Extensively revised, this second edition of Advertising Management continues to offer an approach to the management of advertising that is sophisticated, analytical, and state of the art, while still being practical and relevant. D. A. Aaker and J. G. Myers focus on decision making involved with setting advertising objectives, creating advertising campaigns, developing media strategies, and measuring advertising results. Substantial new material includes a totally revised image chapter with a practical approach to developing image objectives, an actual media plan, and cost and exposure data by segment for 40 magazines, and an expanded treatment of reach and frequency. New copy creation model and discussion of copy testing services. The personal influence audit. A new framework for structuring advertising management. The addition of 5 new cases, practical examples, and a test bank. Type:
ET DEBAT- OG ARBEJDSSKRIFT Forslag til et muligt professionelt ståsted far reklamefolk i fremtiden DANSK MARKEDSFØRINGSFORBUND Otto Ottesen: Født 1936 i Norge. Professor i afsæt-ningsøkonomi med markeds-kommunikation som specia-le. 1960-64: Leder af rekla-mebureauet Ottesen A/S Markedskommunikation, Stavanger. Siden 1964: Underviser og forsker ved Institut for Afsætningsøko-nomi, Handelshøjskolen i København. Rådgiver for en række danske og norske virksomheder vedr. strategisk planlægning, markedsføringsplanlægning og markedskommunikation. Titel: Konstruktiv Reklame af Otto Ottesen (Bog) Forfatter: Otto Ottesen Genre: Faglitteratur Forlag: Dansk Markedsføringsforbund Type: Paperback
Advertising is renowned for being a highly creative and visual medium, but many advertising textbooks are descriptive and text-heavy. Using a wealth of visual examples taken from real campaigns, and accompanied by explanatory text, the book focuses on the various media available to the advertiser, the thinking and planning behind the campaign strategy, the construction of the brief, the creative solution and execution of the advertising campaign. Engaging interviews with advertising professionals are accompanied by student exercises and checklists to underpin the theory and encourage a practical application of creative thinking. It includes professional interviews, student exercises and checklists that underpin the theory and principles, discuss and encourage a practical application of creative thinking. Titel: The fundamentals of creative advertising Forfattere: Ken Burtenshaw,Nik Mahon
Unconventional Brand Communication "Guerrilla Advertising shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themselves, their ideas and their products. 68 international campaigns are featured, grouped according to their approach: Street Propaganda, Site-Specific Media, Sneaky Manoeuvres, Stunts and Multi-Fronted Attack."--BOOK JACKET. Forlag: Laurence King Udgivelsesår: 2006 Sider: 187 Sprog: Engelsk
Hermann Vaske's Conversations with the Masters of Advertising Standing on the Shoulder of Giants is an impressive collection of interviews dedicated to creativity. Insider Hermann Vaske has interviewed nearly all top-notch creatives (e.g. art directors, advertising strategists, movie directors and artists) on the subject. The book documents the very personal and different aspects of being creative. Standing on the Shoulder of Giants grasps the best-of Vaske´s eminent enquiries, including interviews and pictures with Oliviero Toscani, Wim Wenders, Dennis Hopper, Mike Figgis, Damien Hirst, Michael Conrad, Tony Scott, Adrian Lyne, Neville Brody, Alan Parker, etc. Forlag: Gestalten Verlag Udgivelsesår: 2001 Sider: 377 Sprog: Engelsk
2019 Edition (V5) of PR Smith's popular SOSTAC (r) planning system shows how to write the perfect plan and can be learned in 3 minutes. The SOSTAC Guide to your Perfect Digital Marketing Plan, can be skimmed in 30 minutes and digested in detail in 3 hours. The new edition integrates digital developments such as AI, Big Data, IoT, Marketing Automation with brief mentions of VR and AR. So it's bang up to date. The SOSTAC(r) planning system was voted in the Top 3 Marketing Models worldwide by voters in the Chartered Institute Of Marketing's Centenary Poll. SOSTAC(r) has since been adopted by Linkedin, KPMG, Greenpeace and many more bluechips and start-ups. The entire book is written in easily digestible chunks so readers can dip in and out. Who can use this book? The book is aimed at anyone involved in digital marketing, or marketing, or just interested in digital marketing. Readers can see
A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strate
