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Advertising and promotion : an integrated marketing communications perspective

Tác giả: George E. Belch, Michael A. Belch

It includes very comprehensive coverage of Agency issues and creative work and how it is related to the IMC mix. The authors understand that marketers must look beyond traditional media in order to achieve success. In order to best communicate with consumers, advertisers must utilize a myriad of ...

Beyond advertising : creating value through all customer touchpoints

Tác giả: Yoram Wind, Catharine Hays

Part 1. The motivation for change; Part 2. Toward a new model beyond advertising; Part 3: What to do now to get ready for - and Co-create - the future.

Youthnation : building remarkable brands in a youth-driven culture

Tác giả: Matt Britton

Including 16 chapters: 1. From Status Symbol to Status Update; 2. From Things to Thrills; 3. The Rise of Electronic Dance Music; 4. Access over Ownership; 5. The Communal Table; 6. The Peer-to-Peer Economy; 7. The Power of the Crowd; 8. Free Agency; 9. Lifehacking; 10. The Field Guide to ...

Copywriting for the electronic media : a practical guide

Tác giả: Milan D. Meeske

Nearly 80 writing assignments and examples of actual scripts, storyboards, PSAs, and promotional spots prepare you to write short, persuasive messages in a variety of venues (radio, television, new media, etc.). . Complete with skill-building exercises, nearly 80 writing assignments and examples of ...

Advertising and intergrated brand promotion : 5th ed.

Tác giả: Thomas C.O'Guinn, Chris T. Allen, Richard J. Semenik

This book provides a solid understanding of advertising strategy through a clearly written text, couple with more than 500 of the most contemporary ads and exhibition. A leader in its emphasis on integrated brand promotion, Advertising and intergrated brand promotion combines a compelling ...