Big brands are the gods of today's world, and the algorithm is their gospel. What makes the cult marketing vortex so attractive to otherwise smart people, and how does online manipulation render us victim to the dangerous whims of digital companies, corporations, and conglomerates? Hoodwinked reveals the new world of digital marketing where ......
Managing Brand Crises: A Guide to Navigating the Storm equips brand managers, PR professionals, and business leaders with the tools they need to weather the storm and emerge stronger. In today's fast-paced digital world, brand crises are no longer a question of "if" but "when." With the power of social media amplifying every misstep, a poorly ......
How Global Consumer Culture Shapes Our Perceptions of the Ice Continent
Antarctica is, and has always been, very much "for sale." Whales, seals, and ice have all been marketed as valuable commodities, but so have the stories of explorers. The modern media industry developed in parallel with land-based Antarctic exploration, and early expedition leaders needed publicity to generate support for their endeavors. Their ......
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers
Authored by Bertil Hulten, one of the world's leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer. Sensory experiences combine not only to increase the chance of an immediate sale, but to influence perception of a product which then plays into a customer's chance of return, and brand loyalty for the future. * Hulten provides definitions, insight boxes, questions and case studies to provide an engaging learning experience. * The author is one of the most published professors in the field, sharing exclusive expertise and experience. * The book is thorough yet accessible, dedicating a chapter to each of the 5 senses.
A balanced portrait of the role of advertising in society today. Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society. Author Kim Bartel Sheehan's work recognizes the plurality of opinions towards advertising, encouraging readers to obtain a critical perspective on advertising issues while forming and analyzing their own judgments.
With a digital media focus, Advertising shows what contemporary media theory means for the practice of advertising across digital platforms. The authors will provide the reader with an understanding of today's media environment and how it ties to the reality of working across promotional media industries. Applicable to both business and media schools, the text ties theory and concepts to a broad conception of practice to go beyond other books that focus on 'creativity' in advertising.
How to Create Lasting Relationships in a Digital World
Digital Brand Romance is highly practical and offers tactical, helpful advice to apply in your business immediately.Tomorrow arrived, and all great relationships now begin online - including the ones between your future customer and your brand. Whether you are selling shoes, software or spaceship parts, the romance begins and evolves in a digital ......
