Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift? Key Features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas. This Advanced Introduction provides a concise yet thorough guide to understanding and planning advertising, while answering the key questions at the forefront of this modern topic: what is advertising? What is its role in businesses and organizations? And what are the implications of the offline-online shift? Key Features include: Theoretical analysis of how advertising works with specific research insights and practical cases Discussion of the ethical ramifications, pitfalls and societal consequences of current advertising practice An overview of the many contemporary advertising formats that are present today, discussing the various stages in the advertising planning process, and analyzing their effects. This Advanced Introduction will be a valuable resource for higher education students and teachers in business, marketing and communication sciences. It will also be beneficial for advertising professionals and brand managers who are interested in a concise structured overview of the important issues that matter in planning, carrying out and measuring the results of advertising campaigns.

This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms' advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure, and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues. How advertising works in the marketplace, and whether it works well, is a complex question to address because there are three sets of players involved-the firms that advertise their products, the potential consumers who view the ads and the platform or medium that intermediates between them. Understanding how these three sets of players interact is the key to understanding the role of advertising in a market economy. The book begins by looking at the rise of advertising in market economies, a phenomenon not accounted for in standard textbook microeconomic models and carefully explains why. This is followed by an examination, both theoretical and empirical, of how firms strategically use advertising to reach consumers and expand the demand for their products. There are also chapters focused on the challenges of deceptive advertising and regulation. The final chapters investigate how two-sided platforms, such as Google and Facebook, are sustained by advertising revenues, and include a review of auction theory and the structure of advertising auction exchanges. These chapters also provide a detailed analysis of public policy issues, including media bias and antitrust concerns. While designed for use by students in any course that covers the economics of advertising, this book is also an excellent resource for any reader interested in a deeper understanding of this important topic.

Ideal for preparing students for careers in advertising, media planning, communication, and marketing and for practitioners who need a brush-up on latest trends. Contemporary and up to date, written by an author who both works in the industry and teaches the subject. Accompanied by useful online resources such as a sample worksheets to practice planning scnarios, lecture slides, and test questions.

This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms' advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure, and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues. How advertising works in the marketplace, and whether it works well, is a complex question to address because there are three sets of players involved-the firms that advertise their products, the potential consumers who view the ads and the platform or medium that intermediates between them. Understanding how these three sets of players interact is the key to understanding the role of advertising in a market economy. The book begins by looking at the rise of advertising in market economies, a phenomenon not accounted for in standard textbook microeconomic models and carefully explains why. This is followed by an examination, both theoretical and empirical, of how firms strategically use advertising to reach consumers and expand the demand for their products. There are also chapters focused on the challenges of deceptive advertising and regulation. The final chapters investigate how two-sided platforms, such as Google and Facebook, are sustained by advertising revenues, and include a review of auction theory and the structure of advertising auction exchanges. These chapters also provide a detailed analysis of public policy issues, including media bias and antitrust concerns. While designed for use by students in any course that covers the economics of advertising, this book is also an excellent resource for any reader interested in a deeper understanding of this important topic.

The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Winner, 2020 Outstanding Book Award, given by the International Communication Association Honorable Mention, 2020 Nancy Baym Book Award, given by the Association of Internet Researchers How the transformation of social media platforms and user-experience have redefined the entertainment industry In a little over a decade, competing social media platforms, including YouTube, Facebook, Twitter, Instagram, and Snapchat, have given rise to a new creative industry: social media entertainment. Operating at the intersection of the entertainment and interactivity, communication and content industries, social media entertainment creators have harnessed these platforms to generate new kinds of content separate from the century-long model of intellectual property control in the traditional entertainment industry. Social media entertainment has expanded rapidly and the traditional entertainment industry has been forced to cede significant power and influence to content creators, their fans, and subscribers. Digital platforms have created a natural market for embedded advertising, changing the worlds of marketing and communication in their wake. Combined, these factors have produced new, radically shifting demands on the entertainment industry, posing new challenges for screen regimes, media scholars, industry professionals, content creators, and audiences alike. Stuart Cunningham and David Craig chronicle the rise of social media entertainment and its impact on media consumption and production. A massive, industry-defining study with insight from over 100 industry insiders, Social Media Entertainment explores the latest transformations in the entertainment industry in this time of digital disruption.

Now in its fourth edition, this book is one of the leading texts on the evolution of electronic mass communication in the last century, giving students a clear understanding of how the media of yesterday shaped the media world of today. Now Media, Fourth Edition (formerly Electronic Media: Then, Now, Later) provides a comprehensive view of the beginnings of electronic media in broadcasting and the subsequent advancements into 'now' digital media. Each chapter is organized chronologically, starting with the electronic media of the past, then moving to the media of today, and finally, exploring the possibilities for the media of the future. Topics include the rise of social media, uses of personal communication devices, the film industry, and digital advertising, focusing along the way on innovations that laid the groundwork for 'now' television and radio and the Internet and social media. New to the fourth edition is a chapter on the amazing world of virtual reality technology, which has spawned a 'now' way of communicating with the world and becoming a part of video content, as well as a discussion of the impacts of the COVID-19 pandemic on media consumption habits. This book remains a key text and trusted resource for students and scholars of digital mass communication and communication history alike. The new 'now' edition also features updated online instructor materials, including PowerPoint slides and test banks. Please visit www.routledge.com/cw/medoff to access these support materials.

This new textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication. The book expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. A perfect primer for this developing industry, Social Media Measurement: Entrepreneurial Digital Analytics is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of tools and resources. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from key industry thought leaders.

Native Advertising examines the emerging practices and norms around native advertising in US and European news organizations. Over the past five years native advertising has rapidly become a significant revenue stream for both digital news "upstarts" and legacy newspapers and magazines. This book helps scholars and students of journalism and advertising to understand the news industry's investment in native advertising, and consider the effects this investment might have on how news is produced, consumed, and understood. It is argued that although they have deep roots in earlier forms of advertising, native ads with a political or advocacy bent have the potential to shift the relationship between news outlets and audiences in new ways, particularly in an era when trust in the media has reached a historic low point. Beyond this, such advertisements have the potential to shift how media systems function in relation to state power, by changing the relationship between commercial and non-commercial speech. Drawing on real-world examples of native ads and including an in-depth case study contributed by Ava Sirrah, Native Advertising provides an important assessment of the potential consequences of native advertising becoming an even more prominent fixture in the 21st-century news feed.

*Encourages students into the profession of media production for sports, drawing on case studies and interviews with practitioners and providing careers advice for students looking to break into the industry. *This is the first book to address motion graphics in sports production and presentation so fills a niche gap in the market which sits between media production, graphic design and advertising/sports marketing. *Combines research and practice to give a holistic overview of the area and where it is going/how students can shape it.

The British Media Industries offers an accessible introduction to how the media in Britain operates and the impact that recent political, economic and technological developments have had on the nature of media industries today. Split into two sections, this book starts by exploring approaches to understanding contemporary media industries through political, economic and technological terms. The second section delves further into issues and practices relating to individual media industries including newspapers, magazines, film, television, music, videogames and social media. The book adopts a political economy approach and is designed to engage students in an accessible way with key issues around the ownership and control of different sectors of the British media; UK and EU government regulation of the media, including content regulation and market/economic regulation; and the corporate strategies employed by leading media players, such as the BBC, News Corporation, Google and Apple. Topics are contextualised within an increasingly international media marketplace and students will be familiarised with concepts such as globalisation and media imperialization. End-of-chapter exercises and case studies help readers solidify their understanding of key concepts as they work through the text. This is an essential textbook for undergraduate students approaching British media industries for the first time and will also be relevant to students undertaking introductory courses in Media Management and Media Economics.

This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.

Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets. Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services, brands and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations and the power of personal recommendations. This book is the first to empirically investigate how the form and appeal of marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. The author focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environment. The book summarizes the existing research on marketing communications, social media and word of mouth, provides a cutting-edge knowledge based on the analysis of the actual behavior of consumers and rules of effective marketing communications in social media. This research-based book is written for scholars and researchers within the fields of marketing and communication. It may also be of interest to a wider audience interested in understanding how to use social media to influence electronic word of mouth.

Diving deep into the world of corporate marketing, this incisive and eye-opening work shows how, in the hands of the corporation, business has become manipulative, divisive and disastrously at odds with the needs of the natural world. It calls on us to rethink and rebel. The corporate marketing blitz is driven by a simple economic truth: profits depend on demand always exceeding supply. A multi-billion-dollar global industry has therefore been created with the sole aim of turning us into devout consumers. Gerard Hastings invites us to explore alternatives to a system that is threatening our survival. He explores what it is to be human, how marketing can be used to do good rather than harm and the potential of alternative models that empower us to be citizens, not just consumers. Professionals and students in the business, marketing, public health, environmental and political sectors - as well as concerned citizens who know that business as usual is not an option - will value this accessible guide to what is going wrong with our current business models and how these failings can be addressed.

The highway has become the buyway. Along the millions of miles the public travels, advertisers spend billions on images of cola, cars, vodka, fast food, and swimming pools that blur past us, catching our fleeting attention and turning the landscape into a corridor of commerce.
A smart, succinct, and visually compelling history of the billboard in America, "Buyways" traces how the outdoor advertising industry changed the face of American commercialism. Taking us from itinerant bill-stickers of circus posters in the 19th century to the blinking, beeping, 3-D eyesores of today, Gudis argues that roadside advertising has turned the landscape itself into a commodity to be bought and sold as advertising space.
"Buyways" vividly chronicles the battles between environmentalists and businessmen as well as the response of artists, from New Deal photographers who satirized the billboard-infested landscape to commercial artists who embraced the kitsch of it all. It also shows how advertisers tapped into the American mythology of the open road, promoting mobile consumption as the American Dream on four wheels.
Entertaining and brilliantly illustrated, "Buyways" is a vibrant road map of the new geography of consumption. Also includes an eight page color insert.

"Sex in Advertising: Perspectives on the Erotic Appeal" is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers answer these questions as they address the following issues associated with sex in today's advertising environment: gender differences and representation, unintended social effects, subliminal embeds, appeals to the homosexual community, and new media. The book contains a blend of perspectives, including original experimental studies, interpretive and historical analyses, and cultural critiques.
The definitive source on sex in advertising, this book:
*is centralized around a singular theme: Understanding how sex in advertising appeals work and why they are so prevalent;
*includes multiple perspectives to capture the richness of sexual appeals;
*brings together viewpoints from both well-known scholars and writers;
*provides a wealth of ideas and research questions for those interested in the topic; and
*contains discussions of sex in advertising from its roots in the 1700s to online advertising today and beyond.
The book is must reading for advertising and gender researchers, scholars, and students. Anyone interested in mass media, consumer psychology, and popular culture will find this book an essential resource.

This best-selling book looks at the structure and organisation of the industry, how campaigns are constructed and costed, the various methods of promotion, above-the-line and below-the-line costs, legal and ethical issues, market research and much, much more. The new edition has been fully updated and contains updated material on advertising departments, TV franchises, corporate video and satellite broadcasting. Case studies are used to bring the subject into the real world.

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of "Advertising Age." Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter.
What the reader will encounter in "Advertising and the World Wide Web" is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

This monograph is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist between different divisions (Account, Planning, Marketing, Creative) within an advertising agency, and between the agency and the client, on the one hand, and the agency and media, on the other.

Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of `pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed.
The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. Apart from substantiating the claim that it makes sense to talk about `pictorial metaphors', the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. Context in its various manifestations plays a key role in the analyses. Furthermore, the results of a small-scale experiment shed light on where general agreement about the meaning of a pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations. The final chapter sketches the ways in which the insights gained can be used for further research.

-Accessible and wide ranging textbook that bridges moral philosophy with practical thinking about career-focused ethical dilemmas -Core text for ethics course in media, communication, journalism, and related fields -Companion website is regularly updated with new case studies and essays, in addition to instructor resources including test bank

For advertisers and news publishers, brand sponsored content has offered attractive solutions to problems of ad-avoidance and financing journalism. This book is an investigation into the practices, possibilities and problems of sponsored editorial content across various national and regional contexts. Sponsored editorial content is material with similar qualities and format to content that is typically published on a platform or by a content provider, but which is paid for by a third party. Brand sponsored content may not be the remedy for ad-dependent media some advocates predicted but its expansion has impacted on the organisation, practices and identities of journalism in profound and far-reaching ways. This book explores the features and implications of content that blends, merges and disguises material that is sponsored with material that is or appears to be independent editorial. The chapters range across countries and regions from China and Israel to Europe and North America. Following a general introduction, authors address political and commercial sponsorship across production, content and audience research, developing and combining these in innovative ways to advance the study of paid-for content in contemporary digital journalism. This book was originally published as a special issue of the journal Digital Journalism.

The British Media Industries offers an accessible introduction to how the media in Britain operates and the impact that recent political, economic and technological developments have had on the nature of media industries today. Split into two sections, this book starts by exploring approaches to understanding contemporary media industries through political, economic and technological terms. The second section delves further into issues and practices relating to individual media industries including newspapers, magazines, film, television, music, videogames and social media. The book adopts a political economy approach and is designed to engage students in an accessible way with key issues around the ownership and control of different sectors of the British media; UK and EU government regulation of the media, including content regulation and market/economic regulation; and the corporate strategies employed by leading media players, such as the BBC, News Corporation, Google and Apple. Topics are contextualised within an increasingly international media marketplace and students will be familiarised with concepts such as globalisation and media imperialization. End-of-chapter exercises and case studies help readers solidify their understanding of key concepts as they work through the text. This is an essential textbook for undergraduate students approaching British media industries for the first time and will also be relevant to students undertaking introductory courses in Media Management and Media Economics.