Download Book in PDF format. You can Read Online here in PDF, EPUB, Mobi or Docx formats.

Strategic Media Decisions

Author : Marian Azzaro
ISBN : 1887229337
Genre : Business & Economics
File Size : 77. 63 MB
Format : PDF, Docs
Download : 667
Read : 770

Download Now


Welcome to the world of media--the $300 billion business end of the ad business. Learn how it works from some of media's top professors and professionals. This is a book in touch with today--packed with genuine substance and contemporary best practices in a clear, easy-to-read format. It's a useful and interesting introduction to an exciting world of career opportunities. Online instructor's materials, including lecture notes and PowerPoints are available free to adopters. A student workbook is also available free online to students.

Strategic Advertising Management

Author : Larry Percy
ISBN : 9780198703655
Genre : Advertising
File Size : 56. 61 MB
Format : PDF, ePub
Download : 616
Read : 568

Download Now


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 ofcommunication that demonstrate how advertising works. Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy. The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry. Online Resource Centre For Students: * Flashcard glossary* Additional questions* Further reading updates* Web links * Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentariesFor Lecturers: * Suggested IPA case histories* Suggested classroom exercises* PowerPoint slides

Advertising Media Planning

Author : Larry Kelley
ISBN : 9781317519379
Genre : Business & Economics
File Size : 38. 70 MB
Format : PDF, Mobi
Download : 850
Read : 317

Download Now


The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

Building Customer Brand Relationships

Author : Don E. Schultz
ISBN : 9781317475606
Genre : Business & Economics
File Size : 50. 9 MB
Format : PDF, ePub, Docs
Download : 999
Read : 1166

Download Now


Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

The Decision Book

Author : Mikael Krogerus
ISBN : 9781782834052
Genre : Business & Economics
File Size : 38. 91 MB
Format : PDF, Mobi
Download : 545
Read : 668

Download Now


Most of us face the same questions every day: What do I want? And how can I get it? How can I live more happily and work more efficiently? This updated edition of the international bestseller distils into a single volume the fifty best decision-making models used on MBA courses, and elsewhere, that will help you tackle these important questions - from the well known (the Eisenhower matrix for time management) to the less familiar but equally useful (the Swiss Cheese model). It will even show you how to remember everything you will have learned by the end of it. Stylish and compact, this little black book is a powerful asset. Whether you need to plot a presentation, assess someone's business idea or get to know yourself better, this unique guide will help you simplify any problem and take steps towards the right decision.

The Content Trap

Author : Bharat Anand
ISBN : 9780812995381
Genre : Business & Economics
File Size : 86. 13 MB
Format : PDF, Kindle
Download : 200
Read : 1157

Download Now


“As Bharat Anand shows in this eminently readable book, connections are now more important than content.”—Daniel H. Pink, author of Drive and To Sell Is Human Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content. Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Success for flourishing companies comes not from making the best content but from recognizing how content enables customers’ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors’ best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves. Advance praise for The Content Trap “As Bharat Anand shows in this eminently readable book, connections are now more important than content. His insights will bring you several steps closer to understanding the digital revolution and how you can avoid its many perils.”—Daniel H. Pink, New York Times bestselling author of Drive and To Sell Is Human “A very smart book—creators, ignore this at your peril. This revolution has been twenty years in the making, and Bharat Anand makes the past (and the future) a lot more clear.”—Seth Godin, New York Times bestselling author of Meatball Sundae and Linchpin “Bharat Anand has written the rarest of books, one that combines deep strategic insight with great practical impact. The Content Trap is both a delight to read andthe essential book for understanding today’s digital revolution. In the process, Anand debunks the conventional wisdom time and time again; his insights are sharp, perceptive, and strikingly original.”—David Garvin, C. Roland Christensen Professor of Business Administration, Harvard Business School “‘Content is king’ may once have been true, but favoring content over connections will only get you dethroned today. In clear and compelling prose, Anand shows us how to lay the strategy groundwork to thrive in an increasingly connected world. Understanding the Content Trap is the true solution to your digital dilemma!”—Barry Nalebuff, Milton Steinbach Professor, Yale School of Management, co-author of Why Not? and Co-opetition, and co-founder of Honest Tea

Critical Thinking About Sex Love And Romance In The Mass Media

Author : Mary-Lou Galician
ISBN : 9781135250485
Genre : Art
File Size : 26. 47 MB
Format : PDF, Mobi
Download : 811
Read : 718

Download Now


This distinctive volume explores how romantic coupleship is represented in books, magazines, popular music, movies, television, and the Internet within entertainment, advertising, and news/information. This reader offers diverse theoretical perspectives and methodological approaches on the representation of romantic relationships across the media spectrum. Filling a void in existing media scholarship, this collection explores the media’s influence on perceptions and expectations in relationships, including the myths, stereotypes, and prescriptions manifested throughout the press. Featuring fresh voices, as well as the perspectives of seasoned veterans, contributions include quantitative and qualitative studies along with cultural/critical, feminist, and descriptive analyses. This anthology has been developed for use in courses on mass media and society, media studies, and media literacy. In addition to its use in coursework, it is highly relevant for scholars, researchers, and others interested in how the media influence the personal lives of individuals.

The Bare Bones Introduction To Integrated Marketing Communication

Author : Robyn Blakeman
ISBN : 9780742571198
Genre : Business & Economics
File Size : 87. 93 MB
Format : PDF, ePub
Download : 922
Read : 404

Download Now


Integrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today's economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn Blakeman's step-by-step approach offers an extensive and exclusive look into how agencies work, the areas of specialization that make up IMC, how advertising affects our lives, and the diverse arsenal of media options that give IMC its visual/verbal voice. Both integrated marketing and varied media vehicles are dissected-one topic at a time-creating an invaluable reference tool that students, professors, and small business people alike will refer to time and again for information on the field of advertising/integrated marketing communication.

Social Communication In Advertising

Author : William Leiss
ISBN : 9781135887339
Genre : Business & Economics
File Size : 36. 2 MB
Format : PDF, ePub
Download : 350
Read : 297

Download Now


Now available in a significantly updated third edition to address new issues such as the Internet and globalization, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three. The third edition includes: * discussion of new technologies and issues, from the Internet to globalization * updated and expanded examples and illustrations * revisions throughout to address recent developments in advertising scholarship and the latest trends in advertising practice

The Sage Handbook Of Sport Management

Author : Russell Hoye
ISBN : 9781473959231
Genre : Business & Economics
File Size : 35. 77 MB
Format : PDF, ePub
Download : 908
Read : 1129

Download Now


The SAGE Handbook of Sport Management draws together the best current research on the major topics relevant to the field of sports management, including leadership, gender, diversity, development, policy, tourism, and media. Edited by two of the most respected figures in the field, the handbook includes contributions from leading sport management academics from Australia, Canada, New Zealand, USA, the UK and Europe.

Top Download:

Best Books