The Complete Advertising and Marketing Handbook PDF Download
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Author: Herschell Gordon Lewis
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
This remarkable manual tells you what to do and what to avoid when working with all types of media, from the most traditional to the newest (and woefully misunderstood) electronic media. Lewis offers tips on letter-writing, using testimonials, positioning and loyalty programs, making small-space ads pay, and effective fund-raising.
Author: Herschell Gordon Lewis
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
This remarkable manual tells you what to do and what to avoid when working with all types of media, from the most traditional to the newest (and woefully misunderstood) electronic media. Lewis offers tips on letter-writing, using testimonials, positioning and loyalty programs, making small-space ads pay, and effective fund-raising.
Author: Mark Steven Bosko
Publisher:
ISBN: 9780941188760
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
This book gives street-level instruction and real-world examples on how to promote, distribute, and sell a production.
Author: Sean Brierley
Publisher: Routledge
ISBN: 1317192273
Category : Business & Economics
Languages : en
Pages : 331
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Book Description
The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.
Author: William Lazer
Publisher: Lexington Books
ISBN: 9780029181751
Category : Business & Economics
Languages : en
Pages : 342
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Book Description
A reference guide for business persons and academics, this handbook provides information about rapidly changing demographic, buying and living patterns of consumers. It supplies information on population dynamics, trends, and explains business implications to marketers and advertisers.
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: Jay Conrad Levinson
Publisher: Houghton Mifflin Harcourt
ISBN: 9780395700136
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
Marketing strategy for maximum return, for large & small businesses.
Author: Herschell Gordon Lewis
Publisher: McGraw Hill Professional
ISBN: 9780844236704
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results.
Author: Helen Katz
Publisher: Routledge
ISBN: 1135194556
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
The Media Handbookprovides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. The Media Handbookincludes: examples to provide a better sense of how media planning and buying work in the real world research studies to give readers additional references for more in-depth information media terms defined when they are introduced, making readers more comfortable in subsequent discussions a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners. research studies to give readers additional references for more in-depth information media terms defined when they are introduced, making readers more comfortable in subsequent discussions a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Author: Robert W. Bly
Publisher: Entrepreneur Press
ISBN: 1613083815
Category : Business & Economics
Languages : en
Pages : 313
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Book Description
What's Your Website's ROI? Written to help marketers—from the Fortune 1000 to small business owners and solopreneurs—turn their websites from cost centers to profit centers, The Digital Marketing Handbook by legendary copywriting pioneer and marketing expert Robert W. Bly teaches you the proven models and processes for generating a steady stream of traffic, conversions, leads, opt-ins, and sales. Whether you are marketing an online-based business, brick-and-mortar store, or a hybrid business, Bly will teach you how to: Integrate a digital marketing plan with traditional marketing outreach efforts Maximize open rates, click-through rates, conversions, and sales Avoid the most common internet marketing mistakes that cause people to fail online Build a large and responsive opt-in email list Master Google AdWords, Facebook Advertising, and other traffic-generating tactics Drive quality leads to your online and offline storefronts Produce brand awareness and generate leads with Snapchat, Instagram, Periscope, Pinterest, and other social media platforms Design hub sites, landing pages, and "squeeze pages" guaranteed to bring in leads Plus, Bly shares tested direct response methods that can increase your online revenues by 50, 100, and even 200 percent along with an extensive resource section to give your website a competitive edge.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
