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In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and most important lesson: concept. Structured to provide both a complete course on advertising and a quick reference on…
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Profitable ideas and techniques for advertising on Facebook Tap into the explosive growth of social media and reach your customers with effective Facebook advertising campaigns and savvy insights into how to use this social media phenomenon effectively.…
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Praised as the “essential,” “award-winning advertising career classic,” here is the industry standard that all aspiring creatives turn to for brutally honest—and often droll—career advice, now fully updated to reflect what most…

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How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a…

Hegarty On Advertising

by John John Hegarty

|This title releases December 5, 2017

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What makes a great idea? How do you make the best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the world’s leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom…

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Unstable markets, fierce competition, and relentless change are the only certainties in today's chaotic business world. In their startling new book, authors Brown and Eisenhardt contend that to prosper in such volatile conditions, standard survival strategies…

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This easy-to-use handbook is an essential resource for anyone who needs to write English correspondence for an international business audience. In an engaging, accessible style it integrates the theory and controversies of intercultural communication with the…
Kobo ebook

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Integrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today's economy crosses communication…

Newsjacking

by Grant Hunter

|April 30, 2013

Hardcover

$42.00

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As the media landscape becomes fragmented, the traditional advertising creative department is changing, and agencies are finding new ways to articulate clear, relevant, innovative, and memorable advertising. They are newsjacking—using topicality, social…
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A public relations specialist with over 40 years of experience provides up-to-the-minute information on existing and emerging forms of media. Contains excellent guidance on how to effectively handle and use electronic newspapers and cable TV. Actual releases from…

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Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing…