Gain an understanding of advertising and brand strategy from an integrated marketing, advertising and business perspective with Close Scheinbaum/O'Guinn/Semenik's popular ADVERTISING AND INTEGRATED BRAND PROMOTION, 9E. Updates bring strategy to life in today's digital and mobile society as new content addresses industry shifts, such as pandemic-prompted changes in consumer behavior and e-commerce, influencer marketing, celebrity endorsements and streaming content. New examples highlight contemporary ads and current forms of branding and marketing for well-known brands like Target, Chanel, Amazon, Southwest, Netflix, Disney, ESPN, Apple, TikTok, Instagram, Adidas and Nike. You examine concepts in the context of advertising practice as you follow the processes of an advertising agency. Leading theory and practice keeps content relevant and applicable whether you are pursing business, marketing communication or advertising. MindTap digital resources further strengthen understanding.

* 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

Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time. Authors Edward McQuarrie and Barbara Phillips place visual branding within its historical context, covering the 120-year period since brand advertising first took modern form in the United States. Using copious real-life examples to illustrate how branding has evolved with the introduction of new technologies and opportunities, the book also critiques purely psychological perspectives on branding and explains how historical and rhetorical analyses can contribute new insights. This exploration of rhetoric as an alternative to economic and psychological perspectives in marketing, advertising, and consumer scholarship will be essential reading for students and scholars in graduate programs in marketing, advertising, and consumer psychology.

Winner of the 2021 National Communication Association PRIDE award in the 'Outstanding Textbook' category! Explore a wide range of theoretical frameworks and themes for public relations in this comprehensive and authoritative work Public Relations Theory: Capabilities and Competencies is a comprehensive overview of the major theoretical perspectives in public relations, considering the evolution, diversification and merger of approaches that have been spurred by rapid changes in society, cultural boundaries, technology, and media environments. Authors Jae-Hwa Shin and Robert Heath explain both organizational and social theories of public relations, including cases and challenges to help students bring theory and research to bear on solving the daily challenges of public relations practice. Rather than advocate in favor of a particular theoretical view or position, Public Relations Theory: Capabilities and Competencies covers a broad range of theoretical perspectives and themes in public relations, including: An examination of excellence theory, contingency theory, rhetorical theory, and critical theory as these perspectives apply to public relations Issues management, crisis management, risk management and conflict management with respect to public relations Combining theory and practice for conceptualization and strategic execution of robust public relations programs and campaigns The importance of public relations ethics to serve the public good How to define "the public" or "relationships" in the field of public relations The book closes with discussion of emerging topics and the recent transformation of public relations theory to take diversity, technology, and global identity into account and offers insight into future direction. This book is perfect for upper level undergraduate and graduate students of public relations in journalism and communication. It will also be useful for public relations practitioners who hope to improve their understanding of the theoretical background and principles of their work and serve as an excellent reference for doctoral students and researchers in the area.

The must-have resource for media selling in today's technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects' advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.

*Selected by Emma Watson for her Ultimate Book List* Fashion is political. From the red carpets of the Met Gala to online fast fashion, clothes tell a story of inequality, racism and climate crisis. In The Anti-Capitalist Book of Fashion, Tansy E. Hoskins unpicks the threads of capitalist industry to reveal the truth about our clothes. Fashion brands entice us to consume more by manipulating us to feel ugly, poor and worthless, sentiments that line the pockets of billionaires exploiting colonial supply chains. Garment workers on poverty pay risk their lives in dangerous factories, animals are tortured, fossil fuels extracted and toxic chemicals spread just to keep this season's collections fresh. We can do better than this. Moving between Karl Lagerfeld and Karl Marx, The Anti-Capitalist Book of Fashion goes beyond ethical fashion and consumer responsibility showing that if we want to feel comfortable in our clothes, we need to reshape the system and ensure this is not our last season.

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.

* Develops the concept of the Celebrity as a Human Fashion Brand, which offers a fresh perspective in the Fashion Marketing field. * Includes a broad range of well-known case studies in every chapter, coupled with reflective questions, which can be used for in-class exercises. * Ideal recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management and Consumer Behaviour.

A fun and authoritative guide to writing masterful copy

Great copy is the heart and soul of the advertising business, whether it's for print, television, radio, or any other medium. In "The Adweek Copywriting Handbook," legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy.

Sugarman walks you step by step through the entire copywriting process--from getting prepared to researching products and markets to getting ideas down on paper and polishing them to a brilliant sheen. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune.

For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. Complete with real examples of high-quality copy for various media, this practical and authoritative guide will tell you everything you need to know to write great copy--and get ahead in the cutthroat world of advertising.

"Sugarman is a living legend and by-God genius at writing copy that sells. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold. This is the best book on copywriting in the entire history of marketing."
--Joe Vitale, author, "There's a Customer Born Every Minute"

"There are a lot of great copywriters, but Sugarman is the best. He knows how to build a story and close asale."
--Richard Thalheimer, President, The Sharper Image

"[Sugarman has] a real talent for promotion and writing advertisements."
--Albert Gore, former Vice President of the United States

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.

Contains a variety of in-depth, international case-studies covering real-world organizational settings Online resources, including discussion questions, interviews with case authors, and assignments for instructor use, help bring the discussion to life A combination of theory and practice makes this an ideal resource for students, academics, and public relations and communications professionals

This practical, multidisciplinary text teaches high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. Strategic Writing takes a reader-friendly "recipe" approach to writing in public relations, advertising, sales and marketing, and other business communication contexts, illustrated with examples of each type of document. With concise chapters on topics such as ethical and legal aspects of strategic writing, including diversity and inclusion, this thoroughly updated fifth edition also includes additional document samples and coverage of writing for various social media platforms. Packed with pedagogical resources, Strategic Writing offers instructors a complete, ready-to-use course. It is an essential and adaptable textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary and multimedia approach. Strategic Writing is ideally suited for online courses. In addition to syllabi for both online and traditional courses, the instructor's manual includes Tips for Teaching Strategic Writing Online. Those tips include easy guidelines for converting the book's PowerPoint slides to videos with voiceovers for online lectures. The book's recipe-with-examples approach enhances student self-instruction, particularly when combined with the companion website's sample assignments and grading rubrics for every document. Visit the site at www.routledge.com/cw/marsh.

This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.

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.

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: * Zealots * Entrepreneurship * Retention * Owned Assets

The research review discusses important papers in the Economics of Advertising since the Millennium. It covers embellishments of established theories, newer theories, and empirical testing of both. Topics include informative, persuasive, and comparative advertising, content analysis, targeting, information congestion, signalling, and information disclosure. Scholars of marketing and economics will find here both a back-drop and recent advances.

Interest in generally expanding the understanding of small and medium-sized enterprises, especially understanding their strategies and operations to enter international markets, is growing rapidly among researchers and academics globally. Government officials, regional and economic specialists, and international trade advisers are directly involved in assisting small and medium-sized enterprises in developing their international marketing expertise. Motivating SMEs to Cooperate and Internationalize consists of research studies, cases, and experiences obtained by researchers and academics from managers of small and medium-sized enterprises in Northern Europe as they worked closely with managers on issues and problems leading to internationalization of enterprises. This book will map not only the attempts of small and medium-sized enterprises in Northern Europe to enter foreign markets, but also to understand how researchers and academics can help small and medium-sized Northern European enterprisers achieve their objectives. This compilation of approaches, perspectives, and experiences will serve as a resource tool for researchers and academics active in international management training programs worldwide and help illustrate how to close the gap between publishing results of their findings and efforts to disseminate their findings among managers of small and medium-sized enterprises in their domains. This book is the first attempt to integrate results of research studies and practices as an illustration of how knowledge of small and medium-sized enterprises has evolved since the 1980s with the contributions of individual researchers and academics in Northern Europe. It will be of relevance to academics and researchers interested in working closely with small and medium-sized enterprises to meet their goals in entering international markets.