IN MARKETING What is the main difference between ""pathetic"" and ""profitable?"" A compelling advertising headline. Veteran marketers and entrepreneurs alike know a powerful headline is the most important factor for putting more money in your pocket. Whether it's a website, Yellow Pages ad, sales letter, postcard, marketing brochure, or newspaper or magazine ad, the right advertising headline attracts, persuades, and retains the most loyal and valuable customers. It's true, a great headline makes all the difference. It's been proven over and over that just by changing a headline, one can increase an ad's profitability by two, three, even five times. Advertising Headlines that Make You Rich is the world's #1 resource for quickly and easily creating powerful advertising headlines that are a perfect fit for readers' businesses-the kind of headlines that produce record-breaking sales results. David Garfinkel, copywriting expert who mentors other copywriters for $15,000 and up, offers one of his most prized possessions which is his carefully chosen, market-tested set of advertising headline templates that can truly make anyone rich.

Authored by Bertil Hulten, one of the world's leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer. Sensory experiences combine not only to increase the chance of an immediate sale, but to influence perception of a product which then plays into a customer's chance of return, and brand loyalty for the future. * Hulten provides definitions, insight boxes, questions and case studies to provide an engaging learning experience. * The author is one of the most published professors in the field, sharing exclusive expertise and experience. * The book is thorough yet accessible, dedicating a chapter to each of the 5 senses.

Die Ausgestaltung von Performance Measurement orientiert sich an branchenspezifischen Charakteristika. Mit Hilfe eines Mixed-Methods-Ansatzes zeigt die Autorin fur den Einzelhandel, welche Erfolgskennzahlen relevant sind. Der Fokus liegt auf der Verwendung von Performance-Kennzahlen auf der Filialebene. Die Ausgangsbasis der Analyse bildet ein Literaturuberblick, der die kennzahlenorientierte Handelsmarketingforschung der letzten 50 Jahre beleuchtet. Problemzentrierte Leitfadeninterviews mit Handelsmanagern aus dem US-amerikanischen und deutschsprachigen Raum zeigen Unterschiede im Verstandnis der Konzeption. Eine Face-to-Face-Befragung von Managern sowie ein conjoint-analytischer Ansatz prasentieren Relevanz und Nutzlichkeit von Handelskennzahlen im Alltag.

At the end of the twentieth century, Britain was a consumer society. Commerce, intoxicating and addictive, had almost entirely colonized modern life. People were immersed in, and ultimately defined by, promotional culture. The things they consumed had overtaken class, religion, geography, or occupation as the primary form of self-identity and self-expression. For much of the twentieth century all forms of brand communication- from political campaigning to product advertising- were based on the theory of rational appeals to rational consumers. There was only one problem with this theory: it was wrong. The Persuasion Industries: The Making of Modern Britain examines develops in marketing, advertising, public relations, and branding. It explores the role they played in the emergence of the consumer society. New ideas from fields of behavioural psychology and economics, together with internal developments such as planning, positioning, and corporate branding allowed persuasion to become the driving force within many commercial enterprises. Together these changes led to the emergence of an alternative emotional model of brand communication. A simple idea that proved so compelling it changed the world we live in.

Dance in TV advertisements has long been familiar to Americans as a silhouette dancing against a colored screen, exhibiting moves from air guitar to breakdance tricks, all in service of selling the latest Apple product. But as author Colleen T. Dunagan shows in Consuming Dance, the advertising industry used dance to market items long before iPods. In this book, Dunagan lays out a comprehensive history and analysis of dance commercials to demonstrate the ways in which the form articulates with, informs, and reflects U.S. culture. In doing so, she examines dance commercials as cultural products, looking at the ways in which dance engages with television, film, and advertising in the production of cultural meaning. Throughout the book, Dunagan interweaves semiotics, choreographic analysis, cultural studies, and critical theory in an examination of contemporary dance commercials while placing the analysis within a historical context. She draws upon connections between individual dance-commercials and the discursive and production histories to provide a thorough look into brand identity and advertising's role in constructing social identities.

This collection considers the city of the future and its relationship to its citizens. It responds to the foregrounding of digital technologies in the management of urban spaces, and addresses some of the ways in which technologies are changing the places in which we live and the way we live in them. A broad range of interdisciplinary contributors reflect on the global agenda of smart cities, the ruptures in smart discourse and the spaces where we might envisage a more user-friendly and bottom-up version of the smart future. The authors adopt an equality studies lens to assess how we might conceive of a future smart city and what fissures need to be addressed to ensure the smart future is equitable. In the project of envisaging this, they consider various approaches and arguments for equality in the imagined future city, putting people at the forefront of our discussions, rather than technologies. In the smart discourse, hard data, technological solutions, global and national policy and macro issues tend to dominate. Here, the authors include ethnographic evidence, rather than rely on the perspective of the smart technologies' experts, so that the arena for meaningful social development of the smart future can develop. The international contributors respond purposefully to the smart imperative, to the disruptive potential of smart technologies in our cities: issues of change, design, austerity, ownership, citizenship and equality. The collection examines the pull between equality and engagement in smart futures. To date, the topic of smart cities has been approached from the perspective of digital media, human geography and information communications technology. This collection, however, presents a different angle. It seeks to open new discussions about what a smart future could do to bridge divides, to look at governmentality in the context of (in)equality in the city. The collection is an approachable discussion of the issues that surround smart digital futures and the imagined digital cities of the future. It is aspirational in that it seeks to imagine a truly egalitarian city of the future and to ponder how that might come about. Primary readership will be academics and students in social science, architecture, urban planning, government employees, and those working or studying in social justice and equality studies

The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.

Picture Your Profit helps managers catapult their business forward in ways they have never thought possible. Picture Your Profit shows managers how to create and increase awareness about their company's products and services using photography in a strategic marketing plan. Using her years of photography and marketing experience, Pam Reid uses Picture Your Profit to teach any media, marketing, and communications manager: The principles that make visual storytelling impactful How to "capture" a message that leaves an unforgettable impression How to tell their company's story through still photography and illustrations How to make what they do and what they offer stand out in their market The most effective way to establish the foundation for a great visual story The many, surprising benefits that result from a visual story told well

Brand is not an image or an idea, brand is associations or memory, feelings or emotions, attitudes, beliefs, and values, and experiences and lifestyles. Brand belongs to all of these categories, but the existing brand models almost all work under the assumption that there is only one type of brand, preventing true successful brand creation. Here Pogorzelski dives into the four methods and levels that organize the world of brand management, showcasing the research and tools needed to not only entice purchases, but create ideologies and support a specific lifestyle and culture, leading to true successful brands.

In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment. The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the World Wide Web on advertising, and the increased influence of social media and search engines on advertising and the rise of global brand management. Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, including advertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilised successfully in practice across the globe. This dictionary is an indispensable resource for students of marketing and related disciplines, as well as a practical guide for professional practitioners and people with a general interest in marketing.

Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Whether you're a student or a young professional loaded with questions, this one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on.

Authors Nancy Vonk and Janet Kestin are seasoned creative directors and longtime creative partners. In Pick Me, these industry leaders answer your toughest ad career questions, like: Is advertising right for me? How do I build a killer portfolio? How do I get an interview with the elusive creative director? Should I accept an unpaid internship? How do I find the right partner? How do I beat creative block? How do I avoid burnout?

Plus, fourteen industry superstars share their insights and explain how they broke into the business. You'll hear from Bob Barrie, Rick Boyko, David Droga, Mark Fenske, Neil French, Sally Hogshead, Mike Hughes, Shane Hutton, Brian Millar, Tom Monahan, Chuck Porter, Bob Scarpelli, Chris Staples, and Lorraine Tao.

Forget the cliches, this is advertising as it really is. If you're hell-bent on making it, this informative guide will put you on track for a career in one of the most exciting businesses on the planet.

Few expressions of globalization are as visible, widespread and pervasive as the worldwide proliferation of internationally traded consumer goods. Advertising is not only a useful index to measure globalization, but also a catalyst to increasing interconnections between economies and cultures. This book presents a comparative analysis of multicultural advertising through an empirical study of advertisements in two geographically diverse commercial regions-Europe and India. Showing that there has been a significant increase i multicultural images, symbols, and texts in advertisements across consumer goods-for the 'elite' as well as the 'less elite' -this book argues that there is a growing congruence of values among different cultures. It suggests that in spite of our differences, we are moving, at least in the corporate world, toward a larger unity.

Die Zielsetzung dieser Arbeit besteht darin, einen umfassenden Einblick in die unterschiedlichen strategischen und operativen Entscheidungsfelder des Markenmanagements zu liefern. Neben dem Innovationsmanagement und dem Management der am Markt bereits etablierten Produkte kann das Markenmanagement als ein dritter grundlegender Teilbereich der Angebotspolitik betrachtet werden. Als zentrale Aspekte werden hierbei die Markenarchitektur, Markenpositionierung, sowie die Markierungspolitik behandelt und mit Hilfe von Best-Practice-Beispielen aus dem Luxussegment veranschaulicht.

New Customers Are Waiting...Find Them On FacebookFacebook makes it easy for businesses like yours to share photos, videos, and posts to reach, engage, and sell to more than 1 billion active users. Advertising expert Perry Marshall is joined by co-authors Bob Regnerus and Thomas Meloche as he walks you through Facebook Advertising and its nuances to help you pinpoint your ideal audience and gain a ten-fold return on your investment. Now in its fourth edition, Ultimate Guide to Facebook Advertising takes you further than Facebook itself by exploring what happens before customers click on your ads and what needs to happen after-10 seconds later, 10 minutes later, and in the following days and weeks. You'll discover how to: Maximize your ad ROI with newsfeeds, videos, and branded content Create custom audiences from your contact lists, video views, and page engagement Use the Facebook Campaign Blueprint proven to generate your first 100 conversions Boost your Facebook ads using the Audience Network and Instagram Follow the three-step formula for successful video ads Maximize campaigns and increase conversions on all traffic to your website Track and retarget engaged users by leveraging the Power of the Pixel Make every page on your website 5-10 percent more effective overnight

A revealing and surprising look at the ways that aggressive consumer advertising and tracking, already pervasive online, are coming to a retail store near you By one expert's prediction, within twenty years half of Americans will have body implants that tell retailers how they feel about specific products as they browse their local stores. The notion may be outlandish, but it reflects executives' drive to understand shoppers in the aisles with the same obsessive detail that they track us online. In fact, a hidden surveillance revolution is already taking place inside brick-and-mortar stores, where Americans still do most of their buying. Drawing on his interviews with retail executives, analysis of trade publications, and experiences at insider industry meetings, advertising and digital studies expert Joseph Turow pulls back the curtain on these trends, showing how a new hyper-competitive generation of merchants-including Macy's, Target, and Walmart-is already using data mining, in-store tracking, and predictive analytics to change the way we buy, undermine our privacy, and define our reputations. Eye-opening and timely, Turow's book is essential reading to understand the future of shopping.

For many decades the Railways Department's design studios, Railways Studio, was New Zealand's 'go-to' advertiser. Its tourism and product ads appear on railway-station hoardings and billboards throughout the land, and it developed some of New Zealand's most iconic graphic images. This big, beautiful book brings this treasure trove of design together for the first time.