Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful.

This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists and areas in which new perspectives may enrich our understanding of this crucial subject. Internal marketing is the use of traditional strategies by organisations to market themselves to their employees. Presented in bite-sized sections, each of which dissects the most important themes and concepts underpinning the subject, this book explains how subsidiary areas of study have emerged and suggests how the introduction of concepts and perspectives from channel management literature can help analyse the dyadic encounters in which internal marketing takes place. Brown critically extends the scope of internal marketing theory yet further by presenting and analysing new interview transcripts to suggest that internal demarketing - an organisation making itself less attractive to its employees - may sometimes be undertaken intentionally. Internationally applicable and highly accessible, Internal Marketing is perfect for students, teachers, and researchers with an interest not only in internal marketing, but also in employer relations, internal branding, employer branding, and internal communications. It uses clear language and gradually introduces the reader to more sophisticated theoretical concepts step by step, with a uniquely focused, critical, and comprehensive thematic coverage of internal marketing and its extensive theoretical outputs.

New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.

This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques- from body image, identity and mental imagery, to self-exposure and LCM4P - intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

This book serves as a reader exploring the scholarly inquiry, professional education, and practice of Russian public relations and advertising in multiple contexts. It examines significant parts of what can be encompassed under the umbrella of strategic communications, including public relations and advertising, rather than investigating all areas of communication in Russia. Within the context of Russia's history, culture, and ideology, the book begins by tracing the development of communication as a field, as a discipline, and as a social institution in Russia. It then samples current studies in Russian strategic communications, examining this professional specialization's current state and likely future directions. The book's authors are mostly Russians who are experts in their specializations. Chapters are predicated upon the premise that this is an exciting time of great opportunity for Russian strategic communications. However, in Russia, exploiting such opportunities for strategic communications scholarship, education, and professional practice presents challenges within the context of that nation's cultural, historical, and ideological heritage that presently may be unique. The book concludes with a prognosis of the future of Russian strategic communications. The book is recommended reading for a worldwide audience of strategic communications scholars, educators, students, and practitioners. Such readers will find the book of interest and of unique value as the book will help them to better understand, appreciate, and respect Russian strategic communications, its genesis, and present state.

This volume brings together leading academic researchers and industry professionals to discuss the underlying factors that determine where cable TV advertising is today and what can and should be done in the future. The authors are united in their belief that cable TV advertising has not lived up to its original promise because key players--system operators, programmers, and advertisers--still act as if cable TV is an alternative to traditional mass audience broadcast rather than a fundamentally new and unique medium. If the industry is to realize its promise, the contributors argue, it will happen only in light of a fundamental reassessment of its strategic position within the overall communications and information-technology environment. Taken together, the chapters presented here offer both new insights to industry professionals and new research ideas to students of cable communications.

The chapters are organized into three sections around the themes of industry analysis, implications for advertisers, and new developments. In the first section, the editors present a strategic overview of cable TV advertising followed by an assessment of its current status and an examination of programming opportunities for cable network. The second group examines such issues as the television viewing environment, collecting ratings data for cable channels, and the relationship between program impact and advertising impact. Concluding chapters offer a look at new horizons in cable TV advertising, including in-home shopping programs and pay-per-view programming.

While many analyses have examined disinformation in recent election campaigns, misuse of 'big data' such as the Cambridge Analytica scandal, and manipulation by bots and algorithms, most have blamed a few bad actors. This incisive analysis presents evidence of deeper and broader corruption of the public sphere, which the author refers to as post-communication. With extensive evidence, Jim Macnamara argues that we are all responsible for the slide towards a post-truth society. This analysis looks beyond high profile individuals such as Donald Trump, Russian trolls, and even 'Big Tech' to argue that the professionalized communication industries of advertising, PR, political and government communication, and journalism, driven by clickbait and aided by a lack of critical media literacy, have systematically contributed to disinformation, deception, and manipulation. When combined with powerful new communication technologies, artificial intelligence, and lack of regulation, this has led to a 'perfect data storm'. Accordingly, Macnamara proposes that there is no single solution. Rather, he identifies a range of strategies for communication professionals, industry associations, media organizations and platforms, educators, legislators, regulators, and citizens to challenge post-communication and post-truth.

In the wake of the profound upheavals that our society has been facing, the business world is undergoing change. Values such as trust, well-being, sustainability, and respect for human beings and their deeper ambitions are becoming increasingly important. Corporations and professionals can achieve and maintain success only if they can bring their relationship with their customers to a new, higher level. The condition that links the two is very similar to that created when we fall in love. The organizational models and marketing approaches based on the metaphor of war, and the inherent rhetoric of "command and control", are no longer valid; to form such a bond we need love. The authors are aware of this. Since 2013, in collaboration with international scholars, they have been studying the new market dynamics and the fundamental role of ethics in gaining commercial results. While their previous book Sales Ethics (2015) helped to set up and manage customer relationships based on trust and fairness, this new book will support you in building your business strategy and designing marketing tools (from customer analysis, to the definition of your offer and the style of communication, up to the positioning of prices and the management of resources) in the light of a new model, the Loving Business Model, which aims to make the customer fall in love with you, and you with your work. This book, like its predecessor, is the result of independent research conducted between Italy and the United States combined with the authors' many years of professional experience. It contains the most up-to-date and effective techniques available in the modern marketing landscape, supported by case studies, concrete examples and activities, which will guide you to put your newly acquired knowledge into practice.

In the wake of the profound upheavals that our society has been facing, the business world is undergoing change. Values such as trust, well-being, sustainability, and respect for human beings and their deeper ambitions are becoming increasingly important. Corporations and professionals can achieve and maintain success only if they can bring their relationship with their customers to a new, higher level. The condition that links the two is very similar to that created when we fall in love. The organizational models and marketing approaches based on the metaphor of war, and the inherent rhetoric of "command and control", are no longer valid; to form such a bond we need love. The authors are aware of this. Since 2013, in collaboration with international scholars, they have been studying the new market dynamics and the fundamental role of ethics in gaining commercial results. While their previous book Sales Ethics (2015) helped to set up and manage customer relationships based on trust and fairness, this new book will support you in building your business strategy and designing marketing tools (from customer analysis, to the definition of your offer and the style of communication, up to the positioning of prices and the management of resources) in the light of a new model, the Loving Business Model, which aims to make the customer fall in love with you, and you with your work. This book, like its predecessor, is the result of independent research conducted between Italy and the United States combined with the authors' many years of professional experience. It contains the most up-to-date and effective techniques available in the modern marketing landscape, supported by case studies, concrete examples and activities, which will guide you to put your newly acquired knowledge into practice.

From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States-and increasingly around the world-invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to "the other guys." Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor-as well as anyone who plans, creates, or pays for advertising-a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising's most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?

Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In today's cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.

Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.

This volume, edited by Kim Golombisky, applies an intersectional lens to advertising, focusing on gender, race, ethnicity, sexuality, disability, age, class, and nationality. Intersectional feminist perspectives on advertising are rare in the advertising industry, even as it faces pressure to reform. This anthology focuses on advertising messaging to follow up the professional practices covered in Feminists, Feminisms, and Advertising, edited by Kim Golombisky and Peggy Kreshel. In this new collection, contributors write from a variety of perspectives, including Black, African, lesbian, transnational, poststructuralist, material, commodity, and environmental feminisms. The authors also discuss the reproductive justice framework, feminist disability studies, feminist ethnography, feminist discourse analysis, and feminist visual rhetoric. Together, these scholars introduce big ideas for feminist advertising studies. The first section, titled "Historicize This!," includes work dealing with historicized analyses of advertising, ranging from more than a century of stereotypes about black women to early twentieth-century white women purchasing automobiles, all contextualized with women's complex relations with technologies from cars to Twitter. The second section, "Advertising Body Politics," groups work on topics related to body politics in advertising, including lesbians, disabled women, aging women, and Chinese "promotion girls." The third section, "Media Reps," revisits advertising representation in novel ways from operational definitions of race and advertising news about gay men to advertising twenty-first-century masculinities in Ghana and the United States. The last section, "Reproduction and Postfeminist Empowerment," ends the book with a selection of case studies on the advertising industry's cooptation and commodification of feminism, particularly in regressive postfeminist ideologies about women's reproductive health and mothering.

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

Most companies today are firmly on the social and environmental issues 'bandwagon', like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we're driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men's health, Movember - and how you can empower people to do the same. Today's power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they're in charge of their own life and happiness. 'Who can you help me become?' is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

For brands to succeed in a competitive environment they need to build a 'loving' relationship with their customers. Brands need to construct an emotional engagement with customers so that they feel genuinely connected to it and what it has to offer. Through 15 steps this books reveals how to use high design principles to build a truly loved brand.

This book is a history of outdoor advertising control in Britain between the early-nineteenth century and the beginning of the 1960s. It considers the development of primarily legislative and governmental approaches to controlling commercial signage, billboards, posters and hoardings in rural and urban areas. This study of how the proliferation of outdoor advertising was dramatically curtailed serves as a means to examine how the understanding and governance of lived spaces developed over a century and a half. In the early-nineteenth century outdoor adverting was just another material nuisance to regimes of improvement; by the turn of the century it was reframed as a threat to architecture, rural beauty and codes of moral self-governance. In the twentieth century it disrupted visual amenity and destabilized the civilizing influence of modern planning. More than merely a history of a radical and largely overlooked change in the visual environment, this is the story of how the modern state saw and regulated the lived spaces of Britain.

Highlights the trailers, merchandising and cultural conversations that shape our experiences of film and television It is virtually impossible to watch a movie or TV show without preconceived notions because of the hype that precedes them, while a host of media extensions guarantees them a life long past their air dates. An onslaught of information from print media, trailers, internet discussion, merchandising, podcasts, and guerilla marketing, we generally know something about upcoming movies and TV shows well before they are even released or aired. The extras, or "paratexts," that surround viewing experiences are far from peripheral, shaping our understanding of them and informing our decisions about what to watch or not watch and even how to watch before we even sit down for a show. Show Sold Separately gives critical attention to this ubiquitous but often overlooked phenomenon, examining paratexts like DVD bonus materials for The Lord of the Rings, spoilers for Lost, the opening credits of The Simpsons, Star Wars actions figures, press reviews for Friday Night Lights, the framing of Batman Begins, the videogame of The Thing, and the trailers for The Sweet Hereafter. Plucking these extra materials from the wings and giving them the spotlight they deserve, Jonathan Gray examines the world of film and television that exists before and after the show.

This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China s search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, and Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post WTO era. Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising in the past three decades in Post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis offers most significant insights in advertising and consumer culture as well as the economic, social, political, and cultural transformations in China. The book is essential for students and scholars of communication, media, cultural studies and international business, and all those interested in cultural globalization and China.

Is today's All-Volunteer Force still "This Man's Army"?
In a nation that has seen the rise of feminism, the decline of blue-collar employment, military defeat in Vietnam, and a general upheaval of traditional gender norms, what kind of man is today's military man? What kind does the military want him to be?
In Enlisting Masculinity, Melissa Brown asks whether appeals to and constructions of masculinity remain the underlying basis of military recruiting-and if so, what that notion of masculinity actually is. Are the Army, Air Force, Navy, and Marines courting warriors or breadwinners; patriots or pragmatists; dominant masters of technology, or strong yet compassionate masters of themselves? Is each military branch recruiting the same model of masculinity?
Based on an analysis of more than 300 print advertisements published between the early 1970s and 2007, as well as television commercials, recruiting websites, and media coverage of recruiting, Enlisting Masculinity argues that masculinity is still a foundation of the appeals made by the military, but that each branch deploys various constructions of masculinity that serve its particular personnel needs and culture, with conventional martial masculinity being only one among them. The inclusion of a few token women in recruiting advertisements has become routine, but the representations of service make it clear that men are the primary audience and combat their exclusive domain. Each branch constructs soldiering upon a slightly different foundation of masculine ideals and Brown delves into why, how, and what that looks like.
The military is an important site for the creation and propagation of ideas of masculinity in American culture, and it is often not given the attention that it warrants as a nexus of gender and citizenship. Although most Americans believe they can ignore the military in the era of the all-volunteer force, when it comes to popular culture and ideas about gender, the military is not a thing apart from society. Building a fighting force, Brown shows, also means constructing a gender. Enlisting Masculinity gives us a unique and important perspective on both military service and prevailing conceptions of masculinity in America.

This is the first scholarly collection to examine the social and cultural aspects on the worldwide interest in the faded remains of advertising signage (popularly known as 'ghost signs'). Contributors to this volume examine the complex relationships between the signs and those who commissioned them, painted them, viewed them and view them today. Topics covered include cultural memory, urban change, modernity and belonging, local history and place-making, the crowd-sourced use of online mobile and social media to document and share digital artefacts, 'retro' design and the resurgence in interest in the handmade. The book is international and interdisciplinary, combining academic analysis and critical input from practitioners and researchers in areas such as cultural studies, destination marketing, heritage advertising, design, social history and commercial archaeology.

This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. To begin to address this lag, this edited collection explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new findings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but develop a theoretical argument.

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.