Ads to Icons
Ads to Icons

Author: Paul Springer

Publisher: Kogan Page Publishers

Published: 2009-08-03

Total Pages: 368

ISBN-13: 0749458348

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The second edition of Ads to Icons examines current and future trends in advertising. Through 50 updated international case studies of new and iconic advertising campaigns, author Paul Springer identifies why they were successful and analyses their contribution to the continued development of advertising. New digital formats analysed include Google's AdSense and AdWords, which reworked their search facility as a revenue-generating advertising service. The growing potential of the Internet as an advertising vehicle is illustrated. This updated new edition includes an online campaign entitled Non Stop Fernando, a campaign that exploits the potential of online film. It also features the new Nike+ case study, which details Nike's third party association with Apple iPod through Nike+ and brought together Apple's digital know-how and music expertise with Nike's industry sector experience. The author shows how traditional media have been revitalised by the adoption of revolutionary approaches to their use, making the resulting adverts more creative and impactful than before. Other campaigns have extended beyond conventional formats, including the first personal SMS text messaging campaign for Cadbury chocolate and Levi's creation of a brand character, Flat Eric, to drive viral communication before the television commercials aired. Finally, the impact on the structure of agencies and job functions is discussed, illustrated by profiles of industry professionals.

What Makes The Marketing Campaign Successful
What Makes The Marketing Campaign Successful

Author: Akshat Bisht

Publisher: Evincepub

Published: 2024-05-30

Total Pages: 270

ISBN-13: 9356737290

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What makes the marketing campaign successful is a book consists of 7 top most successful marketing campaign launched by worlds biggest brand’s. Each chapter explores the genesis, execution, and lasting impact of campaigns like Snickers’ humorous take on hunger and Nike’s empowering “Just Do It” ethos. Through meticulous research and compelling storytelling, the book uncovers the secrets behind their success, offering invaluable lessons for marketers and enthusiasts alike. From Dove challenging beauty standards to Old Spice revolutionizing men’s grooming, these campaigns have left a lasting imprint worldwide, showcasing the power of creativity and strategic vision in marketing.

Fostering Sustainable Behavior
Fostering Sustainable Behavior

Author: Doug McKenzie-Mohr

Publisher: New Society Publishers

Published: 2011-02-01

Total Pages: 184

ISBN-13: 1550924621

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The highly acclaimed manual for changing everyday habits-now in an all-newthird edition! We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved. How then do we go about transforming people's good intentions into action? Fostering Sustainable Behavior explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behavior change tools, and case studies. Learn how to: target unsustainable behaviors, and identify the barriers to change understand various commitment strategies communicate effective messages enhance motivation and invite participation. The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.

Digital Marketing Essentials: Strategies for the Modern Business
Digital Marketing Essentials: Strategies for the Modern Business

Author: Cybellium

Publisher: Cybellium

Published:

Total Pages: 231

ISBN-13: 1836790058

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Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com

Modern Marketing Principles and Practices
Modern Marketing Principles and Practices

Author: Dr. SURJIT VICTOR , Dr. DEVULAPALLI RAGHAVA, Dr. JITENDRA KUMAR SAHU, Dr. SASIKALA DEVI D

Publisher: RK Publication

Published: 2024-07-25

Total Pages: 309

ISBN-13: 8197781192

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Modern Marketing Principles and Practices highlighted the core concepts and latest trends shaping the marketing landscape today. Covering both traditional approaches and cutting-edge digital strategies, this book explores consumer behavior, market segmentation, branding, and content creation, alongside emerging topics like social media, influencer marketing, and data analytics. It also addresses the importance of customer-centric marketing and the role of ethics in building brand loyalty. With practical insights and real-world examples, this book equips readers with the knowledge and tools to navigate the complexities of modern marketing, making it ideal for students, professionals, and entrepreneurs.

Discovering Public Relations
Discovering Public Relations

Author: Karen Freberg

Publisher: SAGE Publications

Published: 2024-01-09

Total Pages: 486

ISBN-13: 1071878255

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Discovering Public Relations introduces students to the field of PR in a practical, applied, and hands-on way that prepares them for the modern workplace. Author Karen Freberg highlights modern and contemporary PR practices, emphasizing social media, digital communication, and creative innovation. Understanding that creativity alone can’t create success, Freberg shows students how to choose and implement evidence-based practices to guide their strategic campaigns. The Second Edition transforms students into successful PR professionals by giving them the tools to think creatively, innovate effectively, and deploy research-backed tactics for successful campaigns. This title is accompanied by a complete teaching and learning package. Contact your Sage representative to request a demo. Learning Platform / Courseware Sage Vantage is an intuitive learning platform that integrates quality Sage textbook content with assignable multimedia activities and auto-graded assessments to drive student engagement and ensure accountability. Unparalleled in its ease of use and built for dynamic teaching and learning, Vantage offers customizable LMS integration and best-in-class support. It’s a learning platform you, and your students, will actually love. Learn more. Assignable Video with Assessment Assignable video (available in Sage Vantage) is tied to learning objectives and curated exclusively for this text to bring concepts to life. Watch a sample video now. LMS Cartridge: Import this title’s instructor resources into your school’s learning management system (LMS) and save time. Don’t use an LMS? You can still access all of the same online resources for this title via the password-protected Instructor Resource Site. Learn more.

Brand Strategy in Three Steps
Brand Strategy in Three Steps

Author: Jay Mandel

Publisher: Kogan Page Publishers

Published: 2023-06-03

Total Pages: 257

ISBN-13: 1398609803

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Learn how to create an authentic and consistent brand strategy by focusing on the values of your company. This book breaks this process into three steps focused on brand identity, setting intentions and implementing the resulting strategy. To consistently appeal to consumers, a brand needs to implement a strong strategy that delivers a memorable experience. There are two other essential stages of this process, and the companies who skip over these risk seeming out of touch and inauthentic. In Brand Strategy in Three Steps, branding coach Jay Mandel takes readers through an innovative and efficient three-step approach to brand strategy centered on identity, intention and implementation. Brand Strategy in Three Steps highlights the importance of communicating value to consumers through meaningful interactions. Jay Mandel walks readers through the best branding strategies for new companies and established ones looking to revamp their approach, providing thoughtful exercises to help readers map a living brand document. The book helps readers through the three essential steps of brand strategy: identifying their core values as a company, determining how this relates to the product or service and tying these together when rolling out the strategy. Readers will gain the practical insight necessary to launch a successful, purposeful brand strategy and go-to-market plan.

Commodity Activism
Commodity Activism

Author: Roopali Mukherjee

Publisher: NYU Press

Published: 2012-02

Total Pages: 316

ISBN-13: 0814764002

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Buying (RED) products—from Gap T-shirts to Apple—to fight AIDS. Drinking a “Caring Cup” of coffee at the Coffee Bean & Tea Leaf to support fair trade. Driving a Toyota Prius to fight global warming. All these commonplace activities point to a central feature of contemporary culture: the most common way we participate in social activism is by buying something. Roopali Mukherjee and Sarah Banet-Weiser have gathered an exemplary group of scholars to explore this new landscape through a series of case studies of “commodity activism.” Drawing from television, film, consumer activist campaigns, and cultures of celebrity and corporate patronage, the essays take up examples such as the Dove “Real Beauty” campaign, sex positive retail activism, ABC’s Extreme Home Makeover, and Angelina Jolie as multinational celebrity missionary. Exploring the complexities embedded in contemporary political activism, Commodity Activism reveals the workings of power and resistance as well as citizenship and subjectivity in the neoliberal era. Refusing to simply position politics in opposition to consumerism, this collection teases out the relationships between material cultures and political subjectivities, arguing that activism may itself be transforming into a branded commodity.

The SAGE International Encyclopedia of Mass Media and Society
The SAGE International Encyclopedia of Mass Media and Society

Author: Debra L. Merskin

Publisher: SAGE Publications

Published: 2019-11-12

Total Pages: 4674

ISBN-13: 1483375544

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The SAGE International Encyclopedia of Mass Media and Society discusses media around the world in their varied forms—newspapers, magazines, radio, television, film, books, music, websites, social media, mobile media—and describes the role of each in both mirroring and shaping society. This encyclopedia provides a thorough overview of media within social and cultural contexts, exploring the development of the mediated communication industry, mediated communication regulations, and societal interactions and effects. This reference work will look at issues such as free expression and government regulation of media; how people choose what media to watch, listen to, and read; and how the influence of those who control media organizations may be changing as new media empower previously unheard voices. The role of media in society will be explored from international, multidisciplinary perspectives via approximately 700 articles drawing on research from communication and media studies, sociology, anthropology, social psychology, politics, and business.

The Advertising Effect
The Advertising Effect

Author: Adam Ferrier

Publisher: Oxford University Press, USA

Published: 2014

Total Pages: 0

ISBN-13: 9780195593921

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Respected advertising insider, Adam Ferrier, reveals techniques used by some of the best-known brands across the globe. These are grounded in psychological theory with award winning real world examples and explore most effective way to change behaviour is through action rather than conventional advertising practices (emotional or rational persuasion).