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How Advertising Works: The Role of Research
ISBN: 9780761912415 / Angielski / Miękka / 368 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This authoritative handbook of the research procedures which determine effective advertising brings together the theory and practice of advertising into a single 'knowledge bank'.
This authoritative handbook of the research procedures which determine effective advertising brings together the theory and practice of advertising in...
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644,78 zł |
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How to Use Advertising to Build Strong Brands
ISBN: 9780761912439 / Angielski / Miękka / 408 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and'brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.
Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critic...
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cena:
549,08 zł |
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International Advertising: Realities and Myths
ISBN: 9780761912453 / Angielski / Miękka / 424 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
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cena:
549,08 zł |
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Advertising to Children: Concepts and Controversies
ISBN: 9780761912859 / Angielski / Miękka / 336 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising to Children stimulates and informs the debate on the ethics and effectiveness of marketing to children. The research tackles a wide range of issues including smoking and alcohol consumption.'
Advertising to Children stimulates and informs the debate on the ethics and effectiveness of marketing to children. The research tackles a wide range ...
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408,03 zł |
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Uncover the Hidden Power of Television Programming: ... and Get the Most from Your Advertising Budget
ISBN: 9780761915829 / Angielski / Miękka / 244 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Demonstrating that television (and print) can be much more powerful advertising vehicles than has ever been supposed, the original research reported in this book finds that the more involved viewers are in a television programme, the greater the impact of the advertising carried by the programme. The book provides insight into how an advertiser can make the firm's advertising money work harder and smarter.
Demonstrating that television (and print) can be much more powerful advertising vehicles than has ever been supposed, the original research reported i...
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cena:
408,03 zł |
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The Ultimate Secrets of Advertising
ISBN: 9780761922445 / Angielski / Miękka / 256 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This dynamic book covers four primary questions: * does advertising work? * how does advertising work? * how much advertising works? * how can advertising be measured and made accountable? Based on state-of-the-art research, The Ultimate Secrets of Advertising is a thorough study of advertising accountability and the comparison of investment and return. John Philip Jones analyses and clarifies the latest research into terms that professionals and students can use. He provides answers to the principle questions facing advertising professionals today, setting out a methodology that covers the...
This dynamic book covers four primary questions: * does advertising work? * how does advertising work? * how much advertising works? * how can adverti...
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cena:
549,08 zł |
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Effective Advertising: Understanding When, How, and Why Advertising Works
ISBN: 9780761922520 / Angielski / Twarda / 216 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. We are supplying a paper edition but we want a case edition set up.
We are supplying a paper edition but we want a case edition set up.
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cena:
765,68 zł |
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Effective Advertising: Understanding When, How, and Why Advertising Works
ISBN: 9780761922537 / Angielski / Miękka / 216 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. 'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book' - Alan G. Sawyer, University of Florida Understanding Effective Advertising: How, When, and Why Ads Work reviews and summarizes...
'Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure...
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cena:
540,78 zł |
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Optimal Database Marketing: Strategy, Development, and Data Mining
ISBN: 9780761923572 / Angielski / Twarda / 424 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Check out the supplemental website www.DrakeDirect.com/OptimalDM/ - Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee "This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both... Check out the supplemental website www.DrakeDirect.com/OptimalDM/ |
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931,92 zł |
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Fables, Fashions, and Facts about Advertising: A Study of 28 Enduring Myths
ISBN: 9780761927990 / Angielski / Miękka / 328 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Strongly disagreeing with Orwell's characterization of advertising as the noise of the ladle banging against the swill bucket to attract the pigs, Jones (communications, Syracuse U.) introduces the field of advertising by referring to theories he believes are incorrect at the head of each chapter
Strongly disagreeing with Orwell's characterization of advertising as the noise of the ladle banging against the swill bucket to attract the pigs, Jon...
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cena:
408,03 zł |
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Services Marketing and Management
ISBN: 9780761941583 / Angielski / Miękka / 216 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Services Marketing and Management provides an in-depth consideration of how services are conceptualized, designed and managed, creating the basis for a clear understanding of the multi-dimensional aspects of services.
Unlike many textbooks on services marketing this book puts services management and delivery in context. Firstly, it explores the effect of organizational structures, management styles, internal marketing and management competencies on service management decision making and implementation. Secondly, Services Marketing and Management considers... Services Marketing and Management provides an in-depth consideration of how services are conceptualized, designed and managed, creating the bas...
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cena:
282,04 zł |
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Advertising in Modern and Postmodern Times
ISBN: 9780761941903 / Angielski / Twarda / 232 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history.
This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literatu...
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cena:
846,28 zł |
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Advertising: A Cultural Economy
ISBN: 9780761942542 / Angielski / Twarda / 224 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.
Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence. Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how... Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological app...
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cena:
811,02 zł |
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Advertising: A Cultural Economy
ISBN: 9780761942559 / Angielski / Miękka / 224 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.
Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence. Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how... Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological app...
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cena:
256,85 zł |
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Advertising and Differentiated Products
ISBN: 9780762308231 / Angielski / Twarda / 308 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. The series to which this title belongs aims to provide a forum in which researchers disseminate frontier research in applied microeconomics. This volume contains 11 chapters, which cover theoretical and empirical contributions to a study of advertising and differentiated products. innovations in services, generic advertising, and brand loyalty and price competition. The seven empirical chapters examine both advertising and product differentiation, including generic advertising, advertising bans and the First Amendment, alcoholic beverage advertising, magazines advertising and news stand...
The series to which this title belongs aims to provide a forum in which researchers disseminate frontier research in applied microeconomics. This volu...
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cena:
1033,36 zł |
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Advertising Dolls
ISBN: 9780764303036 / Angielski / Miękka / 160 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Dolls not only capture little girls' hearts, they've also managed to corner markets for mega-companies like W.K. Kellogg Company, Jolly Green Giant, and Campbell's. The author has scoured flea markets and auction houses and consumed cereals, candies, and innumerable hamburgers in order to compile one of the most complete collections of advertising dolls known to exist. This comprehensive book traces the emergence of dolls like Aunt Jemima and Betty Crocker, who leant their stamp of domestic credibility, and chronicles the extraordinary rise of figures like Ronald McDonald and the California...
Dolls not only capture little girls' hearts, they've also managed to corner markets for mega-companies like W.K. Kellogg Company, Jolly Green Giant, a...
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cena:
148,42 zł |
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Beer Signs for the Collector
ISBN: 9780764312793 / Angielski / Miękka / 160 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. From Alpenbrau to Zima, this engaging book features more than 450 color photos of some of the most attractive beer signs ever created and provides an in-depth look at this significant aspect of advertising art. Included are early wood and cardboard signs, animated, hanging, and wall-mounted signs, electric lanterns, and clocks--all presented in alphabetical order according to brand of beer. Special emphasis is given to electric, lighted, and animated signs from 1950-1970, the "Golden Era" of beer signs. Captions provide valuable information on dates, sizes, values, manufacturers, and...
From Alpenbrau to Zima, this engaging book features more than 450 color photos of some of the most attractive beer signs ever created and provides an ...
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cena:
148,42 zł |
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Billboards of the Past
ISBN: 9780764324802 / Angielski / Twarda / 160 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. Take a trip through time, along the highways of yesteryear, as you view striking billboard ads from 1945 through 1967, captured here in over 450 beautiful color photos. Among the ads, you will see Jack Benny and Betty Grable selling Mercury automobiles, Arthur Godfrey and Joe Dimaggio hawking Chesterfield cigarettes, and Edgar Bergen, Charley McCarthy, and Santa Claus promoting Coca Cola. Billboard ads for everything from appliances to tractors and beer to war bonds are displayed. The artwork of many recognized lithographic artists is captured here, including the work of Howard Scott, Morice...
Take a trip through time, along the highways of yesteryear, as you view striking billboard ads from 1945 through 1967, captured here in over 450 beaut...
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cena:
140,99 zł |
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What's in a Name?: Advertising and the Concept of Brands
ISBN: 9780765609731 / Angielski / Twarda / 320 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns...
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Adver...
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cena:
906,73 zł |
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What's in a Name?: Advertising and the Concept of Brands
ISBN: 9780765611123 / Angielski / Miękka / 334 str. Termin realizacji zamówienia: ok. 5-8 dni roboczych. This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns...
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Adver...
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cena:
246,83 zł |
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