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Author : Thomas C. Kinnear
Publisher : American Marketing Association
ISBN 13 :
Total Pages : 188 pages
Book Rating : 4.0/5 ( download)
Download or read book Journal of Public Policy and Marketing written by Thomas C. Kinnear and published by American Marketing Association. This book was released on 1984-05 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ross D. Petty
Publisher : Praeger
ISBN 13 :
Total Pages : 256 pages
Book Rating : 4.3/5 (91 download)
Download or read book The Impact of Advertising Law on Business and Public Policy written by Ross D. Petty and published by Praeger. This book was released on 1992-09-08 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are U.S. advertising laws ruining competition? Are they helping or hurting consumers? These questions are answered in the first book ever published to present a comprehensive public policy analysis of advertising law. Using insights from communications theory and economic analysis, Professor Petty analyzes all of the recent reported cases under the principal advertising laws. He examines their tendency to discourage beneficial advertising such as explicit comparisons, and analyzes their potential for protecting consumers from significant injury caused by deceptive advertising. The book begins with an innovative analysis of the Constitutional protection afforded advertising under the First Amendment. Petty proposes a simple test for determining whether particular advertising is fully or partially protected by the First Amendment. This novel analysis continues with an overview of advertising law from an evolutionary perspective and social science perspectives on how advertising works. The bulk of the book examines cases under the Lanham and Federal Trade Commission acts, as well as advertising as regulated by the antitrust laws and the U.S. International Trade Commission.
Author : Gerard J Tellis
Publisher : SAGE
ISBN 13 : 1446265900
Total Pages : 513 pages
Book Rating : 4.4/5 (462 download)
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author : Paul N. Bloom
Publisher : SAGE
ISBN 13 : 9780761916260
Total Pages : 570 pages
Book Rating : 4.9/5 (162 download)
Download or read book Handbook of Marketing and Society written by Paul N. Bloom and published by SAGE. This book was released on 2001 with total page 570 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need! Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively. Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.
Author : John McDonough
Publisher : Routledge
ISBN 13 : 1135949069
Total Pages : 1754 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 1754 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 : Ivan L. Preston
Publisher : Univ of Wisconsin Press
ISBN 13 : 9780299141943
Total Pages : 244 pages
Book Rating : 4.1/5 (419 download)
Download or read book The Tangled Web They Weave written by Ivan L. Preston and published by Univ of Wisconsin Press. This book was released on 1994 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ivan L. Preston, recognized as a preeminent scholar of the legal dimensions of American advertising, has written The Tangled Web They Weave for the ordinary consumer as well as for advertisers and trade regulators. His frank aim is to demonstrate how advertising can better serve its audience. Advertising, Preston points out, is full of falsity that is quite legal. Indeed, clever presentation of lies can make advertising entertaining to consumers, and Preston provides lively examples and anecdotes of such cases. The problem with falsity in advertising, he argues, is not so much with the bald lie as it is with deception. It is in this thicket of implied claims that he shows us the dangers and indicates the need for regulatory adjustment. Preston takes us down the slippery slope, from the high ground of honest product claims to the unscrupulous bottom-of-the-barrel claims that are wholly false. Along the way he documents the subtle misrepresentations, half and lesser truths, and exploitations of our gullibility that abound in contemporary advertising. The cases he describes are sometimes comic and sometimes shocking and infuriating. Preston's agenda is not merely to cry Foul! He sees advertising as performing not only a legitimate but an important public service. It is in all our interests, therefore, to perfect and not just pillory. As he concludes, "It is the time to see a way to serve society by creating a standard of personal and corporate credibility under which all advertisers, regulators, and consumers should want to live."
Author : John Philip Jones
Publisher : SAGE Publications
ISBN 13 : 1452264643
Total Pages : 561 pages
Book Rating : 4.4/5 (522 download)
Download or read book The Advertising Business written by John Philip Jones and published by SAGE Publications. This book was released on 1999-02-10 with total page 561 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections." —R.R. Attison, CUNY College of Staten Island "John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest." --Andy Fenning, J. Walter Thompson, New York John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concept of Brands and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
Author : Robert V. Larabee
Publisher : Routledge
ISBN 13 : 1136753346
Total Pages : 544 pages
Book Rating : 4.1/5 (367 download)
Download or read book The Federal Trade Commission written by Robert V. Larabee and published by Routledge. This book was released on 2020-03-11 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: This annotated bibliography assists the reader in locating information about the United States Federal Trade Commission. The book is divided into four chapters, each reflecting the major functions and regulatory responsibilities of the FTC.
Author : Hong Cheng
Publisher : John Wiley & Sons
ISBN 13 : 1118378458
Total Pages : 574 pages
Book Rating : 4.1/5 (183 download)
Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author : Yu Huang
Publisher : City University of HK Press
ISBN 13 : 9629373513
Total Pages : 310 pages
Book Rating : 4.6/5 (293 download)
Download or read book The Evolving Landscape of Media and Communication in Hong Kong written by Yu Huang and published by City University of HK Press. This book was released on 2018 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the last twenty years Hong Kong society has witnessed dramatic change, and nowhere is this better reflected than in the realm of media and communications. Across the fields of journalism, public relations and advertising, we can see the changing trends in terms of audience consumption and interaction. From technological developments to the shift in audience participation, the expectations and functions of these professions have been greatly altered. While many of these changes are occurring worldwide, within Hong Kong the processes of change have been further complicated by recent social and political events. Through a selection of essays by field experts, this volume explores the evolution of media itself as well as the complex causes underlying these developments. It identifies not only the difficulties and opportunities for media professionals today, but also the evolving role of the audience.
Author :
Publisher :
ISBN 13 :
Total Pages : 148 pages
Book Rating : 4.E/5 ( download)
Download or read book Journal of Public Policy & Marketing : JPP&M written by and published by . This book was released on 2011 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Antoine Masson
Publisher : Springer Science & Business Media
ISBN 13 : 3642021352
Total Pages : 476 pages
Book Rating : 4.6/5 (42 download)
Download or read book Legal Strategies written by Antoine Masson and published by Springer Science & Business Media. This book was released on 2009-12-12 with total page 476 pages. Available in PDF, EPUB and Kindle. Book excerpt: Far from regarding the law as supreme, corporations approach law as an element of executive thought and action aimed at optimizing competitiveness. The objective of this book is to identify, explore and define corporate legal strategies that seek advantage in the opportunities revealed when the Law is perceived as a resource to be mobilized and aligned with the firm’s business and economic agendas.
Author :
Publisher :
ISBN 13 :
Total Pages : 792 pages
Book Rating : 4.:/5 ( download)
Download or read book International Journal of Advertising written by and published by . This book was released on 1996 with total page 792 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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Author : Alexander J. Myers
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313086702
Total Pages : 745 pages
Book Rating : 4.3/5 (13 download)
Download or read book Encyclopedia of Privacy [2 volumes] written by Alexander J. Myers and published by Bloomsbury Publishing USA. This book was released on 2006-11-30 with total page 745 pages. Available in PDF, EPUB and Kindle. Book excerpt: Writing in their famous Harvard Law Review article of 1890, Louis Brandeis and Samuel Warren asserted what many have considered one of the most cherished American values: the right to be let alone. Yet in this post-9/11 world, personal privacy is more threatened than ever. This book provides students and general readers a comprehensive overview of privacy in contemporary America. Included are some 225 alphabetically arranged entries written by more than 100 expert contributors. Entries cover such topics as the USA PATRIOT act, abortion rights, wiretapping, telemarketing, identity theft, DNA databases, Internet and email privacy, and numerous other concerns. Entries cite works for further reading, and the Encyclopedia closes with a bibliography of books, websites, organizations, and films. New threats to privacy have arisen in the face of competing social, political, and economic demands, rapid technological change, and an intrusive and voyeuristic mass media. Citizens are barraged on a daily basis with stories of corporate data mining, government surveillance programs, identity theft, and computer hacking of personal information. As a result, citizens are becoming increasingly concerned about their personal privacy as well as their privacy rights. This encyclopedia, the first of its kind, comprehensively overviews various aspects of privacy throughout U.S. history, including significant legal cases, events, laws, organizations, individuals, technology, and terms. With some 225 alphabetically arranged entries written by more than 100 leading scholars and experts in the field, this inclusive and authoritative work will appeal to those interested in both historical and contemporary notions of privacy in the United States. Readers will learn of the significance of technology in today's society, its helpful and harmful effects on citizens' privacy, and what to expect in the future. Entries cite print and electronic resources, and the Encyclopedia closes with a listing of books, organizations, websites, films, and other sources of information.
Author :
Publisher :
ISBN 13 :
Total Pages : 534 pages
Book Rating : 4.3/5 (91 download)
Download or read book JQ. Journalism Quarterly written by and published by . This book was released on 1993 with total page 534 pages. Available in PDF, EPUB and Kindle. Book excerpt: Includes section "Book reviews" and other bibliographical material.
Author : United States. Federal Trade Commission. Bureau of Consumer Protection
Publisher :
ISBN 13 :
Total Pages : 32 pages
Book Rating : 4.:/5 (31 download)
Download or read book Dietary Supplements written by United States. Federal Trade Commission. Bureau of Consumer Protection and published by . This book was released on 1998 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ulf Bernitz
Publisher : Bloomsbury Publishing
ISBN 13 : 1509900683
Total Pages : 287 pages
Book Rating : 4.5/5 (99 download)
Download or read book Marketing and Advertising Law in a Process of Harmonisation written by Ulf Bernitz and published by Bloomsbury Publishing. This book was released on 2017-05-04 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: The law on marketing and advertising has undergone profound changes based on the EU directives on unfair commercial practices and misleading and comparative advertising. The legislation partially requires full harmonisation and contains a comprehensive blacklist of prohibited practices. However, in other areas, only minimum harmonisation is required. A comprehensive case law from the CJEU has emerged, but still many issues remain open, unclear and debated. The EU Commission has an active interest in the field and has published numerous reports on the question. In addition it has developed revised, comprehensive guidelines on marketing business to consumer (B2C), which are fully discussed here. Further Commission initiatives in the area on business to business (B2B) marketing are also in the making, underlining the importance of this new collection.
