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Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, to pre-roll on YouTube videos and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know (R) helps us combat the effects of manipulative advertising, and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data. Most importantly, it awakens us to advertising's subtle and not so subtle impact on our lives-both as individuals and as a global society. What ideas and information are being communicated to us-and to what end?
How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry. The book contains a short history of advertising and an explanation of how the industry works, and how each of the parties (the advertisers , the media and the agencies) are involved. It considers the extensive spectrum of advertisers and their individual needs. It also looks at the financial side of advertising and asks how advertisers know if they have been successful, or whether the money they have spent has in fact been wasted. Fletcher concludes with a discussion about the controversial and unacceptable areas of advertising such as advertising products to children and advertising products such as cigarettes and alcohol. He also discusses the benefits of advertising and what the future may hold for the industry. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions.
During much of the second half of the 20th century advertising in Britain led the world. Yet no history of British advertising covering this heady period has previously been published. During those years advertising increasingly came to touch upon almost every aspect of every individual's life, and reached its peak as a proportion of the Gross National Product. It boosted economic growth and peoples' affluence. But at the same time the advertising industry was frequently under siege, as politicians, pressure groups, and others constantly sought to restrain its influence - and often succeeded. For several decades the creativity of British campaigns was preeminent around the globe. But Powers of Persuasion is not just about advertisements - it is about advertising. During those years Britain was also a world leader in setting industry benchmarks - innovating the account planning discipline, setting the standard for public service advertising, launching global advertising awards festivals, introducing the best system of advertising regulation, setting up both the world's largest advertising archive and the world's most comprehensive on-line advertising research databank. These were the keystones on which British creativity was built. Simultaneously, major British advertising companies - particularly Saatchi & Saatchi and WPP - raced to the top of the global league. Powers of Persuasion tells the authoritative story of this dynamic, exhilarating era, with pen portraits of the personalities involved, anecdotes, case histories, and essential data. Written (from the inside) by one of the industry's leaders, this is a book for all interested in advertising and its role in society, business, and the media.
Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding, public relations and paid search inclusion. Analysis includes trends, globalization, technologies, finances, Internet and online strategies, wireless advertising, social networks, branding, public relations, agencies, developments in India and China, paid product placement, TV advertising trends and more. This carefully researched book covers such areas as advertising agencies, marketing consultants, online advertising, branding strategies and global markets. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources. We include statistical tables, a glossary and indexes. The corporate section includes our proprietary, in-depth profiles of the 400 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. You'll find a complete overview, industry analysis and market research report in one superb, value-priced package.
Epica Book 32 features inspirational work from the 2018 Epica Awards. It showcases outstanding creativity in advertising, design, media, PR and digital communications. As well as over 1000 colour images, the book includes winning and high-scoring entries, comments from Epica's unique jury of journalists, and behind-the-scenes interviews with Grand Prix winners. Like previous editions of this annual publication, it is a unique source of information and ideas for professionals, young talents - and anyone fascinated by the world of creative communications.
While Western media are shrinking their foreign correspondent networks, Chinese media, for the first time in history, are rapidly expanding worldwide. The Chinese government is financing most of this growth, hoping to strengthen its influence and improve its public image. But do these reporters willingly serve formulated agendas or do they follow their own interests? And are they changing Chinese citizens’ views of the world? Based on interviews and informal conversations with over seventy current and former correspondents, Reporting for China documents a diverse group of professionals who hold political views from nationalist to liberal, but are constrained in their ability to report on the world by China’s media control, audience tastes, and the declining market for traditional media.
Happiness is a cigar called Hamlet. Hovis, as good for you today as it's always been. Heineken refreshes the parts other beers cannot reach. These are three of the most famous advertising campaigns ever produced, and all the work of Collett, Dickenson, Pearce & Partners. There was something in the air at CDP that made it special. Some compared it with being in the Beatles. Others said it was like playing for a football club at the top of the Premier League. Certainly, CDP possessed an ethos driven by an unshakeable belief in creativity: the new, the brilliant, the witty and the vital. It was relentless in its search for ideas that not only contributed to the success of its clients, but also to the happiness of the nation. CDP commercials became as much a part of the fabric of British popular culture as Fawlty Towers, The Two Ronnies and Eric and Ernie. In 2012, at an evening to mark the 50th anniversary of Design & Art Direction, CDP won yet another award - for being the 'most awarded agency' of the last 50 years. This book tells the story of the ads that won these awards: how they were conceived and the men and women who dreamed them up. Whether you are a student of advertising, work in the business, or are simply a member of the public who remembers these ads with fondness, this book will entertain you.
Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding, public relations and paid search inclusion. Analysis includes trends, globalization, technologies, finances, Internet and online strategies, wireless advertising, social networks, branding, public relations, agencies, developments in India and China, paid product placement, TV advertising trends and more. This carefully-researched book covers such areas as advertising agencies, marketing consultants, online advertising, branding strategies and global markets. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources. We include statistical tables, a glossary and indexes. The corporate section includes our proprietary, in-depth profiles of the 400 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. You'll find a complete overview, industry analysis and market research report in one superb, value-priced package.
YouTube experts s.media are shining a light on the changes to advertising and marketing, unveiling the truth behind outdated agency practices and revealing the top tricks to succeeding when it comes to advertising on today's advanced platform. This book gives a refreshingly honest account of the fast-changing advertising and media landscape. Taking a deep dive into why YouTube is THE best advertising platform right now, the book gives insights into how businesses and brands should be capitalising on the low-cost advertising opportunities available, with highly targeted YouTube ads right now.
Craig Mawdsley and Bridget Angear have created a concise and enjoyable guide to the advertising industry. Drawing from their decades of experience in the best advertising agencies in the world, working with some of the biggest brands, they offer a view on how the industry really works. The book covers agencies, clients, media channels, new technology, how advertising works, the culture of advertising, the ethics of advertising and the future of the advertising industry. The book will be indispensable for anyone considering a career in advertising, studying marketing or advertising, or simply the casual reader keen to understand how this fascinating industry works to shape our world.
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, to pre-roll on YouTube videos and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know (R) helps us combat the effects of manipulative advertising, and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of Big Data. Most importantly, it awakens us to advertising's subtle and not so subtle impact on our lives-both as individuals and as a global society. What ideas and information are being communicated to us-and to what end?
From top women creatives all over the world, the ones responsible for the best TV commercials, ads, and sites; the ones you love, the ones you remember, the ones you wish you had thought of yourself, come their own stories, in their own words, about the first work they ever did. Here's a partial list (in alphabetical order) of the top global creative leaders whose stories you'll read: Rosie Arnold, Sarah Barclay, Lisa Bennett, Pip Bishop, Jeanie Caggiano, Mimi Cook, Vida Cornelious, Susan Credle, Jordan Doucette, Marisa Gallagher, Helene Godin, Janet Guillet, Susan Hoffman, Julia Hoffmann, Rachel Howald, Judy John, Margaret Johnson, Laura Jordan-Bambach, Linda Kaplan Thaler, Margaret Keene, Janet Kestin, Joyce King Thomas, Sasha Koren, Natalie Lam, Alessandra Lariu, Minna Lavola, Elspeth Lynn, Monica Moro, Mira Olsson, Karin Onsager-Birch, Liz Paradise, Marlena Peleo-Lazar, Anna Qvennerstedt, Tiffany Rolfe, Gabriela Scardaccione, Doerte Spengler-Ahrens, Helayne Spivak, Emer Stamp, Nancy Vonk, Susan Westre.
Why you should read this book: because it's full of wisdom, experiences, examples and entertaining stories drawn from Tony Hertz's 40 years' beyond-all reason passion for radio advertising. Including links to 25 of the best radio spots you've ever heard. Because in today's visual/digital /online/mobile/social media/branded content consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world. And Tony Hertz is uniquely qualified to give it the creative attention it deserves. Because whatever your role in the advertising process, the 7 Secrets will actually show you how to make better radio commercials. Even if 6 of them aren't actually Secrets. Because if you've ever been in one of Tony's radio workshops, seminars or presentations, this is the book you would have bought afterwards anyway Because it will make you want to sit down and write a great radio ad
This is the story of a 'sixties adman who harnessed the big ideas of his age and set out to reinvent advertising - and then change the world. In so doing he introduced interactive, PR-generating stunts, and social media - way back in the 1960s. Then he used them to save the Grand Canyon, kick-start the Green Movement, free a Caribbean island and launch Wired magazine's 'patron saint', Marshall McLuhan. And he did it all with a flamboyance that inspired the likes of Tom Wolfe, John Steinbeck and the makers of the counterculture. His name was Howard Luck Gossage. These are his life and times.
Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. Idiosyncratic, full of contradictions, and characterized by a powerful intellect, he redefined the business and became an icon within the advertising world, inspiring countless people to devote their lives to it. This biography is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time - "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." * "Pablo Casals is coming home - to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success - "DOVE creams your skin while you wash." Fifty years later, still on his original proposition that it doesn't dry your skin, Dove has become the largest selling cleansing brand in the world. Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.
Chronicling Harold Mitchell's personal journey from being the son of a saw miller to the owner of a $100 million-business, this memoir outlines all aspects of the businessman's life from childhood and marriage to starting a business and retiring from it. Mitchell's success began when he boldly launched his own media-buying operation--a radical and unpopular decision at the time--leading him to become Australia's biggest media buyer. Presenting guidance for young business executives in the beginning of their careers, Mitchell also underscores the importance of balancing work and a personal life. Mitchell's passion for the arts, for example, provided some colorful moments with Gough Whitlam, Dame Elisabeth Murdoch, Dudley Moore, and folk singer Odetta. Part autobiography, part business book, and part life manual, this account offers a remarkable insight into the life of one of Australia's most successful figures.
Temperance advocates believed they could eradicate alcohol by persuading consumers to avoid it; prohibitionists put their faith in legislation forbidding its manufacture, transportation, and sale. After the repeal of the Eighteenth Amendment, however, reformers sought a new method-targeting advertising. In Advertising Sin and Sickness, Pamela E. Pennock documents three distinct periods in the history of the national debate over the regulation of alcohol and tobacco marketing. Tracing the fate of proposed federal policies, she introduces their advocates and opponents, from politicians and religious leaders to scientists and businessmen. In the 1950s, the Woman's Christian Temperance Union and other religious organizations joined hands in an effort to ban all alcohol advertising. They quickly found themselves at odds, however, with an increasingly urbane mainstream American culture. In the 1960s, moralists took backstage to consumer activists and scientific authorities in the campaign to control cigarette advertising and mandate labeling. Secular and scientific arguments came to dominate policy debates, and the controversy over alcohol marketing during the 1970s and 1980s highlighted the issues of substance abuse, public health, and consumer rights. The politics of alcohol and tobacco advertising, Pennock concludes, reflect profound cultural ambivalence about consumerism and private enterprise, morality and health, scientific authority and the legitimate regulation of commercial speech. Today, the United States continues to face difficult questions about the proper role of the federal government when powerful industries market potentially harmful but undeniably popular products.
Catchy phrases, chants at cricket matches and jingles which consumers just can't get out of their heads-the best advertising stands out because it is creative, clever and, most importantly, funny. Advertising in Australia can be traced back to the early 1900s, when spruikers wooed the public with appeals to vanity, health and patriotism. By the time Australia had endured two World Wars, the Depression, economic downturns, political upheavals and direct confrontations, the advertising industry had not only survived, but had become a multi-billion dollar industry, with an enormous influence over people's everyday lives and their spending habits. But Wait, There's More is the first detailed history of the Australian advertising industry, exploring its development over the course of the twentieth century from a disorganised group of individuals selling newspaper space to a multi-billion dollar enterprise run by giant transnationals. It follows the admen and adwomen who worked to convert their audiences into consumers and examines their ongoing quest for legitimacy in the face of new technologies and an increasingly sophisticated and media-savvy audience.
Temperance advocates believed they could eradicate alcohol by persuading consumers to avoid it; prohibitionists put their faith in legislation forbidding its manufacture, transportation, and sale. After the repeal of the Eighteenth Amendment, however, reformers sought a new method of attack - targeting advertising. In "Advertising Sin and Sickness", Pamela E. Pennock documents three distinct periods in the history of the national debate over the regulation of alcohol and tobacco marketing. Tracing the fate of proposed federal policies, she introduces their advocates and opponents, from politicians and religious leaders to scientists and businessmen. In the 1950s, the Woman's Christian Temperance Union and other religious organizations joined hands in an effort to ban all alcohol advertising. They quickly found themselves at odds, however, with an increasingly urbane mainstream American culture. In the 1960s, moralists took backstage to consumer activists and scientific authorities in the campaign to control cigarette advertising and mandate labeling. Secular and scientific arguments came to dominate policy debates, and the controversy over alcohol marketing during the 1970s and 1980s highlighted the issues of substance abuse, public health, and consumer rights. The politics of alcohol and tobacco advertising reflect profound cultural dilemmas about consumerism and private enterprise, morality and health, scientific authority and the legitimate regulation of commercial speech. Today, the United States continues to face difficult questions about the proper role of the federal government when powerful industries market potentially harmful but undoubtedly popular products.
Originally published in 1940, this is Carl Crow's entertaining autobiography, the story of his more than 25 years of adventures and success in Shanghai during the tumultuous early decades of the 20th century. This book is a tale of East meets West set in the wild and heady days of inter-war China. It is an account of how two cultures clashed, bickering over business deals and social norms as they tried to find a way to live with each other. |
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