Understanding Advertising PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Understanding Advertising PDF full book. Access full book title Understanding Advertising by Katherine Howe. Download full books in PDF and EPUB format.
Author: Katherine Howe
Publisher: PRUFROCK PRESS INC.
ISBN: 1593631456
Category : Advertising
Languages : en
Pages : 4
Get Book Here
Book Description
Squeezed between the covers of this book is a tantalizing unit designed to increase students' understanding of the advertising pressures they face everyday and also give them opportunities to create their own ads. The unit covers: how advertisements appeal to human needs, persuasion techniques, advertisements in mass media, what makes advertisements effective, and more. This fun, usable text has everything-lesson plans, project ideas, and worksheets-to provide a complete ready-to-use curriculum. Book jacket.
Author: Katherine Howe
Publisher: PRUFROCK PRESS INC.
ISBN: 1593631456
Category : Advertising
Languages : en
Pages : 4
Get Book Here
Book Description
Squeezed between the covers of this book is a tantalizing unit designed to increase students' understanding of the advertising pressures they face everyday and also give them opportunities to create their own ads. The unit covers: how advertisements appeal to human needs, persuasion techniques, advertisements in mass media, what makes advertisements effective, and more. This fun, usable text has everything-lesson plans, project ideas, and worksheets-to provide a complete ready-to-use curriculum. Book jacket.
Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217
Get Book Here
Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Author: Emma Carlson Berne
Publisher: Capstone
ISBN: 1543527078
Category : Juvenile Nonfiction
Languages : en
Pages : 33
Get Book Here
Book Description
Nobody believes they are influenced by advertising, but everybody is wrong about that. Advertising assaults us daily, on tv, on the internet, on the streets of our cities; everywhere we look and even when we don't think we're looking. Easy-to-understand text, simple infographics, and lots of examples helps kids learn how to crack the code of advertising and learn how to use their brains to decide what to buy rather than being manipulated into wanting things they don't need.
Author: Emmanuel Mogaji
Publisher: Routledge
ISBN: 1000384748
Category : Business & Economics
Languages : en
Pages : 341
Get Book Here
Book Description
This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Author: Emma Carlson Berne
Publisher: Capstone
ISBN: 154352723X
Category : Juvenile Nonfiction
Languages : en
Pages : 33
Get Book Here
Book Description
Nobody believes they are influenced by advertising, but everybody is wrong about that. Advertising assaults us daily, on tv, on the internet, on the streets of our cities; everywhere we look and even when we don't think we're looking. Easy-to-understand text, simple infographics, and lots of examples helps kids learn how to crack the code of advertising and learn how to use their brains to decide what to buy rather than being manipulated into wanting things they don't need.
Author: Kim B. Rotzoll
Publisher: University of Illinois Press
ISBN: 9780252065422
Category : Business & Economics
Languages : en
Pages : 228
Get Book Here
Book Description
Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.
Author: Emma Carlson Berne
Publisher: Cracking the Media Literacy Company
ISBN: 9781543527254
Category : Juvenile Nonfiction
Languages : en
Pages : 128
Get Book Here
Book Description
Everybody thinks that they cannot be fooled: they're immune to advertising, propaganda, fake news, and the perils of social media. Everybody is mistaken. Cracking the Media Literacy Code gives students the tools they need to separate fact from fiction, and manipulation from information.
Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693161
Category : Business & Economics
Languages : en
Pages : 463
Get Book Here
Book Description
This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.
Author: Kathleen G. Nadeau
Publisher:
ISBN:
Category : Family & Relationships
Languages : en
Pages : 324
Get Book Here
Book Description
A ground-breaking book on the needs and issues of girls with attentional problems: why they are often undiagnosed, how they are different from boys, and what their special needs are in school, in their social world and at home. Age-related checklists from pre-school to high school help parents and professionals better identify and help girls with AD/HD.
Author: Lawrence J. Gitman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 1455
Get Book Here
Book Description
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
