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Author : William R. Shover,International Newspaper Promotion Association
Publisher : Unknown
Page : 232 pages
File Size : 51,6 Mb
Release : 1973
Category : Newspapers
ISBN : STANFORD:36105035906499
Author : Doug Underwood
Publisher : Columbia University Press
Page : 290 pages
File Size : 47,6 Mb
Release : 1995
Category : Business & Economics
ISBN : 0231080492
Writing with anger but with a deep affection for the trade, he examines the growing economic pressures within the industry, the roots of the managerial revolution, and the impact of marketplace journalism on the operation of the newsroom and employee morale.
Author : National Newspaper Promotion Association
Publisher : Unknown
Page : 168 pages
File Size : 46,9 Mb
Release : 1958
Category : Advertising
ISBN : PSU:000005391370
Author : Jerome M. Juska
Publisher : Routledge
Page : 289 pages
File Size : 40,6 Mb
Release : 2021-11-29
Category : Business & Economics
ISBN : 9781000485684
Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.
Author : Ardyth Broadrick Sohn,Christine L. Ogan,John Polich
Publisher : Prentice Hall
Page : 216 pages
File Size : 45,6 Mb
Release : 1986
Category : Language Arts & Disciplines
ISBN : UOM:39015014169646
Author : Ralph E. Dyar
Publisher : New York ; London : Harper & brothers
Page : 326 pages
File Size : 55,9 Mb
Release : 1942
Category : Advertising
ISBN : UCAL:$B112933
Author : Eli M. Noam
Publisher : Springer
Page : 486 pages
File Size : 54,5 Mb
Release : 2019-01-23
Category : Social Science
ISBN : 9783319720005
Being a successful manager or entrepreneur in the media and digital sector requires creativity, innovation, and performance. It also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sector. Its chapters cover—in a jargonless, non-technical way—the major functions of management. First, creating a media product: the financing of projects, and the management of technology, HR, production operations, intellectual assets, and government relations. Second, harvesting the product created: market research, marketing, pricing, and distribution. And third, the control loop: media accounting and strategy planning. In the process, this book becomes an indispensable resource for those aiming for a career in the media and digital field, both in startups and established organizations. This book is designed to help those aiming to join the media and digital sector to become creative managers and managerial creatives. It aims to make them more knowledgeable, less blinded by hype, more effective, and more responsible.
Author : Marilyn A. Stone,J. B. McCall
Publisher : Psychology Press
Page : 286 pages
File Size : 54,9 Mb
Release : 2004
Category : Business & Economics
ISBN : 9780415314169
This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Author : United States. Department of Agriculture
Publisher : Unknown
Page : 696 pages
File Size : 54,6 Mb
Release : 1963
Category : Marketing research
ISBN : UOM:39015038793744
Author : Anonim
Publisher : Unknown
Page : 344 pages
File Size : 51,7 Mb
Release : 1966
Category : Marketing
ISBN : UCSD:31822028983047
Author : Max Eisen
Publisher : Unknown
Page : 170 pages
File Size : 50,8 Mb
Release : 1949
Category : Newspapers
ISBN : UOM:39015031001004
Author : Academy of Marketing Science
Publisher : Unknown
Page : 654 pages
File Size : 47,5 Mb
Release : 1978
Category : Marketing
ISBN : UOM:35128000093326
Vols. for 1978- are the proceedings of the 2nd- annual conference of the Academy of Marketing Science.
Author : Stephen L. Vaughn
Publisher : Routledge
Page : 1446 pages
File Size : 46,8 Mb
Release : 2007-12-11
Category : Language Arts & Disciplines
ISBN : 9781135880194
The Encyclopedia of American Journalism explores the distinctions found in print media, radio, television, and the internet. This work seeks to document the role of these different forms of journalism in the formation of America's understanding and reaction to political campaigns, war, peace, protest, slavery, consumer rights, civil rights, immigration, unionism, feminism, environmentalism, globalization, and more. This work also explores the intersections between journalism and other phenomena in American Society, such as law, crime, business, and consumption. The evolution of journalism's ethical standards is discussed, as well as the important libel and defamation trials that have influenced journalistic practice, its legal protection, and legal responsibilities. Topics covered include: Associations and Organizations; Historical Overview and Practice; Individuals; Journalism in American History; Laws, Acts, and Legislation; Print, Broadcast, Newsgroups, and Corporations; Technologies.
Author : Dr. Chris Hackley
Publisher : SAGE
Page : 273 pages
File Size : 41,5 Mb
Release : 2005-01-26
Category : Business & Economics
ISBN : 9781848600522
"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting." - INTERNATIONAL JOURNAL OF ADVERTISING "Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study." - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt "Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners." - Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.
Author : United States. Department of Agriculture. Economic Research Service. Marketing Economics Division
Publisher : Unknown
Page : 408 pages
File Size : 52,9 Mb
Release : 1966
Category : Farm produce
ISBN : UIUC:30112018970464
