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Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the…
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Copywriting That Works: Bright Ideas to Help You Inform, Persuade, Motivate and Sell. If you want to master the craft of writing advertising and promotional copy that informs, persuades, motivates and sells, then this book is for you. It will guide you through…

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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…

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Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the…
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As a business owner, you have one chance to make that all important first impression with a potential client. Within around 5 seconds of someone looking at your logo and branding, they will have subconsciously decided as to whether they want to engage your…

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BEAT INCUMBENCY DISEASE, MAKE COMPETITORS IRRELEVANT & STAY NO. 1 WITH YOUR MOST IMPORTANT CONTRACTS AND CUSTOMERS When you win business through a formal bid or tender, you will need to retain it that way too. But only about 50% of incumbent contract holders…

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Crafting successful marketing strategies requires two skills: the ability to diagnose why consumers are not buying, and the ability to predict how marketing actions will change consumer behavior. Drawing from a rich repertoire of consumer behavior theories which…
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When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting , a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this…

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A clash between the ideology of growth and the growth of ideas, between control and creativity, between measurement and the immeasurable, between predictability and the fickle muses of inspiration in engulfing our boardrooms. In this scathing swipe at the…

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Ce livre historique peut contenir de nombreuses coquilles et du texte manquant. Les acheteurs peuvent généralement télécharger une copie gratuite scannée du livre original (sans les coquilles) auprès de l'éditeur. Non référencé. Non illustré. 1825 edition.…

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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…