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Books > Business & Economics > Business & management > Sales & marketing > Advertising
In Branding to Differ, Jean-Luc Ambrosi provides a practical and
comprehensive look at best practice branding for those requiring a
real understanding of brand development and management. Ambrosi
demonstrates that the brand is fundamentally a promise, that it
impacts both the emotional and rationale mind, and that ultimately
good branding is about expressing a difference. He shows concisely
how to approach brand management holistically throughout the
organisation and emphasises which key elements truly impact a
brand's success. His argument about the need to differentiate is
compelling and provides the reader with a step by step approach on
how to build a powerful brand. Written from both a strategic and
practical perspective it is a road map on how to manage brands
beyond the text book concepts and popular cliches. A must read for
any senior executive.
With the digitalisation of society, marketing is experiencing a
renaissance. Digital marketing has introduced a compactness absent
in traditional marketing, even after the integration of the
holistic marketing approach. Consumers nowadays make choices -
between purchasing online and visiting a store. They pay attention
to certain ads and decide to support a person or product on social
media channels. This book presents the theoretical principles of
digital marketing established to serve research plans, educational
purposes and practical applications. It aims to support the
terminological demarcation and to further the professional
discussion.
As higher education institutions adapt to an increasingly digital
world, it is imperative that they adopt technological techniques
that allow them to establish a digital presence. Academic
e-branding involves managing a university's brand and image to
promote and build the reputation of the institution, especially in
regards to its student and faculty research and achievements.
Without a solid digital presence, higher education institutions may
struggle to remain competitive. Improving University Reputation
Through Academic Digital Branding is a critical scholarly
publication that explores digital branding and its role in
establishing the reputation of academic institutions and programs.
Featuring a range of topics including digital visibility, social
media, and inclusive education, this book is ideal for higher
education boards, brand managers, university and college marketers,
researchers, academicians, practitioners, administrators, and
students.
Micromanaging the advertising budget for the least amount of
total waste will be mandatory in the overly competitive environment
of the 1990s. Such an approach can only be successful if the
advertiser turns to the electronic media as the major source for
advertising and promotion. Here, White examines the historical
factors leading to print (newspaper) dominance in our
advertising-oriented culture and explains why these assumptions are
no longer valid in the electronic media world of the 1990s. Using
behavioral psychology as it applies to learning and consumer
behavior, White shows how radio and television are able to
franchise the minds of potential consumers.
White helps advertising managers and businesspeople come to
grips with the paradigm shift in thinking from print to electronic
media advertising. This book will help all businesspeople and
advertising managers understand why the electronic media must be
the major player in all business advertising in order to maximize
return on advertising investment and why the newspaper must be
deemphasized in the complex matrix of the media mix. Readers will
come to understand how all advertising works, how small the number
of potential consumers for any product or service actually is, and
how these factors impact on media decisions. All advertising is not
equal and understanding the differences may mean either success or
failure in the competitive retail environment of the 1990s.
Dr. Woodside picks up where other books on maxi-marketing leave
off, to prove that the effectiveness of image and linkage
advertising "can" be measured, and to show advertising
professionals how to do it. Readable and in detail, with carefully
culled examples that go beyond simple case studies, Dr. Woodside
provides a 20-step process model of how low and high involvement
advertising work, and shows how to use top-of-mind-awareness
measures and benefit-to-brand retrieval to assess advertising
impact. His book also covers the details of evaluating the
effectiveness of competing advertising media and ways to do useful
advertising-to-sales conversion studies, within budget and in a
timely manner. Well illustrated with tables and figures, and
drawing upon important practical and academic research, Dr.
Woodside's book will be essential reading for advertising,
marketing, and sales executives and their colleagues in the
academic community.
Dr. Woodside leads off with his 20-step process model and review
of the scientific and applied literature to show how advertising
works. He answers the question of why top-of-mind awareness
measures of advertising effectiveness are so valuable, and then
uses detailed, numerical examples to illustrate the powerful tool
of benefit-to-brand retrieval. He links profit-and-loss analysis to
a linkage advertising monitoring program, then discusses the net
profit impact of each advertisement in each medium. His report of a
field study demonstrates that net profit is the big difference
between image and linkage advertising. From there he moves to the
long interview and its application to voice-of-the customer
research, ways to value different customer segments, and how to
monitor linkage advertising fulfillment strategies. Dr. Woodside's
book will be an important contribution to our understanding of how
advertising is done, and how it can be done better.
Boddewyn's book provides a rare insight into how advertising
self-regulatory bodies really work--with or without outsiders. Many
other studies have lauded self-regulation or dismissed it
preemptorily, but this book focuses on its logic, limits, and
ultimate contributions to the societal control of advertising. It
shows how outsiders--where available and willing to
participate--contribute to its functioning while the advertising
industry remains in control of the standards applied by
self-regulatory bodies. Practitioners, consumerists, and
policy-makers should greatly benefit from reading this
multinational comparison of a dozen countries with very different
economic and legal environments.
"Sylvan M. Barnet, Jr., Chairman, Advisory Council,
International Advertising Association"
It is generally recognized that the development and application
of voluntary industry standards is a necessary complement to
governmental regulation of advertising. With the expansion of
advertising opportunities, however, the tasks of self-regulation
have grown, along with doubts as to the industry's ability--or
willingness--to enforce appropriate ethical guidelines. In attempt
to resolve this situation, self-regulatory bodies increasingly
invite the participation of non-industry members, especially where
consumer protection is at issue. The first broadly based,
comparative study of advertising self-regulation, this book
explores the global implications of recent trends through detailed
analyses of self-regulation in Europe, Asia, and the Western
Hemisphere.
Market Mediations offers a fresh way to look at consumption
practices, design and branding issues through analysis based on the
French and European intellectual tradition. To account for this
vast system of objects and brands, the book draws on the generative
trajectory of meaning stemming from the structural semiotics of
Greimas obedience.
Just because you are a nonprofit does not mean that you can ignore
marketing. Marketing impacts every aspect of your organization from
your fundraising and friend-raising to your community credibility
and relevancy. This book provides you with the fuel to quick-start
your marketing efforts-public relations, golf outings, advertising,
guerilla marketing techniques, Web sites and so much more. So
before you hire another marketing director you need to read
Nonprofit NonMarketing. In short order this book will have you
creating a brand image that is sure to propel your organization for
years to come.
Everyday consumers buy into the concept of brands and their
associated meanings--the perception of quality, a symbolic
relationship, a vicarious experience, or even a sense of identity.
Marketing Semiotics suggests that the extent to which consumers
recognize, internalize, and relate to brand meanings is not only an
academic question. These meanings contribute to "brand equity," the
financial value of intangible brand benefits that exceed the use
value of goods, and impacts upon a firm's financial performance.
Therefore, the management of brand equity demands first and
foremost the management of brand meanings, or semiotics.
The book uses structural semiotics, a discipline that extends the
laws of structural linguistics to the analysis of verbal, visual,
and spatial sign systems, to shed light on the cultural codes and
discourse of brands. It proposes that semiotic research should form
the cornerstone of brand equity management, since brands rely so
heavily on sign systems that contribute to profitability by
distinguishing brands from simple commodities, from competitors,
and engaging consumers in the brand world.
The book includes dozens of global business cases where semiotics
has been used to refocus, reposition, or extend the brand to new
products, customers, and markets. Drawing upon twenty years of
academic and consulting experience, the book provides actionable
direction for steering brands through technological and cultural
change, differentiating brands in the competitive environment, and
counteracting the natural depletion of brand meaning over time.
Industry and academia should capture significant value through
adopting design-led innovation to improve opportunities for
success. Skills and capabilities should serve as a basis for
adopting new breakthroughs in design-driven innovation. The
development of an infrastructure and centers of excellence with the
capacity to respond to new market needs, combined with enhanced
networking capabilities, will allow companies to be more innovative
and competitive. Driving Industrial Competitiveness With Innovative
Design Principles is an essential publication that focuses on the
relationship between innovation and competitiveness in business.
Featuring coverage on a broad range of topics including open
innovation, business incubators, and competitiveness dynamics, this
book is ideally designed for entrepreneurs, government officials,
executives, managers, investors, policymakers, researchers,
academicians, and students interested in furthering their knowledge
of pertinent topics on product design and commercialization, new
models for academia-industry partnerships, and regional
entrepreneurial ecosystems based on design principles.
David Ogilvy is 'The Father of Advertising' and in this new format
of his seminal classic, he teaches you how to sell anything. 'The
most sought-after wizard in the advertising business.' Times
Magazine From the most successful advertising executive of all time
comes the definitve guide to the art of any sale. Everything from
writing successful copy to finding innovative ways to engage people
and from identifying with your audience to the various ways to sell
a lifestyle, Ogilvy on Advertising looks at what sells, what
doesn't and why. And, in doing so, he teaches what you can do to
sell the most brilliant item of all... yourself. From a titan of
not just the advertising industry, but the business world, this
book is David Ogilvy's final word on what you're doing wrong in any
pitch and how you can finally fix it.
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