• Advertising

      Well-written and Red

      The Story of the Economist Poster Campaign

      by Alfredo Marcantonio

      It is now 18 years since The Economist ran the first of its eye-catching 'White out of Red' posters. As this book points out, their 'vibrancy and visibility' have now established them as 'part of the urban landscape'.Well-written and Red is the story of this influential advertising campaign, written by one of Britain's most respected advertising copywriters, Alfredo Marcantonio. As an ex-Director of AMV BBDO he paints a remarkably insightful picture, not only of the conception and development of the award-winning creative work, but also of the Agency/Client relationship that has nurtured it.Marcantonio weaves together the recollections of those actually involved, putting events into context or stressing their importance, by citing lessons he has learnt in his own distinguished career.This is clearly a 'must-have publication' for advertising, marketing and the media. However, poster headlines like 'In real life the tortoise loses' mean that it will appeal to anyone who appreciates wit and style. Whilst readers from outside the industry won't be fazed by the vagaries of the creative process, they may be surprised to discover the disciplined strategic thinking and tight advertising briefs that inspire it. And the way that subtle shifts in emphasis have helped the campaign remain relevant in changing times.This 256 page volume features almost 200 of the advertisements that have helped The Economist increase its UK circulation from just over 80,000 in 1987 to almost 160,000 today. It represents a testimony to the power of posters, confirmation that it can pay to advertise and proof that 'funny' need not be the enemy of 'money'.

    • Business & management

      Sales Through Service

      Focus on Service and the Sales will follow: not the other way round

      by Guy Arnold

      Sales through Service is a ‘Sales’ book like no other. It turns the world of ‘sales’ upside down, and align the process with the customers’ REAL needs in the world of the empowered customer, social media and the transparent business. It seeks to drag the world of Sales kicking a screaming from the 19th to the 21st Century in a powerful, easy to read and fun way by applying 4 powerful principles of blindingly obvious common sense and human behaviour at all stages in the process. It’s written in simple, powerful, easy to digest chunks, with Pictures, Exercises and Top Tips at every stage. It follows on from Guy’s 1st book: Great or Poor: reviews of which can be seen here: http://goo.gl/23Yve This book and process dispels the myths and frustrations from the process of finding, getting and keeping customers, and realigns it to the customer’s point of view, so that the whole process becomes more enjoyable, less frustrating, and much more effective … at all levels and for everyone. It addresses the key question: ‘How can I sell more AND at the same time reduce costs in this scary new world of social media, the transparent business and the empowered customer?’ It empowers non ‘sales people’ to excel in sales without selling anything, using the power of reputation, referral and recommendation. It delivers simple ideas and tools to improve the sales process from both the ‘seller’ and the customer’s point of view at every step of the process. It does this in small easily readable and understandable chunks, that can be actioned immediately at any level for great results. It makes your actions and processes 100% customer focused at every step, so customers are more likely to buy quickly, remain loyal, pay more, buy more, rave about you on social media and recommend what you do to their friends. It is suitable for anyone selling anything at any level, internally or externally, profit making or non profit making, as it is focused on simple powerful principles of common sense … that are so often not common practice! It is especially helpful to people who do not regard themselves as ‘sales people’ or who don’t want to be ‘sales people’ but who would still want more sales for less effort. It covers the whole sales process from marketing, through getting leads, getting decisions and then building loyalty and referrals. The key message is to systematically align everything in your processes and behaviour around the key principles of customer behaviour and needs … and the sales will follow like magic!

    • Advertising
      January 2015

      100 Ideas that Changed Advertising

      by Simon Veksner

      A chronicle of the key ideas that have shaped the adverts we see everyday, 100 Ideas That Changed Advertising offers a fascinating insight into an ever-changing and fast-moving business. Arranged broadly chronologically, the book looks at the overnight revolutions, the flashes of inspiration, and the long-term evolutions that have shaped the industry. Author Simon Veksner guides us through the key ideas behind these changes, from the development of the first advertising formats and the history of branding, to the creative revolutions of the 1960s and the digital age. Looking forward, the book considers the most recent thinking in reaching new audiences, including the rise of neuromarketing and the latest behavioural economics. Illustrated with hundreds of examples of adverts and explaining their power to grab our attention, the book is an absorbing guide to a turbulent industry.

    • Humanities & Social Sciences
      November 2015

      Kids and branding in a digital world

      by Barry Gunter

      This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child's best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators. ;

    • Communication studies
      November 2015

      Kids and branding in a digital world

      by Barrie Gunter

      This book is about how kids become engaged with brands, and how their relationship with them changes over time as they mature as consumers. Children are introduced to brands at an early age, and they have become increasingly brand conscious. As consumer markets have developed and become more crowded and competitive, so brands have become more important in enabling consumers to make informed choices. However, it may not always be in a child's best interests to develop a preoccupation with brands, particularly if they influence the way they think about themselves. This book examines the emergence of brand awareness among children and the importance of their cognitive development to their understanding of brands and consumer socialisation. It also sheds light on problems caused by the emergence of new forms of branding in the digital era, especially in online social media and virtual environments where so many children now spend a great deal of time, and explores the implications for children and for regulators.

    • Humanities & Social Sciences
      November 2015

      Kids and branding in a digital world

      by Barry Gunter

    • Humanities & Social Sciences
      November 2015

      Kids and branding in a digital world

      by Barry Gunter

    • E-commerce: business aspects
      January 2015

      Marketing – IT / IT – Marketing

      A type of dictionary

      by René Steiner, Thomas Lehning, Mirko Holzer, Andreas Dürr

      The book bridges the gap which separates marketing and IT management by shedding light on issues which arise at the interface between those two perspectives. It facilitates the understanding between these two disciplines which are of equal strategic importance for companies which have marketing operations: Approximately 100 terms are explained from both points of view. A direct comparison facilitates an interdisciplinary perspective. Process graphics and application examples are used to illustrate the concepts. An extensive glossary explains the basic terms. Articles on similar topics are summarized in the various chapters.

    • Business, Economics & Law
      March 2011

      Why Do Smart People Make Such Stupid Mistakes?

      A Practical Negotiation Guide to More Profitable Client Relationships for Marketing and Communication Agencies,Sales Teams and Professional Service People

      by Chris Merrington

      Are you paid what you deserve by your clients? Learn to negotiate with your clients more profitably. This book will save you a fortune and maybe even make you a fortune. Its practical approach means you can apply the proven strategies in your business today. You will discover: How to confidently hold your price, How to say 'no' to clients while improving your relationship, How to negotiate higher fees and prices, How to handle unrealistic timescales and budgets, How to respond to 'you've got the business if you drop your price' and How to prepare for meetings with Procurement. Why Do Smart People Make Such Stupid Mistakes? is a practical negotiation guide to more profitable client relationships for marketing and communication agencies, sales teams and professional service people.

    • Business, Economics & Law
      July 2013

      The 7 Secrets of Creative Radio Advertising

      by Tony Hertz

      Why you should read this book: because it’s full of wisdom, experiences, examples and entertaining stories drawn from Tony Hertz’s 40 years’ beyond-all reason passion for radio advertising. Including links to 25 of the best radio spots you’ve ever heard. Because in today’s visual/digital /online/mobile/social media/branded content consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world. And Tony Hertz is uniquely qualified to give it the creative attention it deserves. Because whatever your role in the advertising process, the 7 Secrets will actually show you how to make better radio commercials. Even if 6 of them aren’t actually Secrets. Because if you’ve ever been in one of Tony’s radio workshops, seminars or presentations, this is the book you would have bought afterwards anyway! Because it will make you want to sit down and write a great radio ad!

    • Advertising
      January 2019

      Advertising Creative

      Strategy, Copy, and Design

      by Altstiel, Tom

      Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.

    • Business, Economics & Law
      April 2016

      Advertising in New Formats and Media

      Current Research and Implications for Marketers

      by Patrick Pelsmacker

      The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: "The Changing Advertising Universe", "Advertising in a Digital Connected World" and "Hidden but Paid for: Branded Content" the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.

    • Business, Economics & Law
      December 2012

      Research in Consumer Behavior

      by Russell W. Belk, Linda Scott, Soren Askegaard, Russell W. Belk

      This volume presents selected papers from the 7th Annual Consumer Culture Theory Conference held at Oxford University in August, 2012. The 18 papers in the volume together capture the latest research within this qualitative paradigm of consumer studies. Topics addressed cover a wide gamut including immigrant consumption experiences, gift-giving, sharing, transgressive gender roles, attachments to special possessions in online games and real life, the homeless consumer experience, disposition of possessions, privacy, metaphor analysis, sustainable consumption, alcohol consumption, cosmetics usage, and the negative consequences of sponsoring children in the less affluent world.

    • Business, Economics & Law
      October 2001

      Advertising and Differentiated Products

      by Michael R. Baye, J.P. Nelson

      Volume 10 is entitled "Advertising and Differentiated Products", and is part of the annual series "Advances in Applied Microeconomics". The series provides a forum in which researchers disseminate frontier research in applied microeconomics. The volume contains 11 chapters, which cover theoretical and empirical contributions. Four chapters examine theoretical models of incomplete information, product innovations in services, generic advertising, and brand loyalty and price competition. The seven empirical chapters examine both advertising and product differentiation, including generic advertising, advertising bans and the First Amendment, alcoholic beverage advertising, magazines advertising and news stand circulation, product variety in radio broadcasting, mandated exclusive territories, and pricing dynamics in the retail sector.

    • Business, Economics & Law
      September 2002

      New Directions in International Advertising Research

      by S. Tamer Cavusgil, Charles R. Taylor

      This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.

    • Business, Economics & Law
      January 2018

      Expand, Grow, Thrive

      5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

      by Pete Canalichio

      Using powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, Pete Canalichio shows us how successful marketers have extended and expanded their brands, and the challenges they have had to overcome along the way. The LASSO model (Lateral; Addictive; Storied; Scalable; Own-able) offers a simple, accessible and effective way for marketers to get their heads around the desired attributes of highly successful growth programs. With insightful advice, anecdotes and tips from leading brand licensing professionals, household names like Coca-Cola and Disney, senior marketers and inspiring individuals, Canalichio has created a measured and proven "Think Big, Get Big" framework to truly help your brand first expand, grow successfully, and ultimately thrive.

    • Advertising
      November 2017

      Advertising and Promotion

      by Hackley, Chris

      Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.

    • Advertising
      November 2017

      Advertising and Promotion

      by Hackley, Chris

      Using a wide range of visual examples and case studies, the authors show how brands benefit from holistic promotional planning that embraces integrated media channels and takes a focus on shifts in advertising due to social media and the new digital environment.

    • Advertising
      February 2003

      Advertising Cultures

      Gender, Commerce, Creativity

      by Nixon, Sean

      The economic and cultural role of the `creative industries' has gained a new prominence and centrality in recent years. These worlds are explored here through the most emblematic creative industry: advertising. Advertising Cultures presents a case-study of the social make-up, informal cultures and subjective identities of these creative practices.

    • Advertising
      February 2004

      Advertising

      A Cultural Economy

      by McFall, Liz

      Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.

    Subscribe to our newsletter