How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.

Architects and engineers can build models to test their ideas - why not managers? In Game Theory in Management: Modelling Business Decisions and Their Consequences, author Michael Hatfield presents a series of mathematically structured analogies to real-life business and economic interaction scenarios, and then, using modern game theory, he shows how to test common managerial technical approaches for their effectiveness. His results are astonishing: if game theory is correct then many commonly-held and taught management approaches and techniques are not only less effective than thought, they are actually detrimental in many areas where they are held to be beneficial. Game Theory in Management also examines managerial implications from network theory, cartage schemes, risk management theory, management information system epistemology, and other areas where the quantification and testing of business decisions can be employed to identify winning and losing stratagems.

This fully-updated fourth edition introduces readers to the rich tapestry of persuasive technique and scholarship, interweaving perspectives from rhetoric, critical theory, and social science and applying their insights to practical political, social, and business contexts. This text examines current and classical theory through the lens of contemporary culture, encouraging readers to explore the nature of persuasion and to understand its impact in their lives. Employing a contemporary approach, it draws from popular culture, mass media, social media, advertising, political campaigns, and social movements to help readers become informed creators and consumers of persuasive messages. Case studies show how and why people fall for persuasive messages, demonstrating how persuasion works at a cognitive level. This new edition includes extended treatment of the ethics of persuasion, including opposing views on handling controversial issues in the college classroom; a new chapter on propaganda and ideology; and a greater focus on digital contexts and social media. Discussion questions, exercises, and key terms are provided for each chapter. This textbook will be a valuable tool for students of communication, media studies, politics, psychology, and business and advertising. Online resources for instructors include PowerPoint slides and test bank.

"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."

?Andy Fenning, Executive Vice President,

Director of Strategic Development,

J. Walter Thompson, New York

"John Philip Jones is a name you know . . . . with opinions you value . . . . and updated and current information. Here is everything you need to know about advertising."

?Don E. Schultz, President,

Agora, Inc, Northwestern University

John Philip Jones, best-selling author of What?s In a Name? Advertising and the Concept of Brands and When Ads Work: New Proof that Advertising Triggers Sales, has compiled a comprehensive guide to the 77 key organizations and publications in the field of advertising and marketing communications.

Entries are arranged alphabetically for easy access and include a thorough description of each organization?s purpose, activity, and contact information. The collection is balanced among industry trade organizations (American Association of Advertising Agencies), research organizations (Marketing Science Institute), academic organizations (American Academy of Advertising), and pro-social organizations (Partnership for a Drug-Free America)., With 27 entries from outside of the United States, the collection is global in scope. Key publications such as AdWeek, Advertising Age, and AdMap are also included.

This resource guide is the fifth and final volume of a series edited by John Philip Jones that comprises an essential advertising library.

1. How Advertising Works: The Role of Research
2. The Advertising Business
3. How to Use Advertising to Build Strong Brands
4. International Advertising: Realities and Myths
5. Advertising Organizations and Publications

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.

Optimizing AdWords provides the information marketers and future marketers need to harness the power of the Google's AdWords search engine marketing applications. It provides a big picture overview of the AdWords system, helping businesses and individuals decide how to advertise products or their clients' products. Optimizing AdWords was written for those at every rung of the ladder, from Marketing Directors to small business owners to students just starting out in marketing. This volume is organized around accessibility and ease of use. Author Paige Miller, co-founder of MultiPlanet Marketing Inc., has written this how-to guide to be super easy and fast to read and absorb. It moves you straight to the salient points of the text, allowing readers to take on AdWords in overview before coming back and collecting the finer details. Chapters 1 through 4 cover the basics, while the rest serve as a reference readers can come back to in building and growing campaigns. Using this book, professional marketers and other business professionals can utilize Google AdWords and optimize it for existing marketing strategies, or create whole new campaigns based around the system. Today, given the level of competition for ad positions on Google search pages, success hinges on understanding Google AdWords well enough to outperform competition. This book will provide readers with the knowledge necessary to master Google AdWords.

The Brand Vision Cards are a brand building tool for visionary and strategic thinking designed to spark ideas and aid clarity. It is a playful and intuitive thinking tool designed to help you explore, discuss and identify all the vital ingredients that you will need to define your vision. The 243 cards consist of four categories: your Brand Values: what you stand for; your Brand Strengths: what will help you reach your goal; your Actions: what you will be known for and the Emotions: you aim to evoke. The Brand Vision Cards can be used by companies, designers, communication professionals and facilitators. It is a tool for goal setting, vision statements, sharpening your USP, future innovation or as inspiration. You can submerge yourself in some serious thinking or take the playful approach and consider your brand personality, values, beliefs and path forward.

To most historians, the first televised presdential debate between the haggard, unshaven Richard Nixon and the clean-cut, handsome John F. Kennedy provides the first example of television, then a new medium, demonstrating its unique power in American politics for the first time and for heralding a shift toward the primacy of the visual in presidential campaigns more generally. Yet, this popular narrative of JFK as the first media-savvy president overlooks the deft, innovative advertising techiniques and canny use of TV airtime adopted by his predecessor, Dwight D. Eisenhower. Liking Ike examines the prominent role that celebrities and advertising agencies played in Dwight Eisenhower's presidency. Guided by Madison Avenue executives and television pioneers, Eisenhower cultivated famous supporters as a way of building the broad-based support that had eluded Republicans for twenty years. It is customary to see the charismatic John F. Kennedy and his Rat Pack entourage as the beginning of presidential glamour in the United States, but from Walt Disney and Irving Berlin to Jimmy Stewart and Helen Hayes, celebrities regularly appeared in Eisenhower's campaigns. Ike's political career was so saturated with celebrity that opponents from the right and left accused him of being a "glamour " candidate. In a series of absorbing chapters covering the major candidates of the era-Eisenhower, Adlai Stevenson, Kennedy, Reagan-David Haven Blake foregrounds the behind-the-scenes operators who worked with the Madison Avenue executives who strategically brought celebrities into the political process. Based on extensive research, the book explores the changing dynamics of celebrity politics as Americans adjusted to the television age. By the mid-1920s, entertainers were routinely drawing publicity to their favorite candidates. But with the rise of television and mass advertising, political advisers began to professionalize the attention celebrities could bring to presidential campaigns. In meetings, memos, and television scripts, they charted a strategy for "leavening " political programming with celebrity interviews, musical performances, and elaborate "television spectaculars " that would surround their candidates with beautiful sets and popular personalities. Commentators worried about the seemingly superficial values that television had introduced to political campaigns, and writers, filmmakers, and fellow politicians criticized the influence of glamour and publicity. But despite these complaints, Eisenhower's legacy would live on in the subsequent careers of John F. Kennedy and Ronald Reagan-and ultimately, provide the template for the presidential campaigns of Barack Obama, John McCain, and Hillary Clinton.

The popular image of a mid-century ad woman is of a feisty girl beating men at their own game, a female Horatio Alger protagonist battling her way through the sexist workplace. But before the fictional rise of Peggy Olson or the real-life stories of Patricia Tierney and Jane Maas came Jean Wade Rindlaub: a female powerbroker who used her considerable success in the workplace to encourage other women--to stick to their kitchens. The Angel in the Marketplace is the story of one of America's most accomplished advertising executives. It is also the story of how advertisers like Rindlaub sold a postwar American dream of capitalism and a Christian corporate order. Rindlaub was responsible for award-winning, mega sales-generating advertisements for all things domestic, including Oneida Silverware, Betty Crocker Cake Mix, Campbell's Soup, and Chiquita Bananas. Her success largely came from embracing, rather than subverting, the cultural expectations of women. She believed her responsibility as an advertiser was not to spring women from their trap, but to make that trap more comfortable. Rindlaub wasn't just selling silverware and cakes, she was selling the virtues of free enterprise. By following the arc of Rindlaub's career from the 1920s through the 1960s, we witness how a range of cultural narratives--advertising chief among them--worked powerfully to shape women's emotional and economic behavior in support of the free market system. Alongside Rindlaub's story, Ellen Wayland-Smith provides a riveting history of how women were repeatedly sold the idea that their role as housewives was more powerful, and more patriotic, than any outside the home. And by buying into the image of morality through an unregulated market, many of these women helped fuel backlash against economic regulation and socialization efforts throughout the twentieth century. The Angel in the Marketplace is a nuanced portrayal of a complex woman, one who both shaped and reflected the complicated cultural, political, and religious forces defining femininity in America at mid-century. This compelling account of one of advertising's most fervent believers is a tale of a Mad Woman we haven't been told.

The Intertext series has been specifically designed to meet the needs of contemporary English Language Studies. The core book, Working with Texts, is the foundation text which provides an introduction to language analysis. It is complemented by a range of 'satellite' titles which provide students with hands-on practical experience of textual analysis through special topics. They can be used individually or in conjunction with Working with Texts. Drawing on literary and linguistic theory for analysis of texts, The Language of Advertising covers all aspects of advertising language, from the interrelation of language, image and layout to the discourse between 'reader' and advertisement. The second edition has been substantially rewritten to incorporate recent developments in the field. Features include: * a range of new advertisements, from Orange to Young Person's Railcard * new material on internet advertising and its influence on paper texts * new material on advertising designed to be seen 'on the move' * new activities to support student-directed study * updated Further Reading sections and a list of URLs for students to visit.

In the fourth edition of Provocateur, sociologist Anthony J. Cortese offers an up-to-date, critical analysis of modern advertising. Though we often hear that we live in a period of unprecedented gender and racial equality, both racism and sexism persist in a most telling area-the ads with which we are inundated every day in newspapers and magazines and online. Cortese examines the ideologies surrounding gender and race by delving into the presentation of women, ethnic minorities, children, and anyone who is qualified as "other" in society. Featuring a fresh selection of nearly 400 advertisements, this edition includes new scholarship from gender, racial, and cultural studies, new chapters on gay and lesbian marketing and aggression and violence in the media, an expanded chapter on race in advertising, and more. This edition is ideal for sociology, communication, and gender and ethnic studies courses as well as for use as go-to reference.

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.

This book provides an up-to-date and comprehensive review and critique of the scientific evidence concerning the prevalence, nature and potential effects of food advertising and other forms of marketing on children. There is growing international concern about the prevalence of childhood obesity and associated health problems. Poor quality diet and nutrition has been blamed. The food and soft drinks industries have been targeted in this context for their promotions of foods and drinks that are high in salt, sugar and fat content. Many of the most widely promoted and consumed food brands fail to meet recommended nutritional standards. What is the evidence for the effects of food promotions on children's food preferences, diets and health? This book draws on evidence from around the world, reviewing the major studies before presenting a fresh assessment of the state of play. It considers also the issue of food regulation and advertising codes of practices, the need for better and relevant consumer education and socialisation about advertising and nutrition.

From the trailers and promos that surround film and television to the ads and brand videos that are sought out and shared, promotional media have become a central part of contemporary screen life. Promotional Screen Industries is the first book to explore the sector responsible for this thriving area of media production. In a wide-ranging analysis, Paul Grainge and Catherine Johnson explore the intermediaries - advertising agencies, television promotion specialists, movie trailer houses, digital design companies - that compete and collaborate in the fluid, fast-moving world of promotional screen work. Through interview-based fieldwork with companies and practitioners based in the UK, US and China, Promotional Screen Industries encourages us to see promotion as a professional and creative discipline with its own opportunities and challenges. Outlining how shifts in the digital media environment have unsettled the boundaries of 'promotion' and 'content', the authors provide new insight into the sector, work, strategies and imaginaries of contemporary screen promotion. With case studies on mobile communication, television, film and live events, this timely book offers a compelling examination of the industrial configurations and media forms, such as ads, apps, promos, trailers, digital shorts, branded entertainment and experiential media, that define promotional screen culture at the beginning of the twenty-first century.

The first cultural history of the iconic brand M*A*C Cosmetics, VIVA M*A*C charts the evolution of M*A*C's revolutionary corporate philanthropy around HIV/AIDS awareness. Drawing upon exclusive interviews with M*A*C co-founder Frank Toskan, key journalists, and fashion insiders, Andrea Benoit tells the fascinating story of how M*A*C's unique style of corporate social responsibility emerged from specific cultural practices, rather than being part of a strategic marketing plan. Benoit delves into the history of the M*A*C AIDS Fund and its signature VIVA GLAM fundraising lipstick, which featured drag performer RuPaul and singer k.d. lang in its first advertising campaigns. This lively chronicle reveals how M*A*C managed to not only defy the stigma associated with AIDS that alarmed many other corporations, but to engage in highly successful AIDS advocacy while maintaining its creative and fashionable authority.

Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.

The male market is exploding. Thanks to emerging social and cultural trends, men are becoming consumers to reckon with. In 1990 only 4% of men claimed to regularly use a skin care product. By 2015 the figure will have risen to 50%. Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, it analyzes how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, Branded Male considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men. In his trademark style, Mark Tungate paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, he finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.

Brand is not an image or an idea, brand is associations or memory, feelings or emotions, attitudes, beliefs, and values, and experiences and lifestyles. Brand belongs to all of these categories, but the existing brand models almost all work under the assumption that there is only one type of brand, preventing true successful brand creation. Here Pogorzelski dives into the four methods and levels that organize the world of brand management, showcasing the research and tools needed to not only entice purchases, but create ideologies and support a specific lifestyle and culture, leading to true successful brands.

This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.

In America in JeruSALEm, the authors examine the effects of globalization and Americanization on the national identity of small nations. Using Israel as a case study, First and Avraham analyzed the changes in Israeli advertising over the past two decades. They found that since the '90s, Israeli advertisers began using American symbols, values, sights, and heroes to promote diverse products without any consideration of the place they were actually made. The perspective offered in this book a consideration of advertising as a locus of the tension between national identity and globalization/Americanization is an innovative one, generating a model that can be used to analyze national identity through advertising in the age of globalization/Americanization. Although many books have focused on numerous aspects of Israeli society, America in JeruSALEm offers a new and accessible perspective on the changes in Israeli identity."

Designed as a core textbook for courses in Advertising and Society, "Advertising, Society, and Consumer Culture" develops an integrated perspective that gives students a framework for understanding past, present, and future issues in advertising communications. Chapter contents cover the entire range of social, political, cultural, regulatory, and economic issues that surround advertising and its role in modern society. The many social issues addressed include advertising and gender stereotyping, advertising to vulnerable audiences, and the distribution of wealth in consumer society. "Advertising, Society, and Consumer Culture" intertwines the development of the consumer culture with its coverage of the historical, political, regulatory, and ethical issues of advertising. It includes clear, comprehensive tables that chronicle historical developments and key legal cases. The text is readable for undergraduates but provides enough depth to serve as a graduate-level text. Including extensive notes and a bibliography, it can be adopted independently, or alongside its companion volume, "Readings in Advertising, Society, and Consumer Culture".

Advertising and Violence identifies and analyzes the important issues related to violence in advertising and its overall effects on society. The book is based on a widely cited special issue of the Journal of Advertising and includes eight new chapters that expand the book's coverage. The objective of the book is to compile a compendium of current thinking, perspectives, theoretical viewpoints, and research relevant to the violence and advertising interface. The chapter authors, all notable experts in the field, take a multidisciplinary approach that incorporates perspectives from disciplines other than marketing in order to provide a broad-based view of how advertising and violence coalesce and the policy implications of this juxtaposition.

In today's aggressive marketplace, listed companies can no longer rely on their numbers to do the talking. If companies can't communicate their achievements and strategy, mounting research evidence suggests, they will be overlooked, their cost of capital will increase and stock price will suffer. In Strategic Financial and Investor Communication: the stock price story Ian Westbrook, principal of Australia's leading independent financial communications firm, argues just this: stock price is more a story than a number. Moreover, the book will teach you how to tell your own story by guiding you through the fast-paced world of financial corporate communication with a professional's pragmatism as well as academic rigour. Whether you're a student or a professional of PR, investor relations or corporate communications, this much-needed guide will teach you how to tell a compelling story about your company that the stockbroker, fund manager and corporate media cannot ignore.

The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising's effects on American character and culture. Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.