The Advertising Agency (RLE Marketing)
The Advertising Agency (RLE Marketing)

Author: Floyd Y. Keeler

Publisher: Routledge

Published: 2014-09-19

Total Pages: 158

ISBN-13: 1317638557

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This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.

Masters of Advertising Copy (RLE Marketing)
Masters of Advertising Copy (RLE Marketing)

Author: J. George Frederick

Publisher: Routledge

Published: 2020-03-27

Total Pages: 358

ISBN-13: 1000082954

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This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.

Industrial Advertising Copy (RLE Marketing)
Industrial Advertising Copy (RLE Marketing)

Author: R. Bigelow Lockwood

Publisher: Routledge

Published: 2014-10-03

Total Pages: 348

ISBN-13: 1317650344

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This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which anyone writing advertising copy should know before attempting to reach industrial markets. It highlights key points in the planning and writing of industrial advertising copy, with the aim of simplifying the work of the copy-writer. Although inevitably a product of the time in which it was published, this volume nonetheless contains many valuable tenets of advertising which remain a core part of modern advertising theory.

Advertising for Account Holders (RLE Marketing)
Advertising for Account Holders (RLE Marketing)

Author: Nigel Linacre

Publisher: Routledge

Published: 2014-09-15

Total Pages: 198

ISBN-13: 1317661729

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The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.

Marketing for the Developing Company (RLE Marketing)
Marketing for the Developing Company (RLE Marketing)

Author: John Winkler

Publisher: Routledge

Published: 2014-10-17

Total Pages: 275

ISBN-13: 131764607X

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This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.

Marketing in Perspective (RLE Marketing)
Marketing in Perspective (RLE Marketing)

Author: Simon Majaro

Publisher: Routledge

Published: 2014-09-15

Total Pages: 263

ISBN-13: 1317659856

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This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency
The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency

Author: Kotaro Sugiyama

Publisher: McGraw Hill Professional

Published: 2010-12-10

Total Pages: 335

ISBN-13: 0071752781

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The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

Competitive Marketing (RLE Marketing)
Competitive Marketing (RLE Marketing)

Author: John O'Shaughnessy

Publisher: Routledge

Published: 2014-09-15

Total Pages: 765

ISBN-13: 1317646010

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This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

Organization and Marketing (RLE Marketing)
Organization and Marketing (RLE Marketing)

Author: Peter Spillard

Publisher: Routledge

Published: 2014-09-19

Total Pages: 242

ISBN-13: 1317644069

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Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.