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The Advertising Concept Book
Author | : Pete Barry |
Release | : 2012 |
Editor | : Unknown |
Pages | : 296 |
ISBN | : 0500516235 |
Language | : en |
Available for | : |
Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College
Breakthrough Advertising
Author | : Eugene Schwartz |
Release | : 2017-04-15 |
Editor | : Unknown |
Pages | : 329 |
ISBN | : 0998503509 |
Language | : en |
Available for | : |
Introduction to Advertising
Author | : Emmanuel Mogaji |
Release | : 2021-05-30 |
Editor | : Routledge |
Pages | : 308 |
ISBN | : 9781000384741 |
Language | : en |
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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.
Ogilvy on Advertising
Author | : David Ogilvy |
Release | : 2013-09-11 |
Editor | : Vintage |
Pages | : 224 |
ISBN | : 9780804170055 |
Language | : en |
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A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Truth in Advertising
Author | : John Kenney |
Release | : 2013-01-22 |
Editor | : Simon and Schuster |
Pages | : 320 |
ISBN | : 9781451675566 |
Language | : en |
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“F. Scott Fitzgerald said that there are no second acts in American lives. I have no idea what that means but I believe that in quoting him I appear far more intelligent than I am. I don’t know about second acts, but I do think we get second chances, fifth chances, eighteenth chances. Every day we get a fresh chance to live the way we want.” FINBAR DOLAN is lost and lonely. Except he doesn’t know it. Despite escaping his blue-collar Boston upbringing to carve out a mildly successful career at a Madison Avenue ad agency, he’s a bit of a mess and closing in on forty. He’s recently called off a wedding. Now, a few days before Christmas, he’s forced to cancel a long-postponed vacation in order to write, produce, and edit a Super Bowl commercial for his diaper account in record time. Fortunately, it gets worse. Fin learns that his long-estranged and once-abusive father has fallen ill. And that neither of his brothers or his sister intend to visit. It’s a wake-up call for Fin to reevaluate the choices he’s made, admit that he’s falling for his coworker Phoebe, question the importance of diapers in his life, and finally tell the truth about his past. Truth in Advertising is debut novelist John Kenney’s wickedly funny, honest, at times sardonic, and ultimately moving story about the absurdity of corporate life, the complications of love, and the meaning of family.
Absolut Book
Author | : Richard W. Lewis |
Release | : 1996 |
Editor | : Journey Editions (VT) |
Pages | : 274 |
ISBN | : PSU:000026802367 |
Language | : en |
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A New York Times bestseller, Absolut Book is the behind-the-scenes account of the birth and growth of this award-winning campaign and provides a definitive illustrated history of one of the most successful ad campaigns ever. It is a collector's delight with nearly five hundred ads.
Buy This Book
Author | : Mica Nava,Andrew Blake,Iain MacRury,Barry Richards |
Release | : 2013-11-05 |
Editor | : Routledge |
Pages | : 368 |
ISBN | : 9781136181795 |
Language | : en |
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Buy This Book is an important contribution to the history and understanding of consumption and advertising. This book brings together an outstanding collection of writing on the study of advertising, consumer practices and the future directions of research. Advertising and Consumption constitutes an invaluable resource for researchers, teachers and students. The essays are based on new textual and ethnographic research and engage with existing theoretical and historical work to form a volume which is a challenging companion to studies in this field.
Made You Look
Author | : Shari Graydon |
Release | : 2003 |
Editor | : Annick Press |
Pages | : 115 |
ISBN | : 1550378147 |
Language | : en |
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Offers an examination of advertising in the modern era by reviewing the workings of an advertising agency, the development of ads, and their purpose, complete with consumer tips, activities, index, and more. Simultaneous.
Advertising Management
Author | : C. L. Tyagi,Arun Kumar |
Release | : 2004 |
Editor | : Atlantic Publishers & Dist |
Pages | : 440 |
ISBN | : 8126902574 |
Language | : en |
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This Is An Ideal And Most Comprehensive Textbook Presenting An Integrated Approach To The Principles, Concepts And The Cases In Advertising Management. Based On Authentic Publications And Practical Experience Of The Authors, The Book Deals With Advertising And Sales Promotion, Economic And Social Effectiveness Of Advertising Decisions And Plans. The Book Is Well-Written And Well-Structured In Lucid, Simple And Conversational Language. Different Topics Are Systematically Arranged With Proper Blend Of Theories And Models So As To Make Easy And Clear Understanding Of Principles And Their Applications In Advertising.The Book Will Be Very Useful For Students Doing M.B.A., M.Com., D.I.M. And B.B.M. It Will Also Be Most Valuable Reference Source For Advertising Professionals.
Scientific Advertising
Author | : Claude C. Hopkins |
Release | : 2007-12-01 |
Editor | : Cosimo, Inc. |
Pages | : 92 |
ISBN | : 9781605200453 |
Language | : en |
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American advertising pioneer CLAUDE C. HOPKINS (1866-1932) is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today. In this groundbreaking 1923 work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. Learn: . how advertising laws are established . the importance of just salesmanship . why businesses must offer service . mail order advertising: what it teaches . what makes headlines effective . understanding customer psychology . how to use art in advertising . how to use samples . the best way to test campaigns . the impact of negative advertising . and much more.
Mass Media Advertising
Author | : Edith Smit |
Release | : 1999 |
Editor | : Het Spinhuis |
Pages | : 194 |
ISBN | : 9055891363 |
Language | : en |
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For most consumers, advertising is less important than ad- vertisers might think. Advertising appears to function as something in the background that is hardly noticed, as "wallpaper," But mass-mediated advertising should at least function as a reminder when people are making choices. Smit addresses these questions through in-depth interviews, a nation-wide telephone survey with follow-up mail and a face-to-face survey. Edith Smit is associate professor at the Department of Communication at the University of Amsterdam and at the Amsterdam School of Communications Research (ascor). She is also Deputy Director of swocc, the Dutch Foundation for Fundamental Research on Commercial Communication.
Principles of Advertising
Author | : Monle Lee,Carla Johnson |
Release | : 2005 |
Editor | : Routledge |
Pages | : 427 |
ISBN | : 9780789022998 |
Language | : en |
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"A complete and well-organized textbook on advertising"—Educational Book Review Principles of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, selected as one of CHOICE magazine's Outstanding Academic Titles for 1999. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that's essential for keeping up with the changing world of contemporary advertising, and reflects the authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, as well as market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more. Principles of Advertising: A Global Perspective, Second Edition equips instructors—and their students—with the fundamental elements of the field with emphasis on ethical issues. The book includes a foreword by Don E. Schultz of Northwestern University's Integrated Marketing Communication program and provides insights into effective local, national, and global integrated marketing strategies for print, electronic, and online advertising. This updated edition maintains the original format for each chapter of featuring “Global Perspectives,” “Ethics Tracks,” and short commentaries from practitioners in various fields, and adds 24 new illustrations and more recent examples of now-famous advertising campaigns. New material presented in Principles of Advertising: A Global Perspective, Second Edition includes: the benefits of a graduate degree client-agency relationships targeting the middleman marketing to men Janet Jackson “exposed” pop-up ads marketing cosmetic surgery advertising as programming controversial campaigns behavioral targeting or online stalking? Principles of Advertising: A Global Perspective, Second Edition examines new theories, new technologies, well-known advertising campaigns, and cultural considerations for advertising in foreign markets to give your students current and proven information on the changing world of advertising.
The Entrepreneur s Guide to Advertising
Author | : James R. Ogden,Scott Rarick |
Release | : 2010 |
Editor | : ABC-CLIO |
Pages | : 122 |
ISBN | : 9780313365829 |
Language | : en |
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Two experts show entrepreneurs how to execute advertising campaigns and maintain a unified message when advertising and communicating with customers. * Includes an Integrated marketing communication flow chart and section-by-section steps for the development of an Integrated Marketing Communication plan
This Fascinating Advertising Business
Author | : Harry Lewis Bird |
Release | : 2008-08-01 |
Editor | : Wildside Press LLC |
Pages | : 440 |
ISBN | : 9781434475534 |
Language | : en |
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A detailed introductory guide to every aspect of the advertising field, including the "why," "who," "where," and "what" -- with illustrations, glossary, index, and more.
Profitable Advertising
Author | : Anonim |
Release | : 1899-12 |
Editor | : Unknown |
Pages | : 329 |
ISBN | : COLUMBIA:CU04607465 |
Language | : en |
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Advertising Principles and Practice
Author | : Gupta Ruchi |
Release | : 2012 |
Editor | : S. Chand Publishing |
Pages | : 402 |
ISBN | : 9788121940016 |
Language | : en |
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Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary
International Advertising
Author | : John Philip Jones |
Release | : 2000 |
Editor | : SAGE |
Pages | : 412 |
ISBN | : 9780761912453 |
Language | : en |
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In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Advertising Progress
Author | : Pamela Walker Laird |
Release | : 2001-01-26 |
Editor | : JHU Press |
Pages | : 520 |
ISBN | : 0801866456 |
Language | : en |
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Contains primary source material.
The Advertising Handbook
Author | : Helen Powell,Jonathan Hardy,Sarah Hawkin,Iain MacRury |
Release | : 2013-09-13 |
Editor | : Routledge |
Pages | : 264 |
ISBN | : 9781134718924 |
Language | : en |
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This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.
Selecting Advertising Media
Author | : Harvey R. Cook |
Release | : 1969 |
Editor | : Unknown |
Pages | : 114 |
ISBN | : UIUC:30112106563544 |
Language | : en |
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