The Advertising Age
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Author | : John McDonough |
Publisher | : Routledge |
Total Pages | : 1754 |
Release | : 2015-06-18 |
Genre | : Business & Economics |
ISBN | : 1135949069 |
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Author | : Herschell Gordon Lewis |
Publisher | : McGraw Hill Professional |
Total Pages | : 252 |
Release | : 1999 |
Genre | : Business & Economics |
ISBN | : 9780844236704 |
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 | : |
Publisher | : |
Total Pages | : 1170 |
Release | : 1963 |
Genre | : Advertising |
ISBN | : |
Includes articles about advertising campaigns, agency appointments, and government actions affecting advertising and marketing.
Author | : R. Webb |
Publisher | : Springer |
Total Pages | : 324 |
Release | : 2016-09-30 |
Genre | : Business & Economics |
ISBN | : 1137501227 |
This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.
Author | : |
Publisher | : |
Total Pages | : 1873 |
Release | : 2003 |
Genre | : Advertisers |
ISBN | : 9781579581725 |
Author | : Michael Solomon |
Publisher | : Flat World Knowledge |
Total Pages | : 316 |
Release | : 2009 |
Genre | : Advertising |
ISBN | : 0982043023 |
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author | : Larry Dobrow |
Publisher | : |
Total Pages | : 220 |
Release | : 1984 |
Genre | : Business & Economics |
ISBN | : |
Author | : David Ogilvy |
Publisher | : Vintage |
Total Pages | : 613 |
Release | : 2013-09-11 |
Genre | : Social Science |
ISBN | : 0804170053 |
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.
Author | : Steven Heller |
Publisher | : Taschen America Llc |
Total Pages | : 351 |
Release | : 2006 |
Genre | : Art |
ISBN | : 9783822850817 |
Provides a pictorial tour of advertisements from the 1970s, including categories such as automobiles, travel, interiors, entertainment, fashion, alcohol, business, consumer products, and food and beverages.
Author | : Shelly Rodgers |
Publisher | : Routledge |
Total Pages | : 548 |
Release | : 2019-04-15 |
Genre | : Business & Economics |
ISBN | : 1351208292 |
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.