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Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 576
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Book Description
Author:
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 576
Get Book Here
Book Description
Author: Hamish Pringle
Publisher: Kogan Page Publishers
ISBN: 0749455721
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.
Author: Sean Brierley
Publisher: Routledge
ISBN: 113484283X
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
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
Author: Larry Kelley
Publisher: Routledge
ISBN: 1317507436
Category : Business & Economics
Languages : en
Pages : 263
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Book Description
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.
Author: Tony Yeshin
Publisher: Routledge
ISBN: 1136395075
Category : Business & Economics
Languages : en
Pages : 371
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Book Description
Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.
Author: L. Motus
Publisher: Elsevier
ISBN: 1483298523
Category : Computers
Languages : en
Pages : 149
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Book Description
The focus of the workshop was on recent advances in the theory, applications and techniques for distributed computer control systems. Topics included: tools and methods for inner layers of DCCS; application papers presenting operational DCCS; the infiltration of true real-time or "time critical" concepts and the emergence of artificial intelligence methods in DCCS applications, leading to novel computer architectures being integrated in computer networks. The book will be of interest not only to those involved in DCCS but also software engineers and distributed computing scientists.
Author: Merry Baskin
Publisher: Kogan Page Publishers
ISBN: 0749447095
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
The way that the advertising industry operates has changed greatly in recent years. This volume seeks to pull together these new ideas - with suggestions on what to do in practical terms - into one "compilation" volume. Each chapter has been contributed by a different expert who has something to say on the traditional themes of strategy, research, creativity and collaboration. In an age of information overload, the aim of the work is to provide a short-cut to the thinking and encourage the reader to rethink their basic assumptions on branding and advertising. Topics covered include: learning to live without the brand; letting brands speak for themselves; the company brand; brand communication beyond customers; brand strategy versus brand tactics; time to let go; brands on the brain; creative thinking with discipline; techniques for creative brand thinking; adios to the plan; and lest we forget.
Author: Aleš Leonardis
Publisher: Springer Nature
ISBN: 3031726731
Category :
Languages : en
Pages : 598
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Book Description
Author: Jim Morris
Publisher: Red Wheel/Weiser
ISBN: 163265184X
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
"How can the ad industry even exist when almost all of the products that it produces fall on a continuum from flawed to failed? What is it about this industry and the process of creating, selling, and producing ads that causes so much advertising to be so bad? These are the questions answered in this book, a provocative, truth-to-power exposé of ad agencies' flaws, foibles, and failings-and why they matter to the consumer and to those in the business. Here is a candid, never-before-seen accumulation of real world don'ts and more don'ts, providing myriad valuable cautionary tales of advertising's stupid side"--
Author: Judie Lannon
Publisher: John Wiley & Sons
ISBN: 111999490X
Category : Business & Economics
Languages : en
Pages : 385
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Book Description
In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.
