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.

Linguists who have studied simplified varieties of a given language, such as pidgins or the language of care-givers, have tended to explain similarities in their structure by the fact that they use the same mechanisms of simplification. Bruthiaux tests this idea by looking at the structure of classified ads in American English, using a body of 800 ads from four categories: automobile sales, apartments for rent, help wanted, and personal ads.
Bruthiaux's thesis is that strict, uniform constraints on space should result in uniformly simple texts, no matter which category they are in, and that any variation would be due to the particular needs of each category. To prove this he describes the linguistic structure of classified ads, and shows that they are characterized by a minimal degree of morphosyntactic elaboration. He then examines aspects of their conventions to highlight the role of pre-patterned and prefabricated segments whose collocational rigidity may force the inclusion of otherwise dispensable items. He finds that there is indeed significant variation across ad categories in terms of morphosyntactic elaboration, and concludes that this is due to a greater or lesser need to be explicit, as well as a greater or lesser anticipation of interaction. Finally, he examines the implications of these findings for the study of linguistic simplification and register variation.

CAPITALIZE ON YOUR BRIGHT IDEAS WITH LEGAL DESIGN THINKING Organizations today innovate to survive in a competitive, complex, and interconnected business world. They co-create with others outside their own organization to succeed. But capturing the value of these bright ideas separately is often very complicated. The Innovation Matrix simplifies and structures innovation management. Start looking at innovation and Intellectual Property (IP) from a pragmatic perspective. This book will take you through three key steps (THINK-STRATEGIZE-ACT) to build an innovation and IP strategy. You will learn to use IP-which is at the core of every innovation-as a tool to define your strategy and manage the innovation process. It includes many examples, templates, and checklists to help put theory into practice. Test yourself with case studies, and use our hands-on Tools (legal design thinking) for your own projects and cases.

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.

WINNER: Berry-AMA Book Award 2012 (1st edition) WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition) How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digital trends such as mobile advertising, programmatic advertising, ad-blocking, fake news and artificial intelligence, native advertising is a multibillion-dollar industry. It is central to the digital success of many leading brands and companies.

This comprehensive study by one of the industry's foremost authorities explores the rise of this exhilarating new channel - its impact on the digital media space, and what marketers and businesses need to know about it. This book explores the future of digital advertising and explains why its growth is inevitable, using real-life examples and interviews from marketing leaders around the world and a range of case studies including The New York Times and The Independent.

Native Advertising goes beyond sponsored posts on Facebook, promoted tweets and BuzzFeed branded articles. It looks at the heart of the matter: audience, budget, content and success measurement. It is full of first-hand advice for any marketer wanting to make the most of digital innovation.

In 100 chapters full of wit, wisdom and uncommon good sense, Secret Formulas of the Wizard of Ads conjures up more of the Wizard's provicative observations on advertising, business, and life that won The Wizard of Ads last year's Business book of the Year Award - only this time the book has nuts, bolts, and even more bite! The Wizard's secret formula will sho you: How to find a champion to sell your ideas Why targeting your market can be a big mistake How to get customers to remember you Why bankers think backwards How to write miraculous ads Why the brain contains 100,000 new worlds How to hire wisely and fire compassionately How success can send you to the poor house How to remember what's really important in life

Ensuring marketers and advertisers are aware of the laws and regulations of advertising is now more important than ever. If a campaign is found to be potentially offensive, harmful, or misleading, it can 'go viral' in just the click of a mouse, and the implications of breaching those laws are likely to be both damaging and costly to a brand's reputation, its creative work, and the strategic planning behind it. Now offering level-headed advice on everyday questions encountered when designing and running promotional campaigns, Ad Law, the new book from the Institute of Practitioners in Advertising (IPA), is the ultimate handbook to the law and regulation of advertising and marketing communications. Containing guidance based on real-world experiences from media and advertising lawyers and the IPA legal team, this book expertly leads readers through the most applicable laws and regulations, common pitfalls and the practicalities behind them, such as the new industry-standard client/agency agreement. Covering issues such as intellectual property, privacy and defamation, plus the self-regulatory framework, Ad Law is the ideal companion for any advertising and marketing professional, or lawyer working within these sectors.

Get exclusive insight into the internal communications strategies behind leading businesses like WPP, Heathrow Airport, Pizza Express, BG Groups and more, and learn what 'good' looks like in internal communications, to ensure yours demonstrates a clear impact on ROI and business performance. In many companies, internal communications (IC) is too often not seen as a credible contributor to overall business performance. This book will enable you to prove the value of IC to senior company members by demonstrating its impact on ROI, enhanced employee engagement and improved business functions. Featuring case studies and lessons from leading companies, The People Business offers readers a unique, inside perspective on what works (and what doesn't) in the world of corporate internal communication and strategy, offering tips for success from senior IC leaders, including what they have learned along the way and what remains challenging. Built around interviews with senior practitioners from a diverse range of leading firms, this book offers a refreshingly honest perspective on the practices and challenges facing IC today.

Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. Not only businesses but consumers and students as well need to understand the workings of advertising and its regulation in worldwide markets. This book is designed to fill this need for students and professionals. The book takes a thorough and critical view of the process in 21 countries, representing four continents of developed countries. An important feature of this handbook is the consistent, carefully plotted format of each chapter, facilitating easy access to key information. For each country, the chapters cover the following: form of government history of regulation along with current operating regulation systems route/manner in which cases are brought forward to regulating bodies advertising codes, if any, and how they work amount of money spent on advertising by year consumerism and its role in advertising specific regulation of advertising to children, health advertising and tobacco advertising sanctions and control of advertising found inadmissible position of commercial speech in country--if any Countries included are Argentina, Australia, Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark, Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain, Sweden, the United States, and the United Kingdom. Each chapter's contributing author is a known expert in advertising with a particular insight on that country's language, culture, and advertising industry.

For members of Cairo's upper classes, cosmopolitanism is a form of social capital, deployed whenever they acquire or consume transnational commodities, or goods that are linked in the popular imagination to other, more ""modern"" places. In a series of thickly described and carefully contextualized case studies--of Arabic children's magazines, Pokemon, private schools and popular films, coffee shops and fast-food restaurants--Mark Allen Peterson describes the social practices that create class identities. He traces these processes from childhood into adulthood, examining how taste and style intersect with a changing educational system and economic liberalization. Peterson reveals how uneasy many cosmopolitan Cairenes are with their new global identities, and describes their efforts to root themselves in the local through religious, nationalist, or linguistic practices.

PRAISE FOR THE BRAND WHO CRIED "WOLF" "Powerful brands command. Read this insightful book and allowScott to share how to make your brand stand out and deliver youbuckets of money!" Mark Victor Hansen, bestselling author of the ChickenSoup for the Soul(r) series "Deming's approach to branding is not about gimmicks. It's aboutrelationships-the real formula for building and sustaining yourbrand and your business." Rieva Lesonsky, Editorial Director, Entrepreneurmagazine "It doesn't matter what you sell. We're all selling service.Deming's book shows businesses of all sizes how to createincredible brand power through innovative service levels. TheBrand Who Cried Wolf will not end up on your book shelf; itwill stay in your briefcase or on your desk as a daily referenceguide. If you want to grow your business, get this book!" John Valletta, President, Super 8 Motels "Deming's revelations on creating an emotionally engagingexperience between you and your customer are without equal!" Joel Bauer, bestselling coauthor of How to PersuadePeople Who Don't Want to Be Persuaded "The Brand Who Cried Wolf explains how every customerinteraction, large or small, impacts your brand's image andreputation. This is an easy-to-read book veryone inyour organization needs to own." Patrick Sweeney, coauthor of the New York Timesbestseller Succeed on Your Own Terms; cohost of thenationally syndicated radio show Winning in Business "Deming delivers an essential message to businesses and deliversin a way you won't forget. You know the fairy tales, just adapt itto your unique brand: you!" Wayne Kandas, CFP and host of nationally syndicatedBloomberg Radio "Stories sell, and that's what helps sell the ideas in thisbrilliant book. If you're in business-any business-you need thisbook. Get it now!" Robert G. Allen, bestselling coauthor of Cracking theMillionaire Code; CEO of The Enlightened MillionaireInstitute Chapter 8: Just Call Me Slick! People Really Hate to be "Sold" What We ve Accomplished So Far By now you know that branding is not exclusively about businessidentity in the form of a logo or advertising. You mightrecognize the Nike brand from its iconic swoosh logo. Youmight immediately think of McDonald s when you think of fastfood because McDonald s commercials are ubiquitous, but bythis point, you know that icons and awareness do not constitute abrand. You also know that big businesses are not the only brands. Your business does not have to be the size of GM, Microsoft, AOLTime Warner or Wal-Mart. Your business could be run out ofyour home with you as the sole employee. You could conductbusiness from a small office with a single assistant, or in a storewith several employees. The size, scope, and location of yourbusiness does not change the fact that it s a brand, norshould any of these factors truly impact your brand if you refocusing on one-on-one relationships. Businesses are not the only brands, either. Everyindividual is a brand, as are organizations from non-profits topolitical parties to social clubs. For example, the GatesFoundation, the Red Cross, UNICEF, Make-A-Wish Foundation, BoyScouts, Girl Scouts, Kiwanis Clubs, Rotary Clubs, Republican Party,and Democratic Party all are brands. The concept ofbranding I ve been articulating is personal, which meanseveryone needs to develop one. Each category from individuals to organizations tobusinesses large and small brings with it its own branddevelopment challenges. At the same time, however, thesechallenges are minimized when you understand your brandidentity. Throughout this book, I have written about creatingunique and memorable experiences for your customers. Chapter2 defined a brand in terms of establishing relationships with yourcustomers. Chapter 3 distinguished between types ofexperiences you can generate for your customers, and differentiateda brand experience from ones that are merely transactional orsimply meet customer expectations. Chapter 4 highlighted theimportance of changing your perspective to adopt yourcustomer s point of view, rather than emphasize your productor service. Chapter 5 analyzed the results of changing yourperspective. Chapter 6 admonished you to avoid overstatingyour own worth. Finally, Chapter 7 focused on the rippleeffects of your actions. Thus, most of the facets of brandingI ve been articulating since the beginning of this book haveemphasized how you affect the customer s perceptions. In other words, I ve been talking about the customer sconnection to your brand. Now I m going to talk abouthow you perceive your own brand, and about yourconnection to your own brand. Creating An Authentic Brand Identity: Sincerity Can tBe Faked! First, you must take stock of your brand identity. In theIntroduction to this book I stated that everyone is abrand. Everyone has a brand identity, but not everyoneunderstands their own brand correctly, or even knows what itis. You cannot develop an authentic, sincere brand withoutthis understanding. And you cannot create brand evangelists people who trust you and praise your brand every chancethey get without an authentic, sincere brand. Youearn someone s trust through your actions, soyou d better know how to act! Understanding your brand identity, and developing the trust thatturns your customers into evangelists, involves knowing what yourown beliefs and values are. The fact is, when you walk inyour customer s shoes, when you change your perspective todeliver the impossible, you re reflecting a core element ofyour identity, your values, and your beliefs. When you aresincere about trying to understand your customers needs,desires, and what they d truly love from you, a genuineconnection is made that is the foundation of trust between you andyour customers. Compassion and sincerity can t be faked. Branding isnot a matter of putting on a persona that others will like. It s not playing a role, putting on a mask, or pretending all that is superficial, a veneer that covers up the real you. Moreover, a veneer can be quicklyspotted. I don t think there s anyone thathasn t had the experience of being sold. It s uncomfortable precisely because it s notauthentic. The experience simply feels hollow. Thinkabout the slick car salesman who s going to do what ittakes to get you into this car! Maybe he s heavyon the hale fellow well met, demeanor, or drenchesyou with flattery. When the time comes to make an offer onthe car, he engages in an overly dramatic show of anxiety. I m gonna see my manager right now and see if I cantalk him into this one. Between you and me, he s havinga bad day, but I m really gonna work on him. Eventually, the long, drawn out ceremonial dance ends with yousigning the lease or sale papers, but you walk away knowing thewhole experience could have been different, and you dread theprospect of going through it again. Why do you dread it? What has soured you on going throughthe process again? In a word: insincerity. Insincerityis the wolf trotting around in sheep s clothing pretending tobe something he s not. When you experience a wolf insheep s clothing, you re soured on futureinteractions. It is this sort of insincerity that destroys abrand or prevents an authentic one from being established. The car salesman example is cliche, just like the salesgirl at the clothing store who tells you every single piece ofclothing you try on looks so good! Thoughthey re cliche for a reason, we tend to forget just whatthat reason is. We instantly recognize the cliche, butnot what made it true in the first place.

Develop and harness a powerful, sustainable word-of-mouth movement

How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality.

Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement.Develop and harness a powerful, sustainable, word-of-mouth movementDescribes 10 lessons to master and create a powerful, sustainable movementThe Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs

Erfolgreiche Offentlichkeitsarbeit basiert auf der sorgfaltigen Planung und Ausfuhrung von praxiserprobten Massnahmen. Das Buch liefert Grundlagenwissen zusammen mit Arbeitsanleitungen fur die Praxis. Leser erfahren, wie PR strategisch geplant, wie Pressekampagnen durchgefuhrt und kontrolliert werden, wie Mitarbeiterzeitungen herausgegeben und Webseiten fur die Kommunikation eingesetzt werden. Mit 15 einfachen, schnell nachvollziehbaren Schritt-fur-Schritt Anleitungen fur Einsteiger sowie Checklisten und Musteraufgaben fur die tagliche PR-Arbeit."

"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. Online resources include lecture slides for each chapter, multiple choice question banks and video reviews.

Any event you plan and stage is a reflection of your organization's image - from the initial invitation to onsite operations. Whether you're planning a product launch, conference, sales meeting, an incentive event, or a gala fund-raiser, remember that the magic of a truly memorable event is in the details, but so is the devil. Whether your event is for 50 or 2,000 people, whether it has a budget of a few thousand dollars, or hundreds of thousands, it has to be perfect. Fully revised and updated, Event Planning, Second Edition, gives you a blueprint for planning and executing special events with flair and without any unexpected surprises and expenses. This unique book is loaded with practical advice on: * Choosing the best venue * Preparing and managing the budget, with sample costing forms included * Scheduling, staffing, and collaborating with other related professionals * Coordinating food and beverage, d cor, entertainment, and themes. It's still the comprehensive guide that it always has been, but much has changed in the industry in recent years, and this new edition of Event Planning includes: * Changes in security planning since 9/11 * Innovations in technology and how they can improve - or ruin - an event * How to stage an environmentally friendly event * New and updated examples and case studies of where things went right - and wrong * Event Risk Assessment - What You Need to Consider before Contracting * How keep your budget on target and where to find hidden surcharges * Ways on how to ease airport stress and make air travel a pleasurable part of the participant's event experience * When and When Event Planners and their Suppliers will need Work Visas * What you need to include in your client's event history in order to design your next event so that it maximizes your client's return on their event investment * A companion website with downloadable versions of the checklists, additional forms and tools

Eigentlich sollte dies ja -nur- ein Buch uber die psychologischen Hintergrunde der Online- Kommunikation und uber deren praktische Anwendung im Berufsalltag werden. Die Pha- mene, die sich im Internet zeigen, sind aber oft Ausdruck tiefer gehender gesellschaftlicher Prozesse. Gerade die psychologischen Fragestellungen haben meinen Blick darum immer wieder auch auf grossere Zusammenhange gelenkt und mir bewusst gemacht, dass wir im kompetenten Umgang mit diesem Medium erst ganz am Anfang stehen. Ich empfinde es als Privileg, in dieser Zeit zu leben, die in Bezug auf die Internetnutzung oft immer noch P- niercharakter hat. Meinen Leserinnen und Lesern wunsche ich, dass sie hoffentlich viel praktischen Nutzen fur den Kommunikationsalltag aus meinem Buch ziehen konnen, und dass meine Ausfuhr- gen dazu dienen, Online-Kommunikationsprozesse verstandlich zu machen und die neuen Medien gezielt und effizient einzusetzen. Daneben hoffe ich aber auch, dass etwas von meiner Faszination fur das Internet in diesem Buch sichtbar wird und ich vielleicht die eine oder den anderen damit anzustecken vermag. Nicht mit Begeisterung auf eine unkritische und vor- haltlose Art aber indem vielleicht sichtbar wird, welche Tragweite und Veranderungskraft die Online-Welt fur unsere gesellschaftliche und wirtschaftliche Realitat hat, und wie lohne- wert und wichtig es ist, sich aktiv mit diesen tief greifenden medialen und gesellschaftlichen Veranderungsprozessen auseinanderzusetzen und sie mitzugestalten. Wenn mir dies gelingt, freue ich mich und naturlich besonders, wenn ich sogar das eine oder andere Feedback dazu erhalte."

490 million people log on to YouTube each month - and business owners need to know how to capture them or better yet, be the initial reason for their visit. Jason Rich shares the expertise of practicing entrepreneurs, delivering a step-by-step strategy supported by valuable insights, tips, and resources. From video production to promotion, author Jason R. Rich details how to use the power of YouTube to promote business brands, products, or services, and ultimately, attract new customers. Unfamiliar entrepreneurs receive a full tutorial on pre-production and production essentials from developing video ideas that attract attention to overcoming lighting and sound challenges. Amateur producers receive a full list of equipment needed, gaining tips from well-known YouTubers on how to produce quality spots without breaking the bank.

Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques. The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world. Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.

This book explores the wide-ranging elements of property PR in the UK, with a strong emphasis on communications theory, strategy and technique. The editors begin with an introduction to the property cycle and the role of property PR within it; consideration of the changes and challenges facing the industry; various structures of property communications; and the need for a strategic approach. Subsequent chapters provide perspectives and lessons from contributors in a variety of property sectors including commercial property, estate agency, social housing, property consultancy, proptech, retail and homebuilding. The book concludes with insight into future change, both for the property industry and for the communication function within it. This book is recommended reading for all property PR teams, for students studying for property, PR or marketing degrees, and for anyone working in the built environment sector who needs to consider PR and marketing as part of their role.

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company's brand.

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand's positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company's brand.