Products related to Advertising:
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Global Marketing and Advertising : Understanding Cultural Paradoxes
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 or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models.Includes discussion of how Covid-19 has impacted globalization.More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
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Outdoor Advertising (RLE Advertising)
The poster as we know it dates from the Industrial Revolution, although one form of outdoor advertising has existed for many centuries.Industrialisation meant that producer became separated from consumer while production for mass consumption rapidly increased, so that a development was necessary in the methods employed in bringing to public notice the merits and very existence of many goods.Billsticking began, a business rife with skulduggery, and in the second half of the nineteenth century an enterprising billposter took the step that changed outdoor advertising forever: he rented a site.From there the industry has grown apace, and Outdoor Advertising makes sense of these changes by looking at its practical side, the contractor, the agent, the designer, and the planning side, including site selection, as well as looking at specific campaigns and how their audience have received them.This, then, is a book about outdoor advertising, its design and colourful presentation, its place in the advertising and marketing story. First published in 1953.
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My Life in Advertising and Scientific Advertising
Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C.Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.
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Scientific Advertising
Price: 5.47 £ | Shipping*: 3.99 £
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What is a cultural heritage?
Cultural heritage refers to the traditions, customs, beliefs, and artifacts that are passed down from generation to generation within a society. It encompasses the tangible and intangible aspects of a culture, including historical sites, monuments, art, music, language, and rituals. Cultural heritage plays a crucial role in shaping a community's identity and preserving its unique heritage for future generations. It is an important part of a society's history and contributes to its sense of belonging and continuity.
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What is brand advertising and industry advertising?
Brand advertising is a type of advertising that focuses on promoting a specific brand and its unique attributes, values, and personality. It aims to create a strong and positive association with the brand in the minds of consumers, ultimately leading to increased brand awareness, loyalty, and sales. Industry advertising, on the other hand, is a type of advertising that promotes an entire industry or category of products or services, rather than a specific brand. It aims to educate and inform consumers about the benefits and value of the industry as a whole, rather than focusing on individual brands. Industry advertising often seeks to shape consumer perceptions and attitudes towards the industry, and may be used to address common misconceptions or negative perceptions.
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Is the Drachenschanze a German cultural heritage site?
Yes, the Drachenschanze is considered a German cultural heritage site. It is a historic site in the Harz Mountains that has been preserved and protected due to its cultural significance. The Drachenschanze is a medieval fortification that played a role in the region's history, making it an important part of Germany's cultural heritage. Its historical and architectural significance has led to its recognition as a cultural heritage site in Germany.
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Who is responsible for creativity? Advertising and advertising slogans.
Creativity in advertising and advertising slogans is the responsibility of the advertising agency and its creative team. These professionals are tasked with coming up with innovative and attention-grabbing ideas that effectively communicate the brand's message to the target audience. They are responsible for brainstorming, conceptualizing, and executing creative campaigns and slogans that resonate with consumers and differentiate the brand from its competitors. Ultimately, the success of advertising creativity lies in the hands of the creative minds behind the campaigns.
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Advertising Disability
Advertising Disability invites Cultural Disability Studies to consider how advertising, as one of the most ubiquitous forms of popular culture, shapes attitudes towards disability.The research presented in the book provides a much-needed examination of the ways in which disability and mental health issues are depicted in different types of advertising, including charity 'sadvertisements', direct-to-consumer pharmaceutical advertisements and 'pro-diversity' brand campaigns.Textual analyses of advertisements from the eighteenth century onwards reveal how advertising reinforces barriers facing disabled people, such as stigmatising attitudes, ableist beauty 'ideals', inclusionism and the unstable crutch of charity.As well as investigating how socio-cultural meanings associated with disability are influenced by multimodal forms of communication in advertising, insights from empirical research conducted with disabled women in the United Kingdom and the United States are provided.Moving beyond traditional textual approaches to analysing cultural representations, the book emphasises how disabled people and activists develop counternarratives informed by their personal experiences of disability, challenging ableist messages promoted by advertisements.From start to finish, activist concepts developed by the Disabled People's Movement and individuals' embodied knowledge surrounding disability, impairments and mental health issues inform critiques of advertisements. Its critically informed approach to analysing portrayals of disability is relevant to advertisers, scholars and students in advertising studies and media studies who are interested in portraying diversity in marketing and promotional materials as well as scholars and students of disability studies and sociology more broadly.
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Effective Advertising : Understanding When, How, and Why Advertising Works
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!"Tellis has done a remarkable job.He has brought together an amazingly diverse literature.Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff.Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."--Alan G.Sawyer, University of FloridaEffective 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, such as:* Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism.It will also be an invaluable reference for professionals and researchers working in these fields.
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Sustainable Advertising : How Advertising Can Support a Better Future
Sustainable Advertising is a manifesto for the world's advertising industry, a case for change globally: 'to change the way we work and to change the work we make'.This is the book every advertising and marketing professional needs to make every ad a sustainable ad. Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money.Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis. This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals.It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University's Said Business School, the Advertising Standards Authority and dentsu.Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.
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Strategic Advertising Management
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications.Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works. Using real world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy. With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive and complete guide to the rapidly evolving landscape of the advertising industry. Digital formats and resourcesThe sixth edition is available for students and institutions to purchase in a variety of formats, and is supported by online resources. - The ebook offers a mobile experience and convenient access along with functionality tools, navigation features, and links that offer extra learning support: www.oxfordtextbooks.co.uk/ebooksThis book is accompanied by the following online resources:For students:Flashcard glossaryAdditional questionsFurther reading Web linksVideo links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries For lecturers:Case study source linksSuggested case histories from World Advertising Research CouncilSuggested classroom exercisesPowerPoint slidesFigures, tables, and adverts from the textbookWeb links
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Is individual advertising and single advertising the same thing?
Individual advertising and single advertising are not the same thing. Individual advertising refers to targeting specific individuals or small groups with personalized messages, often using data-driven targeting techniques. On the other hand, single advertising typically refers to a one-time ad placement or campaign, without necessarily targeting specific individuals. While individual advertising focuses on personalization and targeting, single advertising may be more general and broad in its approach.
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What distinguishes good advertising from bad advertising? Provide examples.
Good advertising is distinguished by its ability to effectively communicate the benefits of a product or service to the target audience in a creative and engaging way. It should be memorable, persuasive, and evoke a positive emotional response. For example, Apple's "Think Different" campaign is considered good advertising as it successfully conveyed the brand's innovative and rebellious spirit, resonating with consumers on a deeper level. On the other hand, bad advertising is characterized by being overly pushy, misleading, or irrelevant to the audience. An example of bad advertising would be Pepsi's controversial ad featuring Kendall Jenner, which was criticized for trivializing social justice movements and lacking authenticity.
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Is advertising tasteless?
Advertising can be considered tasteless when it uses offensive or inappropriate content to grab attention. However, not all advertising is tasteless, as some ads are creative, informative, and entertaining. It ultimately depends on the approach and execution of the advertisement in question. Advertisers should strive to create content that is respectful, engaging, and relevant to their target audience to avoid being perceived as tasteless.
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Is advertising aggressive?
Advertising can be aggressive in the sense that it aims to capture the attention of consumers and persuade them to purchase a product or service. Some advertising tactics may use bold or assertive language, imagery, or messaging to create a sense of urgency or desire. However, not all advertising is aggressive, as some campaigns may focus on more subtle or informative approaches to reach their target audience. Ultimately, the level of aggression in advertising can vary depending on the specific goals and strategies of the advertiser.
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