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Branding Advertising And Communication Strategies
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Author :THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.) Publisher : ISBN 13 :9781524943820 Total Pages : pages Book Rating :4.9/5 (438 download)
Book Synopsis Integrated Marketing Communication by : THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.)
Download or read book Integrated Marketing Communication written by THOMAS R.. SMITH FLYNN (JAMES R.. EARNHEARDT, ADAM C.) and published by . This book was released on 2019-12-20 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :BARBARA LÄMMLEIN Publisher :Editura Universității din București - Bucharest University Press ISBN 13 :6061610599 Total Pages :150 pages Book Rating :4.0/5 (616 download)
Book Synopsis BRANDING & ADVERTISING AND COMMUNICATION STRATEGIES by : BARBARA LÄMMLEIN
Download or read book BRANDING & ADVERTISING AND COMMUNICATION STRATEGIES written by BARBARA LÄMMLEIN and published by Editura Universității din București - Bucharest University Press. This book was released on 2019-01-01 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: From billboards, print advertisement and the Internet through to TV spots, advertising uses various channels to convince the potential customer to buy a certain product or brand. Companies use advertising that is an omnipresent form of modern popular culture, as a communication tool to promote their brands and products to a mass audience in order to generate sales. Therefore, the message within the advertisement has to be as persuasive as possible to ensure that among other things pleasurable emotions and ideas are awakened in the consumer that are supposed to be linked to the product and brand to fulfill its mission – increase sales volume. Within this thesis interdisciplinary approaches for deciphering messages of selected car advertising were used. Multiple methods and paradigms such as cultural studies, media communication, semiotics, and psychoanalysis, were applied in order to analyze TV spots and print advertisements from a variety of angles. The results reveal that archetypes, symbols, and mythical narratives are a permanent feature of contemporary car advertising.
Book Synopsis Marketing Communication Policies by : Rainer Busch
Download or read book Marketing Communication Policies written by Rainer Busch and published by Springer Science & Business Media. This book was released on 2006-10-30 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.
Book Synopsis Innovation in Advertising and Branding Communication by : Lluís Mas-Manchón
Download or read book Innovation in Advertising and Branding Communication written by Lluís Mas-Manchón and published by Routledge. This book was released on 2020-10-07 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
Book Synopsis The Language of Branding by : Dawn Lerman
Download or read book The Language of Branding written by Dawn Lerman and published by Routledge. This book was released on 2017-12-14 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence – and sales – of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Readers will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that capitalizes on the richness and complexity of language. This book includes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionals to apply the book’s concepts and stimulate class discussion. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.
Book Synopsis Marketing Communications by : Geraldine Bell
Download or read book Marketing Communications written by Geraldine Bell and published by Goodfellow Publishers Ltd. This book was released on 2017-09-30 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications is a must have text that acknowledges the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives.
Book Synopsis Marketing communication strategies for fashion brands and measurements of efficiency by : Karola Schwindt
Download or read book Marketing communication strategies for fashion brands and measurements of efficiency written by Karola Schwindt and published by GRIN Verlag. This book was released on 2014-12-12 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.
Book Synopsis Integrated Marketing Communication by : Robyn Blakeman
Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2018-02-01 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
Book Synopsis Opportunities and restrictions of the internet in marketing communication strategies by : Oliver Weimann
Download or read book Opportunities and restrictions of the internet in marketing communication strategies written by Oliver Weimann and published by GRIN Verlag. This book was released on 2002-05-26 with total page 107 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2001 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Wolverhampton (Wolverhampton Business School), language: English, abstract: This project should enable companies to understand the Internet and the possibilities, it offers to strategic marketing communication planning. Therefore it should finally outline in which way the services can be included in an Internet strategy and how it can be integrated in the company marketing strategy. A short summary about the usage of the Internet and its services in marketing introduce this piece of work. The next chapter outlines the differences to classical media and delivers starting points for marketing communication. The main part should enable companies to develop a specific Internet marketing strategy to evaluate the opportunities and restrictions in praxis. A differentiation, not only between dot.coms and old economy companies, but also between big multinationals and SME's (Small and Medium Enterprises), was necessary because of different objectives, interventions, and not least of all, marketing budgets. This work concentrates on the point of view of the marketer. Therefore technical aspects are only explained, if they are needed to understand the services and contexts. Included is Appendix I, which gives an overview of the Internet and its services, and Appendix II, which deals with marketing. Finally, an overview of newly developed services and further development of the Internet will conclude this report. This will give a complete overview of Internet opportunities nowadays. That being said, it has to be taken into account that this report will probably be useful for not more then one to one and a half-years. This depends mainly on further developments of the Internet, which cannot be seen as a static system, but as a highly changing system with extremely short innovation cycles. To establish higher value, the discovered sources will enable further research for up-to-date information if this publication is no longer considered applicable to the topic.
Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Book Synopsis Integrated Marketing Communication by : Jerome M. Juska
Download or read book Integrated Marketing Communication written by Jerome M. Juska and published by Routledge. This book was released on 2021-11-29 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Innovative Marketing Communications by : Guy Masterman
Download or read book Innovative Marketing Communications written by Guy Masterman and published by Routledge. This book was released on 2007-06-01 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.
Book Synopsis Measuring Marketing and Brand Communications Performance by : Elenica Pjero
Download or read book Measuring Marketing and Brand Communications Performance written by Elenica Pjero and published by Cambridge Scholars Publishing. This book was released on 2020-02-18 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
Book Synopsis Digital Marketing Strategy by : Simon Kingsnorth
Download or read book Digital Marketing Strategy written by Simon Kingsnorth and published by Kogan Page Publishers. This book was released on 2016-05-03 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
Book Synopsis Marketing Communication by : Seni Soniansih
Download or read book Marketing Communication written by Seni Soniansih and published by BookRix. This book was released on 2021-07-04 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the result of my learning as a writer. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love. This book discusses 4 important chapters in communication marketing, namely: Chapter 1. Introduction Chapter 2. Organizational Communication Chapter 3. Marketing Scope Chapter 4. Marketing Communication Strategy Chapter 1 introduces what is communication, marketing, and marketing communication. Chapter 2 focuses more on the communication model and understanding of communication. Chapter 3 focuses on understanding marketing and chapter 4. discusses what is a communication strategy and strategy. I hope that this book will be of benefit to readers.
Book Synopsis Marketing Communication by : Frederick E. Webster
Download or read book Marketing Communication written by Frederick E. Webster and published by . This book was released on 1971 with total page 786 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing Communication by : Andreas Leitner
Download or read book Marketing Communication written by Andreas Leitner and published by GRIN Verlag. This book was released on 2007-09-27 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, Glyndŵr University, Wrexham known as NEWI (Business school), 12 entries in the bibliography, language: English, abstract: In the beginning of this this paper two different communication strategies are discussed. The linear model of communication can be seen as the basic model of mass communication. It consists of seven different components. For a successful communication, the quality of the linkage of theses elements is important, and not the elements it selves. ) The DAGMAR -Model is a model for setting objectives and measures the results. It is a hierarchical model of communication process, and consists of awareness - comprehension - conviction - action. Furthermore the value of segemtation, targeting and positioning for a successful marketing strategie is discussed. Finally different promotional methodes are discussed based on examples of the ski industry.
