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Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 0749478586
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer? Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 0749478586
Category : Business & Economics
Languages : en
Pages : 233
Get Book Here
Book Description
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer? Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
Author: Martin Lindstrom
Publisher: Kogan Page Publishers
ISBN: 9780749443719
Category : Business & Economics
Languages : en
Pages : 262
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Book Description
That gratifying new car smell is actually a manufactured 'new car' aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. This book shows how all of this, among other things, can be done.
Author: Dadwal, Sumesh Singh
Publisher: IGI Global
ISBN: 1799801330
Category : Business & Economics
Languages : en
Pages : 532
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Book Description
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.
Author: Lluís Mas-Manchón
Publisher: Routledge
ISBN: 1000198278
Category : Business & Economics
Languages : en
Pages : 179
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Book Description
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
Author: Mohit Rajhans
Publisher: Think Start Inc.
ISBN:
Category : Computers
Languages : en
Pages : 30
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Book Description
Social Audio is booming and people from around the world are joining the trend. We give you a starter lesson on ‘Clubhouse’, the current trend setter in the audio space. Infographic included in the e-book. Use this guide to help you understand how to use the social network, understand the terms and growing your own value in the audio market OR just read what the hype is all about. Knowledge is power. This is the type of book you keep in a shared drive as a resource for your internal and external teams
Author: Michael Filimowicz
Publisher: CRC Press
ISBN: 104013095X
Category : Music
Languages : en
Pages : 373
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Book Description
The Routledge Handbook of Sound Design offers a comprehensive overview of the diverse contexts of creativity and research that characterize contemporary sound design practice. Readers will find expansive coverage of sound design in relation to games, VR, globalization, performance, soundscape and feminism, amongst other fields. Half a century since its formal emergence, this book considers sound design in a plethora of practical contexts, including music, film, soundscape and sonification, as well as the emerging theoretical and analytical approaches being used in scholarship on the subject. The Routledge Handbook of Sound Design tracks how ideas and techniques have migrated from one field to the next, as professionals expand the industry applications for their skills and knowledge, and technologies produce new form factors for entertainment and information. Collectively, the chapters included in this volume illustrate the robustness and variety of contemporary sound design research and creativity, making The Routledge Handbook of Sound Design essential reading for students, teachers, researchers and practitioners working on sound design in its many forms.
Author: Juliann Allen
Publisher: Springer Nature
ISBN: 3030953467
Category : Business & Economics
Languages : en
Pages : 626
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Book Description
For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data, changing economic power concentration, and a myriad of other factors. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Laurence Minsky
Publisher: Rowman & Littlefield
ISBN: 1538155419
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
“Hey Google, how can you help me reach more customers and strengthen my brand?” Voice-enabled technologies are an integral part of our lives, and they present vast opportunities for marketers who are up to the challenge. With Voice Marketing: Harnessing the Power of Conversational AI to Drive Customer Engagement, marketers learn key strategies and tactics of the voice world while following a clear roadmap for developing and executing a voice marketing program. How should marketers best approach voice and conversational AI to ensure an optimal return on their investments? Since voice can both activate consumer behavior and help build the brand image, what is the right media mix for a marketer? How does voice fit with a marketer’s other channels, particularly online and mobile? What is appropriate content for this new channel and how can a marketer best go about creating that content? What are the legal and ethical issues that marketers need to address? What makes for a good development partner to implement voice initiatives? And what metrics should marketers use to judge the success of their voice efforts? Filled with real-world examples and behind-the-scenes stories, Voice Marketing is grounded in research-based theory and decades of experience. Case studies from the Allstate, Butterball, Coca-Cola, Domino's, Lucky Charms, Mercedes, Nike, Sony, Tide, and more combine with guest perspectives from the worlds of conversational AI, voice technology, academia, and marketing to deliver a ready-to-implement plan for success in the voice environment.
Author: Laurence Minsky
Publisher: Kogan Page Publishers
ISBN: 074948361X
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Author: Siu-Lan Tan
Publisher: OUP Oxford
ISBN: 0191503266
Category : Psychology
Languages : en
Pages : 555
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Book Description
For most of the history of film-making, music has played an integral role serving many functions - such as conveying emotion, heightening tension, and influencing interpretation and inferences about events and characters. More recently, with the enormous growth of the gaming industry and the Internet, a new role for music has emerged. However, all of these applications of music depend on complex mental processes which are being identified through research on human participants in multimedia contexts. The Psychology of Music in Multimedia is the first book dedicated to this fascinating topic. The Psychology of Music in Multimedia presents a wide range of scientific research on the psychological processes involved in the integration of sound and image when engaging with film, television, video, interactive games, and computer interfaces. Collectively, the rich chapters in this edited volume represent a comprehensive treatment of the existing research on the multimedia experience, with the aim of disseminating the current knowledge base and inspiring future scholarship. The focus on empirical research and the strong psychological framework make this book an exceptional and distinctive contribution to the field. The international collection of contributors represents eight countries and a broad range of disciplines including psychology, musicology, neuroscience, media studies, film, and communications. Each chapter includes a comprehensive review of the topic and, where appropriate, identifies models that can be empirically tested. Part One presents contrasting theoretical approaches from cognitive psychology, philosophy, semiotics, communication, musicology, and neuroscience. Part Two reviews research on the structural aspects of music and multimedia, while Part Three focuses on research examining the influence of music on perceived meaning in the multimedia experience. Part Four explores empirical findings in a variety of real-world applications of music in multimedia including entertainment and educational media for children, video and computer games, television and online advertising, and auditory displays of information. Finally, the closing chapter in Part Five identifies emerging themes and points to the value of broadening the scope of research to encompass multisensory, multidisciplinary, and cross-cultural perspectives to advance our understanding of the role of music in multimedia. This is a valuable book for those in the fields of music psychology and musicology, as well as film and media studies.
