Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme "The changing roles of advertising". The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

At its core, London is a city in constant structural flux; an ever-evolving mass of glass and steel that shifts with the demands of contemporary design. Beyond the blaze of neon lights and the shrieks of braking double-decker buses, however, an older city survives. Here, in the margins, London's ghost signs haunt old alleyways and side streets. This book uncovers intricate fading landmarks of consumerism in London's more rugged back streets. The various discoloured and worn signs across the city unlock a forgotten social and commercial history, whilst simultaneously offering insight into what life was like in the early 1900s, when our now concrete capital was still blossoming.

Volume 10 is entitled "Advertising and Differentiated Products," and is part of the annual series "Advances in Applied Microeconomics." The series provides a forum in which researchers disseminate frontier research in applied microeconomics. The volume contains 11 chapters, which cover theoretical and empirical contributions. Four chapters examine theoretical models of incomplete information, product innovations in services, generic advertising, and brand loyalty and price competition. The seven empirical chapters examine both advertising and product differentiation, including generic advertising, advertising bans and the First Amendment, alcoholic beverage advertising, magazines advertising and news stand circulation, product variety in radio broadcasting, mandated exclusive territories, and pricing dynamics in the retail sector.

Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.

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 collection includes essays by eleven leading public health experts, economists, physicians, political scientists, and lawyers, whose activities encompass Congressional testimonies, Surgeon General's reports on youth smoking, and clinical trials for drugs for smoking cessation. They analyze specific strategies that have been used to influence tobacco use, including taxation, regulation of advertising and promotion, regulation of indoor smoking, control of youth access to cigarettes and other tobacco products, litigation, and subsidies of smoking cessation, and set them against the latest scientific findings about tobacco and the changing cultural and political setting against which policy decisions are being made.

This book is about advertising and culture. Advertising is a significant aspect of modern societies and plays an important part in economic activity. It is a highly visible component of everyday life and increasingly of contemporary culture. The book considers culture as a broad category of human endeavour and experience. It takes a multidisciplinary approach drawing on media and cultural studies and the study of history and of art history, sociology, politics and political economy for ideas and explanations that can be applied to advertising and culture. Indeed, the book's contributors are drawn from each of these areas of academic enquiry. Their contributions represent strands and tensions in the relationship between different aspects of culture, such as fashion, art, popular music, politics and media and the world of advertising. The book raises the question of how, to what effect and with what intensity, advertising features - as the Advertising Standards Authority, the UK's advertising regulator, recently put it - as a 'common subject' in our cultural lives. The book deals with advertising and culture primarily within a British context, but in an increasingly globalised world many of its themes and issues are relevant to societies where advertising is a growing presence. This book explores the relationship between advertising and culture and this introduction outlines the book's scope, content and themes.

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models."

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.

Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made the book an international bestseller. Regarded as the father of modern advertising David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. "We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else". Ogilvy was an expert in management. If you aspire to be a good manager in any kind of business then this is a must read. His views are timeless and form a blueprint for good practice in business. Confessions of an Advertising Man is the standard introduction to advertising, written in the bracingly robust style that has become the Ogilvy hallmark.

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.

Although there are numerous advertising texts available to the advertising student today, few focus solely on account planning and even fewer still view the digital landscape as permeating every aspect of advertising. Advertising Account Planning in the Digital Media Landscape seeks to bridge that gap by providing a strategic understanding of what the account planner does, a thorough explanation of the kinds of research needed for the account planning process to be successful, and all explained within a digital media mindset. Written in an engaging manner, Advertising Account Planning offers tools and information for effective account planning. Rather than simply adding a digital approach to the traditional understanding of account planning, this book recognizes that advertising in the digital landscape is no longer "new": rather, it's fundamental to understanding how advertising functions. This core text incorporates insights from current forward-thinking advertising professionals as well as suggestions for assignments, discussions and additional readings.

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. This timely work explores how working women had - and continue to have - major influence in business around the world. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

In recent years, the field of information and communication technology has started to change dramatically. Carriers are threatened by high revenue losses requiring them to identify new revenue potentials beyond their core business. Targeted advertising can be one of these revenue opportunities. Christian Schlee provides a broad overview of the latest developments and trends in targeted advertising in the ICT space. The author focuses on the technological aspects of targeted advertising, but also covers business and legal aspects. He analyzes the most interesting use cases in the Web, IPTV, the mobile environment, and in converged scenarios and examines important technological key building blocks.

There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWordsand related marketing technologies.The Definitive Guide toGoogle AdWords will walk you through every step needed to maximize your marketing and advertising power. Everything related to theplatformsarecovered in detailaccount setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more.Learn totake fulladvantage of all of the marketingoptions available throughAdWords, including: Geo-targeting, distribution, and placementof ads Advanced account management and budget strategies Keywords, metrics, and ROI management Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer Mobile marketing implementations and strategies Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue. What you'll learn The hows, whys, and history of SEM and Pay-Per-Click web technologies How to set up and manage a Google AdWords account How to create and manage tightly focused ad campaigns The technology behind AdWords Selecting the best keywords and phrases to trigger your ad on a search page ROI management of your campaigns Optimizing the quality of your landing page Using AdWords for mobile marketing on smart phones and tablets Who this book is for

Anyone looking to increase revenue through a web-based presence cannot do without the techniques and instructions outlined inThe Definitive Guide to Google AdWords. Table of Contents SEMand the Google Ecosystem AdWords in Depth Marketing with AdWords Getting Started with AdWords Local Advertisingand Location Targeting Keyword Strategy Creating Adsand Landing Pages The Display Network Mobile Advertising with AdWords Account Management and Optimization Google Analyticsand Actionable Data Testing with WebSite Optimizer

This important source for students, researchers, advertisers and parents reviews the debates and presents new research about advertising to children. Chapters cover food and alcohol advertising, the effects of product placement and new media advertising, and the role of parents and teachers in helping children to learn more about advertising.

This book, the second volume of the previous successful title Eat & Go, showcase the most recent, innovative and successful graphic design and brand identity international projects for cafes, restaurants, bars, dessert shops and bakeries. In today's information-saturated world, food and drink establishments need not only to offer high-quality products, but also a unique visual identity, graphic design that stands out from the rest and good communication ideas. For these companies, unique branding starts with basic elements such as a logo, slogan, font, and colour scheme, and is finally reflected in the product, packaging and related design. This book focuses on graphic design, showing how the unique visual identity of the food industry can help companies attract consumers and achieve success, providing inspiration for graphic and shop designers and entrepreneurs in this area of business. It includes case studies and a wealth of examples.

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.

Stand Out!! uncovers the secrets of brand success and explores less travelled paths in the world of branding.This book: uncovers the secrets of brand success introduces 'Generation B' - today's generation of brand natives challenges current paradigms reveals the roots and rationale of financial brand valuation presents a range of popular valuation methods and approaches explains the conditions for brand value growth The forces that challenge brand strategy planning today are discussed in the context of our new world order of diversifying media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths and challenges that influence brand success. This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding is enhanced by: supporting tables illustrative charts case examples expert tips real-life experiences pull-out quotes "word wizard" brand glossaries Stand Out!! is an invaluable resource for the business masses - for any business owner, executive, student or branding practitioner seeking to be apprised of the latest learnings, insights and innovations in professional brand thinking and practice.

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.

Finally, a book that describes the neurological differences between the male and female brain and how this is implemented in advertising! The book describes how men and women think, the origin of their emotions, and why they make certain decisions. Find out why women like shopping so much, why humorous ads appeal to men, or why women make better decisions. 80% of all purchases worldwide are made or influenced by women. Why is advertising so often aimed at men? Find the answer to the life-long question about differences in purchasing motivation between men and women, and learn to implement this in advertising. Learn the do's and don'ts for effective communication for both men and women. Although this book is written from a scientific perspective, thanks to the numerous interesting examples and tips, it is easy to implement and useful for advertising campaigns. In short, a must-have for all marketers, strategists, creatives, students, or anyone working with brands. Marketers and strategists will benefit from an enlarged body of knowledge, while creatives will learn how to develop more effective ad campaigns.

Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics.
The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world.
The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.

This collection considers the city of the future and its relationship to its citizens. It responds to the foregrounding of digital technologies in the management of urban spaces, and addresses some of the ways in which technologies are changing the places in which we live and the way we live in them. A broad range of interdisciplinary contributors reflect on the global agenda of smart cities, the ruptures in smart discourse and the spaces where we might envisage a more user-friendly and bottom-up version of the smart future. The authors adopt an equality studies lens to assess how we might conceive of a future smart city and what fissures need to be addressed to ensure the smart future is equitable. In the project of envisaging this, they consider various approaches and arguments for equality in the imagined future city, putting people at the forefront of our discussions, rather than technologies. In the smart discourse, hard data, technological solutions, global and national policy and macro issues tend to dominate. Here, the authors include ethnographic evidence, rather than rely on the perspective of the smart technologies' experts, so that the arena for meaningful social development of the smart future can develop. The international contributors respond purposefully to the smart imperative, to the disruptive potential of smart technologies in our cities: issues of change, design, austerity, ownership, citizenship and equality. The collection examines the pull between equality and engagement in smart futures. To date, the topic of smart cities has been approached from the perspective of digital media, human geography and information communications technology. This collection, however, presents a different angle. It seeks to open new discussions about what a smart future could do to bridge divides, to look at governmentality in the context of (in)equality in the city. The collection is an approachable discussion of the issues that surround smart digital futures and the imagined digital cities of the future. It is aspirational in that it seeks to imagine a truly egalitarian city of the future and to ponder how that might come about. Primary readership will be academics and students in social science, architecture, urban planning, government employees, and those working or studying in social justice and equality studies