Handbook Of Advertising Media And Public Relations

Author : Helen Katz
Publisher : Routledge
Page : 346 pages
File Size : 41,6 Mb
Release : 2016-08-25
Category : Business & Economics
ISBN : 9781134974498

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The Media Handbook by Helen Katz Pdf

The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

Author : Esiyok, Elif
Publisher : IGI Global
Page : 572 pages
File Size : 46,8 Mb
Release : 2020-08-07
Category : Business & Economics
ISBN : 9781799832034

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Handbook of Research on New Media Applications in Public Relations and Advertising by Esiyok, Elif Pdf

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.

Author : Deepak Gupta
Publisher : Mittal Publications
Page : 696 pages
File Size : 52,8 Mb
Release : 2005
Category : Advertising
ISBN : 8170999871

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Handbook Of Advertising Media And Public Relations by Deepak Gupta Pdf

Author : Sean Brierley,Jonathan Hardy,Iain Macrury,Helen Powell
Publisher : Routledge
Page : 331 pages
File Size : 49,8 Mb
Release : 2018-02-28
Category : Business & Economics
ISBN : 9781317192275

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The Advertising Handbook by Sean Brierley,Jonathan Hardy,Iain Macrury,Helen Powell Pdf

The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Author : Helen E. Katz
Publisher : Taylor & Francis
Page : 212 pages
File Size : 44,9 Mb
Release : 2010
Category : Business & Economics
ISBN : 0415873533

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The Media Handbook by Helen E. Katz Pdf

Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the various plans.

Author : Alison Theaker
Publisher : Routledge
Page : 377 pages
File Size : 51,5 Mb
Release : 2004-08-02
Category : Business & Economics
ISBN : 9781134369225

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The Public Relations Handbook by Alison Theaker Pdf

In this updated edition of the successful Public Relations Handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it; traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: interviews with press officers and PR agents about their working practices case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology over twenty illustrations from recent PR campaigns. In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.

Author : Regina M. Luttrell,Luke W. Capizzo
Publisher : SAGE Publications
Page : 432 pages
File Size : 44,6 Mb
Release : 2018-03-26
Category : Language Arts & Disciplines
ISBN : 9781506329079

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The PR Agency Handbook by Regina M. Luttrell,Luke W. Capizzo Pdf

A Practical and Concise Introduction to Agency Life The PR Agency Handbook guides you through the day-to-day operations of a professional PR firm and offers best practices for creating a successful career in the industry. Authors Regina Luttrell and Luke Capizzo highlight real-world examples from the field as well as interviews with PR experts to help you bridge the critical gap between college and professional life. Throughout the book, you are introduced to many of the sub-fields of integrated communication practice, including traditional public relations and corporate communication, marketing, social media, creative production (print, digital, video, audio), web and user experience design, and search engine optimization (SEO). You will not develop a fundamental understanding of the different components found within an agency, but you will also gain an appreciation for the positive impact that excellent agency work can have on organizations. Key Features: Real-world examples from the field ensure that the practical concepts presented become concrete for you. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide you with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers you a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows you how to adapt your campaigns to meet the needs of today’s integrated agency environment. A chapter dedicated to tools and templates gives you exposure to real documents you will need in your career.

Author : Amy Rosenberg
Publisher : Unknown
Page : 128 pages
File Size : 42,7 Mb
Release : 2021-02
Category : Electronic
ISBN : 1736514008

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A Modern Guide to Public Relations: Unveiling the Mystery of PR by Amy Rosenberg Pdf

Author : Alison Theaker
Publisher : Routledge
Page : 392 pages
File Size : 42,5 Mb
Release : 2004-08-02
Category : Business & Economics
ISBN : 9781134369218

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The Public Relations Handbook by Alison Theaker Pdf

In this updated edition of the successful Public Relations Handbook, a detailed introduction to the theories and practices of the public relations industry is given. Broad in scope, it; traces the history and development of public relations, explores ethical issues which affect the industry, examines its relationships with politics, lobbying organisations and journalism, assesses its professionalism and regulation, and advises on training and entry into the profession. It includes: interviews with press officers and PR agents about their working practices case studies, examples, press releases and illustrations from a range of campaigns including Railtrack, Marks and Spencer, Guinness and the Metropolitan Police specialist chapters on financial public relations, global PR, business ethics, on-line promotion and the challenges of new technology over twenty illustrations from recent PR campaigns. In this revised and updated practical text, Alison Theaker successfully combines theoretical and organisational frameworks for studying public relations with examples of how the industry works in practice.

Author : Clarke Caywood
Publisher : McGraw Hill Professional
Page : 612 pages
File Size : 47,5 Mb
Release : 1997-05
Category : Business & Economics
ISBN : 0786311312

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The Handbook of Strategic Public Relations and Integrated Communications by Clarke Caywood Pdf

As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more important­­or more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!

Author : Jacquie L'Etang,David McKie,Nancy Snow,Jordi Xifra
Publisher : Routledge
Page : 590 pages
File Size : 45,5 Mb
Release : 2015-08-11
Category : Business & Economics
ISBN : 9781317918851

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The Routledge Handbook of Critical Public Relations by Jacquie L'Etang,David McKie,Nancy Snow,Jordi Xifra Pdf

Critical theory has a long history, but a relatively recent intersection with public relations. This ground-breaking collection engages with commonalities and differences in the traditions, whilst encouraging plural perspectives in the contemporary public relations field. Compiled by a high-profile and widely respected team of academics and bringing together other key scholars from this field and beyond, this unique international collection marks a major stage in the evolution of critical public relations. It will increasingly influence how critical theory informs public relations and communication. The collection takes stock of the emergence of critical public relations alongside diverse theoretical traditions, critiques and actions, methodologies and future implications. This makes it an essential reference for public relations researchers, educators and students around a world that is becoming more critical in the face of growing inequality and environmental challenges. The volume is also of interest to scholars in advertising, branding, communication, consumer studies, cultural studies, marketing, media studies, political communication and sociology.

Author : Merry Aronson,Don Spetner,Carol Ames
Publisher : Wiley + ORM
Page : 366 pages
File Size : 48,7 Mb
Release : 2010-12-28
Category : Business & Economics
ISBN : 9781118041079

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The Public Relations Writer's Handbook by Merry Aronson,Don Spetner,Carol Ames Pdf

The second edition of the Public RelationsWriters Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.

Author : Clarke L. Caywood
Publisher : McGraw Hill Professional
Page : 640 pages
File Size : 50,8 Mb
Release : 2011-12-30
Category : Business & Economics
ISBN : 9780071770989

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The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition by Clarke L. Caywood Pdf

The definitive guide to PR and communications—updated with the newest social media and brand-reputation tools and techniques The most authoritative, comprehensive resource of its kind, The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, is a gathering of 70 of the brightest, most influential figures in the field. It includes 27 new chapters as well as 44 new authors addressing the major changes in the field since the last edition: the use of social media in business, demanding and growing stakeholder relationships and a new era of openness and transparency to protect reputations and brands and to prevent crises. Providing best practices for 28 key industries, the handbook is conveniently organized into thematic sections: Introduction to Public Relations and Integrated Communications— research, history, law and ethics Stakeholder Leadership in Public Relations—crisis management, employees, investors, consumers, press, corporate philanthropy and digital communities Current and Continuing Issues in Public Relations—business sustainability, environmental communications, and reputation and brand management Industries and Organizations: Business-to-Consumer and Business-to-Business—automotive, aviation, insurance, hospitality, healthcare, consulting, financial, food, law and energy Each section highlights specific case studies and examples to illuminate exactly how to plan and execute different methods for optimum results. The book concludes with a section on the future of the industry—developing issues, trends and roles of public relations and integrated communications. Use The Handbook of Strategic Public Relations and Integrated Marketing Communications to position your company, your brand and yourself for success for many years to come.

Author : Sean Brierley
Publisher : Psychology Press
Page : 287 pages
File Size : 52,9 Mb
Release : 1995
Category : Advertisers
ISBN : 9780415107143

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The Advertising Handbook by Sean Brierley Pdf

This book unravels the how and why of advertising and places the industry in it's social, political and historical context.

Author : Jacquie L'Etang,David McKie,Nancy Snow,Jordi Xifra
Publisher : Routledge
Page : 447 pages
File Size : 44,8 Mb
Release : 2015-08-11
Category : Business & Economics
ISBN : 9781317918868

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The Routledge Handbook of Critical Public Relations by Jacquie L'Etang,David McKie,Nancy Snow,Jordi Xifra Pdf

Critical theory has a long history, but a relatively recent intersection with public relations. This ground-breaking collection engages with commonalities and differences in the traditions, whilst encouraging plural perspectives in the contemporary public relations field. Compiled by a high-profile and widely respected team of academics and bringing together other key scholars from this field and beyond, this unique international collection marks a major stage in the evolution of critical public relations. It will increasingly influence how critical theory informs public relations and communication. The collection takes stock of the emergence of critical public relations alongside diverse theoretical traditions, critiques and actions, methodologies and future implications. This makes it an essential reference for public relations researchers, educators and students around a world that is becoming more critical in the face of growing inequality and environmental challenges. The volume is also of interest to scholars in advertising, branding, communication, consumer studies, cultural studies, marketing, media studies, political communication and sociology.