"This is an intelligent book about serious issues in public relations: accountability, responsibility, transparency, loyalty, truthtelling, and fairness. It should be required reading in boardrooms, in PR classrooms, and at the Pentagon." - Jay Black, Editor, Journal of Mass Media Ethics "Ethics in Public Relations fills an important need at a time when the credibility of public relations (and some public relations practitioners and public relations firms) is under attack. In a manner that is never preachy or dogmatic, Fitzpatrick and Bronstein have put together a series of essays that have application across the public relations spectrum. They are sure to be informative and instructive both to long-time professionals and candidates for entry-level positions." - Harold Burson, Founding Chairman, Burson Marstellar "This book is both highly readable and long overdue. Fitzpatrick and Bronstein have produced a thoughtful, thorough, and very practical look at the ethical dimensions of public relations, not just in theory, but in everyday practice. The essays are sharp, witty, on-point and highly pragmatic. Their examples are relevant, their anecdotes purposeful. Given the state of the profession these days, it's difficult to see how students of public relations could call themselves current without first reading this smart collection of essays." - James S. O'Rourke IV, Professor and Director, The Eugene D. Fanning Center for Business Communication, University of Notre Dame "Fitzpatrick and Bronstein have for every public relations professional established a foundation to practice advocacy ethically. Practice settings may change, but Fitzpatrick and Bronstein demonstrate that the individual professional has an ongoing ethical imperative to advocate responsibly. Fitzpatrick's discussion of the PRSA Code of Ethics concept of advocacy (which she helped draft) breaks new and helpful ground, bringing clarity and substance to this crucial ingredient of most public relations practice." - James E. Lukaszewski, Chairman and President, The Lukaszewski Group Inc. Ethics in Public Relations: Responsible Advocacy is the first book to identify universal principles of responsible advocacy in public relations. In this engaging book, editors Kathy Fitzpatrick and Carolyn Bronstein bring together prominent authorities in the field to address theoretic and practical issues that illustrate the broad scope and complexity of responsible advocacy in 21st-century public relations. The collection explores such matters as the fragile line between ethical and legal public relations practices, ethical challenges in building relationships with increasingly diverse publics, the requirements of ethical advocacy online, ethical accountability in organizational settings, the special ethical obligations of nonprofit groups, and ethical mandates in cross-border public relations.

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.

The SAGE Handbook of Political Advertising provides a comprehensive view of the role political advertising plays in democracies around the world. Editors Lynda Lee Kaid and Christina Holtz-Bacha, along with an international group of contributors, examine the differences as well as the similarities of political advertising in established and evolving democratic governments. Key Features: Offers an international perspective: This Handbook examines the political television advertising process that has evolved in democracies around the world, including countries in Asia, Europe, Australia, Africa, Latin America, and North America. In addition, a comparative overview addresses the effects of political advertising on the voters and the systems of which it is a part. Provides comprehensive coverage: For each country presented, an analysis is given of its political advertising history, its cultural implications, the political and regulatory systems related to political advertising, the effects of media system structures, and the effects of new technologies. Includes examples from recent elections: The role specific candidate- or party-controlled television plays in a specific region's electoral process is examined. Original research on recent elections confirms the expanding significance of this form of political communication. This is an excellent resource for media professionals and practicing journalists, as well as a welcome addition to any academic library. It can also be used as a textbook for advanced undergraduate and graduate courses on Political Advertising in the fields of Political Science, Communication, Broadcasting, Journalism, and International Relations.

For nearly 100 years, Indian boarding schools in Canada and the US produced newspapers read by white settlers, government officials, and Indigenous parents. These newspapers were used as a settler colonial tool, yet within these tightly controlled narratives there also existed sites of resistance. This book traces colonial narratives of language, time, and place from the nineteenth-century to the present day, post-Truth and Reconciliation Commission.

Corpus Linguistics and the Analysis of Sociolinguistic Change demonstrates how particular styles and varieties of language are chosen and represented in the media, to reveal changing language ideologies and sociolinguistic change. Drawing on a corpus of ads broadcast on an Irish radio station between 1977 and 2017, this book shows how corpus linguistic tools can be creatively employed, in conjunction with frameworks and concepts such as audience and referee design and indexicality, and examines how accents and dialects (vernacular and prestige) are exploited in the ads across the decades. In addition, this book: illustrates the key principles of corpus design for sociolinguistics studies and offers a framework for future diachronic corpus studies of advertising on social media; provides a model for analysing corpus data at both inter-varietal and intra-varietal levels in terms of both accent and dialectal features and explores the efficacy of using particular corpus linguistic tools; identifies key factors which can be used by researchers as evidence for sociolinguistic change and links these factors to relevant theories and frameworks; demonstrates how corpus tools can be used to compare advertising discourse with naturally occurring discourse, with particular reference to markers of (pseudo) intimate discourse. Building on the growing body of research relating to variation and change in Irish English, this book is key reading for researchers and advanced students undertaking research within the areas of sociolinguistics and corpus linguistics.

This book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship. Drawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies, and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League - one of the world's most successful sporting properties - before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health.

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 for your. .Web site .Yellow Pages ad .Sales Letter .Postcard .Marketing brochures .Newspaper or magazine ad .. the right advertising headline will attract, persuade and retain your most loyal, valuable customers. It's true. A great headline makes all the difference. Scientific tests have proven it over and over: Just by changing a headline, you can increase an ad's profitability by two, three, even five times. Finally, here is the world's #1 resource for quickly and easily creating powerful advertising headlines that are a perfect fit for your business. The kind of headlines that produce record-breaking sales results In this book, copywriting expert David Garfinkel, who mentors other copywriters for $15,000 and up, offers you one of his most prized possessions: his carefully chosen, market-tested set of advertising headline templates that truly can make you rich David Garfinkel is the best copywriter I know. - Jay Conrad Levinson, author, best-selling Guerrilla Marketing series

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Society presents insights from a large-scale content analysis as well as questionnaire surveys among advertising practitioners and consumers in Japan. As the most aged society in the world, Japan lends itself as particularly suitable to study the implications of population aging. This book shows that older people, and especially older women, are highly underrepresented in advertising and are generally portrayed in stereotypical, albeit not necessarily unfavorable ways. This is despite the fact that advertising practitioners have a generally positive view towards using older models, even though only for an older target audience. Finally the book explore how both younger and older consumers perceive the representation of older people in advertising as stereotypical and partly negative, and are willing to boycott companies portraying older people negatively.

Manipulating Images: World War II Mobilization of Women through Magazine Advertising explores gendered and class-based representations of American women in women's magazine advertisements published during the period surrounding the Second World War. Focusing on the interrelationships among political, economic, and social forces in the construction of prevailing cultural images and gender roles for women in society, the book examines both the process of creating and the resulting content of wartime mobilization messages found in magazine advertising aimed at American women. The unique circumstances of the Second World War provide a window where the continuous, but normally implicit interactions among the social forces which construct class-differentiated gendered expectations for women in society are revealed, recorded, and made accessible for study. During this period, the federal government altered the prevailing media representations of women and women's roles in response to widespread labor shortages stemming from the movement of male workers into the armed forces and increased demand for military and consumer goods. The advertising industry, business leaders, and media representatives cooperated with the federal government in the creation of labor mobilization and other wartime campaigns. Two types of data are examined to assess the changing nature of the relationships among government, business, and media and the resulting media images and messages regarding women's roles. First, the study explores archived government documents that illuminate the relationships among government, business, and media as they responded to the needs and conditions of war. Second, this book examines advertisements published in women's magazines before, during, and following the Second World War.

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:

a new chapter on how audiences are defined and created

reorganization of the media channel chapters to cover planning and buying together

expanded coverage of digital formats in all channels

added discussion of measurement

completely updated data and examples.

The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments.

Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.

Table of Contents

1. Media in the Big Picture

2. Media Objectives and Strategies

3. From Consumers to Audiences

4. Media Terms and Calculations

5. Planning and Buying for Television

6. Planning and Buying for Audio, Print, and Out-of-Home

7. Planning and Buying for Digital

8. Planning and Buying Beyond

9. Putting the Plan Together

10. Evaluating and Measuring Plans and Buys

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments. Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions. Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice. It examines cultural constituents such as humor, religion and gender, political advertising driven by the new wave of democracy in the region and digital activism, technological and digital transformations and the economic ways advertising support new media start-ups. Supported by examples and campaigns, the book discusses the way global or regional brands standardized or localized their messaging while adopting international techniques but market-oriented solutions. The book will key reading for scholars and students in advertising, marketing, business, journalism, cultural studies and media in addition to Middle East Studies. It is also an essential text for media and marketing communication industry professionals, and will appeal to those interested in the global-local dichotomy and promotional communications.

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.

Quantitative consumer research has long been the backbone of consumer psychology producing insights with peerless validity and reliability. This new book addresses a broad range of approaches to consumer psychology research along with developments in quantitative consumer research. Experts in their respective fields offer a perspective into this rapidly changing discipline of quantitative consumer research. The book focuses on new techniques as well as adaptations of traditional approaches and addresses ethics that relate to contemporary research approaches. The text is appropriate for use with university students at all academic levels. Each chapter provides both a theoretical grounding in its topic area and offers applied examples of the use of the approach in consumer settings. Exercises are provided at the end of each chapter to test student learning. Topics covered are quantitative research techniques, measurement theory and psychological scaling, mapping sentences for planning and managing research, using qualitative research to elucidate quantitative research findings, big data and its visualization, extracting insights from online data, modeling the consumer, social media and digital market analysis, connectionist modeling of consumer choice, market sensing and marketing research, preparing data for analysis;, and ethics. The book may be used on its own as a textbook and may also be used as a supplementary text in quantitative research courses.

This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for Public Opinions Research. This reader contains his selected works in Consumer Behavior and Advertising which combine insights from Cognitive Psychology, Social Psychology and Survey Methodology. William Wells, University of Minnesota, has provided the foreword and section overviews for the book which will help it appeal to all academics and students of consumer research.

It is argued in most academic literature that Business Model (BM) is a general model for how any business runs or should be run, it is the "blueprint of the business". Conversely we argue that no business has just one BM, one model on which it runs all its business or intends to run its business. In other words the BM can be used for "as-is" and the "to-be" businesses. However our research, in contrast to the other BM frameworks, indicates that businesses have more BMs - both "as-is" and "to-be" BMs - the multi business model approach. This was already theoretically indicated by Markides and Charitou in 2004, and again in the Casadesus-Masanell and Ricart model of 2010, but sadly no one in the BM community has followed up on this since then. It could have made a breakthrough in our understanding of BMs, Business Model Innovation (BMI) and Strategic BMI. The Multi Business Model Innovation Approach addresses the concerns in the BM community and in BMI practice to just focus on the ideation and conceptualization of BMs. "BM canvassing", innovating BM building blocks or BM dimensions when carrying out BMI, so-called "blind business model innovation", is not sufficient to run and understand a business today. BMs and BMI must address all the different levels in a business. All BMs are objects to BMI and should be used to maximize the performance and sustainability of the business. The core business and all levels BMs, such as BM dimension components, BM dimensions, BM portfolio, and Business Model Ecosystem (BMES), should all be considered for BMI. The book addresses and documents a gap in BM research and the BM community - but also proposes a generic definition and language of a BM and BMI layers. The significance and importance of this work is related to significant and unexplored possibilities that BMI offers today, and can offer tomorrow. When we thoroughly understand all levels, dimensions and components of the business and its business models, and we are able to communicate, work and innovate with business models at all levels together, then a next step in BM and BMI research and practice can be taken. It is proposed that any BMs are related to seven dimensions- value proposition, user and/or customer, value chain functions (internal), competence, network, relations and value formulae. It is further proposed that seven different levels of a BMI from the most detailed level - the BM dimension component - to the BM dimension, BM, BM portfolio, business, and the vertical and horizontal business model ecosystem layer - and these can be objects to BMI. Conceptually, the Business Model Cube was formed using the seven dimensions which could be used both in a 2D and a 3D version.

This book brings together a broad and diverse range of new and radical approaches to public relations focussing on the increasingly vital role that visual, sensory and physical elements factors play in shaping communication. Engaging with recent developments in critical and cultural theories, it outlines how non-textual and non-representational forces play a central role in the efficacy and reception of public relations. Challenging the dominant accounts of public relations which center on the purely representational uses of text and imagery, the book critiques the suitability of accepted definitions of the field and highlights future directions for conceptualizing strategic communication within a multi-sensory environment. Drawing on the work of global researchers in public relations, visual culture and communication, design and cultural theory, it brings a welcome inter-disciplinary approach which pushes the boundaries of public relations scholarship in a global cultural context. This exciting analysis will be of great interest to public relations scholars, advanced students of strategic communication, as well as communication researchers from cultural, media and critical studies exploring PR as a socio-cultural phenomenon.

Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity. Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability. It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals. Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.

An accessible, unintimidating introduction to the focus group research project. For students in research methods or market research courses within mass media, communication studies, marketing, advertising, and public relations programs.

The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence - and sales - of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Readers will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that capitalizes on the richness and complexity of language. This book includes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionals to apply the book's concepts and stimulate class discussion. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.

Europe Un-Imagined examines one of the world's first and only trans nationally produced television channels, Association relative a la television europeenne (ARTE). ARTE calls itself the "European culture channel" and was launched in 1991 with a French-German intergovernmental mandate to produce television and other media that promoted pan-European community and culture. Damien Stankiewicz's ground-breaking ethnographic study of the various contexts of media production work at ARTE (the newsroom, the editing studio, the screening room), reveals how ideas about French, German, and European culture coalesce and circulate at the channel. He argues that the reproduction of nationalism often goes unacknowledged and unremarked upon, and questions whether something like a European "imagination" can be produced. Stankiewicz describes the challenges that ARTE staff face, including rapidly changing media technologies and audiences, unreflective national stereotyping, and unwieldy bureaucratic infrastructure, which ultimately limit the channel's abilities to cultivate a transnational, "European" public. Europe Un-Imagined challenges its readers to find new ways of thinking about how people belong in the world beyond the problematic logics of national categorization.

Rising Consumer Materialism presents a theoretical advancement of materialism research. It identifies eight areas of a consumer's life that are inter-disciplinary and of prime importance towards promoting happy and rewarding lifestyles. This study examines the pre-planned purchase process as the primary step towards satisfactory consumption. The theoretical framework provides a stream of research possibilities that guide readers towards healthy consumption patterns. Therefore, the book offers practical solutions to problems such as loneliness and unhappiness. It advocates a new dimension of consumption activity and lifestyle choices that can help to re-socialize and improve social bonds; hitting materialism right at its core, making the consumption experience well informed and beneficial for the consumer as well as society. Together, pre-planned engaging, intrinsic experiential purchases with a view to environmentalism, religiosity, social giving, social support and nostalgia can cure the excessive emphasis on acquiring and showing off valuables that are disruptive to a consumer's social affiliations and subjective wellbeing. Rather than utilizing material possessions as a proxy measure for success and happiness resulting in only temporary happiness, discontent, continuous brand/product switching, undesirable post purchase evaluations and shifting brand loyalties, the book establishes alternative mechanisms for achieving happiness. The integrated framework provides a comprehensive solution rather than a half-baked specific situational-based intervention and is a must read for academics, students and consumers alike.

With numerous illustrations showing many erotic ads - some campy, some aesthetically elegant, some homoerotic - that push the boundaries of sexuality and taste from over a century of product marketing, Reichert not only tracks the history of sex in advertising but also explores the many factors that make the link between sex and our consumer culture so successful. This thoughtful, enjoyable, and fascinating look into the world of advertising - from the late 1800s to the most erotic ads of today - will appeal to both media-savvy consumers and aficionados of pop culture.