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With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining...
Editeur :
Wiley
Parution :
2008-01-18
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'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners'
- Hamish...
Editeur :
SAGE Publications Ltd
Parution :
2007-10-24
PDF, ePub
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Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online...
Editeur :
Wiley
Parution :
2007-07-20
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Branding has become the narrow responsibility of the marketing department, and customers have stopped believing the ads. This book shows you how to build a powerful, lasting brand. You will learn how to involve the entire organization, from sales, customer service,...
Editeur :
Wiley
Parution :
2007-07-20
PDF
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Affiliate Millions For more than a decade, the Internet has allowed people to make substantial amounts of money on both a full-time and part-time basis. Today, with even more online opportunities available than ever before, you can achieve a level of financial success...
Editeur :
Wiley
Parution :
2007-07-09
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How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Advertising in Modern and Postmodern Times: ...
Editeur :
SAGE Publications Ltd
Parution :
2007-04-30
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There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and...
Editeur :
Wiley
Parution :
2006-02-03
PDF
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How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph.
In this indispensable guide, the authors share the secrets of successful...
Editeur :
Oxford University Press
Parution :
2005-01-13
PDF, ePub
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An exclusive look at one of the world's most successful and controversial companies, and the mysterious family behind it. BMW is arguably the most admired carmaker in the world. It's financial performance is the envy of its competitors, and BMW products inspire...
Editeur :
Wiley
Parution :
2004-04-07
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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...
Editeur :
SAGE Publications Ltd
Parution :
2004-02-18
PDF, ePub
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In Casting for Big Ideas, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies. He shows how the forty-year-old agency business model is breaking down because the work is becoming...
Editeur :
Wiley
Parution :
2003-09-24
Collection :
Adweek Magazine Series
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`Nixon's study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It's importance lies in it's skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book...
Editeur :
SAGE Publications Ltd
Parution :
2003-02-25
PDF, ePub
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The controversial marketing guru discusses the revolution in advertising strategy "What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business In...
Editeur :
Wiley
Parution :
2002-11-14
PDF
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An Adweek Book Master the techniques that top companies use to spark creativity In today's business environment, gaining the competitive edge through creative and original thinking is a crucial component of brand strategy. Creative leader of advertising Tom Monahan...
Editeur :
Wiley
Parution :
2002-10-24
PDF
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Classic radio ad campaigns from the last fifty years, and how theyused humor to win over audiences And Now a Few Laughs from Our Sponsor offers an in-depth look atsome of the most successful and entertaining radio ads from thelast half century, presented by advertising...
Editeur :
Wiley
Parution :
2002-10-24
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The fascinating story of Volkswagen's raging success and near collapse in America After a wild ride of ups and downs for almost three decades, Volkswagen has regained its stature as one of America's most beloved auto makers. In Getting the Bugs Out, journalist and auto...
Editeur :
Wiley
Parution :
2002-04-22
PDF
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A groundbreaking guide to making one of marketing's most important resources more effective When kids in a Nabisco focus group told researchers that they always separated their Oreos before they ate them, the researchers recommended that the company develop a cookie...
Editeur :
Wiley
Parution :
2002-04-22
PDF
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This is THE classic on creative thinking, written with the clarity, knowledge, and experience of a skilled advertising man. A Technique For Producing Ideas is a step-by-step technique for sparking creativity in advertising or ANY other field.
Editeur :
Rare Treasure Editions
Parution :
2024-05-22
epub sans DRM
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