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Author: Monle Lee
Publisher: Routledge
ISBN: 0789022990
Category : Business & Economics
Languages : en
Pages : 452
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Book Description
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.
Author: Monle Lee
Publisher: Routledge
ISBN: 0789022990
Category : Business & Economics
Languages : en
Pages : 452
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Book Description
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.
Author: Monle Lee
Publisher: Psychology Press
ISBN: 9780789023001
Category : Business & Economics
Languages : en
Pages : 458
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Book Description
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.
Author: Robert Shore
Publisher: Artis
ISBN: 9781908126306
Category : Advertising
Languages : en
Pages : 0
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Book Description
"The popularity of the television series Mad Men has raised the public awareness of advertising firms and what may or may not happen behind the scenes. We all recognise advertising when we see it: it's those bits that surround the editorial content in papers and magazines, that interrupt TV programmes or pop up on the websites you like to browse. As a discipline it might be defined as follows: advertising is about creating a message about something (usually a product or service) and then getting it out to people in the hope that they will react in a particular way - which in all likelihood means ""buying it". Or put another way, it's paid persuasive communication that uses the mass media to connect an identified sponsor - the person or company that pays for the ad - with its target audience. This book examines the different elements of those definitions and shows readers - through discussion of the ten key principles underlying all great advertising - how to create dynamic, well-targeted adverts of their own. Engagingly written by journalist and critic Robert Shore, this book provides the basic principles behind creating a successful advertisement. With clear explanations, illustrations and checklists for each chapter, the reader is guided through what goes into making an advertisement work. "
Author: William Lidwell
Publisher: Rockport Pub
ISBN: 1592535879
Category : Art
Languages : en
Pages : 272
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Book Description
Universal Principles of Design is the first comprehensive, cross-disciplinary encyclopedia of design.
Author: John F. Tanner, Jr.
Publisher: Ingram
ISBN: 9781936126293
Category :
Languages : en
Pages :
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Book Description
Author: Sandra Moriarty
Publisher: Pearson Australia
ISBN: 1486009050
Category : Business & Economics
Languages : en
Pages : 577
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Book Description
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.
Author: Robyn Blakeman
Publisher: Routledge
ISBN: 1000551393
Category : Design
Languages : en
Pages : 493
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Book Description
Conceived to give readers the principles and the tools to create successful advertisements in a variety of mediums, this book is a detailed exploration of how visual and verbal elements of design work together to solve a business goal. Effective visual and verbal design solutions are more than just a good idea; they are purposeful, on-target, on-strategy, and recognizable no matter where, or in what form, they appear. Success depends on creative teams’ understanding of ideation, layout, type, color, varied image formats, copywriting, media advantages and limitations, and production procedures for varied media formats. The step-by-step approach of this book goes beyond broad theoretical discussions on copy and design. Instead, the book dissects the creative process into individualized and detailed discussions both creative and non-creative students alike can understand and employ. This book is ideal as a textbook for design courses within programs in advertising, graphic design, integrated marketing communication, strategic marketing, entrepreneurship, business, and mass communication. Accompanying the text are online materials for instructors: lecture slides, a testbank, and an instructor manual. www.routledge.com/9781032183596
Author: Gary M. Armstrong
Publisher:
ISBN: 9781488620102
Category : Customer relations
Languages : en
Pages :
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Book Description
An introduction to marketing concepts, strategies and practices with a balance of depth of coverage and ease of learning. Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature 'linking the concepts' helps students test and consolidate understanding as they go. The latest edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
Author: Robert Cialdini
Publisher: Simon and Schuster
ISBN: 1501109812
Category : Business & Economics
Languages : en
Pages : 469
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Book Description
The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” (Harvard Business Review)—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message. What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.” Named a “Best Business Books of 2016” by the Financial Times, and “compelling” by The Wall Street Journal, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” (Forbes).
Author: John Burnett
Publisher: State University of New York Oer Services
ISBN: 9781641760119
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
"Integrated Marketing" boxes illustrate how companies apply principles.
