Kategoria BISAC: Business & Economics >> Advertising & Promotion

Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms harnessing the power of audience to shape and promote your story.

Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century...

Framing advertising as an essential part of marketing strategy, Advertising Transformed offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.

Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. He covers key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers...

The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today's unprecedented speed and scope of technological change?

Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world's most forward-thinking executives, innovators, and academics all grappling with today's unique challenges and opportunities.

This book offers a concrete set of principles,...

A detailed checklist that helps readers spot legal issues and then refers them to subsequent portions of this book for greater explanation

An overview of the United States federal and state laws that govern contests, sweepstakes, and other prize promotions

A...

Information Privacy continues to evolve as an important business and public policy issue of our time. This book focuses on privacy issues related to information exchange and use in the online business marketplace. Drawing upon published empirical and theoretical research, the book provides a balanced and insightful overview of this topic from both consumers' and businesses' perspectives. The book's content includes background about the hard to define concept of privacy, with an emphasis on the information exchange process between marketers and consumers. It presents an argument why it is...

Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why...

Why is Jagermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there's the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word "fascinate" comes from the Latin word fascinare, meaning "to bewitch or hold captive so others are powerless to resist."...

In Corporate Branding in Facebook Fan Pages: Ideas For Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers.In 'Corporate Branding in Facebook Fan Pages: Ideas For Improving Your Brand Value', we show how companies can improve...

In this provocative book, C. Edwin Baker argues that print advertising seriously distorts the flow of news by creating a powerfully corrupting incentive: the more newspapers depend financially on advertising, the more they favor the interests of advertisers over those of readers. Advertising induces newspapers to compete for a maximum audience with blandly "objective" information, resulting in reduced differentiation among papers and the eventual collapse of competition among dailies.

Originally published in 1994.

The Princeton Legacy Library uses the latest...

Research in Media Promotion serves as a benchmark for the current state of promotion research and theory, and establishes the...