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.

"Advertising and Reality: A Global Study of Representation and Content" offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more.
This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.

Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth.

Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.

Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.

The challenge, though, is how to do that. This book will show you how.

Prominent media scholars have argued that the dissemination of propaganda is an important function of the news media. Yet, despite public controversies about 'fake news' and 'misinformation', there has been very little discussion on techniques of propaganda. Building on critical theory, most notably Herman and Chomsky's Propaganda Model, Florian Zollmann's pioneering study brings propaganda back to the forefront of the debate. On the basis of a forensic examination of 1,911 newspaper articles, Zollmann investigates US, UK and German media reporting of the military operations in Kosovo, Iraq, Libya, Syria and Egypt. The book demonstrates how 'humanitarian intervention' and 'R2P' are only evoked in the news media if so called 'enemy' countries of Western states are the perpetrators of human rights violations. Zollmann's work evidences that the news media plays a crucial propaganda role in facilitating a selective process of shaming during the build-up towards military interventions. This process has led to an erosion of internationally agreed norms of non-intervention, as enshrined in the UN Charter.

Despite the ubiquity of new forms of communication technology, press conferences remain a vital way for companies to share news. One size or message does not fit all and the content showcased must be of interest to every member of the audience. This book highlights the importance of understanding the needs of those who will attend; an ever-more critical skill as stretched editorial teams make it increasingly difficult to lure journalists from their desks. In the international press arena, journalists from different countries have particular needs and can react differently to the same situation. The authors show that to ensure success, PR professionals need to take account of the event, speakers, style, content and tone; and follow through to the all-important tasks of obtaining feedback and analysing results. How to Manage a Successful Press Conference is essential reading for PR teams working in a national or, particularly, an international environment and enables you to address the whole range of activities necessary for success, from the basics through to advanced issues such as managing press expectations across borders and cultures.

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.

Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business have largely been omitted from these accounts. Yet, evidence reveals that some trailblazing African-American women who launched their careers during the 1960s Mad Men era went on to achieve prominent careers. This unique book chronicles the nature and significance of these women's accomplishments, examines the opportunities and challenges they experienced, and explores how they coped with the extensive inequities common in the advertising profession. Using a biographical narrative approach, this book examines the careers of these important African-American women who not only achieved managerial positions in major mainstream advertising agencies but also established successful agencies bearing their own names. Based on their words and memories, this study reveals experiences which are intriguing, triumphant, bittersweet, and sometimes tragic. These women's stories comprise a vital part of the historical narrative on women and African-Americans in advertising and will be instructive not only to scholars of advertising and marketing history but to future generations of advertising professionals.

This book is a major examination of the way Victorian advertisements reflected and shaped social values and ideals. Stylishly written and featuring about 75 illustrations as pictorial evidence, Consuming Angels demonstrates how advertisements picked up hedonistic patterns in Victorian culture, glorified the culture's consumerism, and mythologized a middle-class life which offered prosperity for all.

Technological changes have radically altered the ways in which people use visual images. Since the invention of photography, imagery has increasingly been used for entertainment, journalism, information, medical diagnostics, instruction, branding and communication. These functions move the image beyond aesthetic issues associated with art and into the realm of communication studies. This introductory textbook introduces students to the terminology of visual literacy, methods for analyzing visual media, and theories on the relationship between visual communication and culture. Exploring the meanings associated with visual symbols and the relationship of visual communication to culture, this book provides students with a better understanding of the visually oriented world in which they live. From cave art to virtual reality, all visual media are discussed with methods for evaluation. Student-friendly features such as boxed topics, key terms, web resources, and suggestions for exercises are provided throughout.

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 United States has been near the forefront of global consumption trends since the 1700s, and for the past century and more, Americans have been the world's foremost consuming people. Informed and inspired by the literature from consumer culture theory, as well as drawing from numerous studies in social and cultural history, A History of American Consumption tells the story of the American consumer experience from the colonial era to the present, in three cultural threads. These threads recount the assignment of meaning to possessions and consumption, the gendered ideology and allocation of consumption roles, and resistance through anti-consumption thought and action. Brief but scholarly, this book provides a thought provoking, introduction to the topic of American consumption history informed by research in consumer culture theory. By examining and explaining the core phenomenon of product consumption and its meaning in the changing lives of Americans over time, it provides a valuable contribution to the literature on the subjects of consumption and its causes and consequences. Readable and insightful, it will be of interest to scholars and advanced students in consumer behaviour, advertising, and marketing and business history.

How did a bunch of unelected, unaccountable admen end up running British politics? What happened when a rag-tag band of scruffs and smart-arses invaded Westminster, sprinkling creative fairy dust over earnest politicians? How much did snappy slogans and simplistic soundbites influence election results and even government policies? Sam talks to the people at the heart of it: Alistair Campbell, Peter Mandelson, Tim Bell, Maurice Saatchi, Norman Tebbit, Neil Kinnock - and many more. Everything is here - the moment Margaret Thatcher met the Saatchi brothers, the famous 'Labour Isn't Working' poster and the infamous 'Demon Eyes' campaign. Here, too, are the stories they didn't want you to hear: the man who snorted coke in Number 10, the fist-fights in Downing Street, the all-day champagne binges in Westminster. Dark, revealing and frequently hilarious, Mad Men and Bad Men is a hugely entertaining behind-the-scenes tour of the election campaigns of the last four decades.

Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers. In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to TV's golden age to our present age of radically individualized choices, the business model of 'attention merchants' has always been the same. He describes the revolts that have risen against these relentless attempts to influence our consumption, from the remote control to FDA regulations to Apple's ad-blocking OS. But he makes clear that attention merchants grow ever-new heads, and their means of harvesting our attention have given rise to the defining industries of our time, changing our nature - cognitive, social, and otherwise - in ways unimaginable even a generation ago.

The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services. These are platforms that allow users to behave, to leave a mark, and to participate in the community of others, which are the values people now seek. Transforming Organizations for the Subscription Economy: Starting from Scratch aims to prepare executives for a world in which everything is social, augmented and autonomous; objects and spaces will have multiple purposes, capabilities and meanings. This is a new territory full of opportunity which is generally discussed only at the level of technology involved instead of the intellectual level, where the real understanding of the need for transformation resides. The book reveals ideas about what is possible if we transform the present. The narrative is organized around what is actual and what is potential; what is the probable future that we can arrive at through change, and what is the possible future that we can build through transformation. When engaging in transformation, the following strategic question develops: if you were designing your organization today, how would you design it? In other words, how would you go about it starting from scratch? This book provides the intellectual framework that empowers organizations to understand and navigate the emerging present, and to develop and deliver products and services of intrinsic value to users.

This updated edition of Marketing Management and Communications in the Public Sector provides a thorough overview of the major concepts in public sector marketing and communications, two fields that have continued to grow in importance for modern public administrations. With extended coverage of topics such as social marketing and institutional communication, the authors skilfully build on the solid foundations laid down in the previous edition. Replete with real-world case studies and examples, including new material from the USA, Australia, and Asia, this book gives students a truly international outlook. Additional features include exercises and discussion questions in each chapter and an illustrative extended case study. This refreshed text is essential reading for postgraduate students on public management degrees, and aspiring or current public managers. The Open Access version of this book, available at http://www.taylorfrancis.com/books/e/9781315622309, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.

Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change. Social marketing is a growing field and methodology, however, that has been successfully applied to improve public health, prevent injuries, protect the environment, engage communities, and improve financial well-being. Policymaking for Citizen Behavior Change is designed to demonstrate the ways in which social marketing can be an effective and efficient tool to change citizens' behavior, and how to advocate for and support its appropriate application. Providing a 10-Step Planning Model and examining a variety of social marketing cases and tools, including more than 40 success stories, Policymaking for Citizen Behavior Change is core reading for current policymakers, as well as all those studying and practicing social marketing, particularly in the public sector. It's also worthwhile supplementary reading for those studying public policy, public administration, environmental justice, public health, and other programs on how to effect social change.

Scientific communication is challenging. The subject matter is complex and often requires a certain level of knowledge to understand it correctly; describing hazard ratios, interpreting Kaplan Meier curves and explaining confounding factors is different from talking about a new car or clothing range. Processes, for example in clinical trials, are laborious and tedious and knowing how much of the detail to include and exclude requires judgement. Conclusions are rarely clear cut making communicating statistical risk and probability tough, especially to non-statisticians and non-scientists such as journalists. Communicating Clearly about Science and Medicine looks at these and many more challenges, then introduces powerful techniques for overcoming them. It will help you develop and deliver impactful presentations on medical and scientific data and tell a clear, compelling story based on your research findings. It will show you how to develop clear messages and themes, while adhering to the advice attributed to Einstein: 'Make things as simple as possible...but no simpler.' John Clare illustrates how to communicate clearly the risks and benefits contained in a complex data set, and balance the hope and the hype. He explains how to avoid the 'miracle cure' or 'killer drug' headlines which are so common and teaches you how to combine the accuracy of peer-to-peer reviewed science with the narrative skills of journalism.

This book is the first to document the visual history of print advertising in Australia and in so doing provides a valuable illustrated social history of Australia. Charles Troedel (18351906) was a master printer and lithographer, and the face behind the production of most of Australias early advertising posters, product labels, and other print ephemera, as well as the iconic Melbourne Album. Troedels catalogue of lithographs trace the production and evolution of nineteenth century commerce and culture -- in the home, at the bar, in health, hygiene and housework, with fashion and style and in leisurely pursuits -- defining the legal categories under which this content was protected and the way advertising came to be regulated. Lavishly illustrated with over 70 colour prints from the Troedel archive. Plus full reproduction of all 24 plates of The Melbourne Album (lithographic views of Melbourne from 18631864).

Digital Politics in Canada addresses a significant gap in the scholarly literature on both media in Canada and Canadian political science. Using a comprehensive, multidisciplinary, historical, and focused analysis of Canadian digital politics, this book covers the full scope of actors in the Canadian political system, including traditional political institutions of the government, elected officials, political parties, and the mass media. At a time when issues of inclusion are central to political debate, this book features timely chapters on Indigenous people, women, and young people, and takes an in-depth look at key issues of online surveillance and internet voting. Ideal for a wide-ranging course on the impact of digital technology on the Canadian political system, this book encourages students to critically engage in discussions about the future of Canadian politics and democracy.

Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.

This book provides students and practitioners with a comprehensive overview of the rules and principles associated with ethical advertising practices. With extensive research, and a variety of case studies, and expert opinions, it discusses why advertising ethics is important both to the consumer and the professional. The author presents the rules of ethical conduct recommended by the Institute for Advertising Ethics and demonstrates how these are applied in practice, examining why ethics is important; what the ethical dilemmas the industry faces are; and how to motivate better practices among professionals. The book uses real life stories of "native advertising," marketing to children, and diversity in advertising to show how professionals can be inspired to "do the right thing" for consumers and their companies. Readers will learn how they can solve ethical dilemmas to their personal satisfaction in the competitive work environment. This balanced perspective to the ethical issues that arise in the advertising industry is sure to resonate with students of advertising and marketing.

Much has been written about the men and women who shaped the field of advertising, some of whom became legends in the industry. However, the contributions of African-American women to the advertising business have largely been omitted from these accounts. Yet, evidence reveals some trailblazing African-American women who launched their careers during the 1960s Mad Men era, and went on to achieve prominent careers. This unique book chronicles the nature and significance of these women's accomplishments, examines the opportunities and challenges they experienced and explores how they coped with the extensive inequities common in the advertising profession. Using a biographical narrative approach, this book examines the careers of these important African-American women who not only achieved managerial positions in major mainstream advertising agencies but also established successful agencies bearing their own names. Based on their words and memories, this study reveals experiences which are intriguing, triumphant, bittersweet and sometimes tragic. These women's stories comprise a vital part of the historical narrative on women and African-Americans in advertising and will be instructive not only to scholars of advertising and marketing history but to future generations of advertising professionals.

Blogging and other types of social media such as wikis and social networking sites have transformed the way we use the internet in recent years. It is a transformation that business is eager to exploit. In order to do so, a clear commercial strategy needs to be established; does your organization wish to use the media actively as a business tool, or do you need to respond to the use of social media by others? Blogging and Other Social Media will address this question with practical guidance on using social media as well as the risks associated with it. A collaboration by leading thinkers and business users of social media, the book contains detailed and practical advice on the various forms of social media - their applications, advantages and disadvantages, how these technologies are evolving, and whether or not their use will benefit your business. The section covering social media and the law explains the risks and remedies related to abuse of copyright, defamation, privacy, data protection and user contracts as well as the opportunities and threats for online reputation. If you are looking to encourage your employees but want to protect your business from the threats this emerging media presents, get a copy of this practical guide and study it before you start including social media as part of your corporate marketing or communications strategy.

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.