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Nontraditional Media In Marketing And Advertising

Author: Robyn Blakeman
Publisher: SAGE
ISBN: 1412997615
Size: 26.53 MB
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Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!

Integrated Marketing Communication

Author: Robyn Blakeman
Publisher: Rowman & Littlefield
ISBN: 1538101068
Size: 34.64 MB
Format: PDF, ePub, Docs
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Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Guerrilla Marketing 101 Lab

Author: Jay Conrad Levinson
Publisher: Morgan James Pub
ISBN: 9781933596181
Size: 52.83 MB
Format: PDF, Mobi
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Workbook containing various workshop activities and projects.

The Effects Of The Mass Media On The Use And Abuse Of Alcohol

Author: Susan Ehrlich Martin
Publisher: DIANE Publishing
ISBN: 0788125702
Size: 63.42 MB
Format: PDF, Mobi
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Assesses the presentation of alcohol in the mass media. Intended to stimulate policy-relevant research. Contains a collection of articles on: the mass media, alcohol, and culture: an overview; a review of research on alcohol advertising and media content; advertising and marketing: applying the principles, practices , and outcomes to alcoholic beverages; health promotion: public service announcements, media campaigns, and media advocacy; and a synthesis of the issues. Illustrated.

Brand Media Strategy

Author: Antony Young
Publisher: Macmillan
ISBN: 0230104746
Size: 27.83 MB
Format: PDF, ePub, Mobi
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Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.

Advertising And Popular Culture

Author: Sammy Richard Danna
Publisher: Popular Press
ISBN: 9780879725280
Size: 59.92 MB
Format: PDF, ePub, Mobi
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Advertising and marketing scholars offer some of their most instructive, stimulating, and entertaining works on subliminal perceptions in advertising; nineteenth-century trade cards; T-shirt messages; advertising in the twenty-first century; and the changing male image in advertising.

Always On Advertising Marketing And Media In An Era Of Consumer Control

Author: Christopher Vollmer
Publisher: McGraw Hill Professional
ISBN: 0071508295
Size: 58.94 MB
Format: PDF, Mobi
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The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.

Advertising Theory

Author: Shelly Rodgers
Publisher: Routledge
ISBN: 1136514864
Size: 75.25 MB
Format: PDF, ePub, Docs
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Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory – and across advertising contexts – both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. As a benchmark for the current state of advertising theory, this text will facilitate a deeper understanding for advertising students, and will be required reading for advertising theory coursework.

Dictionary Of Marketing Communications

Author: Norman A. P. Govoni
Publisher: SAGE Publications
ISBN: 1483391892
Size: 62.56 MB
Format: PDF, ePub
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The Dictionary of Marketing Communications contains more than 4,000 entries, including key terms and concepts in the promotion aspect of marketing with coverage of advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing. Growing out of a database of terms compiled over many years by the author for use in his marketing classes at Babson College, this dictionary is a living, growing document reflecting the changing dynamics of the marketing profession. It will be an essential reference to practitioners, managers, academics, students and individuals with an interest in marketing and promotion.

Advertising In New Formats And Media

Author: Patrick De Pelsmacker
Publisher: Emerald Group Publishing
ISBN: 9781785603136
Size: 54.13 MB
Format: PDF, ePub
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The advertising universe is changing rapidly. New communication technologies such as live streaming, gaming, social media and social networking sites, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent: interactivity in online communication; and integration of editorial and commercial content - or the combination of both of these.Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising in bringing together state-of-the-art insights into new advertising formats and how they work. Split into three sections: The Changing Advertising Universe, Advertising in a Digital Connected World and Hidden but Paid for: Branded Content the book provides conceptual overviews, discusses recent academic literature, reports new research work, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike.