Innovation in Advertising and Branding Communication, Mas-Manchуn Lluнs
Автор: Barnes, Susan B. Название: Branding as Communication ISBN: 1433128039 ISBN-13(EAN): 9781433128035 Издательство: Peter Lang Рейтинг: Цена: 76000.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Once only a sign, technologies have helped to transform brands into symbols that we constantly encounter in our natural and mediated environments. Moreover, the branding of culture marks a commercialization of society. Almost everywhere we look, a brand name or logo appears. By combining a scholarly approach with case studies and examples, this text bridges the worlds of communication and business by providing a single vocabulary in which to discuss branding. It brings these ideas together into a coherent framework to enable discussions on the topic to occur in a variety of disciplines. A number of perspectives are also provided, including brands as signs and symbols, brand personality, history, communication, cognitive factors, loyalty, personal branding, community, and social issues. Providing a comprehensive overview of the branding process – from the creation of brands to analysis of their messages – readers will begin to understand the communicative impact of branding.
Автор: Holliday, Adrian (Canterbury Christchurch University, UK) Название: Understanding intercultural communication ISBN: 0815352395 ISBN-13(EAN): 9780815352396 Издательство: Taylor&Francis Рейтинг: Цена: 45930.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Understanding Intercultural Communication provides a practical framework to help readers to understand intercultural communication and to solve intercultural problems. Each chapter exemplifies the everyday intercultural through ethnographic narratives in which people make sense of each other in home, work and study locations. Underpinned by a grammar of culture developed by the author, this book addresses key issues in intercultural communication, including:
the positive contribution of people from diverse cultural backgrounds;
the politics of Self and Other which promote negative stereotyping;
the basis for a de-centred approach to globalisation in which periphery cultural realities can gain voice and ownership.
Written by a leading researcher in the field, the new edition of this important text has been revised to invite the reader to reflect and develop their own intercultural and research strategies, and updated to include new ideas that have emerged in Holliday's own work and elsewhere. This book is a key resource for academics, students and practitioners in intercultural communication and related fields.
Название: Epica Book 32: Creative Communications ISBN: 1350065781 ISBN-13(EAN): 9781350065789 Издательство: Bloomsbury Academic Рейтинг: Цена: 73920.00 T Наличие на складе: Невозможна поставка. Описание:
Epica Book 32 features inspirational work from the 2018 Epica Awards. It showcases outstanding creativity in advertising, design, media, PR and digital communications.
As well as over 1000 colour images, the book includes winning and high-scoring entries, comments from Epica's unique jury of journalists, and behind-the-scenes interviews with Grand Prix winners. Like previous editions of this annual publication, it is a unique source of information and ideas for professionals, young talents - and anyone fascinated by the world of creative communications.
Автор: Juska Название: Integrated Marketing Communication ISBN: 1138695440 ISBN-13(EAN): 9781138695443 Издательство: Taylor&Francis Рейтинг: Цена: 33440.00 T Наличие на складе: Нет в наличии. Описание: This book is an up-to-date resource that shows students how to achieve their marketing objectives through a campaign that coordinates marketing, advertising, and promotion. It provides essential information about planning, implementing, and assessing a comprehensive marketing plan to help students appreciate integrated marketing communications as a business strategy. The author describes the processes and considerations needed to appeal to consumers, identifying how geographic segmentation, timing, competitive environments, and cost contribute to planning. He considers the integration of digital technology, such as social media platforms and mobile apps, and how these can be used for advertising, sales promotion, and public relations. The book’s concise, easy to read explanation of marketing components and their interconnected relationships is solidified by a series of visual summaries as well as examples and useful demonstrations. Students are given the opportunity to prepare their own integrated marketing communication plan based on consumer, product, and market research along with original creative materials and media spreadsheets. Students of marketing communication, advertising and promotion, and digital marketing will love this book’s abbreviated, but thorough format. An interactive companion website rounds out a stellar set of features that encourage quick understanding, participation, and utilization of IMC concepts.
Автор: Podnar Название: Corporate Communication ISBN: 113880472X ISBN-13(EAN): 9781138804722 Издательство: Taylor&Francis Рейтинг: Цена: 58170.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability.
In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola.
This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
Автор: Podnar Название: Corporate Communication ISBN: 1138804703 ISBN-13(EAN): 9781138804708 Издательство: Taylor&Francis Рейтинг: Цена: 153120.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Corporate Communication: A Marketing Viewpoint offers an overview of the framework, key concepts, strategies and techniques from a unique marketing perspective. While other textbooks are limited to a managerial or PR perspective, this book provides a complete, holistic overview of the many ways communication can add value to an organization. Step by step, this text introduces the main concepts of the field, including discipline and function frameworks, corporate identity, corporate and employer branding, corporate social responsibility, stakeholder management, storytelling, corporate associations, identification, commitment and acceptability.
In order to help reinforce key learning points, grasp the essential facts and digest and retain information, the text offers a comprehensive pedagogy, including: chapter summaries; a list of key words and concepts; case studies and questions at the end of each chapter. Principles are illustrated through a wealth of real life examples, drawn from a variety of big, small, global and local companies such as BMW Group, Hidria, Lego, Mercator, Krka, Barilla, Domino's Pizza, Gorenje, Si Mobil, BP, Harley-Davidson and Coca-Cola.
This exciting new textbook is essential reading for all professional corporate marketing and communication executives, as well as undergraduate and postgraduate students of marketing and public relations, not to mention managers who need a complete and accurate view of this increasingly important subject.
Автор: Kelly-Holmes Название: Advertising as Multilingual Communication ISBN: 0230217060 ISBN-13(EAN): 9780230217065 Издательство: Springer Рейтинг: Цена: 79190.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Автор: Baxter Wade Название: Digital Advertising and Marketing Communication ISBN: 1682850064 ISBN-13(EAN): 9781682850060 Издательство: Неизвестно Цена: 150200.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Digital Advertising is an effective strategy for marketing. In the modern age, digital advertising is the most visible form of advertising and it has a positive effect on sales and revenues. This book provides significant information on this discipline to help develop a good understanding of this subject. It unravels the benefits of internet and how they can be utilized for branding. Ideally suited for the students of mass communication, this book extensively covers topics like search engine optimization, search engine marketing, content automation, etc. in a lucid manner.
Название: Political Communication in Real Time ISBN: 1138949418 ISBN-13(EAN): 9781138949416 Издательство: Taylor&Francis Рейтинг: Цена: 64300.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
Much has been made of the speed and constancy of modern politics. Whether watching cable news, retweeting political posts, or receiving news alerts on our phones, political communication now happens continuously and in real time. Traditional research methods do not capture this changed, dynamic environment. Early studies that guided the way for the study of political communication took place at a time when the media environment changed dramatically. Transistors and FM radio, television and widely distributed films technologically changed the way people gained information and developed knowledge of the world around them. Now, the environment has changed again with digital innovations. It is time to recognize emerging ways of knowing how communication works.
This book provides the first real assessment of methods used to study the new digital media environment. It features eleven chapters authored by leading researchers in the field using continuous or real time response methods to study political communication in various forms. Moreover, the authors explain how viewer attitudes can be measured over time, message effects can be pin-- pointed down to the second of impact, behaviors can be tracked and analyzed unobtrusively, and respondents can naturally respond on their smartphone, tablet, or even console gaming system. Leading practitioners in the field working for CNN, Microsoft, Google, and Twitter show how the approach is being innovatively used in the field.
"
Political Communication in Real Time" is a welcomed addition to the growing field of interest in "big data" and continuous response research. This volume will appeal to scholars and practitioners in political science and communication studies wishing to gain new insights into the strengths and limitations of this approach. Political communication is a constant process, so theories, applications, and cognitive models of such communication require continuous measures and methods."
Название: Political Communication in the Online World ISBN: 1138900087 ISBN-13(EAN): 9781138900080 Издательство: Taylor&Francis Рейтинг: Цена: 163330.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание:
As a consequence of the rapid diffusion of online media, the conditions for political communication, and research concerning it have radically changed. Is empirical communication research capable of consistently describing and explaining the changes in political communication in the online world both from a theoretical and methodological perspective?
In this book, Gerhard Vowe, Philipp Henn, and a group of leading international experts in the field of communication studies guide the reader through the complexities of political communication, and evaluate whether and to what extent existing theoretical approaches and research designs are relevant to the online world. In the first part of the book, nine chapters offer researchers the opportunity to test the basic assumptions of prominent theories in the field, to specify them in terms of the conditions of political communication in the online world and to modify them in view of the systematically gained experiences. The second methodological section tests the variations of content analysis, surveys, expert interviews and network analyses in an online environment and documents how successful these methods of empirical analysis have proven to be in political communication.
Written accessibly and contributing to key debates on political communication, this bookshelf essential presents an indispensable account of the necessary tools needed to allow researchers decide which approach and method is better suited to answer their online problem.
Автор: Pardun Carol J Название: Advertising and Society ISBN: 0470673095 ISBN-13(EAN): 9780470673096 Издательство: Wiley Рейтинг: Цена: 41130.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Now revised and updated to reflect the impact of emerging technologies, this new edition of Advertising and Society: Controversies and Consequences examines the evolution of advertising and its influence on society.
Название: Green Advertising and the Reluctant Consumer ISBN: 1138016543 ISBN-13(EAN): 9781138016545 Издательство: Taylor&Francis Рейтинг: Цена: 148010.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses, providing important insights into current practice as well as directions for future research. This book was originally published as a special issue of the Journal of Advertising.
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