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Author : Paul W. Flowers
Publisher : Brown Books Publishing Group
ISBN 13 : 9781933285221
Total Pages : 214 pages
Book Rating : 4.2/5 (852 download)
Download or read book Underdog Advertising written by Paul W. Flowers and published by Brown Books Publishing Group. This book was released on 2006-01-01 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Edmund Lawler
Publisher : Mastermedia Publishing Company
ISBN 13 : 9781571010537
Total Pages : 232 pages
Book Rating : 4.0/5 (15 download)
Download or read book Underdog Marketing written by Edmund Lawler and published by Mastermedia Publishing Company. This book was released on 1995-10 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Underdog Marketing examines the conventional marketing principles that companies use when challenging a larger, more entrenched competitor. Lawler analyzes the strategies of the real-world marketers.
Author : Michael Prell
Publisher : BenBella Books, Inc.
ISBN 13 : 193561813X
Total Pages : 338 pages
Book Rating : 4.9/5 (356 download)
Download or read book Underdogma written by Michael Prell and published by BenBella Books, Inc.. This book was released on 2011-02-01 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Analyzing and refuting the common assumptions of anti-Americanism is a critical contribution to the global political debate. Thank goodness for this effort." —UN Ambassador John Bolton, author of Surrender is Not an Option David versus Goliath, the American Revolutionaries, "The Little Engine That Could," Team USA's "Miracle on Ice," the Star Wars Rebel Alliance, Rocky Balboa, the Jamaican bobsled team and the meek inheriting the Earth. Everyone, it seems, loves an underdog. Why is that? We begin life tiny and helpless, at the mercy of those who are bigger and more powerful than us: parents and guardians who tell us what to eat, what to wear, how to behave (even when to sleep and wake up). From childhood into adulthood, we're told what to do by those who wield more power—our parents, teachers, bosses government. So naturally, we have a predisposition to resent the overdogs and root for the little guy. But this tendency, which international political consultant and human rights activist Michael Prell calls “underdogma," can be very dangerous – both to America and to the world at large. In Underdogma, Prell, who has worked world leaders including Israeli Prime Minister Benjamin Netanyahu, the Australian and Canadian prime ministers and the Dalai Lama, explores our love/hate relationship with power within our culture and our politics. Underdogma explains seeming mysteries such as why: •Almost half of Americans blamed President Bush for the attacks of 9/11, even while the American media described the architect of these attacks as “thoughtful about his cause and craft" and “folksy." •Gays and lesbians protest those who protect gay rights (America, Israel), while championing those who outlaw and execute homosexuals (Palestine). •Environmentalists focus their rage on America, even though China is the largest emitter of greenhouse gases. •The United Nations elevates countries such as Sudan to full membership on the UN's Commission on Human Rights, even as the ethnic cleansing of Darfur proceeds. Tracing the evolution of this belief system through human history—ancient Greece to Marxism to the dawn of political correctness—Prell shows what continuing with this collective mindset means for our future. While America and its president increasingly exalt the meek and apologize for their power, America's competitors and enemies are moving in a different direction. China is projected to overtake the U.S. economically by 2027 and is ready to move into the position of hegemon, and radical Islamists are looking to extend their global territory, taking any sign of weakness as a chance to attack. America must return to its founding spirit, and underdogma must stop now—our nation depends on it.
Author : Mike Sullivan
Publisher :
ISBN 13 : 9781734779929
Total Pages : pages
Book Rating : 4.7/5 (799 download)
Download or read book The Voice of the Underdog written by Mike Sullivan and published by . This book was released on 2021-06 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: What does building your company's culture have to do with building your brand? Get ready to find out. In The Voice Of The Underdog®: How Challenger Brands Create Distinction By Thinking CULTURE FIRST, advertising veterans Mike Sullivan and Michael Tuggle unpack the poorly understood and grossly underleveraged connection between brand and culture. Filled with fascinating case studies, entertaining stories, and engaging insights, the book examines the true essence of what makes a company a challenger brand, unveils how successful challengers of all sizes use culture to create extraordinary brand distinction, and finishes with a detailed blueprint for building your own transcendent culture.
Author : John McDonough
Publisher : Routledge
ISBN 13 : 1135949131
Total Pages : 4291 pages
Book Rating : 4.1/5 (359 download)
Download or read book The Advertising Age Encyclopedia of Advertising written by John McDonough and published by Routledge. This book was released on 2015-06-18 with total page 4291 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Jim Osterman
Publisher : Visual Reference Publications
ISBN 13 : 9781584710813
Total Pages : 216 pages
Book Rating : 4.7/5 (18 download)
Download or read book Excellence in Brand Advertising written by Jim Osterman and published by Visual Reference Publications. This book was released on 2007 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jonathan Cagan
Publisher : ReadHowYouWant.com
ISBN 13 : 1459626893
Total Pages : 294 pages
Book Rating : 4.4/5 (596 download)
Download or read book Built to Love written by Jonathan Cagan and published by ReadHowYouWant.com. This book was released on 2011-08-19 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. Firms often hope the answer is to produce the latest high technology devices - only to find that they fail to light up the marketplace. Or firms rely on ads that overstate or mislead, leaving the customer disappointed and disillusioned. Instead, a deeper emotional engagement between the customer and product is required, regardless of whether the products are physical products, services, technologies, software, systems, or brands. Using a combination of industry - based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product's success in the marketplace as well as a firm's success in the stock market (even when the economy is down!). A practical how - to guide, the book next shows how to analyze customers' emotional needs and translate those needs into features that galvanize customers. Throughout, the book uses revealing case studies that show how to energize customers in both consumer and business - to - business worlds, in both large and small firms.
Author : Karen Nelson-Field
Publisher : Springer Nature
ISBN 13 : 9811515409
Total Pages : 161 pages
Book Rating : 4.8/5 (115 download)
Download or read book The Attention Economy and How Media Works written by Karen Nelson-Field and published by Springer Nature. This book was released on 2020-01-04 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer’s divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control.
Author : David Morey
Publisher : McGraw Hill Professional
ISBN 13 : 9780071439190
Total Pages : 282 pages
Book Rating : 4.4/5 (391 download)
Download or read book The Underdog Advantage written by David Morey and published by McGraw Hill Professional. This book was released on 2004-05-25 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: This battlefield manual shows how to instill and maintain an underdog attitude; develop hyperaggressive marketing; communications and competitive strategies; create a culture of insurgency and foster a winning attitude among staff members. --
Author : Robert Marich
Publisher : CRC Press
ISBN 13 : 1136068627
Total Pages : 313 pages
Book Rating : 4.1/5 (36 download)
Download or read book Marketing to Moviegoers written by Robert Marich and published by CRC Press. This book was released on 2005-04-18 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inside information about the Hollywood major studios' secret strategies for marketing films.
Author : Mike Sullivan
Publisher : Bookbaby
ISBN 13 : 9781667859248
Total Pages : 0 pages
Book Rating : 4.8/5 (592 download)
Download or read book The Voice of the Underdog written by Mike Sullivan and published by Bookbaby. This book was released on 2022-09-20 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does building your company's culture have to do with building your brand? Get ready to find out. In The Voice Of The Underdog: How Challenger Brands Create Distinction By Thinking Culture First, advertising veterans Mike Sullivan and Michael Tuggle unpack the poorly understood and grossly underleveraged connection between brand and culture. Filled with fascinating case studies, entertaining stories, and engaging insights, the book examines the true essence of what makes a company a challenger brand, unveils how successful challengers of all sizes use culture to create extraordinary brand distinction, and finishes with a detailed blueprint for building your own transcendent culture. For more than 20 years, Sullivan and Tuggle have put the lessons and insights in this book into hard practice at LOOMIS, the country's leading challenger brand advertising agency helping drive hundreds of millions of dollars in sales and build renowned challenger brands in numerous categories including restaurant, banking, retail, healthcare, home services, franchise support, and more. Just as importantly, the authors have helped build a company culture that's kept employees twice the national average and lead to LOOMIS being named "Small Agency of Year" by Advertising Age, and a 7-time placement on the "Best Places to Work" lists from the Dallas Morning News and the Dallas Business Journal. If you want to compete with and beat the category leaders, you have to start with your culture. If you want to build a great culture, start with this book.
Author : Chris Bonnello
Publisher : Unbound Publishing
ISBN 13 : 1789650968
Total Pages : 318 pages
Book Rating : 4.7/5 (896 download)
Download or read book Underdogs written by Chris Bonnello and published by Unbound Publishing. This book was released on 2020-06-18 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Three weeks have passed since the events of Underdogs. The British population continues its imprisonment in Nicholas Grant's giant walled Citadels, under the watchful eye of innumerable cloned soldiers. The heroes of Oakenfold Special School remain their last chance of freedom. As a result of their last mission, Grant has been forced to speed up his plans for Great Britain and beyond. Ewan, Kate, McCormick and the rest of the Underdogs must face the horrors of his new research, knowing that it raises the stakes as high as they will go. Failing this battle will not merely result in losing soldiers and friends, but in losing the war entirely. According to the odds, the Underdogs are near-certain to fail. But they have spent their whole lives being underestimated and did not survive this long by respecting the odds.
Author : Mareile Pfannebecker
Publisher : Bloomsbury Publishing
ISBN 13 : 1786997290
Total Pages : 272 pages
Book Rating : 4.7/5 (869 download)
Download or read book Work Want Work written by Mareile Pfannebecker and published by Bloomsbury Publishing. This book was released on 2020-03-15 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Work Want Work considers in captivating detail how a logic of work has become integral to everything we do, even as the place of formal work has become increasingly precarious. With reference to sociological data, philosophy, political theory, legislation, the testimonies of workers and an eclectic mix of cultural texts – from Lucian Freud to Google, Anthony Giddens to selfies, Jean-Luc Nancy to Amy Winehouse – Pfannebecker and Smith lay out how the capitalism of globalized technologies has put our time, our subjectivities, our experiences and our desires to work in unprecedented ways. As every part of life is colonized by work without securing our livelihoods, new questions need to be asked: whether a nostalgia for work can save us, how ideas of work change conceptions of political community, how employment and unemployment alike have become malemployment, and whether the work of our desire online can be disentangled from capitalist exploitation. The biggest question, at a time when the end of work and a fully automated future are proclaimed by Silicon Valley idealists as well as by social democratic politicians and left-wing theorists, is this: how can we propose a post-work society and culture that we will actually want?
Author : Scott T. Allison
Publisher : Routledge
ISBN 13 : 131742610X
Total Pages : 782 pages
Book Rating : 4.3/5 (174 download)
Download or read book Handbook of Heroism and Heroic Leadership written by Scott T. Allison and published by Routledge. This book was released on 2016-10-04 with total page 782 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past decade, research and theory on heroism and heroic leadership has greatly expanded, providing new insights on heroic behavior. The Handbook of Heroism and Heroic Leadership brings together new scholarship in this burgeoning field to build an important foundation for further multidisciplinary developments. In its three parts, "Origins of Heroism," "Types of Heroism," and "Processes of Heroism," distinguished social scientists and researchers explore topics such as morality, resilience, courage, empathy, meaning, altruism, spirituality, and transformation. This handbook provides a much-needed consolidation and synthesis for heroism and heroic leadership scholars and graduate students.
Author : Derek Armstrong
Publisher : Simon and Schuster
ISBN 13 : 0684802694
Total Pages : 248 pages
Book Rating : 4.6/5 (848 download)
Download or read book The Persona Principle written by Derek Armstrong and published by Simon and Schuster. This book was released on 1997-05-08 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Image is a tool that guarantees success - but only if you know how to use it. Even if you are the best, the most experienced, or the most talented, you cannot enjoy prosperity until you build an image that makes you visible to your potential market. The Persona Principle will teach you the most powerful Image-Marketing secrets of the world's leading enterprises. You'll learn to create an effective plan to reach your business, sales, marketing, and personal goals - all on image alone.
Author :
Publisher :
ISBN 13 :
Total Pages : 874 pages
Book Rating : 4.0/5 ( download)
Download or read book Printers' Ink; the ... Magazine of Advertising, Management and Sales written by and published by . This book was released on 1891 with total page 874 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kathleen E. Kendall
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313003238
Total Pages : 273 pages
Book Rating : 4.3/5 (13 download)
Download or read book Communication in the Presidential Primaries written by Kathleen E. Kendall and published by Bloomsbury Publishing USA. This book was released on 2000-01-30 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a comparison of communication in the U.S. presidential primaries of the twentieth century, Kendall examines the role of the candidates and the media during the period of primary elections. Drawing upon information from a broad array of sources, Kendall uncovers communication patterns that transcend time regarding political image, horse race coverage, and negative campaigning. She takes a strong communication perspective, arguing that the verbal context of the presidential primaries is an important factor overlooked in traditional studies. Topics covered include the effect of party rules on communication, the role of speeches and debates, the role of political advertising, and the media's construction of the primaries in the pre- television era and the age of television. Kendall examines the 1996 primaries in light of patterns discovered in earlier years, and she makes predictions and recommendations regarding the 2000 primaries. With its century-wide scope and the variety of research methods used, the book will be of considerable value to researchers, scholars, journalists and students involved with political communication and American presidential elections.
