Strategic Advertising Management is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across ...cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.
The Work of Communication: Relational Perspectives on Working and Organizing in Contemporary Capitalism revolves around a two-part question: "What have work and organization become under contemporary ...capitalism—and how should organization studies approach them?" Changes in the texture of capitalism, heralded by social and organizational theorists alike, increasingly focus attention on communication as both vital to the conduct of work and as imperative to organizational performance. Yet most accounts of communication in organization studies fail to understand an alternate sense of the "work of communication" in the constitution of organizations, work practices, and economies. This book responds to that lack by portraying communicative practices—as opposed to individuals, interests, technologies, structures, organizations, or institutions—as the focal units of analysis in studies of the social and organizational problems occasioned by contemporary capitalism. Rather than suggesting that there exists a canonically "correct" route communicative analyses must follow, The Work of Communication: Relational Perspectives on Working and Organizing in Contemporary Capitalism explores the value of transcending longstanding divides between symbolic and material factors in studies of working and organizing. The recognition of dramatic shifts in technological, economic, and political forces, along with deep interconnections among the myriad of factors shaping working and organizing, sows doubts about whether organization studies is up to the vital task of addressing the social problems capitalism now creates. Kuhn, Ashcraft, and Cooren argue that novel insights into those social problems are possible if we tell different stories about working and organizing. To aid authors of those stories, they develop a set of conceptual resources that they capture under the mantle of communicative relationality. These resources allow analysts to profit from burgeoning interest in notions such as sociomateriality, posthumanism, performativity, and affect. It goes on to illustrate the benefits that investigations of work and organization can realize from communicative relationality by presenting case studies that analyze (a) the becoming of an idea, from its inception to solidification, (b) the emergence of what is taken to be the "the product" in high-tech startup entrepreneurship, and (c) the branding of work (in this case, academic writing and commercial aviation) through affective economies. Taken together, the book portrays "the work of communication" as simultaneously about how work in the "new economy" revolves around communicative practice and about how communication serves as a mode of explanation with the potential to cultivate novel stories about working and organizing. Aimed at academics, researchers, and policy makers, this book’s goal is to make tangible the contributions of communication for thinking about contemporary social and organizational problems.
This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication ...professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.
Der Bildschirmtext der 1980er Jahre ist eine weitgehend vergessene Technologie, vom späteren Internet vollständig verdrängt, in Inhalten und interaktiven Anwendungen diesem aber erstaunlich nahe.
Mit ...der Kombination von Fernsehgerät und Telefonanschluss eröffnete die Deutsche Bundespost Privatpersonen erstmals ein umfangreiches Spektrum interaktiver Netzwerkanwendungen, so beispielweise das Homebanking. Das Buch untersucht Btx in seiner Gesamtheit, historisiert das Agieren der staatlichen Akteure, verdeutlicht die medienrechtlichen Debatten, die bis in die Gegenwart hineinwirken und zeigt an konkreten Inhalten die Möglichkeiten und Probleme des Systems. So wird keine zum Scheitern verurteilte Technologie betrachtet, sondern ein eigenständiges Medium, welches auf dem Höhepunkt seiner Verbreitung durch den kometenhaften Aufstieg einer weiteren Vernetzungstechnologie substituiert wurde.
At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising on today’s creative industries, exploring the major ...challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today.
Music festivals have become important events for people to experience music collectively and take a break from their everyday lives. Companies and institutions like to use music festivals as ...opportunities for advertising their products and services through sponsorship. Dominik Nösner examines professional stakeholder's assessments of the market as well as patterns of existing procedural elements of sponsorship culture, factors determining existing communication and decision-making culture and interrelations between sponsors and audience with emphasis on university popular music festivals. Building on that, he further explores motivational constructs for popular music festival attendance via a survey study.
This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation ...detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
Democratizing Luxury explores the interplay between advertising
and consumption in modern Japan by investigating how Japanese
companies at key historical moments assigned value, or "luxury," to
...mass-produced products as an important business model. Japanese
name-brand luxury evolved alongside a consumer society emerging in
the late nineteenth century, with iconic companies whose names
became associated with quality and style. At the same time, Western
ideas of modernity merged with earlier artisanal ideals to create
Japanese connotations of luxury for readily accessible products.
Businesses manufactured items at all price points to increase
consumer attainability, while starkly curtailing production for
limited editions to augment desirability. Between the late
nineteenth and twenty-first centuries, control over family
disposable income transformed Japanese middle-class women into an
important market. Growth of purchasing power among women
corresponded with Japanese goods diffusing throughout the empire,
and globally after the Asia-Pacific war (1931-1945). This book
offers case studies that examine affordable luxury consumer items
often advertised to women, including drinks, beauty products,
fashion, and timepieces. Japanese companies have capitalized on
affordable luxury since a flourishing domestic mercantile economy
began in the Tokugawa period (1603-1868), showcasing brand-name
shops, renowned artisans, and mass-produced woodblock prints by
famous artists. In the late nineteenth century, personalized
service expanded within department stores like Mitsukoshi, Shiseidō
cosmetic counters, and designer boutiques. Shiseidō now globally
markets invented traditions of omotenashi, Japanese "values" of
hospitality expressed in purchasing and consuming its products. In
postwar times, when a thriving democracy and middle-class were tied
to greater disposable income and consumerism, companies rebuilt a
growing consumer base among cautious shoppers: democratizing luxury
at reasonable prices and maintaining business patterns of
accessibility, high quality, and exemplary service. Nationalism
amid economic success soon blended with myths of unique Japanese
identity in a mass consumer society, suffused by commodity
fetishism with widely available brand names. As the first
comprehensive history of iconic Japanese name brands and their
unique connotations of luxury and accessibility in modern Japan and
elsewhere, Democratizing Luxury explores company histories and
reveals strategies that lead customers to consume these alluring
commodities.
