|
Showing 1 - 10 of
10 matches in All Departments
When it comes to attracting consumers through advertising, which
words, phrases, and techniques are most effective? Strategic
Copywriting, a detailed how-to guide, introduces students to
time-tested strategies for writing and designing successful ads. In
this second edition, Edd Applegate explains the core principles
that have guided advertising for decades, from knowing the audience
to crafting a compelling message. Next, proven techniques for
producing specific kinds of advertising-whether for newspapers,
magazines, or other print media, for broadcast radio or television,
or for social media and online/mobile platforms-are addressed in
step-by-step detail. Throughout, Applegate walks readers through
real advertisements from advertising agencies of all sizes across
the United States to illustrate what works-or not-and why.
In this unique work of scholarship, Edd Applegate surveys the key
figures and events that transformed the American business landscape
from its colonial beginnings to that Mad Men moment when
advertising "went professional." In The Rise of Advertising in the
United States: A History of Innovation to 1960, Applegate traces
how the explosion of newspapers in the American colonies laid the
groundwork for the first advertising agents, leading to America's
first class of professional marketers. This entrepreneurial class
of new white-collar professionals thrived on innovation in the
quest for more publicity, larger clients, and greater sales. Some
of the thought-leaders in what remained a novel, ever-changing form
of communication include: * P. T. Barnum, master of the advertising
"gimmick" * Lydia Pinkham, queen of the patent medicine cure * John
Wanamaker, progenitor of modern retail advertising * Albert Lasker,
the formulator of "reason why" advertising * Stanley Resor, the
consummate market researcher * Elliott White Springs, the
groundbreaking purveyor of the sexual innuendo Applegate records
the achievements of these individuals and others up until 1960,
when advertising underwent a remarkable change, becoming a post-war
subject of study and scholarship in America's colleges and
universities. Written for those interested in learning about a
select group of movers and shakers in this key area of American
business, The Rise of Advertising in the United States should
appeal to anyone interested in American business history.
During the 1800s, the United States progressed at a remarkable
rate. Commerce gave rise to regional specialization and contributed
to the growth of cities. By 1860 the nation had prospered to the
extent that it no longer depended on Europe to purchase its goods.
Innovations in technology helped increase production, especially in
textiles, and transportation projects helped reduce costs of
certain products. As the country progressed, so did its citizenry
and their attention to certain interests: movements on issues like
women's rights, capital punishment, workers' rights, education, and
mental health swept across the country. As these groups advanced
their causes, a kind of journalism began to capture readers'
attention: the exposZ. Although examples similar to it had appeared
occasionally in various publications years before, it became more
prevalent at the turn of the century. In the spring of 1906,
President Theodore Roosevelt delivered a speech in which he
compared certain crusading journalists to a character in John
Bunyan's Pilgrim's Progress: 'There is filth on the floor, and it
must be scraped up with the muckrake; and there are times and
places where this service is the most needed of all the services
that can be performed.' In Muckrakers: A Biographical Dictionary of
Writers and Editors, Professor Edd Applegate profiles the men and
women who either wrote muckraking journalism or edited publications
that featured muckraking articles. Some of the most important
figures of journalism are here, including Nellie Bly, Upton
Sinclair, Lincoln Steffens, George Kennan, Jack London, Frank
Norris, Rachel Carson, George Seldes, and I.F. Stone. The book
contains more than fifty entries, each discussing the subject's
professional career and major works. In some cases, comments about
the subject's work by others have been included, as well as
suggestions for further reading. As a resource guide, Muckrakers
will be of interest to professors, scholars, and students
interested in learning more about the individuals who played such
significant roles in muckraking journalism.
Students of advertising and marketing management learn many
concepts and theories in their foundational courses, but real-world
experiences are invaluable to understanding the decision-making
process. Cases in Advertising and Marketing Management offers
students the opportunity to apply what they have learned in
previous courses to realistic situations from the business world.
The authors, a professor of advertising and an advertising agency
executive, draw on their practical experiences with everyday
challenges_ranging from budgets, electronic marketing, IMC, and
account strategy to agency politics, overdue client payments, and
ethical dilemmas. Each of the forty cases focuses on a contemporary
problem or issue for students to identify and analyze, followed by
discussion questions to help them work through the case toward a
reasonable solution. The final chapters review important themes
from the cases and look at several types of advertising and
marketing positions often found in agencies or companies.
Appropriate for upper-level or capstone courses in advertising and
marketing management, this provocative, highly readable text
provides students with insight into the situations they will face
in their future careers and helps them develop valuable skills for
solving problems and making sound decisions.
Online Instructor Manual (login required) Creative Brief Form
(Figure 8.1) (pdf file) Students of advertising and marketing
management learn many concepts and theories in their foundational
courses, but real-world experiences are invaluable to understanding
the decision-making process. Cases in Advertising and Marketing
Management offers students the opportunity to apply what they have
learned in previous courses to realistic situations from the
business world. The authors, a professor of advertising and an
advertising agency executive, draw on their practical experiences
with everyday challenges ranging from budgets, electronic
marketing, IMC, and account strategy to agency politics, overdue
client payments, and ethical dilemmas. Each of the forty cases
focuses on a contemporary problem or issue for students to identify
and analyze, followed by discussion questions to help them work
through the case toward a reasonable solution. The final chapters
review important themes from the cases and look at several types of
advertising and marketing positions often found in agencies or
companies. Appropriate for upper-level or capstone courses in
advertising and marketing management, this provocative, highly
readable text provides students with insight into the situations
they will face in their future careers and helps them develop
valuable skills for solving problems and making sound decisions."
In all likelihood advocacy journalism is the oldest form of
reportage. It appears frequently whenever journalists desire to
advocate their beliefs or ideas about major political or social
problems. In Advocacy Journalists: A Biographical Dictionary of
Writers and Editors, Edd Applegate identifies the most notable
figures in this field. Each entry contains biographical information
about a writer or editor who either wrote advocacy journalism or
edited one or more publications that featured such material.
Entries consist of discussions of the journalists' lives,
professional careers, major works, and, in some cases, commentary
on those works. Among those profiled here are such notables as
Ambrose Bierce, William F. Buckley Jr., Eldridge Cleaver, Daniel
Defoe, Germaine Greer, Pete Hamill, Karl Marx, H. L. Mencken,
George Orwell, Thomas Paine, Wilfrid Sheed, Gloria Steinem, and
Jonathan Swift. Unlike other books that focus on the form of
advocacy journalism itself or how and why it developed, this book
focuses on the lives of journalists and editors and their
contributions to advocacy journalism. For scholars, teachers, and
students of journalism, along with general readers who wish to
discover more about advocacy journalism, this volume is an
important and accessible resource.
In this unique work of scholarship, Edd Applegate surveys the key
figures and events that transformed the American business landscape
from its colonial beginnings to that Mad Men moment when
advertising "went professional." In The Rise of Advertising in the
United States: A History of Innovation to 1960, Applegate traces
how the explosion of newspapers in the American colonies laid the
groundwork for the first advertising agents, leading to America's
first class of professional marketers. This entrepreneurial class
of new white-collar professionals thrived on innovation in the
quest for more publicity, larger clients, and greater sales. Some
of the thought-leaders in what remained a novel, ever-changing form
of communication include: * P. T. Barnum, master of the advertising
"gimmick" * Lydia Pinkham, queen of the patent medicine cure * John
Wanamaker, progenitor of modern retail advertising * Albert Lasker,
the formulator of "reason why" advertising * Stanley Resor, the
consummate market researcher * Elliott White Springs, the
groundbreaking purveyor of the sexual innuendo Applegate records
the achievements of these individuals and others up until 1960,
when advertising underwent a remarkable change, becoming a post-war
subject of study and scholarship in America's colleges and
universities. Written for those interested in learning about a
select group of movers and shakers in this key area of American
business, The Rise of Advertising in the United States should
appeal to anyone interested in American business history.
During the 1800s, the United States progressed at a remarkable
rate. Commerce gave rise to regional specialization and contributed
to the growth of cities. By 1860 the nation had prospered to the
extent that it no longer depended on Europe to purchase its goods.
Innovations in technology helped increase production, especially in
textiles, and transportation projects helped reduce costs of
certain products. As the country progressed, so did its citizenry
and their attention to certain interests: movements on issues like
women's rights, capital punishment, workers' rights, education, and
mental health swept across the country. As these groups advanced
their causes, a kind of journalism began to capture readers'
attention: the expose. Although examples similar to it had appeared
occasionally in various publications years before, it became more
prevalent at the turn of the century. In the spring of 1906,
President Theodore Roosevelt delivered a speech in which he
compared certain crusading journalists to a character in John
Bunyan's Pilgrim's Progress: "There is filth on the floor, and it
must be scraped up with the muckrake; and there are times and
places where this service is the most needed of all the services
that can be performed." In Muckrakers: A Biographical Dictionary of
Writers and Editors, Professor Edd Applegate profiles the men and
women who either wrote muckraking journalism or edited publications
that featured muckraking articles. Some of the most important
figures of journalism are here, including Nellie Bly, Upton
Sinclair, Lincoln Steffens, George Kennan, Jack London, Frank
Norris, Rachel Carson, George Seldes, and I.F. Stone. The book
contains more than fifty entries, each discussing the subject's
professional career and major works. In some cases, comments about
the subject's work by others have been included, as well as
suggestions for further reading. As a resource guide, Muckrakers
will be of interest to professors, scholars, and students
interested in learning more
Through the prism of the U.S. Constitution and other foundational
documents, Edd Applegate's Political and Social Changes in the
United States will discuss major transformations in American social
and political life since the Founding, beginning with England's
expansion in North America, the War of Independence, and the early
national period. It proceeds through industrialization, the Civil
War, economic growth, progressivism, and the emergence of the
United States on the world stage. It concludes with considerations
of the Cold War and post-Cold War worlds and new threats and
challenges to the United States and its institutions.
When it comes to attracting consumers through advertising, which
words, phrases, and techniques are most effective? Strategic
Copywriting, a detailed how-to guide, introduces students to
time-tested strategies for writing and designing successful ads. In
this second edition, Edd Applegate explains the core principles
that have guided advertising for decades, from knowing the audience
to crafting a compelling message. Next, proven techniques for
producing specific kinds of advertising-whether for newspapers,
magazines, or other print media, for broadcast radio or television,
or for social media and online/mobile platforms-are addressed in
step-by-step detail. Throughout, Applegate walks readers through
real advertisements from advertising agencies of all sizes across
the United States to illustrate what works-or not-and why.
|
You may like...
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
Poor Things
Emma Stone, Mark Ruffalo, …
DVD
R357
Discovery Miles 3 570
Loot
Nadine Gordimer
Paperback
(2)
R398
R330
Discovery Miles 3 300
|