Advertising and Trademarks in Nineteenth-Century America
In the early nineteenth century, the American commercial marketplace was a chaotic, unregulated environment in which knock-offs and outright frauds thrived. Appearances could be deceiving, and entrepreneurs often relied on their personal reputations to close deals and make sales. Rapid industrialization and expanding trade routes opened new ......
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 ......
The toy industry is one of the most consistently misunderstood sectors of American business, comprising a wide range of businesses under one banner--entertainment, commodities, fashion, and licensing--that each behave differently. Unlike other industries, more than 40 percent of products are new every year, and success often depends on the whims ......
The ad exec who revolutionized the image of Black Americans in advertising Over a forty-year career, Chicagoan Tom Burrell changed the face of advertising and revolutionized the industry's approach to African Americans as human beings and consumers. Jason P. Chambers offers a biography of the groundbreaking creator and entrepreneur that explores ......
A Resource Guide for Advertisers, Public Relations, Journalism, and NewMedia Professionals in the Viral Age
Digital Media Production: A Resource Guide for Advertisers, Public Relations, Journalism, and New Media Professionals in the Viral Age demonstrates how to produce content that stands out and gains attention in a world oversaturated with media. Section I reviews the main stages of the digital media production process and how to develop ......
Utilizing the National Collegiate Sales Competition rubric as a framework, The Rookie's Guide to Media Sales equips students with the foundational knowledge they need to become effective salespeople within the field of media and advertising. Opening chapters underscore the importance of relationship-building and effective communication in sales, ......
A Guide to Measuring Marketing Performance for Decision-Making
Marketing Metrics: A Guide to Measuring Marketing Performance for Decision-Making provides students with the skills and strategies they need to effectively assess the efficacy of marketing initiatives. With this knowledge, future marketers are well-equipped to speak to impact of marketing activities, make recommendations, and influence the ......
Advertising and Promotion: What the Student Sees presents the main points of organizing an advertising campaign, examples of advertising that have become revered as classics, media planning, and insight into careers in advertising and marketing industries. As students learn more about marketing and advertising concepts and strategies, they are ......
Max Multi-Channel Messaging introduces budding copywriters, entrepreneurs, and marketers in every category to the ins and outs of creating strategic and compelling copy across a variety of marketing channels. The text features 12 chapters with each addressing a specific element of or approach toward the creation of effective copy. The opening ......
