Truth Lies And Advertising

Author: Jon Steel
Editor: John Wiley & Sons Incorporated
Size: 15,61 MB
Format: PDF, ePub, Mobi
Read: 716

Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.

Truth Lies And Advertising

Author: Steel
Editor: Academic Internet Pub Incorporated
ISBN: 9781428809994
Size: 14,68 MB
Format: PDF, ePub
Read: 754

Never HIGHLIGHT a Book Again! Virtually all of the testable terms, concepts, persons, places, and events from the textbook are included. Cram101 Just the FACTS101 studyguides give all of the outlines, highlights, notes, and quizzes for your textbook with optional online comprehensive practice tests. Only Cram101 is Textbook Specific. Accompanys: 9780471189626 .

Perfect Pitch

Author: Jon Steel
Editor: John Wiley & Sons
ISBN: 0471789763
Size: 10,80 MB
Format: PDF
Read: 451

The author of the "Adweek" bestseller "Truth, Lies & Advertising" now shows readers how the principles of advertising research and planning can be applied to the business of presenting and selling ideas.

The Science And Art Of Branding

Author: Giep Franzen
Editor: Routledge
ISBN: 1317454669
Size: 10,97 MB
Format: PDF, ePub
Read: 477

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Pick Me

Author: Nancy Vonk
Editor: John Wiley & Sons
ISBN: 9781118040416
Size: 20,79 MB
Format: PDF, Kindle
Read: 180

Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Whether you're a student or a young professional loaded with questions, this one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on. Authors Nancy Vonk and Janet Kestin are seasoned creative directors and longtime creative partners. In Pick Me, these industry leaders answer your toughest ad career questions, like: Is advertising right for me? How do I build a killer portfolio? How do I get an interview with the elusive creative director? Should I accept an unpaid internship? How do I find the right partner? How do I beat creative block? How do I avoid burnout? Plus, fourteen industry superstars share their insights and explain how they broke into the business. You'll hear from Bob Barrie, Rick Boyko, David Droga, Mark Fenske, Neil French, Sally Hogshead, Mike Hughes, Shane Hutton, Brian Millar, Tom Monahan, Chuck Porter, Bob Scarpelli, Chris Staples, and Lorraine Tao. Forget the clichés this is advertising as it really is. If you're hell-bent on making it, this informative guide will put you on track for a career in one of the most exciting businesses on the planet.

Charity Case

Author: Dan Pallotta
Editor: John Wiley & Sons
ISBN: 1118237684
Size: 12,89 MB
Format: PDF, Kindle
Read: 757

A blueprint for a national leadership movement to transform theway the public thinks about giving Virtually everything our society has been taught about charityis backwards. We deny the social sector the ability to grow becauseof our short-sighted demand that it send every short-term dollarinto direct services. Yet if the sector cannot grow, it can nevermatch the scale of our great social problems. In the face of thisdilemma, the sector has remained silent, defenseless, anddisorganized. In Charity Case, Pallotta proposes a visionarysolution: a Charity Defense Council to re-educate the public andgive charities the freedom they need to solve our most pressingsocial issues. Proposes concrete steps for how a national Charity DefenseCouncil will transform the public understanding of the humanitariansector, including: building an anti-defamation league and legaldefense for the sector, creating a massive national ongoing adcampaign to upgrade public literacy about giving, and ultimatelyenacting a National Civil Rights Act for Charity and SocialEnterprise From Dan Pallotta, renowned builder of social movements andinventor of the multi-day charity event industry (including theAIDS Rides and Breast Cancer 3-Days) that has cumulatively raisedover $1.1 billion for critical social causes The hotly-anticipated follow-up to Pallotta’sgroundbreaking book Uncharitable Grounded in Pallotta’s clear vision and deep social sectorexperience, Charity Case is a fascinating wake-up call for fixingthe culture that thwarts our charities’ ability to change theworld.

The Tangled Web They Weave

Author: Ivan L. Preston
Editor: Univ of Wisconsin Press
ISBN: 9780299141943
Size: 17,19 MB
Format: PDF, ePub, Mobi
Read: 750

Written for the ordinary consumer as well as for advertisers and trade regulators, this book aims to demonstrate how advertising can better serve its audience. Ivan Preston takes us down the slippery slope, from the high ground of honest product information to the unscrupulous bottom-of-the-barrel claims that are wholly false. Along the way he documents the subtle misrepresentations, half and lesser truths, and exploitations of our gullibility that abound in contemporary advertising.

Brand Media Strategy

Author: A. Young
Editor: Springer
ISBN: 1137447710
Size: 11,23 MB
Format: PDF, ePub, Mobi
Read: 308

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.

Where Truth Lies

Author: Kris Fallon
Editor: University of California Press
ISBN: 0520300939
Size: 13,62 MB
Format: PDF, ePub, Mobi
Read: 813

A free open access ebook is available upon publication. Learn more at This boldly original book traces the evolution of documentary film and photography as they migrated onto digital platforms during the first decades of the twenty-first century. Kris Fallon examines the emergence of several key media forms—social networking and crowdsourcing, video games and virtual environments, big data and data visualization—and demonstrates the formative influence of political conflict and the documentary film tradition on their evolution and cultural integration. Focusing on particular moments of political rupture, Fallon argues that the ideological rifts of the period inspired the adoption and adaptation of newly available technologies to encourage social mobilization and political action, a function performed for much of the previous century by independent documentary film. Positioning documentary film and digital media side by side in the political sphere, Fallon asserts that “truth” now lies in a new set of media forms and discursive practices that implicitly shape the documentation of everything from widespread cultural spectacles like wars and presidential elections to more invisible or isolated phenomena like the Abu Ghraib torture scandal or the “fake news” debates of 2016.

Social Marketing And Social Change

Author: R. Craig Lefebvre
Editor: John Wiley & Sons
ISBN: 111823524X
Size: 18,87 MB
Format: PDF, ePub, Mobi
Read: 395

How can we facilitate more effective, efficient, equitable andsustainable solutions to the problems that confound our communitiesand world? Social marketing guru R. Craig LeFebvre weaves togethermulti-level theories of change, research and case studies toexplain and illustrate the development of social marketing toaddress some of society’s most vexing problems. The result isa people-centered approach that relies on insight and empathy asmuch as on data for the inspiration, design and management ofprograms that strive for changes for good. This text is ideal forstudents and professionals in health, nonprofit, business, socialservices, and other areas. “This is it -- the comprehensive, brainy road map fortackling wicked social problems. It’s all right here: how tocreate and innovate, build and implement, manage and measure, scaleup and sustain programs that go well beyond influencing individualbehaviors, all the way to broad social change in a world that needsthe help.”—Bill Novelli, Professor, McDonough Schoolof Business, Georgetown University, former CEO, AARP and founder,Porter Novelli and the Campaign for Tobacco-Free Kids “I’m unaware of a more substantive treatise onsocial marketing and social change. Theoretically based;pedagogically focused; transdisciplinary; innovative; and actionoriented: this book is right for our time, our purpose, and ourfuture thinking and action.”—Robert Gold, MS, PhD,Professor of Public Health and Former Dean of the School of PublicHealth at the University of Maryland, College Park “This book -- like its author -- is innovative andforward-looking, yet also well-grounded in the full range ofimportant social marketing fundamentals.”—EdwardMaibach, MPH, PhD, University Professor and Director, Center forClimate Change Communication, George Mason University