Описание: Choice Outstanding Academic Title 2014 In what was a golden age of British advertising, the notion of the 'peacock male' was a strong theme in fashion promotion, reflecting a new affluence and the emergence of stylish youth cultures. Based on a detailed study of rich archival material, this pioneering study examines the production, circulation and consumption of print, television and cinema publicity for men's clothing in Britain during the second half of the twentieth century. The study explores design issues and period style in advertising, the role of market research and consumer psychology in determining target audiences, the idea of the 'new man' in representing fashionable masculinities, and the various ways that menswear retailers and brands dealt with sex and gender, race, class and age. From y-fronts to Austin Reed suits to Levi's jeans, menswear advertising epitomised the themes, stereotypes, contradictions and ambiguities of masculinity in an age of great social change. This meticulously researched and detailed work of scholarship will be essential reading for students and scholars of fashion, history, sociology, advertising, media, cultural and gender studies.
Автор: Veksner, Simon Название: 100 Ideas that Changed Advertising ISBN: 1780675569 ISBN-13(EAN): 9781780675565 Издательство: Laurence King Рейтинг: Цена: 3028.00 р. Наличие на складе: Поставка под заказ.
Описание: A chronicle of the key ideas that have shaped the adverts we see everyday, this book offers an insight into a moving industry. Arranged broadly chronologically, it looks at the overnight revolutions, the flashes of inspiration and the long-term evolutions that advertisers have wrought upon their industry.
Автор: Batra Rajeev Название: The Psychology of Design ISBN: 0765647605 ISBN-13(EAN): 9780765647603 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.
Автор: Des Freedman, Jonathan Obar, Cheryl Martens, Robert W. McChesney Название: Strategies for Media Reform: International Perspectives ISBN: 082327165X ISBN-13(EAN): 9780823271658 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 4891.00 р. Наличие на складе: Нет в наличии.
Описание:
Media reform plays an increasingly important role in the struggle for social justice. As battles are fought over the future of investigative journalism, media ownership, spectrum management, speech rights, broadband access, network neutrality, the surveillance apparatus, and digital literacy, what effective strategies can be used in the pursuit of effective media reform? Prepared by thirty-three scholars and activists from more than twenty-five countries, Strategies for Media Reform focuses on theorizing media democratization and evaluating specific projects for media reform. This edited collection of articles offers readers the opportunity to reflect on the prospects for and challenges facing campaigns for media reform and gathers significant examples of theory, advocacy, and activism from multinational perspectives.
Автор: Fletcher Winston Название: Advertising: A Very Short Introduction ISBN: 0199568928 ISBN-13(EAN): 9780199568925 Издательство: Oxford Academ Рейтинг: Цена: 1582.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
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: Einstein, Mara, Название: Advertising : ISBN: 0190625880 ISBN-13(EAN): 9780190625887 Издательство: Oxford Academ Рейтинг: Цена: 7602.00 р. Наличие на складе: Поставка под заказ.
Описание: 3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know(R) helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of "Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?
Автор: McIntyre Charles Название: Multi-Channel Marketing, Branding and Retail Design ISBN: 178635456X ISBN-13(EAN): 9781786354563 Издательство: Emerald Рейтинг: Цена: 16260.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.
Автор: Williams, Eliza Название: This is Advertising ISBN: 1856696472 ISBN-13(EAN): 9781856696470 Издательство: Laurence King Рейтинг: Цена: 3787.00 р. Наличие на складе: Поставка под заказ.
Описание: Addresses the changes that are occurring within advertising, from the perspective of key figures within the industry. This book is split into five chapters, which deal with the main themes relevant to the advertising industry today: Digital, Branded, Ambient, Integrated and Self-Initiated. Each chapter contains a series of case studies.
Автор: Mould David H. Название: Postcards from Stanland: Journeys in Central Asia ISBN: 0821421778 ISBN-13(EAN): 9780821421772 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 3129.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Central Asia has long stood at the crossroads of history. It was the staging ground for the armies of the Mongol Empire, for the nineteenth-century struggle between the Russian and British empires, and for the NATO campaign in Afghanistan. Today, multinationals and nations compete for the oil and gas reserves of the Caspian Sea and for control of the pipelines. Yet “Stanland” is still, to many, a terra incognita, a geographical blank.
Beginning in the mid-1990s, academic and journalist David Mould’s career took him to the region on Fulbright Fellowships and contracts as a media trainer and consultant for UNESCO and USAID, among others. In Postcards from Stanland, he takes readers along with him on his encounters with the people, landscapes, and customs of the diverse countries—Kazakhstan, Kyrgyzstan, Tajikistan, and Uzbekistan—he came to love. He talks with teachers, students, politicians, environmental activists, bloggers, cab drivers, merchants, Peace Corps volunteers, and more.
Until now, few books for a nonspecialist readership have been written on the region, and while Mould brings his own considerable expertise to bear on his account—for example, he is one of the few scholars to have conducted research on post-Soviet media in the region—the book is above all a tapestry of place and a valuable contribution to our understanding of the post-Soviet world.
Автор: Kerrigan Finola Название: Film Marketing ISBN: 1138013366 ISBN-13(EAN): 9781138013360 Издательство: Taylor&Francis Рейтинг: Цена: 8114.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
The role of the film marketer is both vital and challenging. Promotion is one of the industry's biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market conditions make this a unique industry and film marketing a specific and demanding skill set that requires attention early in the career of any marketing student looking to progress in the industry.
This new edition of Film Marketing is a thorough update of the first textbook in film promotion. Like in the first edition, Kerrigan takes a socio-cultural, as well as a business view of film marketing and its impact, covering different approaches to promotion according to different aims and audiences internally and externally, and across the world. This book addresses all areas of film marketing from the rigorous perspective of someone with first-hand knowledge of the trade. This new edition also includes:
Additional pedagogy and visual examples to reinforce key points
A more international range of cases and coverage of non-Western markets to give a global overview of film marketing across the world
New and expanded sections on social media, digital promotion, transmedia and crowdfunding
This is the original film marketing text which no engaged film or marketing student should be without.
Описание: To effectively plan, implement, and evaluate Integrated Marketing Communications (IMC) programs, one must understand the overall marketing process, consumer behavior, and communications theory. Belch/Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective draws from the authors' extensive research in advertising, consumer behavior, communications, marketing, sales promotion, and other fields to give students a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies. In addition to thorough coverage of advertising, Belch's eleventh edition has chapters on sales promotion, direct marketing, the Internet including social media and mobile marketing, support media such as outdoor advertising, product placement and integration, and publicity/public relations, with emphasis on the integration of advertising with other promotional-mix elements and the need to understand their role and overall contribution.
Автор: De Mooij, Marieke Название: Global marketing and advertising ISBN: 1544318146 ISBN-13(EAN): 9781544318141 Издательство: Sage Publications Рейтинг: Цена: 8395.00 р. Наличие на складе: Поставка под заказ.
Описание: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions.
Updates to the new edition include:
Information and findings from recent studies, as well as new topics, including global public relations, culture and the media, and culture and the Internet. Global examples, with new cases from countries in Asia and Africa Includes broader background theory on usage differences of new digital media, along with more extensive coverage of consumer behavior.
A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Suitable reading for students of International Marketing, Global Advertising or practitioners in global marketing departments.
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