Effective Television Advertising
Author: David W. Stewart
Publisher: Free Press
Published: 1986
Total Pages: 178
ISBN-13: 9780669117516
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Brought to You By
Author: Lawrence R. Samuel
Publisher: University of Texas Press
Published: 2009-03-06
Total Pages: 441
ISBN-13: 0292774761
DOWNLOAD EBOOK“A lively history” of how TV advertising became a defining force in American culture between 1946 and 1964(Technology and Culture). The two decades following World War II brought television into homes and, of course, television commercials. Those commercials, in turn, created an image of the postwar American Dream that lingers to this day. This book recounts how advertising became a part of everyday lives and national culture during this midcentury period, not only reflecting consumers’ desires but shaping them, and broadcasting a vivid portrait of comfort, abundance, ease, and happy family life and, of course, keeping up with the Joneses. As the author asserts, it’s nearly impossible to understand our culture without contemplating these visual celebrations of conformity and consumption, and this insightful, entertaining volume of social history helps us do just that.
Advertising to Children on TV
Author: Barrie Gunter
Publisher: Routledge
Published: 2004-09-22
Total Pages: 346
ISBN-13: 1135626308
DOWNLOAD EBOOKConcern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
Financial Dimensions of Marketing Decisions
Author: David W. Stewart
Publisher: Springer
Published: 2019-05-04
Total Pages: 257
ISBN-13: 303015565X
DOWNLOAD EBOOKThis book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.
Effective Advertising
Author: Gerard J. Tellis
Publisher: SAGE
Published: 2003-11-20
Total Pages: 217
ISBN-13: 1452276749
DOWNLOAD EBOOKRecently 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 Florida 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, 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.
The Ad-Makers
Author: Tom von Logue Newth
Publisher: CRC Press
Published: 2013-10-30
Total Pages: 177
ISBN-13: 1136016961
DOWNLOAD EBOOKThe Ad-Makers looks at the cinematic form where commerce and creativity collide most dramatically: the TV commercial. Featuring interviews from top professionals in the field, the book provides the kind of behind-the-scenes expertise that it usually takes a lifetime of professional practice to acquire. Gathered from the disciplines of cinematography, directing, producing, and editing, the filmmakers tell the stories behind the making of some of the world’s top commercials. Each chapter includes an overview of best practice and a host of images—stills from the spots themselves and concept visuals. Exploring the creative process from conception to post-production, The Ad-Makers also covers developments within the industry precipitated by the digital age and the new challenges placed on ad-making by the explosion of social media. With special focus on the shooting and production elements of making a television advert, this book is ideal for all filmmakers who want to build a career in advertising or even feature films. • The stories behind some of the best-known TV commercials, as told by the people who made them • Top producers, designers, storyboarders, directors, editors, and visual effects creatives reveal the secrets of the television advertising industry
Life After the 30-Second Spot
Author: Joseph Jaffe
Publisher: John Wiley & Sons
Published: 2005-06-10
Total Pages: 306
ISBN-13: 0471738697
DOWNLOAD EBOOKThe old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."
Accountable Marketing
Author: David W Stewart
Publisher: Routledge
Published: 2016-02-05
Total Pages: 299
ISBN-13: 1317274830
DOWNLOAD EBOOKAccountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
In Defense of Negativity
Author: John G. Geer
Publisher: University of Chicago Press
Published: 2008-07-29
Total Pages: 221
ISBN-13: 0226285006
DOWNLOAD EBOOKAmericans tend to see negative campaign ads as just that: negative. Pundits, journalists, voters, and scholars frequently complain that such ads undermine elections and even democratic government itself. But John G. Geer here takes the opposite stance, arguing that when political candidates attack each other, raising doubts about each other’s views and qualifications, voters—and the democratic process—benefit. In Defense of Negativity, Geer’s study of negative advertising in presidential campaigns from 1960 to 2004, asserts that the proliferating attack ads are far more likely than positive ads to focus on salient political issues, rather than politicians’ personal characteristics. Accordingly, the ads enrich the democratic process, providing voters with relevant and substantial information before they head to the polls. An important and timely contribution to American political discourse, In Defense of Negativity concludes that if we want campaigns to grapple with relevant issues and address real problems, negative ads just might be the solution.
Unfit For Command
Author: John E. O'Neill
Publisher: Simon and Schuster
Published: 2004-08-25
Total Pages: 225
ISBN-13: 1596981105
DOWNLOAD EBOOK"What sort of combination of hypocrite and paradox is John Kerry?" asks this heated critique of the Democratic presidential candidate’s Vietnam–era military service and antiwar activism. O’Neill, a lawyer and swift boat veteran, and Corsi, an expert on Vietnam antiwar movements, show how Kerry misrepresented his wartime exploits and is therefore incompetent to serve as commander in chief. Buttressed by interviews with Navy veterans who patrolled Vietnam’s waters, some along with Kerry, readers will discover how he exaggerated minor injuries, self-inflicted others, wrote fictitious diary entries and filed "phony" reports of his heroism under fire—all in a calculated quest to secure career-enhancing combat medals.
