Fundamentals of Advertising PDF Download
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Author: John Wilmshurst
Publisher: Routledge
ISBN: 1136401652
Category : Business & Economics
Languages : en
Pages : 413
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Book Description
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.
Author: John Wilmshurst
Publisher: Routledge
ISBN: 1136401652
Category : Business & Economics
Languages : en
Pages : 413
Get Book Here
Book Description
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.
Author: Ken Burtenshaw
Publisher: Bloomsbury Publishing
ISBN: 2940447187
Category : Design
Languages : en
Pages : 186
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Book Description
The Fundamentals of Creative Advertising 2nd edition provides a rich introduction to the key elements of creative advertising. Burtenshaw, Mahon and Barfoot explore the role of the creative team (comprising art director and copywriter) and examine the ways in which these teams generate ideas and the techniques they utilize. This second edition reflects the changes that have taken place within the advertising industry over recent years and, in particular, the growth of digital media and integrated advertising campaigns. Interviews with leading practitioners, exercises and checklists combine to provide an up-to-date overview of the industry, and to encourage a practical application of the creative ideas explored within the book.
Author: Mark Tungate
Publisher: Kogan Page Publishers
ISBN: 9780749448370
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of 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 - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover 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.
Author: Paul Baines
Publisher: Oxford University Press, USA
ISBN: 0198829256
Category :
Languages : en
Pages : 404
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Book Description
Based on the bestselling Marketing by Baines, Fill, Rosengren, and Antonetti, Fundamentals of Marketing is the most relevant, concise guide to marketing, combining the most essential theories with a global range of practitioner insights.
Author: Albert C. Book
Publisher: McGraw Hill Professional
ISBN: 9780844230245
Category : Business & Economics
Languages : en
Pages : 292
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Book Description
A perfect vehicle to help you write stronger headlines using the author's A-B-C formula; write about benefits, not features; prepare layouts--for everything from newsprint pages to billboards; write for the special needs of broadcast and interactive media and more. Whether you're just getting started or sharpening your skills, this is a vital tool for anyone who's in the business of creative communication.
Author: Marjolein Visser
Publisher: Routledge
ISBN: 1000035328
Category : Business & Economics
Languages : en
Pages : 834
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Book Description
Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
Author: Scott Ambrose
Publisher: Routledge
ISBN: 0429614160
Category : Transportation
Languages : en
Pages : 256
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Book Description
Applying fundamentals of marketing to commercial passenger air transportation, this textbook puts the emphasis on marketing principles and illustrative ways in which airlines can distinguish themselves within the highly competitive global marketplace. Fundamentals of Airline Marketing begins with a survey of current airline business strategies and the macro forces that have shaped the airline industry in the past and will continue to do so in the future. The growing importance of technology is discussed both from the perspective of better understanding customer needs and engaging more effectively with them. The central role of the "customer" is explored through the lens of modern segmentation and branding approaches. Coverage then shifts to the tactical decision areas consisting of the 4Ps—product, place, promotion, and price—in which marketers shape and execute their strategies. The book concludes with a focus on executing marketing initiatives internally through customer-facing employee groups and externally through the measurement and management of the customer experience. Fundamentals of Airline Marketing: • is an accessible textbook on the fundamentals of marketing for commercial passenger air transportation; • chronicles the marketing innovations and controversies that have been central to the historic shift in airline fortunes; • demonstrates how airline decisions fit within the fundamentals of marketing and how the marketplace is continuing to evolve; • provides a bridge between key marketing principles and their specific application to the airline industry in each chapter. This textbook is written primarily for undergraduate college students enrolled in aviation business administration programs and related courses. It will also serve as an accessible primer on airline marketing for industry professionals not presently working in marketing and for frontline airline employees seeking to learn more about marketing.
Author: Greg Jarboe
Publisher: John Wiley & Sons
ISBN: 1119894573
Category : Business & Economics
Languages : en
Pages : 453
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Book Description
Prepare for the OMCP certification exam and expand your digital marketing skillset Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content marketing, conversion rate optimization, and other digital marketing competencies in high market demand. In Digital Marketing Fundamentals, veteran digital media and marketing experts Greg Jarboe, Michael Stebbins, and Matt Bailey deliver an essential and accessible roadmap to completing the highly sought-after OMCP Digital Marketing Certification. You’ll explore topics like digital analytics, social media marketing, and search engine optimization with the help of industry-leading authors and members of the OMCP Standards Committee. In the book, you’ll also find: Full discussions of paid search marketing, email marketing, and marketing to mobile device users Exacting and focused instruction on all the competencies tested by the OMCP exam Accessible content suitable for experienced digital marketers looking for a new certification to boost their career, as well as novice practitioners trying to expand their skillset Perfect for aspiring and practicing digital marketers, Digital Marketing Fundamentals also belongs in the libraries of entrepreneurs, solopreneurs, and other small- and medium-sized business leaders looking for a starting point into the critical world of digital marketing.
Author: Ivan Bosnjak
Publisher: Ivan Bosnjak
ISBN:
Category : Business & Economics
Languages : en
Pages : 49
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Book Description
In this fast-paced digital age, a strong online presence is essential for any business to thrive. But with so many platforms and strategies available, it can be overwhelming to know where to start. That's where Digital Marketing Foundations comes in. This comprehensive guide takes you through the fundamental principles of digital marketing, from building a website to creating a social media strategy. With step-by-step instructions and real-world examples, you'll learn how to: • Develop a brand identity that resonates with your target audience • Optimize your website for search engines to drive traffic • Craft compelling content that engages your customers • Utilize social media to build a loyal following • Measure your success and refine your strategy for maximum impact Whether you're a small business owner or a marketing professional, Digital Marketing Foundations will provide you with the knowledge and tools you need to build a successful online presence. Start building your digital marketing strategy today and watch your business grow!
Author: Geraldine McKay
Publisher: Goodfellow Publishers Ltd
ISBN: 1910158992
Category : Business & Economics
Languages : en
Pages : 246
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Book Description
Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.
