The Advertising Industry
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The Advertising Handbook
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Author : Helen Powell
language : en
Publisher: Routledge
Release Date : 2013-09-13
The Advertising Handbook written by Helen Powell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-13 with Business & Economics categories.
This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.
The Advertising Handbook
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Author : Sean Brierley
language : en
Publisher: Routledge
Release Date : 2005-08-04
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 2005-08-04 with Business & Economics categories.
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources
The Advertising Business
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Author : John Philip Jones
language : en
Publisher: SAGE
Release Date : 1999-02-10
The Advertising Business written by John Philip Jones and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-02-10 with Business & Economics categories.
"A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections." -R.R. Attison, CUNY College of Staten Island "John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest." --Andy Fenning, J. Walter Thompson, New York John Philip Jones, best-selling author of What's in a Name? Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business-creativity, media planning, operations, and specialty advertising-are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
Mass Communications And The Advertising Industry
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Author : Graham Murdock
language : en
Publisher:
Release Date : 1985
Mass Communications And The Advertising Industry written by Graham Murdock and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Business & Economics categories.
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.
Adland
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Author : Mark Tungate
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-07-03
Adland written by Mark Tungate 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 2013-07-03 with Business & Economics categories.
Adland is a ground-breaking examination of modern advertising, from its origins and evolution to the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media and then interviews leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, Sir John Hegarty and Sir Martin Sorrell, as well as 20th century industry luminaries such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, from Hopkins and Lasker to the Mad Men of the 50s, Tungate then covers today's big communication groups and the emerging markets of Eastern Europe, Asia and Latin America. Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
The Daily You
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Author : Joseph Turow
language : en
Publisher: Yale University Press
Release Date : 2012-01-10
The Daily You written by Joseph Turow and has been published by Yale University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-10 with Social Science categories.
The Internet is often hyped as a means to enhanced consumer power: a hypercustomized media world where individuals exercise unprecedented control over what they see and do. That is the scenario media guru Nicholas Negroponte predicted in the 1990s, with his hypothetical online newspaper The Daily Me—and it is one we experience now in daily ways. But, as media expert Joseph Turow shows, the customized media environment we inhabit today reflects diminished consumer power. Not only ads and discounts but even news and entertainment are being customized by newly powerful media agencies on the basis of data we don’t know they are collecting and individualized profiles we don’t know we have. Little is known about this new industry: how is this data being collected and analyzed? And how are our profiles created and used? How do you know if you have been identified as a “target” or “waste” or placed in one of the industry’s finer-grained marketing niches? Are you, for example, a Socially Liberal Organic Eater, a Diabetic Individual in the Household, or Single City Struggler? And, if so, how does that affect what you see and do online?Drawing on groundbreaking research, including interviews with industry insiders, this important book shows how advertisers have come to wield such power over individuals and media outlets—and what can be done to stop it.
Advertising
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Author :
language : en
Publisher:
Release Date :
Advertising written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on with Advertising categories.
The Future Of The Advertising Industry
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Author : Dawn Folger
language : en
Publisher: Independently Published
Release Date : 2022-01-26
The Future Of The Advertising Industry written by Dawn Folger and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-26 with categories.
Viable publicizing shows up at anticipated customers and enlightens them with respect to your things or organizations. Ideally, advancing should get the arranged customer's contemplations thought and entice them to use your thing. In spite of the method, all your elevating should be clear and dependably reflect the unprecedented arranging decree of your business. Elevating is correspondence expected to enlighten, educate, persuade, and assist individuals with recollecting your thing or business. Advancing should work with other displaying contraptions and business parts to be compelling. Advancing ought to be interruptive - that is, it should cause you to stop perusing the paper or considering your day adequately long to scrutinize or hear the commercial. In this book, the author has made a concise and pleasant manual for the publicizing industry. Drawing from their seasons of inclusion with the best-advancing workplaces on earth, working with without a doubt the best brands, they offer a view on the way that the business really works. The book covers workplaces, clients, media channels, new advancement, how advancing works, the lifestyle of publicizing, the ethics of publicizing, and the advancing business' future.
Principles Of Advertising
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Author : Monle Lee
language : en
Publisher: Psychology Press
Release Date : 2005
Principles Of Advertising written by Monle Lee and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes in the advertising industry that have marked the advent of the 21st century.
