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Author: William F. Arens
Publisher: McGraw-Hill Companies
Published: 2006
Total Pages: 0
ISBN-13: 9780073135694
DOWNLOAD EBOOKAdventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....
Author: Kim Bartel Sheehan
Publisher: SAGE Publications
Published: 2013-07-18
Total Pages: 336
ISBN-13: 1483315436
DOWNLOAD EBOOKPresenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.
Author: William F. Arens
Publisher: McGraw-Hill Higher Education
Published: 2009
Total Pages: 558
ISBN-13: 9780071287579
DOWNLOAD EBOOKExploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.
Author: William F. Arens
Publisher: Irwin Professional Pub
Published: 2001-08-01
Total Pages: 614
ISBN-13: 9780072500417
DOWNLOAD EBOOKContemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.
Author: Kim B. Rotzoll
Publisher: University of Illinois Press
Published: 1996
Total Pages: 228
ISBN-13: 9780252065422
DOWNLOAD EBOOKWhy are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.
Author: Hélène de Burgh-Woodman
Publisher: Springer
Published: 2018-03-31
Total Pages: 275
ISBN-13: 3319779443
DOWNLOAD EBOOKThis is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.
Author: Bikramjit Rishi
Publisher: Routledge
Published: 2017-07-28
Total Pages: 273
ISBN-13: 1317193989
DOWNLOAD EBOOKIn a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.
Author: Outi Niininen
Publisher: Routledge
Published: 2021-11-29
Total Pages: 257
ISBN-13: 1000488497
DOWNLOAD EBOOKThis book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: Big Data, Artificial Intelligence and Analytics in Digital Marketing Emerging technologies and how they can enhance User Experience How ‘digital’ is changing servicescapes Issues surrounding ethics and privacy Current and future issues surrounding Social Media Key considerations for the future of Digital Marketing Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.
Author: Mo Willan
Publisher: Bloomsbury Publishing
Published: 2021-10-05
Total Pages: 273
ISBN-13: 1472988574
DOWNLOAD EBOOKAn essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs
Author: Roxanne Hovland
Publisher: N T C Business Books
Published: 1989
Total Pages: 562
ISBN-13:
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