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The Advertising Age Encyclopedia of Advertising by John McDonough,Karen Egolf Pdf
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Tim Delaney, David Droga, Neil French, Marcello Serpa, and dozens more. Over 200 print ads and case histories reveal the creative processes at work in world-famous agencies in the US, UK, Asia and Australia. This new edition also includes an exclusive section featuring winning ads from the World Press Awards. No other book takes you on such a journey through the minds of advertising¿s creative leaders.
Social Marketing and Advertising in the Age of Social Media by Lukas Parker,Linda Brennan Pdf
This book provides much-needed insight into current social marketing and advertising practices. The authors offer a framework for social marketing, before exploring the mechanics of social media and present marketing strategy. Chapters cover the use of both positive and negative emotions in social marketing and advertising, and explore the ethical challenges associated with the practice in the age of social media.
Advertising Age by Esther Thorson,Margaret Duffy Pdf
Interested in learning about the challenging, exciting, and the societal important fields of advertising and marketing communication? This book catapults you into that world. You'll learn what it's like to work in these fields and about all the tools available to you as a professional persuader in today's media environment.
This book is for young startups and entrepreneurs in the advertising, marketing, and digital services space. It's an A-to-Z guide for young advertising firms, full of advice that ranges from getting funding to how to value the company and sell it to how to hire your first employee.
The Golden Age of Advertising by Steven Heller Pdf
Provides a pictorial tour of advertisements from the 1970s, including categories such as automobiles, travel, interiors, entertainment, fashion, alcohol, business, consumer products, and food and beverages.
The Man Who Sold America by Jeffrey L. Cruikshank,Arthur W. Schultz Pdf
We live in an age of persuasion. Leaders and institutions of every kind--public and private, large and small--must compete in the marketplace of images and messages. This has been true since the advent of mass media, from broad circulation magazines and radio through the age of television and the internet. Yet there have been very few true geniuses at the art of mass persuasion in the last century. In public relations, Edward Bernays comes to mind. In advertising, most Hall-of-Famers--J. Walter Thomson, David Ogilvy, Bill Bernbach, Bruce Barton, Ray Rubicam, and others--point to one individual as the "father" of modern advertising: Albert D. Lasker. And yet Lasker--unlike Bernays, Thomson, Ogilvy, and the others--remains an enigma. Now, Jeffrey Cruikshank and Arthur Schultz, having uncovered a treasure trove of Lasker's papers, have written a fascinating and revealing biography of one of the 20th century's most powerful, intriguing, and instructive figures. It is no exaggeration to say that Lasker created modern advertising. He was the first influential proponent of "reason why" advertising, a consumer-centered approach that skillfully melded form and content and a precursor to the "unique selling proposition" approach that today dominates the industry. More than that, he was a prominent political figure, champion of civil rights, man of extreme wealth and hobnobber with kings and maharajahs, as well as with the likes of Albert Einstein and Eleanor Roosevelt. He was also a deeply troubled man, who suffered mental collapses throughout his adult life, though was able fight through and continue his amazing creative and productive activities into later life. This is the story of a man who shaped an industry, and in many ways, shaped a century.
During the “golden age” of radio, from roughly the late 1920s until the late 1940s, advertising agencies were arguably the most important sources of radio entertainment. Most nationally broadcast programs on network radio were created, produced, written, and/or managed by advertising agencies: for example, J. Walter Thompson produced “Kraft Music Hall” for Kraft; Benton & Bowles oversaw “Show Boat” for Maxwell House Coffee; and Young & Rubicam managed “Town Hall Tonight” with comedian Fred Allen for Bristol-Myers. Yet this fact has disappeared from popular memory and receives little attention from media scholars and historians. By repositioning the advertising industry as a central agent in the development of broadcasting, author Cynthia B. Meyers challenges conventional views about the role of advertising in culture, the integration of media industries, and the role of commercialism in broadcasting history. Based largely on archival materials, A Word from Our Sponsor mines agency records from the J. Walter Thompson papers at Duke University, which include staff meeting transcriptions, memos, and account histories; agency records of BBDO, Benton & Bowles, Young & Rubicam, and N. W. Ayer; contemporaneous trade publications; and the voluminous correspondence between NBC and agency executives in the NBC Records at the Wisconsin Historical Society. Mediating between audiences’ desire for entertainment and advertisers’ desire for sales, admen combined “showmanship” with “salesmanship” to produce a uniquely American form of commercial culture. In recounting the history of this form, Meyers enriches and corrects our understanding not only of broadcasting history but also of advertising history, business history, and American cultural history from the 1920s to the 1940s.
Negative Political Advertising by Karen S. Johnson-Cartee,Gary Copeland Pdf
This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?
The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources