Decoding Coca Cola

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Decoding Coca-Cola

Robert Crawford,Linda Brennan,Susie Khamis
Decoding Coca Cola Book PDF

Author : Robert Crawford,Linda Brennan,Susie Khamis
Publisher : Routledge
Page : 240 pages
File Size : 55,7 Mb
Release : 2020-12-07
Category : Business & Economics
ISBN : 9781351024013

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Decoding Coca-Cola by Robert Crawford,Linda Brennan,Susie Khamis Pdf

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world’s most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.

Teaching Students to Decode the World

Chris Sperry,Cyndy Scheibe
Teaching Students to Decode the World Book PDF

Author : Chris Sperry,Cyndy Scheibe
Publisher : ASCD
Page : 194 pages
File Size : 52,8 Mb
Release : 2022-03-23
Category : Education
ISBN : 9781416630944

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Teaching Students to Decode the World by Chris Sperry,Cyndy Scheibe Pdf

In our media-saturated environment, how can we teach students to distinguish true statements from those that are false, misleading, or manipulative? How can we help them develop the skills needed to identify biases and stereotypes, determine credibility of sources, and analyze their own thinking and its effect on their perceptions? In Teaching Students to Decode the World, authors Chris Sperry and Cyndy Scheibe tackle these questions as they introduce readers to constructivist media decoding (CMD), a specific way to lead students through a question-based analysis of media materials—including print and digital documents, videos and films, social media posts, advertisements, and other formats—with an emphasis on critical thinking and collaboration. Drawing from their decades of experience as teachers, consultants, and media literacy advocates, the authors explain how to * Develop and facilitate CMD activities in the classroom and in virtual teaching environments; * Implement CMD across the curriculum, at all grade levels; * Connect CMD with educational approaches such as project-based learning, social-emotional learning, and antiracist education; * Incorporate CMD into assessments; and * Promote CMD as a districtwide initiative. This comprehensive guide explains the theoretical foundations for CMD and offers dozens of real-life examples of its implementation and its powerful impact on students and teachers. Equipped with CMD skills, students will be better able to navigate a complex media landscape, participate in a democratic society, and become productive citizens of the world.

Why It Sells

Marcel Danesi
Why It Sells Book PDF

Author : Marcel Danesi
Publisher : Rowman & Littlefield Publishers
Page : 220 pages
File Size : 43,7 Mb
Release : 2007-09-21
Category : Business & Economics
ISBN : 9781461647119

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Why It Sells by Marcel Danesi Pdf

Advertising plays a key role in defining contemporary culture worldwide, creating a variety of meanings in the minds of consumers. Intrigued by this process, Marcel Danesi—an entertaining and insightful tour guide—decodes the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Marketing-oriented messages are made, he notes, through techniques not unlike those used by artists, musicians, and other creative sources. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.

Selling Modernity

Pamela E. Swett,S. Jonathan Wiesen,Jonathan R. Zatlin
Selling Modernity Book PDF

Author : Pamela E. Swett,S. Jonathan Wiesen,Jonathan R. Zatlin
Publisher : Duke University Press
Page : 396 pages
File Size : 43,8 Mb
Release : 2007-08-29
Category : Business & Economics
ISBN : 0822340690

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Selling Modernity by Pamela E. Swett,S. Jonathan Wiesen,Jonathan R. Zatlin Pdf

DIVA historical study of modern German advertising, from the Imperial period through the 1970s, that explores mass consumption in modern society and the relationship between business mentalities, artistic creation, consumer behavior, and ideology. /div

Communication and Applied Technologies

Paulo Carlos López-López,Daniel Barredo,Ángel Torres-Toukoumidis,Andrea De-Santis,Óscar Avilés
Communication and Applied Technologies Book PDF

Author : Paulo Carlos López-López,Daniel Barredo,Ángel Torres-Toukoumidis,Andrea De-Santis,Óscar Avilés
Publisher : Springer Nature
Page : 573 pages
File Size : 50,9 Mb
Release : 2022-11-22
Category : Technology & Engineering
ISBN : 9789811963476

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Communication and Applied Technologies by Paulo Carlos López-López,Daniel Barredo,Ángel Torres-Toukoumidis,Andrea De-Santis,Óscar Avilés Pdf

This book features selected papers from the International Conference on Communication and Applied Technologies (ICOMTA 2022), jointly organized by the Universidad del Rosario (Bogotá, Colombia) and the Universidad Politécnica Salesiana (Cuenca, Ecuador), and as collaborators at the University of Vigo (Galicia, Spain), the University of Santiago de Compostela-Political Research Team (Galicia, Spain), and the Network of Communication Researchers of Ecuador (RICE), during August, 31–September 2, 2022. It covers recent advances in the field of digital communication and processes, digital social media, software, big data, data mining, and intelligent systems.

Luxury and Fashion Marketing

Satyendra Singh
Luxury and Fashion Marketing Book PDF

Author : Satyendra Singh
Publisher : Routledge
Page : 140 pages
File Size : 54,6 Mb
Release : 2020-12-06
Category : Business & Economics
ISBN : 9781351269582

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Luxury and Fashion Marketing by Satyendra Singh Pdf

The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the global perspective yet, at the same time, incorporates subtle regional nuances into luxury and fashion marketing. Keeping this global and regional perspective, Luxury and Fashion Marketing: The Global Perspective examines the elements of luxury marketing that contribute to superior luxury brand performance. Specifically, this volume focuses on mission statements, logos, airport retailing, franchising, challenges in luxury marketing, fashion relating to politics, environment, and beachwear, and case studies on luxury brands and emerging markets. Luxury and Fashion Marketing: The Global Perspective is unique in that it is written in a simple and engaging style to explain the theories and concepts of luxury in relation to the ordinary in the global context. Each chapter has to-do activities, making the book essential reading for students, trainers, and practitioners interested in luxury and fashion marketing and management.

Oral History and Business

Robert Crawford,Matthew Bailey
Oral History and Business Book PDF

Author : Robert Crawford,Matthew Bailey
Publisher : Taylor & Francis
Page : 119 pages
File Size : 52,6 Mb
Release : 2022-08-22
Category : Business & Economics
ISBN : 9781000781045

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Oral History and Business by Robert Crawford,Matthew Bailey Pdf

This book introduces business historians to oral history methodologies and approaches. Using four distinct oral history case studies to explore ideas of disruption and continuity in business history over the second half of the twentieth century, Robert Crawford and Matthew Bailey demonstrate how critical engagement with oral history approaches serves to enhance and enliven business history as well as its relationship with other historical fields. The focus on disruption is used to encompass a broad set of processes such as technological change, the impact of external forces, informal business networks, social constructions of gender, knowledge transfer, firm adaptability and cultural change. The use of oral histories to interpret responses to disruption in the past, and to explore the features characterising business continuity, provides an opportunity to consider the human dimensions, subjective experiences and personal insights of workplace, firm and industry change. It also sheds light on the ways that people and firms respond to disruptive forces through innovation and adaptation – both successfully and unsuccessfully. This succinct and accessible account is essential reading for business historians with little experience in using oral history, as well as those looking to gain deeper insights from their oral history data.

Brand Management in a Co-Creation Perspective

Heidi Hansen
Brand Management in a Co Creation Perspective Book PDF

Author : Heidi Hansen
Publisher : Routledge
Page : 296 pages
File Size : 49,9 Mb
Release : 2021-07-20
Category : Business & Economics
ISBN : 9781000410617

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Brand Management in a Co-Creation Perspective by Heidi Hansen Pdf

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.

Digital Dawn in Adland

Robert Crawford
Digital Dawn in Adland Book PDF

Author : Robert Crawford
Publisher : Routledge
Page : 179 pages
File Size : 42,9 Mb
Release : 2021-06-16
Category : Business & Economics
ISBN : 9780429686009

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Digital Dawn in Adland by Robert Crawford Pdf

Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.

The Media and Communications in Australia

Bridget Griffen-Foley,Sue Turnbull
The Media and Communications in Australia Book PDF

Author : Bridget Griffen-Foley,Sue Turnbull
Publisher : Taylor & Francis
Page : 456 pages
File Size : 42,8 Mb
Release : 2023-11-17
Category : Language Arts & Disciplines
ISBN : 9781000996883

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The Media and Communications in Australia by Bridget Griffen-Foley,Sue Turnbull Pdf

At a time when the traditional media have been reshaped by digital technologies and audiences have fragmented, people are using mediated forms of communication to manage all aspects of their daily lives as well as for news and entertainment. The Media and Communications in Australia offers a systematic introduction to this dynamic field. Fully updated and expanded, this fifth edition outlines the key media industries – from print, sound and television to film, gaming and public relations – and explains how communications technologies have changed the ways in which they now operate. It offers an overview of the key approaches to the field, including a consideration of Indigenous communication, and features a ‘hot topics’ section with contributions on issues including diversity, misinformation, algorithms, COVID-19, web series and national security. With chapters from Australia’s leading researchers and teachers in the field, The Media and Communications in Australia remains the most comprehensive and reliable introduction to media and communications from an Australian perspective. It is an ideal student text and a key resource for teachers, lecturers, media practitioners and anyone interested in understanding these influential industries.

Building Corporate Identity, Image and Reputation in the Digital Era

T C Melewar,Charles Dennis,Pantea Foroudi
Building Corporate Identity Image and Reputation in the Digital Era Book PDF

Author : T C Melewar,Charles Dennis,Pantea Foroudi
Publisher : Routledge
Page : 399 pages
File Size : 53,5 Mb
Release : 2021-07-29
Category : Business & Economics
ISBN : 9781000382211

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Building Corporate Identity, Image and Reputation in the Digital Era by T C Melewar,Charles Dennis,Pantea Foroudi Pdf

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

New Consumer Culture in China

Xi Liu
New Consumer Culture in China Book PDF

Author : Xi Liu
Publisher : Routledge
Page : 169 pages
File Size : 48,7 Mb
Release : 2021-07-19
Category : Business & Economics
ISBN : 9781000413410

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New Consumer Culture in China by Xi Liu Pdf

This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own well-being. The book, through the case study on the adoption of cut flowers and upscaling non-floral goods, provides insights on how deal proneness and high price sensitivity pose challenges to many market retailers. It also proposes how to go about resolving these challenging issues in retail through the alteration of perceived reasons to consume. The author also examined social media marketing narrative that two direct-to-consumer floral goods sellers used, to guide consumers away from the social and cultural baggage of consumption, thereby giving more consideration to products reshaping consumers’ motivation, and driving the purchase. Heeding the findings of floral startups that awakened consumers’ aspirations to redefine their everyday personal lives, and making such aspirations a profitable business, this interesting case study suggests that it is time to revisit the appeal of conspicuous consumption in the present-day Chinese markets. Anyone interested to learn more about the Chinese consumers and their novel consumption habits would find the book a useful reference.

Stakeholder Involvement in Social Marketing

Kathy Knox,Krzysztof Kubacki,Sharyn Rundle-Thiele
Stakeholder Involvement in Social Marketing Book PDF

Author : Kathy Knox,Krzysztof Kubacki,Sharyn Rundle-Thiele
Publisher : Routledge
Page : 212 pages
File Size : 40,5 Mb
Release : 2020-11-25
Category : Business & Economics
ISBN : 9780429508226

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Stakeholder Involvement in Social Marketing by Kathy Knox,Krzysztof Kubacki,Sharyn Rundle-Thiele Pdf

This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the calls made by scholars to address inherent challenges involved in identifying, involving and prioritising different stakeholders in social marketing interventions. Through sharing real-world experience, the text aims to extend and synthesise current knowledge in the field and contribute to establishing stronger and long-lasting alliances with stakeholders involved in social marketing interventions with an aim of ensuring sustainable behavioural change. This book features a diverse series of case studies from different countries (including but not limited to Australia, Finland, India, Slovenia, the United Kingdom) conducted in various behaviour change contexts (including alcohol consumption, nutrition intake, and breast feeding). Leading international social marketing and social science scholars provide case studies on stakeholder involvement in an intervention or multiple interventions and elucidate relevant lessons to inform theoretical as well as practical implications for multi-stakeholder social marketing interventions. This volume will be of interest to researchers, advanced students, practitioners and policy makers in social marketing and health policy.

Driving Consumer Engagement in Social Media

Anna Bianchi
Driving Consumer Engagement in Social Media Book PDF

Author : Anna Bianchi
Publisher : Routledge
Page : 196 pages
File Size : 55,9 Mb
Release : 2020-12-10
Category : Business & Economics
ISBN : 9781000294668

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Driving Consumer Engagement in Social Media by Anna Bianchi Pdf

This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. It focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environment. It is written for scholars and researchers within the fields of marketing and communication.

Corporate Heritage Marketing

Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano
Corporate Heritage Marketing Book PDF

Author : Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano
Publisher : Routledge
Page : 181 pages
File Size : 40,6 Mb
Release : 2021-05-30
Category : Business & Economics
ISBN : 9781000390704

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Corporate Heritage Marketing by Angelo Riviezzo,Antonella Garofano,Maria Rosaria Napolitano Pdf

Corporate Heritage Marketing introduces the reader to the design and implementation of a heritage marketing strategy. It aims to propose a new and integrated reading of this marketing strategy, both from a theoretical and a managerial perspective. This book sets out to answer key questions, such as: how is it possible to engage all the company's stakeholders by exploiting corporate heritage? It also aims to discuss the basic principles for achieving a successful marriage between marketing and heritage. By highlighting the results of a research focused on 20 Italian companies, the book proposes a model for the development and implementation of a heritage marketing strategy. The nature of this book, being both theoretical and empirical, can contribute to increasing the curiosity and interest towards heritage marketing of both academics and practitioners.