Advertising and Democracy in the Mass Age, Terence H. Qualter

Автор: Spring
Название: Advertising in the Age of Persuasion
ISBN: 1137347171 ISBN-13(EAN): 9781137347176
Издательство: Springer
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Цена: 4191.00 р.
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Описание: Beginning with World War II, and girded by the Cold War, American advertisers, brand name corporations, and representatives of the federal government institutionalized a system of consumer capitalism which they called free enterprise.

Автор: Jones J
Название: The Advertising Business
ISBN: 0761912398 ISBN-13(EAN): 9780761912392
Издательство: Sage Publications
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Цена: 25027.00 р.
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Описание: This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank` of theory and practice for advertising students and professionals.

Автор: Fletcher Winston
Название: Advertising: A Very Short Introduction
ISBN: 0199568928 ISBN-13(EAN): 9780199568925
Издательство: Oxford Academ
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Цена: 1582.00 р.
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Описание: Advertising is riddled with myths and misunderstandings. It is believed to be both immensely powerful yet immensely wasteful, to increase economic prosperity and to be morally questionable. Neither its historic origins nor its modern operations are well understood. This Very Short Introduction will tell the truth about how advertising works.

Автор: Tellis G
Название: Effective Advertising
ISBN: 0761922539 ISBN-13(EAN): 9780761922537
Издательство: Sage Publications
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Цена: 17266.00 р.
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Описание: Understanding 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.

Автор: Hackley C
Название: Advertising and Promotion
ISBN: 0761941541 ISBN-13(EAN): 9780761941545
Издательство: Sage Publications
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Цена: 3958.00 р.
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Описание: Offers an account of how advertising is created and explains how advertising comes to cast its shadow over contemporary consumer culture. This book includes many case examples drawn from major international campaigns to illustrate the power of advertising to portray brand `personalities` in terms that resonate with consumers across many cultures.