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Books For The Advertising And Marketing Man
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Book Synopsis Managers Guide to Marketing, Advertising, and Publicity by : Barry Callen
Download or read book Managers Guide to Marketing, Advertising, and Publicity written by Barry Callen and published by McGraw Hill Professional. This book was released on 2009-09-11 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proven strategies that make sure your marketing message stands out from the rest The average American is exposed to as many as 5,000 marketing messages per day, so it’s more important than ever to create the most effective marketing and advertising campaigns as possible. Manager’s Guide to Marketing, Advertising, and Publicity explains The 14 principles of marketing communications strategy Common marketing mistakes to avoid Techniques for creating powerful marketing messages The many choices for delivering your marketing message How to take full advantage of digital platforms Today, you must come up with a bigger, better, brighter marketing campaign, or you’re guaranteed to be lost in the noise. This primer is ideal for anyone looking to position his or her organization as a powerful competitor in the twenty-first century. Briefcase Books, written specifically for today’s busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page: Clear definitions of key terms, concepts, and jargon Tactics and strategies for overseeing marketing initiatives Insider tips for getting the most out of marketing, advertising, and publicity Practical advice for creating effective campaigns Warning signs when preparing for and undertaking marketing initiatives Stories and insights from the experiences of others Specific marketing procedures, tactics, and hands-on techniques
Book Synopsis Ogilvy on Advertising by : David Ogilvy
Download or read book Ogilvy on Advertising written by David Ogilvy and published by Vintage. This book was released on 2013-09-11 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Book Synopsis Confessions of an Advertising Man by : David Ogilvy
Download or read book Confessions of an Advertising Man written by David Ogilvy and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Confessions of an Advertising Man is the distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller. Regarded as the father of modern advertising, David Ogilvy created some of the most memorable advertising campaigns that set the standard for others to follow. Anyone aspiring to be a good manager in any kind of business should read this.
Book Synopsis Cases in Advertising and Marketing Management by : Edd Applegate
Download or read book Cases in Advertising and Marketing Management written by Edd Applegate and published by Rowman & Littlefield. This book was released on 2007 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges--ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.
Book Synopsis Programmatic Advertising by : Oliver Busch
Download or read book Programmatic Advertising written by Oliver Busch and published by Springer. This book was released on 2015-11-26 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
Book Synopsis Personalized Digital Advertising by : Diaz Nesamoney
Download or read book Personalized Digital Advertising written by Diaz Nesamoney and published by FT Press. This book was released on 2015-03-31 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.
Book Synopsis Excellence in Advertising by : Leslie Butterfield
Download or read book Excellence in Advertising written by Leslie Butterfield and published by Routledge. This book was released on 2009-11-03 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession. The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered. The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others. Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising: Building successful brands Strategy development The analysis and interpretation of qualitative research Creative briefing Media strategy AND NEW IN THIS EDITION: Managing relationships Evaluating advertising Loyalty Shareholder value Total communication strategy Combining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis. Leslie Butterfield is Chairman of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA.
Book Synopsis Online Advertising and Promotion: Modern Technologies for Marketing by : Hanafizadeh, Payam
Download or read book Online Advertising and Promotion: Modern Technologies for Marketing written by Hanafizadeh, Payam and published by IGI Global. This book was released on 2012-04-30 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.
Book Synopsis Scientific Advertising by : Claude C. Hopkins
Download or read book Scientific Advertising written by Claude C. Hopkins and published by Positive Club. This book was released on 2002-01-01 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life." said Ogilvy of that book. It is a must read for any marketer, advertiser, business person. Especially now that text based advertising has become once again so important. Think Adwords, Tweets, Facebook Updates… Advertising 101…
Book Synopsis The Advertising Concept Book by : Pete Barry
Download or read book The Advertising Concept Book written by Pete Barry and published by . This book was released on 2012 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now thoroughly revised and updated, this systematically presented coursebook tells you everything you need to know about advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. Exercises throughout help the reader judge their own work and that of others. By getting to the heart of the creative process in a way that other guides dont, the book can help anyone produce better advertising. This new edition features a thoroughly revised and updated chapter on interactive advertising, with new exercises and some thirty new illustrations. 'Invaluable' Creative Review 'Enormously encouraging, practical and entertaining. If this book could stand in front of a class (of creative students) and talk, I'd be out of a job.' Tony Cullingham, Course Director, The Watford Creative Advertising Course, West Herts College
Book Synopsis Effective Advertising by : Gerard J. Tellis
Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE Publications. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Author :Bureau of Research and Education (ADVERTISING FEDERATION OF AMERICA) Publisher : ISBN 13 : Total Pages :15 pages Book Rating :4.:/5 (497 download)
Book Synopsis Books for the Advertising and Marketing Man. A Classified Bibliography ... by : Bureau of Research and Education (ADVERTISING FEDERATION OF AMERICA)
Download or read book Books for the Advertising and Marketing Man. A Classified Bibliography ... written by Bureau of Research and Education (ADVERTISING FEDERATION OF AMERICA) and published by . This book was released on 1958 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Market Driven Political Advertising by : Andrew Hughes
Download or read book Market Driven Political Advertising written by Andrew Hughes and published by Springer. This book was released on 2018-06-14 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.
Book Synopsis Marketing Without Advertising by : Michael Phillips
Download or read book Marketing Without Advertising written by Michael Phillips and published by NOLO. This book was released on 2005-05-31 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: What a charming, graceful book! Anyone who wants to make the most effective use of customers for word-of-mouth marketing needs to read what Rasberry and Phillips have to say. I've been doing this stuff for years, and still want to give a copy to all my marketing folks. - Tim O'Reilly, founder of O'Reilly & Associates - If you've got something to sell, this book is a valuable reference, and is one of the few marketing books I would recommend to salespeople. - Paul Tulenko, Cleveland Plain Dealer - straightforward advice on how to create a marketing plan that will encourage enthusiastic recommendations about your business from satisfied customers.. - Business Life- This is a recognized classic.I would estimate that 75% of the business books published since Marketing Without Advertising first appeared simply recycle ideas from this pioneering, breakthrough book.- New Age Retailer - this no-nonsense guide describes what it takes to generate sales and encourage customer loyalty...provides tips on how to create a marketing plan that will illicit enthusiastic responses from customers, and how to list products or services widely and inexpensively. - Biz Magazine - you'll have an entirely new perspective on advertising.. [This book] explains clearly and in detail how you can promote your business without advertising..The ideas are useful and well presented, of value to any business. - Bernard Kamoroff, The Essential Whole Earth Catalog - shows practical ways to increase sales with little capital investment. They show how to do it with brains, not money. Joseph R. Mancuso, Center for Entrepreneurial Management - There are good ideas here on every page. You'll find here the nitty-gritty steps you need to -- and can -- take to generate sales for your business, no matter what business it is.- Milton Moskowitz, co-author, - 100 Best Companies to Work for in America - This book rates three and one half stars. You need it! - Scripps Howard News Service - A practical planning guide. - ASBA (American Small Business Association) Today
Book Synopsis Advertising Progress by : Pamela Walker Laird
Download or read book Advertising Progress written by Pamela Walker Laird and published by JHU Press. This book was released on 2020-01-15 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: Selected by Choice Magazine as an Outstanding Academic Title Originally published in 1998. Drawing on both documentary and pictorial evidence, Pamela Walker Laird explores the modernization of American advertising to 1920. She links its rise and transformation to changes that affected American society and business alike, including the rise of professional specialization and the communications revolution that new technologies made possible. Laird finds a fundamental shift in the kinds of people who created advertisements and their relationships to the firms that advertised. Advertising evolved from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people that they needed to buy). Through this story, Laird shows how and why—in the intense competitions for both markets and cultural authority—the creators of advertisements laid claim to "progress" and used it to legitimate their places in American business and culture.
Book Synopsis Strangers To Superfans: A Marketing Guide to The Reader Journey by : David Gaughran
Download or read book Strangers To Superfans: A Marketing Guide to The Reader Journey written by David Gaughran and published by David Gaughran. This book was released on 2020-07-29 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the author of Let's Get Digital and Amazon Decoded, this book will change how you think about marketing. Strangers to Superfans puts you in the shoes of your Ideal Readers, and forces you to view your marketing from their perspective. *Learn the five stages in the Reader Journey. *Identify where your blockages are and how to fix them. *Optimize each stage to increase conversion. *Boost sales by making the process more frictionless. *Build an army of passionate readers who do the selling for you. It's not enough to know who your Ideal Readers are, you also need to imagine how they feel when a recommendation email arrives containing your cover. You must figure out why they hesitated before clicking the Buy button. And it's crucial to determine why they liked your book enough to finish it... but not sufficiently to recommend it to their friends. The Reader Journey is a new marketing paradigm that maps out the journey your Ideal Readers take in their transformation from strangers to superfans.
Book Synopsis Marketing Without Advertising by : Emilio Morales
Download or read book Marketing Without Advertising written by Emilio Morales and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Marketing Without Advertising' analyzes the role, narratives, and behaviour of consumption in Cuba since 1959. It documents how consumer behaviour has changed ssince the pre-revolutionary period, with special focus on the early 1990s.
