This stand-out book appreciably contributes to growing debates within Science and Technology Studies concerned with cultural politics, the emergence of citizen science and civil society interventions in shaping technology. By drawing on fieldwork data, Savvides examines the bourgeoning 3D printing culture outside the professional lab in Hackerspaces, Makerspaces and Fab Labs. This engaging ethnography not only builds arguments on tracing the historical roots of makers and Hackerspaces, 3D printing technology and political narratives surrounding these new technological environments; it also illustrates how 3D printing has configured parallel grassroots innovation in experimental spaces in the UK, Germany and Cyprus and brought together hobbyist maker communities, activists and entrepreneurs alike. The study also addresses the convergence of activism and the maker culture with prevalent cultural imaginaries - such as the visionary creator within decentralized and distributive manufacturing, the idea of autopoietic social systems, or the imaginative leap to space colonization - and touches upon challenges and motivations in the field of grassroots innovation by examining how it';s organized and conducted in semi-informal contexts.

This Edition Includes: How Advertising Laws Are Established - Just Salesmanship - Offer Service - Mail Order Advertising - What It Teaches - Headlines - Psychology - Being Specific - Tell Your Full Story - Art in Advertising - Things Too Costly - Information - Strategy - Use of Samples - Getting Distribution - Test Campaigns - Leaning On Dealers - Individuality - Negative Advertising - Letter Writing - A Name That Helps - Good Business

Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success. Exploring themes in strategic marketing , creativity in management and communication as well as creativity in new product development, Creativity and Marketing examines a wide range of cutting-edge developments at the intersection of marketing and creative practice, including brand management, social media management, consumer behaviour, and value creation. This collection will bridge theory and practice in a fast moving and exciting field and will provide scholars of marketing, branding and consumer behaviour with lessons and strategies to implement in their own fields.

The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide. Paid Attention delivers new and innovative insights into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication. This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas. In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace.

Offline Matters is a handbook for anybody experiencing digital overload in their lives and creative work. "For any creative who has had to cater to corporate dimwits in order support their art, here's a terrific guide to bringing your best work into the commercial sphere without selling out or compromising your craft. This is a book about how to break free from the data-driven expectations of your client's spreadsheet, and retrieve the true novelty that makes you valuable in the first place." - Douglas Rushkoff, author of Team Human "Offline Matters is a much needed take-down of the whole 'cult of creativity' from the inside. This rattle gun attack on the perniciousness of the creative digital work will leave you aghast and amused in equal measure." - Oli Mould, author of Against Creativity When did creative work become so boring? How did 'digital-first' come to dominate everything? ...and why is nobody talking about it? Part insider expose, part worker-manual, this book is for any creative seeking help on: Navigating the possibility of offline alternatives Countering overwork culture, exploitation, and dulled-down ideas Recovering what you loved about your creative calling ...away from the confines of our screens. We are dreaming of offline. Not as a romanticised past, a punishment, a quick detox, or a WiFi-free cafe. Offline is not a lifestyle. It's a space of opportunity. By the end of Offline Matters, you'll have a new perspective on the dry digitality that defines creative work today - and a set of strategies for going beyond it.

Digital communication has altered the flow of global information, evolved consumer values and changed consumption practices worldwide. These challenges in the marketplace are being driven by international, social and technological advances. New Perspectives on Critical Marketing and Consumer Society is a groundbreaking textbook allowing readers to understand, critique and engage with this disrupted context. Editors Elaine L. Ritch and Julie McColl bring together a range of specialist contributors to identify and examine widespread social and technological disruptions in the marketplace, covering new topics that illustrate new consumer values, through chapters examining: disruptive innovation 'woke' branding data ethics social shopping inclusive identities retail spaces as examples of disruption innovation. The work presents an in-depth discussion of the newest social and technological developments around marketing and consumption across core three themes, 'Disruption and the digital landscape', 'Pseudo Modernity and co-creation of experiences', 'Evolutionary societies and woke branding'. Chapters illustrate how current advances in business and marketing are looking at different approaches for a radically new landscape in marketing and consumer behaviour. New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide through changing and fast moving business and retail contexts for all upper-level students of marketing, branding and consumer behaviour.

Jazz Sells: Music, Marketing, and Meaning examines the issues of jazz, consumption, and capitalism through advertising. On television, on the Internet, in radio, and in print, advertising is a critically important medium for the mass dissemination of music and musical meaning. This book is a study of the use of the jazz genre as a musical signifier in promotional efforts, exploring how the relationship between brand, jazz music, and jazz discourses come together to create meaning for the product and the consumer. At the same time, it examines how jazz offers an invaluable lens through which to examine the complex and often contradictory culture of consumption upon which capitalism is predicated.

Exploring Cultural Value presents ground breaking new research on the use of the cultural value lens to explain and investigate those areas of society where art and culture can have an impact or add value, beyond economic measures. The book develops and advances existing concepts around cultural value, and thus provides a deeper understanding of the impacts and value of the arts and cultural sectors. Contributions bridge academic disciplines and the current discourse of policy-makers, with sections exploring ways of thinking about cultural value, current developments in the field, and challenges for the future. Key themes illustrated throughout include alternative conceptual frameworks of cultural value, national/regional/urban perspectives, evidence from practice, and discussion of how the challenges facing the sectors can be addressed. Exploring Cultural Value combines academic research, case studies, and practitioner perspectives, making a robust and accessible contribution grounded in real world practice. It is a crucial resource for academics, practitioners and policy makers with an interest in the arts, and provides valuable insights into a facet of human endeavour all of us believe to be vital to society.

This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research. This book was originally published as a special issue of the Journal of Advertising.

"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.

Judging by all the press it's received lately, account planning must be the biggest thing to hit American advertising since Doyle Dane Bernbach's Volkswagen campaign. Agencies are falling over each other to establish account planning departments and arm themselves with what Jay Chiat of Chiat/Day once described as "the best new business tool ever invented."

Despite this enthusiasm, account planning remains shrouded in mystery. Is it, as Chiat suggested, merely a tool for attracting new clients? Or is it, as many critics have suggested, no more than traditional consumer research dressed up in new clothes? In the first book devoted exclusively to the subject of account planning in the United States, Jon Steel, Vice Chairman and Director of Account Planning for San Francisco advertising agency Goodby, Silverstein & Partners, argues that it is neither of these things.

Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity—an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing advertising.

A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumers, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.

The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large.

"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings—not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." — Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide

"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." — Geoffrey Frost, Director of Global Advertising, Nike Inc.

"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising." —Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.

"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners." —Rob White, Director of Planning, Fallon McElligott

". . . I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." —David Wheldon, President, BBDO Europe.

"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it against the norms, the answer is the same—Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising." —Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York.

This is an expanded English edition of the book 'Tiger in the Tank' that was first published in German in 2002. It is a compilation of interviews and essays pertaining to the life and life's work of Ernest Dichter, a Jewish Austrian who came to the United States before the Second World War and became famous as an advertising consultant whose techniques of motivational research set standards for the field of advertising that endured for decades. The interviews and essays illuminate his educational development, family and professional relationships, his research strategies and their practical application, interesting events and experiences of his life, and the personality of a man whose career impacted the lives of millions of people.

Do you dare to step away from the social media mandate? Are you ready to challenge yourself beyond the automatic solutions of creative work today? Can we break from business-as-usual and find alternative ways of approach? Following the publication of Offline Matters: The Less-Digital Guide to Creative Work come the first two decks of the Offline Matters Cards series: Truth or Dare?. Like the much-loved classic game of Truth or Dare?, these tools are designed to challenge creative minds into unfamiliar places of thinking. Whether starting with a problem that needs solving or a blank state waiting action, the decks bring a fresh take to the task at hand. Draw a prompt card from each or either pack, then apply the perspective or action for counter-cultural results. The goal is to (re)introduce elements of experimentation and play that press against the dry digitality typical of creative work today.

This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with hands-on exercises. Compact units cover all key topics including communication planning and media strategies. A media math primer, standard media formulae, media planning checklists, and a glossary of media terms are also included. Designed for practitioners and students, the latest edition includes new exercises with new media formats and digital media and new units devoted to popular social media channels.

Content Strategy in Technical Communication provides a balanced, comprehensive overview of the current state of content strategy within the field of technical communication while showcasing groundbreaking work in the field. Emerging technologies such as content management systems, social media platforms, open source information architectures, and application programming interfaces provide new opportunities for the creation, publication, and delivery of content. Technical communicators are now sometimes responsible for such diverse roles as content management, content auditing, and search engine optimization. At the same time, we are seeing remarkable growth in jobs devoted to these other content-centric skills. This book provides a roadmap including best practices, pedagogies for teaching, and implications for research in these areas. It covers elements of content strategy as diverse as "Editing Content for Global Reuse" and "Teaching Content Strategy to Graduate Students with Real Clients," while giving equal weight to professional best practices and to pedagogy for content strategy. This book is an essential resource for professionals, students, and scholars throughout the field of technical communication.

For courses in advertising. A study of integrated marketing communications taught through real-life application Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real- life situations, students will understand the vital links marketers use to connect and interact with customers.

This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.

Examining theory and practice, "Advertising and Anthropology" is a lively and important contribution to the study of organizational culture, consumption practices, marketing to consumers and the production of creativity in corporate settings. The chapters reflect the authors' extensive lived experienced as professionals in the advertising business and marketing research industry. Essays analyze internal agency and client meetings, competitive pressures and professional relationships and include multiple case studies. The authors describe the structure, function and process of advertising agency work, the mediation and formation of creativity, the centrality of human interactions in agency work, the production of consumer insights and industry ethics. Throughout the book, the authors offer concrete advice for practitioners.
"Advertising and Anthropology" is written by anthropologists for anthropologists as well as students and scholars interested in advertising and related industries such as marketing, marketing research and design.

Streaming media has irreversibly revolutionised the ways in which media is transmitted and consumed. Most of us engage with streaming media on a daily basis via platforms that deliver our entertainment: Spotify, YouTube and Netflix are new brands which many of us engage with daily for our information and entertainment. It has created upheaval in the entire value chain and wiped out industries slow to adapt to it (like the video store rental chain). And it continues to evolve. Streaming media is transforming business communications in myriad ways, and it is becoming almost as crucial for project managers and marketers to understand streaming technology as it is for media professionals. The Streaming Media Guide demystifies the technology and features behind a successful streaming media service, especially in the context of how it is used by broadcasters and other media organisations. Common terms and systems being used in this space are presented and defined simply and clearly for non-technical readers. Best practice examples from Michael D'Oliveiro's experiences demonstrate how this technology can be successfully implemented. This book equips any media professional with the most basic of traditional media knowledge to enable confident conversations in the typical media organisation they work in. For technology-based graduates or dedicated broadcast professional seeking to refresh their understanding, this book provides enough information to form a solid foundation for day-to-day work. Finally, for leaders in cross-functional senior management matrices, information is provided to enable you to understand and exploit streaming media capabilities as a business. This will be the ultimate reference source, guaranteed to be bedside reading for anyone serious about using streaming media.

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned-in to the demographic's impatience, confidence and evolving trends. Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before, which can be daunting for any marketer trying to keep up. The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z.

The advertising attention marketplace is a confusing and vast playing field where the rules have changed drastically over the last decade. Make yourself heard and win the attention of your target audience with the new edition of this ultimate guide. Paid Attention delivers new and innovative insights into advertising ideas: what they are, why they are evolving and how to use them in day to day strategy to ensure commercial stability within a changing digital landscape. Packed with real-world examples of advertising campaigns such as Google, Sony and Old Spice, it provides a robust model for influencing human behaviour and toolkits that offer best practice on brand behaviour and effective communication. This second edition includes two new chapters exploring the latest evidence about attention spans and trends in online advertising, as well as new case studies on compelling brand ideas. In a world where being a consumer is confusing, learn to take control of the situation and make yourself heard in today's crowded attention marketplace.

This is a guide for anyone who wants to connect better with people in the workplace by speaking clearly and with purpose. It is a result of five years at Charlie Corbett's consultancy, Bullfinch Media, where he helped convince executives that speaking plainly, thoughtfully, and behaving with humanity, is the best way to win business, boost morale and advance careers. It provides carefully detailed wisdom on how to write well, speak publicly and stand out in your job, as well as how to craft compelling communications, make the best of social media and handle the press. The Art of Plain Speaking aims to improve the experience faced by many in the modern workplace, a world where senior management are entirely absent from the shop floor - replaced by indecipherable emails from HR - and where people speak in esoteric corporate riddles, believing that sounding clever is more productive than speaking clearly.

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment. This qualitative analysis explores the challenge of developing authentic brand narratives in the digital age, whilst questioning the problematic nature of authenticity itself. Case studies of public relations activity of successful brands, and those in crisis, are supplemented by interviews with senior public relations and branding practitioners. The book lays out three specific arguments. Firstly, a repositioning of the relationship between public relations and brand practice is explored. It is argued that public relations practitioners are well placed to facilitate brands in the digital age, because of the inherent acceptance of the value of relationship building, adaptation and boundary spanning embedded in PR practice and best practice theory. Secondly, the book introduces a new concept of riparian brands. Such brands are based on solid core values, but have an ability to atune, adjust and naturalise to the prevailing social, cultural and economic environment. Thirdly, the book presents an ontology of the riparian brand in the form of an authentic brand wheel and 15 real-time interaction success factors. Aimed at both academics and practitioners interested in the theoretical development of PR and its emerging relationship with branding, it will also be of interest to scholars of corporate communications, corporate reputation and branding.

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.