11564nam 2200685 450 991015022790332120210317175653.01-78764-066-30-273-76091-2(CKB)2670000000339368(SSID)ssj0001257922(PQKBManifestationID)12544120(PQKBTitleCode)TC0001257922(PQKBWorkID)11275806(PQKB)11161033(MiAaPQ)EBC5174261(MiAaPQ)EBC5175225(MiAaPQ)EBC5832295(MiAaPQ)EBC5137761(MiAaPQ)EBC6398835(Au-PeEL)EBL5137761(OCoLC)1015864919(EXLCZ)99267000000033936820210317d2013 uy 0engurcnu||||||||txtccrAdvertising strategy, creativity and media /Chris Fill, Graham Hughes, Scott De Francesco1st ed.Harlow, England :Pearson,2013.1 online resource (417 pages)Always learningIncludes index.0-273-76089-0 Includes bibliographical references and index.Cover -- Contents -- Guided tour -- Preface -- Overview of the book -- Design features and presentation -- Support materials -- Acknowledgements -- Publisher's acknowledgements -- Chapter 1 An introduction to advertising -- Aims and learning objectives -- Minicase: Painting through insight -- Introduction -- Brief background and development of advertising -- ViewPoint 1.1 A glass and a half of chocolate advertising -- The significance and scope of the advertising industry -- The nature and role of advertising in society -- ViewPoint 1.2 Stroking the public good -- Definitions - what is advertising? -- Types of advertising -- ViewPoint 1.3 Bricking it with the BDA -- Advertising and communication -- Engagement and the role of advertising -- ViewPoint 1.4 Attracting new teachers through behavioural engagement -- Chapter summary -- Review questions -- Chapter references -- Chapter 2 OK, so is this the right meaning? -- Aims and learning objectives -- Minicase: Finding a Match.com -- Introduction -- The core model of communication -- ViewPoint 2.1 Understanding Chinese office coffee drinkers -- Factors that influence the communication process -- The influencer model of communication -- ViewPoint 2.2 Opinion leadership in action -- The interactional model of communication -- Other types of communication -- Source characteristics -- Establishing credibility -- ViewPoint 2.3 Smoking seeks credibility -- Cognitive processing -- Attitudes -- Using advertising to influence attitudes -- The elaboration likelihood model -- ViewPoint 2.4 Meerkats go peripheral -- Chapter summary -- Review questions -- Chapter references -- Chapter 3 Advertising: theories, concepts and frameworks -- Aims and learning objectives -- Minicase: Johnnie Walker keeps striding -- Introduction -- The use of information and emotion in advertising.ViewPoint 3.1 An emotional recovery for Hovis -- Advertising models and concepts -- Eclectic models of advertising -- ViewPoint 3.2 Crown get people talking about paint -- The strong and weak theories of advertising -- Using advertising strategically -- ViewPoint 3.3 Sleeping with wolves . . . well, nearly -- The Institute of Practitioners in Advertising -- ViewPoint 3.4 Ring me for fame -- Chapter summary -- Review questions -- Chapter references -- Chapter 4 Advertising: strategies, planning and positioning -- Aims and learning objectives -- Minicase: Ulster Bank . . . ing on students -- Introduction -- What is strategy? -- Communications strategies -- Objectives and strategic development -- ViewPoint 4.1 Retailer aims to make customers' lives easier -- Advertising planning and frameworks -- ViewPoint 4.2 Pringles crunch into China -- ViewPoint 4.3 It's how they behave and what they look like -- Positioning -- ViewPoint 4.4 Adopting a safe position in Germany -- Chapter summary -- Review questions -- Chapter references -- Chapter 5 Creativity, content and appeals -- Aims and learning objectives -- Minicase: Creative repositioning needed by Volvo -- Introduction -- What is creativity? -- Creative roles and skills -- ViewPoint 5.1 Sir John Hegarty, a leading creative light -- The creative process -- Creative content -- ViewPoint 5.2 Creative ideas and original content key for brands -- Message appeals -- ViewPoint 5.3 Benetton returns to 'edgy' advertising -- Evaluating creativity -- ViewPoint 5.4 Winning at Cannes Creative Festival -- Chapter summary -- Review questions -- Chapter references -- Chapter 6 Brand communications: the role of advertising -- Aims and learning objectives -- Minicase: Diamonds, because she's worth it -- Introduction -- Brand definitions -- Types of branding -- ViewPoint 6.1 Coca-Cola means lifestyle . . . today.ViewPoint 6.2 Eddie Stobart delivers strong B2B branding -- Brand characteristics -- ViewPoint 6.3 Red Bull's exciting personality -- Brand associations -- The role of advertising and communications in branding -- ViewPoint 6.4 Virgin Atlantic do it up there - above the line -- ViewPoint 6.5 Building brands of steel with Tata -- ViewPoint 6.6 Around the line with Armenian brandy -- Brand equity -- Chapter summary -- Review questions -- Chapter references -- Chapter 7 The advertising industry -- Aims and learning objectives -- Minicase: Help is at hand: a new agency approach -- Introduction -- Agency structures and integration -- ViewPoint 7.1 Procter & Gamble's BAL agency model -- Advertising agency structures and types -- ViewPoint 7.2 DDB - some of the original 'Madmen' -- ViewPoint 7.3 Global communications at WPP and Dentsu -- Agency operations and roles -- Advertising agency selection -- Agency remuneration -- ViewPoint 7.4 Coca-Cola's recipe for agency compensation -- Advertising budgets -- ViewPoint 7.5 Who spends the most? -- Chapter summary -- Review questions -- Chapter references -- Chapter 8 Traditional media -- Aims and learning objectives -- Minicase: Flying in Finnair to Asia -- Introduction -- Print media -- Magazines -- Some strengths in using magazines in the media plan -- Some weaknesses in using magazines in the media plan -- ViewPoint 8.1 Arla seek to Integrate with a loyalty campaign -- Newspapers -- Newspaper advertising -- Some strengths in using newspapers in the media plan -- Some weaknesses in using newspapers in the media plan -- Electronic media -- Radio -- ViewPoint 8.2 Nike in China - branding sports -- Some strengths in using radio in the media plan -- Some weaknesses in using radio in the media plan -- Television -- Some strengths in using television in the media plan.Some weaknesses in using television in the media plan -- ViewPoint 8.3 Cable television - branding with Latino cool -- Out-of-home media -- Some strengths in using out-of-home in the media plan -- Some weaknesses in using out-of-home in the media plan -- Direct mail -- ViewPoint 8.4 Reaching Aussie teens about cyberbullying -- Some strengths in using direct mail in the media plan -- Some weaknesses in using direct mail in the media plan -- Alternative advertising media -- Chapter summary -- Review questions -- Chapter references -- Chapter 9 Digital media and emerging technologies -- Aims and learning objectives -- Minicase: Changing the country from the ground up -- Introduction -- Internet and online advertising -- Some strengths in using online in the media plan -- ViewPoint 9.1 A Singapore brand for the digital age -- Some weaknesses in using online in the media plan -- ViewPoint 9.2 Using paint to decorate a website -- Mobile marketing -- ViewPoint 9.3 Funding a worthy cause through mobile marketing -- Some strengths in using mobile telephony in the media plan -- Some weaknesses in using mobile telephony in the media plan -- ViewPoint 9.4 Promoting HD football packages via mobile advertising -- Social media marketing -- Some strengths in using social media in the media plan -- Some weaknesses in using social media in the media plan -- Gaming -- Some strengths in using gaming in the media plan -- Some weaknesses in using gaming in the media plan -- Supplementary digital advertising media -- Chapter summary -- Review questions -- Chapter references -- Chapter 10 Media planning -- Aims and learning objectives -- Minicase: A need to revisit supermarket TV -- Introduction -- How does media planning work? -- ViewPoint 10.1 The Apartheid Museum: media plan creates awareness through pop culture -- A short and recent evolution of media planning.The media plan -- ViewPoint 10.2 Engaging social media in Brazil -- Factors in determining media objectives and strategies -- Scheduling -- ViewPoint 10.3 Nutritious . . . and delicious -- Media buying -- ViewPoint 10.4 Planning media (internally) for two languages -- Chapter summary -- Review questions -- Chapter references -- Chapter 11 Measuring advertising efficiency and effectiveness -- Aims and learning objectives -- Minicase: Measuring the media -- Introduction -- Media audience research -- ViewPoint 11.1 Seeking lasting relationships through online media measurability -- Calculating the audience -- Print measurement -- ViewPoint 11.2 Rebating the holiday season -- Broadcast measurement -- Digital measurement -- Internet -- ViewPoint 11.3 The Marmarati - only extreme lovers need apply -- Social media measurement -- ViewPoint 11.4 Bringing International Women's Day to Twitter -- Buying the media -- Chapter summary -- Review questions -- Chapter references -- Chapter 12 Standards and responsibilities -- Aims and learning objectives -- Minicase: Saving the Indian tiger with Aircel -- Introduction -- Attitudes towards advertising -- Ethics and advertising -- Controls and regulations -- The Advertising Standards Authority (ASA) -- Codes of practice -- Complaints and sanctions -- ViewPoint 12.1 So what do consumers complain about? -- ViewPoint 12.2 Promoting responsible drinking -- Corporate social responsibility -- ViewPoint 12.3 Leading brands to inspire sustainability in the UK -- ViewPoint 12.4 Kenco forms alliance to establish CSR -- Chapter summary -- Review questions -- Chapter references -- Chapter 13 Contemporary issues in advertising -- Aims and learning objectives -- Minicase: Go on, be a hero and pay your TV licence fee: a Swedish case of Radiotjänst -- Introduction -- Why can't we integrate our brand communications?.ViewPoint 13.1 Morrisons do integrated growing.The book covers advertising from top to bottom, with extensive coverage of traditional and contemporary approaches to all advertising media and a wealth of contemporary examples from around Europe and beyond. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects.  &nbsp.Always learning.AdvertisingStudy and teachingMass mediaStudy and teachingAdvertisingStudy and teaching.Mass mediaStudy and teaching.659.1072Fill Chris499408Hughes GrahamDe Francesco Scott1950-MiAaPQMiAaPQMiAaPQBOOK9910150227903321Advertising3083704UNINA02463nam 2200601Ia 450 991079014470332120200520144314.01-280-58246-497866136122430-12-394787-1(CKB)2670000000172215(EBL)896326(OCoLC)792685021(SSID)ssj0000629779(PQKBManifestationID)11394961(PQKBTitleCode)TC0000629779(PQKBWorkID)10742250(PQKB)11057559(Au-PeEL)EBL896326(CaPaEBR)ebr10551743(CaSebORM)9780080982069(MiAaPQ)EBC896326(EXLCZ)99267000000017221520120127d2012 uy 0engur|n|---|||||txtccrGeothermal power plants[electronic resource] principles, applications, case studies, and environmental impact /Ronald DiPippo3rd ed.Amsterdam ;Boston Butterworth-Heinemannc20121 online resource (625 p.)Description based upon print version of record.0-08-098206-9 Includes bibliographical references and index.Copyright page; Problems; Problems; Problems; Problems; Problems; Problems; Problems; Problems; Problems Now in its 3e, this single resource covers all aspects of the utilization of geothermal energy for power generation using fundamental scientific and engineering principles. Its practical emphasis is enhanced by the use of case studies from real plants that increase the reader's understanding of geothermal energy conversion and provide a unique compilation of hard-to-obtain data and experience. Important new chapters cover Hot Dry Rock, Enhanced Geothermal Systems, and Deep Hydrothermal Systems. New, international case studies provide practical, hands-on knowledge. <liGeothermal power plantsGeothermal resourcesGeothermal engineeringGeothermal power plants.Geothermal resources.Geothermal engineering.621.44DiPippo Ronald627305MiAaPQMiAaPQMiAaPQBOOK9910790144703321Geothermal power plants1213507UNINA