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Author: Michael Solomon Publisher: Flat World Knowledge ISBN: 0982043023 Category : Advertising Languages : en Pages : 316
Book Description
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author: Michael Solomon Publisher: Flat World Knowledge ISBN: 0982043023 Category : Advertising Languages : en Pages : 316
Book Description
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Author: Michael R. Solomon Publisher: SAGE ISBN: 1529765404 Category : Business & Economics Languages : en Pages : 517
Book Description
Written by marketing experts, this authoritative and comprehensive full-colour textbook made up of both accessible research and theory, real-world examples and case studies including Prada, Gucci and Burberry, provides students with an overview of the global fashion industry and fashion marketing, strategy, branding, communications, retailing and distribution, as well as the psychological factors involved in consuming fashion and luxury. The role of social media, celebrities and influencers such as Kim Kardashian and Lil Miquela are discussed, as is the ever-increasing role of ethical fashion and sustainability. The authors also offer an expanded view of fashion and luxury by moving beyond just clothing and apparel to include other fashionable and luxurious products and services, including technology. Packed with attractive visuals from fashion and culture, and accompanied by chapter summaries, questions and exercises, this textbook is essential reading for students studying fashion, luxury, marketing, management, retailing, branding and communications. Also provided for educators are supporting PowerPoint slides and an instructor’s manual to support use of the textbook with students. Suitable for Fashion Marketing/Fashion Consumer Behaviour modules as well as a general text for Fashion Marketing programmes. The text will also appeal to Luxury programmes (MBA etc) and Retail Marketing modules (UG).
Author: Mahmoud Altarabin Publisher: Routledge ISBN: 1000432793 Category : Foreign Language Study Languages : en Pages : 237
Book Description
The Routledge Course in Arabic Business Translation: Arabic-English-Arabic is an essential coursebook for university students wishing to develop their skills in translating different types of business texts between English and Arabic. Practical in its approach, the book introduces translation students to the concept of translation and equivalence in the context of business texts, business translators, and the linguistic and syntactic features of business texts. It also highlights translation tools and technology in addition to the translation strategies which can be adopted to render business texts between English and Arabic. Key features in the book include: • Six comprehensive chapters covering (after the Introduction) the areas of economics, management, production, finance, and marketing in the translation industry; • Detailed explanation of the lexical and syntactic features of business texts; • Practical English and Arabic business translation texts featuring a vast business vocabulary bank; • Authentic business texts extracted from English and Arabic books containing economic, management, production, finance, and marketing texts; • Great range of English and Arabic translation exercises to enable students to practice their familiarity with business vocabulary they learned throughout the book; and • Glossaries following all English and Arabic business texts containing the translation of main vocabulary items. The practicality of the approach adopted in this book makes it an essential business translation coursebook for translation students. In addition, the carefully designed content helps students to easily explore different types of business texts, familiarize themselves with main words, and do translation exercises. University instructors working on English and Arabic business translations will find this book highly useful.
Author: Phillip McIntyre Publisher: Springer Nature ISBN: 3031194551 Category : Social Science Languages : en Pages : 259
Book Description
This books provides a critical perspective on entrepreneurialism in the creative industries. Split into three sections, the book first asks the contextual question; why, at this point in time, did we arrive at such a focus on entrepreneurship in the creative industries? Examining the historical, social, cultural, economic and political background, the book places the creative industries and entrepreneurship firmly within a systemic approach to creativity and cultural production. Given this emphasis on entrepreneurship in the creative system, the second part of the book asks, what do those who want to work in the creative industries need to do to pragmatically gain an income? The practices, skills, business models and plans necessary to master in order to successfully run a business are explored in this section. The final section contains detailed case studies that reveal the lives of those who found a way to successfully gain an income in the creative industries. It highlights the practical knowledge they gathered, how they negotiated their field of endeavour, and the decisions they made in the real world. Fundamentally the book answers three questions: How and why did we get here? Given that we are here at this point in time, how do we go about being entrepreneurial? And who has managed to do this in the creative industries and how did they do it? Covering both theoretical debates in detail, and practical case studies in key sub-sectors of creative industries, this truly integrative and far-reaching volume will be of interest to students, researchers and practitioners alike.
Author: David Meerman Scott Publisher: John Wiley & Sons ISBN: 1119362474 Category : Business & Economics Languages : en Pages : 447
Book Description
The international bestseller—now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.' The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising. The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard. Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers Offers a wealth of compelling case studies and real-world examples Includes information on new platforms including Facebook Live and Snapchat Shows both small and large organizations how to best use Web-based communication Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.
Author: Chris Hackley Publisher: SAGE ISBN: 1473909007 Category : Business & Economics Languages : en Pages : 345
Book Description
This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose. New to the third edition: chapter on strategy and creativity additional case studies with increased global coverage including emerging markets images of classic and recent ads from the street, print, online and television increased coverage of the internet, social media and their effects on advertising companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.
Author: David Meerman Scott Publisher: John Wiley & Sons ISBN: 1118266161 Category : Business & Economics Languages : en Pages : 272
Book Description
Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!
Author: Richard Varey Publisher: Routledge ISBN: 1134581599 Category : Business & Economics Languages : en Pages : 418
Book Description
Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building. Providing a contemporary examination of marketing as a social process, author Varey focuses on a planned, integrated marketing communication programme. He combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media. It investigates the issues of: organizing and locating marketing in a business corporation management responsibility for planning and decision making the role of the marketing communication manager in contemporary society. With a good balance of theory and practice and UK and European case studies, this noteworthy book covers a range of issues of significance to both the public and private sectors, and large, medium and small businesses.
Author: Tony Curtis Publisher: Routledge ISBN: 0750680083 Category : Business & Economics Languages : en Pages : 394
Book Description
Elsevier/Butterworth-Heinemann's 2006-2007 Official CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually and independently reviewed. The only coursebooks recomended by CIM include free online access to the MarketingOnline learning interface offering everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: *Annotate, customise and create personally tailored notes using the electronic version of the Coursebook *Search the Coursebook online for easy access to definitions and key concepts *Access the glossary for a comprehensive list of marketing terms and their meanings * Written specially for the Marketing in practice module by the CIM senior examiner for marketing management in practice module * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam
Author: Michael Solomon
Author: Michael Solomon
Author: Michael R. Solomon
Author: Michael R. Solomon
Author: Mahmoud Altarabin
Author: Phillip McIntyre
Author: David Meerman Scott
Author: Chris Hackley
Author: David Meerman Scott
Author: Richard Varey
Author: Tony Curtis