Handbook Of Product Placement In The Mass Media
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Handbook Of Product Placement In The Mass Media
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Author : Mary-Lou Galician
language : en
Publisher: Routledge
Release Date : 2004-05-28
Handbook Of Product Placement In The Mass Media written by Mary-Lou Galician and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-28 with Business & Economics categories.
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
Handbook Of Product Placement In The Mass Media
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Author :
language : en
Publisher:
Release Date : 2004
Handbook Of Product Placement In The Mass Media written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
The Media Handbook
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Author : Helen Katz
language : en
Publisher: Taylor & Francis
Release Date : 2016-08-25
The Media Handbook written by Helen Katz and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-25 with Business & Economics categories.
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
The Media Handbook
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Author : Helen E. Katz
language : en
Publisher: Taylor & Francis
Release Date : 2010
The Media Handbook written by Helen E. Katz and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the various plans.
Handbook Of Research On Narrative Advertising
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Author : Yilmaz, Recep
language : en
Publisher: IGI Global
Release Date : 2019-06-28
Handbook Of Research On Narrative Advertising written by Yilmaz, Recep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-28 with Business & Economics categories.
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
The Advertising Handbook
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Author : Sean Brierley
language : en
Publisher: Routledge
Release Date : 2018-02-28
The Advertising Handbook written by Sean Brierley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-28 with Business & Economics categories.
The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.
Branded Entertainment
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Author : Jean-Marc Lehu
language : en
Publisher: Kogan Page Publishers
Release Date : 2007
Branded Entertainment written by Jean-Marc Lehu and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands.
Design For Media
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Author : Di Hand
language : en
Publisher: Routledge
Release Date : 2014-07-10
Design For Media written by Di Hand and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-10 with Social Science categories.
This essential guide provides you with a tailored introduction to the design techniques and production practices employed in the media industry. It presents clear and relevant explanations of how to design and produce any type of print and online publication to a professional standard, from pre-planning through to going to press or online. In providing the context, principles and thinking behind design over time, alongside the key practical techniques and know-how, this resource will enable you to present information clearly and effectively. Key features: Provides a complete resource, explaining the background, theory and application of design as well as the ‘how to’ Tutorials and exercises demonstrate how to create clean, attractive and well-targeted designs Supported by a comprehensive gallery of examples and case studies Highly illustrated throughout Colour ‘How to’ sections explain in detail how to create layouts and work with type, pictures and colour successfully Design for Media is a core resource for students and professionals in journalism, PR, advertising, design and across the media and creative sectors.
The Handbook Of Mass Media Ethics
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Author : Lee Wilkins
language : en
Publisher: Routledge
Release Date : 2008-09-17
The Handbook Of Mass Media Ethics written by Lee Wilkins and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-17 with Language Arts & Disciplines categories.
This Handbook encapsulates the intellectual history of mass media ethics over the past twenty-five years. Chapters serve as a summary of existing research and thinking in the field, as well as setting agenda items for future research. Key features include: up-to-date and comprehensive coverage of media ethics, one of the hottest topics in the media community 'one-stop shopping' for historical and current research in media ethics experienced, top-tier editors, advisory board, and contributors. It will be an essential reference on media ethics theory and research for scholars, graduate students, and researchers in media, mass communication, and journalism.
The Media Handbook
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Author : Helen E. Katz
language : en
Publisher: N T C Business Books
Release Date : 1995
The Media Handbook written by Helen E. Katz and has been published by N T C Business Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Advertising media planning categories.