Designed for college-level study of advertising this 6 page laminated guide is filled with the answers you need for a solid foundation and understanding of the details. Organized like designer course notes the details build a broader view of the big picture of advertising whether you are a communications major in advertising, or a business major ......
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.
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.
Advertising at War challenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more ......
A Conceptual Investigation of Advertising Communication
Dr.Karimova addresses current issues within the theory of interactivity. Such problems as defining interactivity and measuring level of interactivity have recently attracted a great interest among researchers. In spite of attempts of previous research to solve these problems, the field has not moved far from its preliminary phase. This book is an ......
How to Deconstruct Ads in Order to Build Better Advertising
teaches advertising, marketing, and management students - both the 'suits' and the 'creatives' - how to effectively judge and critique creativity in advertising. This textbook is an instruction manual; a facilitator of dialogue; a companion piece to classroom content. Its lessons result in actual skills that enable students to look at the creative product and embolden them to say something constructive and worthwhile.
This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.
The study of advertising is a heated and expansive forum, with research diverging along methodological, semantic and often political lines. This eclectic, extensive and inclusive collection draws together the diverse literature with a view to organising and making sense of the state of play of advertising research, with papers drawn not only from the major international advertising journals, but also widely across the social sciences. Accommodating statistical, behavioural and interpretive perspectives, this three-volume set is organized into three broad categories. Volume One looks at advertising management, including creativity, agencyient relations, campaign planning and effectiveness, media planning and brand communications. Volume Two looks at the cultural influence of advertising, including its ideological character, theoretical influences, and cross-cultural aspects. Volume Three looks at advertising science: the experimental and survey data-gathering methods involved in measuring advertising effectiveness.
