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Strategic Copywriting: How to Create Effective Advertising
Paperback

|September 27, 2004

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Strategic Copywriting is a detailed how-to guide on techniques for writing and designing ads in newspapers, magazines, and other print media, as well as those broadcast on radio and television. Edd Applegate walks us through the proven principles of writing…
India Briefing: Takeoff at Last?
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|September 16, 2016

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Since 2001, India has gained new attention as an emerging world power with a rapidly growing economy, a world-class science and technology sector, and a huge English-speaking labor pool. After a period of escalating tension with neighbor Pakistan, wide-ranging…
Shopping Enjoyment: Determinanten, Auswirkungen und moderierende Effekte
Kobo ebook | German

|August 28, 2015

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Shopping Enjoyment bildet einen strategischen Ansatzpunkt für den stationären Handel, um sich von Anbietern des e-Commerce abzuheben. Auf der Basis eines theoretisch-konzeptionell fundierten Untersuchungsmodells werden in diesem Buch der Einfluss…
Brands of Faith: Marketing Religion in a Commercial Age
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|November 1, 2007

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In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities. Brands of Faith argues that in…
Vertex Awards Volume II: International Private Brand Design Competition

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The 2014 Vertex Awards private brand/private label/own brand entrants included more than 250 entries from 21 countries and 55 retailers. This year's winners comprised the first ever entrants from Asia and Africa joining a truly global list of entrants from…
Environmental Advertising in China and the USA: The desire to go green

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Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and…
Advertising: Its Business, Culture and Careers
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|November 27, 2009

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‘A no-holds-barred overview of the very competitive but ultimately rewarding industry that is advertising. Insightful, well-informed, frank and honest. An inspirational eye-opener for all Adland wannabes’ – Gyles Lingwood, Course Leader, Creative Advertising,…
Diversity in Advertising: Broadening the Scope of Research Directions

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This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters…
Psychological Foundations of Marketing
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|November 12, 2012

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A CHOICE Outstanding Academic Title 2013! Are we influenced by ads even when we fast-forward them? Do brands extend our personalities? Why do we spend more when we pay with a credit card? Psychological Foundations of Marketing considers the impact of psychology…
Advertising and Promotion
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|November 10, 2014

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This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and…
What Is A 21st Century Brand?: New Thinking From The Next Generation Of Agency Leaders

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The Excellence Diploma is a rigorous twelve-month program designed by the Institute of Practitioners in Advertising (IPA)-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands.…
American Foreign Policy Since the Vietnam War: The Search for Consensus from Nixon to Clinton

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This book integrates the study of presidential politics and foreign policy-making from the Vietnam aftermath to the events following September 11 and the Iraqi War. Focusing on the relationship between presidents' foreign policy agendas and domestic politics, it…
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