The What How And Why Of Advertising Masters Of Marketing Secrets Unknown Basics That Shape Ad Response
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| Author | : Dr. Robert C. Worstell |
| Publisher | : Lulu.com |
| Total Pages | : 115 |
| Release | : 2014-05-29 |
| Genre | : Business & Economics |
| ISBN | : 1312099976 |
"ADVERTISING should be judged only by the goods it is conclusively known to sell, at a given cost. Mere opinions on Advertising Copy should be excluded from consideration, because opinions on Advertising are conflicting as opinions on Religion. "But, it is different with Advertising, as it is with Mechanics or with Medicine, all three of which can be conclusively tested. "Many Advertisers, however, seem satisfied to spend their money on mere Opinions about Advertising when they might have invested it on Evidence about Advertising. "When it is anything less than Salesmanship it is not real Advertising, but only 'General Publicity.' And, 'General Publicity' admittedly claims only to 'Keep the Name before the People,' — to produce a 'General impression on the Trade,' and to 'Influence Sales' for the salesmen. "The only way to judge Advertising is to judge it by the amount of goods It is conclusively known to Sell, at a given cost." Get this copy for yourself and learn these Secrets...
| Author | : Y?lmaz, Recep |
| Publisher | : IGI Global |
| Total Pages | : 383 |
| Release | : 2017-02-01 |
| Genre | : Business & Economics |
| ISBN | : 152252374X |
The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.
| Author | : Yilmaz, Recep |
| Publisher | : IGI Global |
| Total Pages | : 400 |
| Release | : 2019-06-28 |
| Genre | : Business & Economics |
| ISBN | : 1522597913 |
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
| Author | : Dr. Robert C. Worstell |
| Publisher | : Lulu.com |
| Total Pages | : 74 |
| Release | : 2014-05-29 |
| Genre | : Business & Economics |
| ISBN | : 1312100583 |
This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. My only claim for credit is that I have probably worked twice as long as anybody else in this field. I have lived for many years in a vortex of advertising. Naturally I learned more from experience than those who had a lesser chance. Now I want that experience, so far as possible, to help others avoid the same difficult climb. Every pioneer should blaze his trail. That is all I have tried to do. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. Then, with the efforts I here describe, I hope you can now attain some peaks in advertising beyond any of us to date. - Claude C. Hopkins
| Author | : Sanjay Tiwari |
| Publisher | : |
| Total Pages | : 322 |
| Release | : 2003 |
| Genre | : Advertising |
| ISBN | : 9788178292175 |
| Author | : Erik Du Plessis |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 268 |
| Release | : 2005 |
| Genre | : Business & Economics |
| ISBN | : 9780749443665 |
Du Plessis draws on information about the working of the human brain from psychologists, neurologists, and artificial intelligence specialists to suggest why "ad-liking" is such an important factor in advertisement and how it predisposes consumers to buy the brand that is being advertised.
| Author | : David M Jones |
| Publisher | : Routledge |
| Total Pages | : 200 |
| Release | : 2015-03-26 |
| Genre | : Business & Economics |
| ISBN | : 1317452119 |
The "accepted wisdom" in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. "When Ads Work" argues the opposite - that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength) - a measure of the immediate effect of advertising on sales - the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. "When Ads Work" offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
| Author | : Richard Earle |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 342 |
| Release | : 2002 |
| Genre | : Business & Economics |
| ISBN | : 9780071387026 |
"Richard Earle has written an invaluable book about how to use the medium for the benefit of the people instead of just selling Doritoes. I applaud him for making this contribution and reminding us of how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men ... and Other Sorry Excuses for the State of Nation! and film producer of Roger & Me This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertising and print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste."
| Author | : Tracy Arrington |
| Publisher | : Crown |
| Total Pages | : 218 |
| Release | : 2018-04-03 |
| Genre | : Business & Economics |
| ISBN | : 0451496728 |
Providing unique, accessible lessons on advertising, this title in the bestselling 101 Things I Learned® series is a perfect resource for students, recent graduates, general readers, and even seasoned professionals. The advertising industry is fast paced and confusing, and so is advertising school. This installment in the 101 Things I Learned® series is for the student lost in a sea of jargon, data, and creative dead-ends. One hundred and one illustrated lessons offer thoughtful, entertaining insights into consumer psychology, media, audience targeting, creativity, and design, illuminating a range of provocative questions: Why is half of advertising bound to fail? Why should a mug in an ad be displayed with its handle to the right? How did the ban on cigarette advertising create more smokers? Why do people fall for propaganda? When doesn’t sex sell? Written by an experienced advertising executive and instructor, 101 Things I Learned® in Advertising School is sure to appeal to students, to seasoned professionals seeking new ways to craft an ad campaign, and to small-business owners looking to increase awareness of their brand.
| Author | : Roy H. Williams |
| Publisher | : Wizard of Ads |
| Total Pages | : 240 |
| Release | : 1999 |
| Genre | : Business & Economics |
| ISBN | : 9781885167392 |
The author of "The Wizard Of Ads" offers guidance for putting advertising principles into action--and shows how to write compelling ad copy, price products and services, and formulate a plan for a small business.
