There is widespread and growing concern about the use of alcohol in society, especially by young people. Although overall volumes of alcohol consumption may be levelling off, the occurrences of excessive or 'binge' drinking, especially among teenagers and young adults, are increasingly commonplace. Tackling irresponsible drinking, which is linked to other antisocial behaviour and health problems, has focused attention on the promotion of alcohol by its producers as an important causal factor. This has led to calls for tougher regulation of alcohol marketing, including restrictions on where it can occur and the form it is allowed to take. Empirical research evidence, often emanating from government funded enquiries and endorsed by health lobbies, has been cited in support of an allegedly primary role played by advertising in triggering interest in and the onset of alcohol consumption among young people and in encouraging regular and heavy drinking. Close examination of this evidence, however, reveals that the research is not always as cut and dried as it may first appear. Methodological weaknesses abound in studies of the purported effects of alcohol advertising and other forms of marketing and the significance specifically of advertising as an agent that shapes young people's alcohol consumption could be weaker than often thought. This book sets out a review and critique of the evidence on alcohol advertising and marketing effects on young people and considers this evidence in relation to codes of advertising and marketing practice.

Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly."

I am gratified that there is sufficient interest in the subject matter so as to support the offering of a second edition of this monograph. The of differential games dynamic interpretation and game theoretic foundation form a powerful and vital methodology for helping us study and understand marketing competition. This second edition offers a blend of what proved to be successful with the first edition and new material. The first two chapters, reviewing empirical and modeling research, have been updated to include contributions in the last decade that have advanced the area. I have not changed the essential content in the duopoly analyses in chapters 3, 4, and 5. A notable addition to the present edition are the new chapters, 6, 7, and 8, which offer analysis of three triopoly models. In the final chapter, I offer my summary view of the area and hope for continued contributions. I want to express my appreciation for the support of Josh Eliashberg, editor of the International Series in Quantitative Marketing, as well as Zachary Rolnik, Director, and David Cella, Publishing Editor, of Kluwer. Their encouragement has provided crucial motivation in this endeavor.

Advertisers in the nineteenth and early twentieth century pushed the boundaries of printing, manipulated language, inspired a new form of art and exploited many formats, including calendars, bookmarks and games. This collection of essays examines the extent to which these standalone advertisements - which have survived by chance and are now divorced from their original purpose - provide information not just on the sometimes bizarre products being sold, but also on class, gender, Britishness, war, fashion and shopping. Starting with the genesis of an advertisement through the creation of text, image, print and format, the authors go on to examine the changing profile of the consumer, notably the rise of the middle classes, and the way in which manufacturers and retailers identified and targeted their markets. Finally, they look at advertisements as documents that both reveal and conceal details about society, politics and local history. Copiously illustrated from the world-renowned John Johnson Collection of Printed Ephemera and featuring work by influential illustrators John Hassall and Dudley Hardy, this attractive book invites us to consider both the intended and unintended messages of the advertisements of the past.

Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business. To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book's relevance for students outside the USA. Key features include: * A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy * Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms * Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities * Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities * Focus on globalization with a chapter on regional and international marketing * Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor's manual and a host of useful pedagogy - including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more - this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.

* Serves as a design/art direction/writing/creative-collaboration primer for non-designers * Enables development of a common frame of reference for business and creative professionals, to foster better understanding and appreciation of the creative process - and better business results * Includes a chapter on diversity, equity, and inclusion in design

The recent trend toward a multifaceted business environment that is global rather than strictly national in nature makes it increasingly important for advertising and communication professionals to understand the principles and practices of marketing and advertising planning in international markets. Kaynak presents both a comprehensive guide to the social, cultural, technological, political, and economic influences that affect the international advertising business and a practical handbook on specific advertising processes and practices. The author shows that in most cases, advertising systems, practices, and procedures vary from one country to another and that these differences are related to differences in the respective countries' demographic, socio-economic, cultural, and technological development. Kaynak fully examines these different approaches, offering the reader a detailed and practical look at how advertising is done in other countries and why it is done that way.

Among the topics Kaynak treats in-depth are the internationalization of advertising agencies, the legal restraints on international advertising, and the relationship between advertising and socio-economic development. Case examples of international, multinational and transnational firms and advertising agencies are used to illustrate the transition from a general international advertising planning approach to specific international advertising policy and strategy development. Separate chapters devoted to comparative advertising systems and cross-cultural/national advertising explore the reasons for similarities and differences in advertising practices and examine in detail particular advertising strategies and tactics. Throughout, Kaynak takes into account the practical concerns of advertising professionals, making this an excellent resource for both current and aspiring advertising managers and executives.

Fountain-Pens - The Super-Pen for Our Super-Men Ladies! Learn To Drive! Your Country Needs Women Drivers! Do you drink German water? When Britain declared war on Germany in 1914, companies wasted no time in seizing the commercial opportunities presented by the conflict. There was no radio or television. The only way in which the British public could get war news was through newspapers and magazines, many of which recorded rising readerships. Advertising became a new science of sales, growing increasingly sophisticated both in visual terms and in its psychological approach. This collection of pictorial advertisements from the Great War reveals how advertisers were given the opportunity to create new markets for their products and how advertising reflected social change during the course of the conflict. It covers a wide range of products, including trench coats, motor-cycles, gramophones, cigarettes and invalid carriages, all bringing an insight into the preoccupations, aspirations and necessities of life between 1914 and 1918. Many advertisements were aimed at women, be it for guard-dogs to protect them while their husbands were away, or soap and skin cream for 'beauty on duty'. At the same time, men's tailoring evolved to suit new conditions. Aquascutum advertised 'Officers' Waterproof Trench Coats' and one officer, writing in the Times in December 1914, advised others to leave their swords behind but to take their Burberry coat. Sandwiched between the formality of the Victorian era and the hedonism of the 1920s, these charged images provide unexpected sources of historical information, affording an intimate glimpse into the emotional life of the nation during the First World War.

What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a companys reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the companys distinctive qualities such as service or value. This books fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme "To Boldly Go... Extending the Boundaries of Advertising". The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.

"This book examines the public controversies surrounding lifestyle risks in the consumer society. Comparing news coverage of the globesity pandemic in Britain and the USA, it illustrates the way moral panic brought childrens food marketing to the centre of the policy debates about consumer lifestyles"--

This valuable book by Rome and Roberts, attorneys and participants in several Supreme Court cases involving commerical and corporate free speech, stands alone as a monographic treatment addressing the topic of the First Amendment and corporate and commercial free speech...It is a thorough, careful treatment of an area of growing importance. One would have to turn to the extensive law review literature on this topic for comparable, if partial, treatment...The book is detailed and sophisticated enough to be of use to legal counsels and academics, but it could be read with profit by upper-division and graduate students.

"Choice"

Strategic Communication deals with the principles behind strategic communication planning. It covers the professional practice steps involved in researching, planning, writing, evaluating and implementing a communication strategy. This book links strategic communication campaign planning to medium and long-term business activity and to how organisations deal with issues. This thoroughly revised third edition includes: New international cases and professional exercises that will enable students to work through the cases and apply theory to real-life situations; New discussion questions on important aspects of campaign planning; Chapter exercises that encourage students to think more broadly about communication strategy and work through the particular aspects of a strategy; In Theory panels that highlight key theories and demonstrate important links between theory and practice Accessible and comprehensive, this is an essential text for students of professional communication and professionals transitioning into the field of Strategic Communication.

The 1960s provides Warlaumont with the backdrop for examining the struggle of advertising during the anti-establishment movement in one of America's most colorful but turbulent decades. Targeted by the counterculture, threatened with government regulation, criticized as a waste maker by social critics, weakened by internal strife between the liberal and traditional forces within the industry, and faced with the consumption-weary public, advertising faced one of its most challenging times. Yet surprisingly, it made history with its unprecedented creativity and innovation during the 60s.

Distancing itself from the Establishment, advertising, as a wolf in sheep's clothing, joined the cultural revolution, changed the way it related to its audience, and attempted to seduce consumers with humor, resonance, candidness, and a power-to-the-people approach. Masking its ultimate goal to maintain, preserve, and promote the consumption ethic and business elite, advertising joined an infectious wave to overturn the old and stodgy ways. Becoming a turncoat by appearing to abandon its traditional materialistic and authoritarian stance--even mimicking it in some instances--advertising became a cause celebre with its colorful and humorous campaigns, validating itself while under fire. Using the 60s as a backdrop, Warlaumont examines the struggle of a traditional institution during one of America's most turbulent decades. Scholars, students, and researchers involved with business, communications, and advertising history as well as the general public interested in the 1960s will find this study fascinating.

Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient, and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology.

The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.

Creativity isn't an occupation, it's a preoccupation. It is at the very core of what makes us human. It's also a fundamental challenge that everyone faces in the modern world, be they in business, in education or a struggling artist or musician. Being creative and innovative and communicating our ideas effectively and persuading others is vital. Who could be better able to demystify and set out some useful, generous advice on how to improve, sustain and nurture creativity than one of the world's greatest advertising creatives and founder of an advertising agency renowned worldwide for its excellence? In this book, John Hegarty takes 50 provocations and themes that lie at the heart of creative thinking. These range from those with complex depths that lie beyond deceptively simple titles such as 'Idea', 'Ego', 'Money' and 'Technology', to others that look at the complexities of modern life, such as dealing with cynics in the workplace, or the best way of getting angry. Hegarty's message is always crystal clear and promotes the benefits of simplifying, thinking boldly and being undaunted by challenges. With this book, when a challenge confronts them, readers will find that one of the great minds in advertising is there to guide them.

In today's multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.

In his ground-breaking book, Reinventing Communication, Mark Phillips shows how even the most mature organization can fail to deliver successful projects - and worse, how this can lead to an organization's demise. With clear examples, Mark reveals the underlying principles at work and introduces a revolutionary new technique for harnessing the power of communication to ensure long term success. For organizations of all sizes, this book changes the way we think about management and leadership. Mark makes his case by looking at teams and individuals that set out to deliver ambitious achievements in complex and challenging environments. We meet the leadership team that built the F-18 Super Hornet fighter jet, one of the US Navy's most successful programs. We discover the untraditional approach to risk used in building a new terminal at London's Heathrow airport. We draw lessons on corporate survival from the cat and mouse fight against IED's in Afghanistan, and are introduced to a website where online video gamers solved a critical piece of the AIDS puzzle using their gaming prowess. Reinventing Communication is about creating the conditions for performance and attaining long term success. Whether a start-up, a global enterprise or a government agency, this book shows us how to deliver ambitious achievements by getting communication right. It is a book that no manager, leader or innovator should be without.

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.