Strategic Informative Advertising In A Tv
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Strategic Informative Advertising In A Tv
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Author : Tore Nilssen
language : en
Publisher:
Release Date : 2000
Strategic Informative Advertising In A Tv written by Tore Nilssen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with categories.
Strategic Informative Advertising In A Horizontally Differentiated Duopoly
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Author : Levent Çeli̊k (Ph.D.)
language : en
Publisher:
Release Date : 2008
Strategic Informative Advertising In A Horizontally Differentiated Duopoly written by Levent Çeli̊k (Ph.D.) and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Television Advertising That Works
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Author : Stephen W. Marshall
language : en
Publisher:
Release Date : 2008
Television Advertising That Works written by Stephen W. Marshall and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid (see below) with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy and tactic relationships; and content analysis methodology relative to improving objectivity and assessing reliability. This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures.
The Strategic Role For Tv Advertising Within Integrated Communications
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Author :
language : en
Publisher:
Release Date : 2009
The Strategic Role For Tv Advertising Within Integrated Communications written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Television advertising categories.
Advertising Principles And Practice
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Author : Sandra Moriarty
language : en
Publisher: Pearson Australia
Release Date : 2014-08-01
Advertising Principles And Practice written by Sandra Moriarty and has been published by Pearson Australia this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-01 with Business & Economics categories.
The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.
Global Advertising In A Cultural Context
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Author : Mirjana Milenkovic
language : en
Publisher: diplom.de
Release Date : 2008-09-01
Global Advertising In A Cultural Context written by Mirjana Milenkovic and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-01 with Business & Economics categories.
Inhaltsangabe:Introduction: The ongoing process of the globalization of markets in context with the innovation of technologies caused that more and more companies expand their market activities internationally. At the same time product offers at saturated markets are qualitative more and more alike and thus, exchangeable. A differentiation just through product attributes is not possible anymore. Advertising became a key function in marketing as communication through advertising provides the only opportunity for companies to differentiate from their competitors. Both, the globalization of markets and the great importance of advertising raise returning discussions whether global advertising and its planning should be standardized or not. Standardization means that an identical advertisement can appeal different cultures in the same way. On the one hand it can not be denied that things like ethnical cuisine, tourism, and worldwide media lead to an exchange between cultures. On the other hand it is questionable if this exchange causes an automated homogenization of cultures. In 1983 Theodore Levitt already was dealing with the necessity of standardized advertising in the course of globalization. However, Levitt asserted that a standardization of advertising is necessary but did not go into detail how this can be realized best. Furthermore, he did not consider the enormous impact of culture on the perception and behavior of people and the resulting difficulties to use one single advertising campaign across cultures. In addition to that different national advertising restrictions have to be taken into account. As it is assumed that the trend to globalization will continue and strengthen, the issue of global advertising is always relevant. In the following thesis, the focus is exact on the obstacles of standardized advertising in front of the cultural background. Furthermore, characteristics of various approaches to overcome cultural differences and their suitability for standardized advertising will be examined. Inhaltsverzeichnis:Table of Contents: List of Figures and TablesII 1.Objectives and Structure of this Thesis1 2.Concept of Culture2 2.1Definitions of Culture2 2.2Elements of Culture3 2.3Culture and Consumer Behavior8 2.3.1Hofstede's Five Dimensions8 2.3.2High-Context Cultures versus Low-Context Cultures11 3.Global Advertising13 3.1Characteristics of Advertising13 3.2Advertising as a Communication Tool16 3.2.1Advertising [...]
Exploring The Limits
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Author : European Communication Council (ECC)
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Exploring The Limits written by European Communication Council (ECC) and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Technology & Engineering categories.
In dem Statusreport des European Communication Council stehen wissenschaftliche Analysen mit den Schwerpunkten: die neuen Arbeitsplätze, die Auswirkungen der Regulierungsansätze sowie die Forderung eines eigenen europäischen Internets im Vordergrund. Der erstmaig erstellte Facts & Figures - Teil informiert über die neuesten Basisdaten der Kommunikationsindustrie. Die wichtigsten Thesen: Ein eigenes europäisches Internet ist notwendig, um die Online-Nutzung in Europa zu erleichtern und zu beschleunigen. Neue europäische Medien brauchen eigene europäische Anbieter, um die gesellschaftliche und kulturelle Vielfalt in Europa zu stärken. Die Telekommunikationsleistungen in Europa sind zu teuer. Der integrierte Ansatz der Fernseh- und Telekommunikationsregulierung in den USA kann auch ein Modell für Europa sein.
Fundamentals Of Advertising
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Author : John Wilmshurst
language : en
Publisher: Routledge
Release Date : 2010-02-17
Fundamentals Of Advertising written by John Wilmshurst and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-17 with Business & Economics categories.
The Fundamentals of Advertising is widely recognized as the most comprehensive and informative introduction to the area for both professionals and students. The new edition has been fully revised and updated and provides a comprehensive coverage of the whole business of advertising and its associated promotional areas, including public relations, sales promotion and sponsorship. The authors use a wide range of examples to illustrate their themes and an informative series of guidelines and checklists of value not only to students but to those applying the various techniques. Topics the authors examine include: The role of the advertising agencies, Planning advertising campaigns, Setting budgets, The scope of below-the-line promotion, How advertising materials are created and produced, The issue of control in advertising, International advertising.
How To Produce Effective Tv Commercials
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Author : Hooper White
language : en
Publisher: McGraw-Hill Companies
Release Date : 1994
How To Produce Effective Tv Commercials written by Hooper White and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
Praise for "How to Produce Effective TV Commercials" Hooper White is unique in the world of television production. In addition to being a great creative, he understands the business side of production. He has produced some of the all-time great commercials and has helped us through the intricacies of the cost of television commercials." -- John E. Ruhaak, Vice President Advertising and Promotion, United Airlines Hooper White is indeed a rare avis . . . a commercial producer who is neither an agency salesman/an apologist nor a client cost-cutting crusader. His book is excellent for both the novice and the experienced practitioner." -- Rob Klugman, Vice President Corporate Development, Adolph Coors Brewing Company "For many years Hooper White has enhanced the impact and cost-effectiveness of our TV commercials. The latest edition of his book is very comprehensive, readable, up-to-the-minute, and based on years of hands-on experience. It's simply the best reference of its kind." -- Jay Qualman, General Director of Advertising Buick Motor Division, General Motors Corporation
Strategic Advertising Management
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Author : Larry Percy
language : en
Publisher: Oxford University Press, USA
Release Date : 2012-03-29
Strategic Advertising Management written by Larry Percy and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-29 with Business & Economics categories.
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.