancing especially for quality news media, the ‘misinformation epidemic’, and the changing role of legacy media. The evolving nature of media usage and communication, the rise of produsage and influencers, and intermediaries and their personalized algorithmic content are also factors that impact the industry, along with data privacy and privacy management, and the “new responsibilities” of companies such as sustainability, agility and resilience, etc. This book focuses on permanent change management in the media and related industries. It provides insights into the most common and crucial phenomena of media and change management in general, while also revealing some more specific issues brought about by technical and social innovations. The authors expand the meaning of media management beyond the management functions within the industry to include the management of different media. The book serves as a useful guide for researchers, students, and practitioners alike, as they are all affected by change processes.
