Excellence in Advertising: The IPA Guide to Best Practice, Leslie Butterfield
Старое издание
Автор: Sergio Zyman Название: The End of Advertising as We Know It ISBN: 047142966X ISBN-13(EAN): 9780471429661 Издательство: Wiley Рейтинг: Цена: 1582.00 р. Наличие на складе: Поставка под заказ.
Описание: A follow-up to the book "The End of Marketing As We Know It", this work argues that the business of advertising as we know it is dead. It uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising - sell the product.
Описание: How to create Madison Avenue advertising on a Main Street budget? This third edition shows readers how to successfully create high-impact advertising on a limited budget. It offers practical, tested techniques and hard-earned insights into every major form of advertising, from newspaper and magazine ads, flyers and brochures to direct mail, radio, catalogues, and publicity. This new edition has also been revised and expanded to include advertising over the internet and new desktop publishing techniques. It reveals which sites are worthwhile forums and wt internet tactics work. Hahn presents thorough and engaging information on the best ways to harness technology and to grab attention through a number of venues. In addition, he enlists experts like Tom Davis to speak on Yellow Page advertising; Robert Killian to explain Brand Equity Analysis; and other experts in their respective fields to comment on the best ways to harness technology and to grab attention through a number of venues. Fred E. Hahn (Evanston, IL) is an independent consultant with more than thirty-five years of experience in the advertising business.
Описание: Explains the principles and practices of advertising and other marketing communication functions. This book presents various ways in which companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent.
Автор: Belch Название: Advertising and promotion with powerweb ISBN: 0071108521 ISBN-13(EAN): 9780071108522 Издательство: McGraw-Hill Цена: 6691.00 р. Наличие на складе: Поставка под заказ.
Описание: Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, by Belch and Belch, is the number one text in the Advertising market. As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer. The integrated marketing communications perspective, (the theme of the text), catapults the reader into the business practices of the 21st century.
Автор: Arens Название: Essentials of contemporary advertising ISBN: 0071106278 ISBN-13(EAN): 9780071106276 Издательство: McGraw-Hill Цена: 6347.00 р. Наличие на складе: Поставка под заказ.
Описание: There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the "brand conversation medium". Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it's role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury's, British Airways, Carphone Warehouse, BT and thritish Government.
Автор: Larry Percy, Richard Elliott Название: Strategic Advertising Management 2ed ISBN: 0199274894 ISBN-13(EAN): 9780199274895 Издательство: Oxford Academ Цена: 5384.00 р. Наличие на складе: Поставка под заказ.
Описание: Deals with advertising management from a strategic perspectiveBuilds on both academic insights and real world experience to provide a useful blend of advertising theory and practiceEuropean focusNumerous examples of successful advertising images and accompanying commentaryCompanion web site including for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercisesNew to this editionExpanded chapter introductions with chapter objectives and learning outcomes.Significantly expanded chapter on 'Communication Strategy', including a more detailed discussion of the Rossiter and Percy Grid.Significantly expanded chapter on 'Processing the Message', especially the areas of emotion and memory.Inclusion of business-to-business examples.Includes additional material taking into account changes in, and current thinking about, the Internet and interactive media in general.An umbrella model tying together the strategic planning process.Extensive new material on positioning.New insights into learning and memory resulting from recent developments in neuropsychology.Expanded discussion of the role emotion plays in advertising.Clear advice on the strategic as well as creative implications of the brand attitude strategy grid.An extensive glossary of key terms. The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic rather than simply a descriptive standpoint and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. COMPANION WEB SITE: Accompanying the new edition will be a comprehensive companion web site containing, for lecturers: PowerPoint slides and questions and exercises to test students; and for students: links to IPA case histories, web links, references to further reading, and questions and exercises
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
