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Advertising : strategy, creativity and media / / Chris Fill, Graham Hughes, Scott De Francesco
| Advertising : strategy, creativity and media / / Chris Fill, Graham Hughes, Scott De Francesco |
| Autore | Fill Chris |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , 2013 |
| Descrizione fisica | 1 online resource (417 pages) |
| Disciplina | 659.1072 |
| Collana | Always learning |
| Soggetto topico |
Advertising - Study and teaching
Mass media - Study and teaching |
| ISBN |
1-78764-066-3
0-273-76091-2 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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. |
| Record Nr. | UNINA-9910150227903321 |
Fill Chris
|
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| Harlow, England : , : Pearson, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
After the media : culture and identity in the 21st century / / Pete Bennett, Alex Kendall and Julian McDougall
| After the media : culture and identity in the 21st century / / Pete Bennett, Alex Kendall and Julian McDougall |
| Autore | Bennett Peter <1961-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2011 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 302.23 |
| Altri autori (Persone) |
KendallAlex
McDougallJulian |
| Soggetto topico |
Mass media - 21st century
Mass media - History - 21st century Mass media -- History -- 21st century Mass media - Study and teaching - Great Britain Mass media -- Study and teaching -- Great Britain Mass media and culture Mass media and culture - History - 21st century - Great Britain Mass media - Study and teaching Mass media Journalism & Communications Communication & Mass Media |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-12689-3
9786613126894 1-136-73228-4 0-203-81788-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; After the Media; Copyright; Contents; Acknowledgements; Introduction; 1. Power after the media; 2. Genre after the media; 3. Representation after the media; 4. Ideology after the media; 5. Identity after the media; 6. History after the media; 7. Audience after the media; 8. Narrative after the media: from narrative to reading; 9. Technology after the media; Conclusion: Pedagogy after the media: towards a 'pedagogy of the inexpert'; References; Index |
| Record Nr. | UNINA-9910461396103321 |
|
Bennett Peter <1961-, >
|
||
| London ; ; New York : , : Routledge, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
After the media : culture and identity in the 21st century / / Pete Bennett, Alex Kendall and Julian McDougall
| After the media : culture and identity in the 21st century / / Pete Bennett, Alex Kendall and Julian McDougall |
| Autore | Bennett Peter <1961-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2011 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 302.23 |
| Altri autori (Persone) |
KendallAlex
McDougallJulian |
| Soggetto topico |
Mass media - 21st century
Mass media - History - 21st century Mass media -- History -- 21st century Mass media - Study and teaching - Great Britain Mass media -- Study and teaching -- Great Britain Mass media and culture Mass media and culture - History - 21st century - Great Britain Mass media - Study and teaching Mass media Journalism & Communications Communication & Mass Media |
| ISBN |
1-136-73227-6
1-283-12689-3 9786613126894 1-136-73228-4 0-203-81788-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; After the Media; Copyright; Contents; Acknowledgements; Introduction; 1. Power after the media; 2. Genre after the media; 3. Representation after the media; 4. Ideology after the media; 5. Identity after the media; 6. History after the media; 7. Audience after the media; 8. Narrative after the media: from narrative to reading; 9. Technology after the media; Conclusion: Pedagogy after the media: towards a 'pedagogy of the inexpert'; References; Index |
| Record Nr. | UNINA-9910789438403321 |
|
Bennett Peter <1961-, >
|
||
| London ; ; New York : , : Routledge, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
After the media : culture and identity in the 21st century / / Pete Bennett, Alex Kendall and Julian McDougall
| After the media : culture and identity in the 21st century / / Pete Bennett, Alex Kendall and Julian McDougall |
| Autore | Bennett Peter <1961-, > |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2011 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 302.23 |
| Altri autori (Persone) |
KendallAlex
McDougallJulian |
| Soggetto topico |
Mass media - 21st century
Mass media - History - 21st century Mass media -- History -- 21st century Mass media - Study and teaching - Great Britain Mass media -- Study and teaching -- Great Britain Mass media and culture Mass media and culture - History - 21st century - Great Britain Mass media - Study and teaching Mass media Journalism & Communications Communication & Mass Media |
| ISBN |
1-136-73227-6
1-283-12689-3 9786613126894 1-136-73228-4 0-203-81788-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover; After the Media; Copyright; Contents; Acknowledgements; Introduction; 1. Power after the media; 2. Genre after the media; 3. Representation after the media; 4. Ideology after the media; 5. Identity after the media; 6. History after the media; 7. Audience after the media; 8. Narrative after the media: from narrative to reading; 9. Technology after the media; Conclusion: Pedagogy after the media: towards a 'pedagogy of the inexpert'; References; Index |
| Record Nr. | UNINA-9910813522303321 |
|
Bennett Peter <1961-, >
|
||
| London ; ; New York : , : Routledge, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Asia Pacific media educator
| Asia Pacific media educator |
| Pubbl/distr/stampa | [Wollongong, N.S.W.] : , : [Graduate School of Journalism, University of Wollongong], , [1996]-2021 |
| Descrizione fisica | 1 online resource |
| Disciplina |
302.230705
070.4 |
| Soggetto topico |
Journalism - Asia
Journalism - Pacific Area Journalism - Study and teaching - Asia Journalism - Study and teaching - Pacific Area Mass media - Study and teaching - Asia Mass media - Study and teaching - Pacific Area Communication - Study and teaching - Asia Communication - Study and teaching - Pacific Area Journalisme - Asie Journalisme - Pacifique, Région du Journalisme - Étude et enseignement - Asie Journalisme - Étude et enseignement - Pacifique, Région du Médias - Étude et enseignement - Asie Médias - Étude et enseignement - Pacifique, Région du Communication - Study and teaching Journalism Journalism - Study and teaching Mass media - Study and teaching |
| Soggetto genere / forma |
Periodical
periodicals. Periodicals. Périodiques. |
| ISSN | 2321-5410 |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti |
AsiaPacific mediaeducator
APME |
| Record Nr. | UNISA-996251313503316 |
| [Wollongong, N.S.W.] : , : [Graduate School of Journalism, University of Wollongong], , [1996]-2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Asia Pacific media educator
| Asia Pacific media educator |
| Pubbl/distr/stampa | [Wollongong, N.S.W.] : , : [Graduate School of Journalism, University of Wollongong], , 1996-2021 |
| Descrizione fisica | 1 online resource |
| Disciplina |
302.230705
070.4 |
| Soggetto topico |
Journalism - Asia
Journalism - Pacific Area Journalism - Study and teaching - Asia Journalism - Study and teaching - Pacific Area Mass media - Study and teaching - Asia Mass media - Study and teaching - Pacific Area Communication - Study and teaching - Asia Communication - Study and teaching - Pacific Area Communication - Study and teaching Journalism Journalism - Study and teaching Mass media - Study and teaching |
| Soggetto genere / forma |
Periodical
periodicals. Periodicals. |
| ISSN | 2321-5410 |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti |
AsiaPacific mediaeducator
APME |
| Record Nr. | UNINA-9910143327603321 |
| [Wollongong, N.S.W.] : , : [Graduate School of Journalism, University of Wollongong], , 1996-2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Australian screen education
| Australian screen education |
| Pubbl/distr/stampa | Carlton South, Vic., : Australian Teachers of Media, 1999- |
| Descrizione fisica | 1 online resource |
| Soggetto topico |
Mass media - Study and teaching - Australia
Audio-visual education - Australia Audio-visual education Mass media - Study and teaching |
| Soggetto genere / forma | Periodicals. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910219904803321 |
| Carlton South, Vic., : Australian Teachers of Media, 1999- | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Comensalidades em narrativa : estudos de mídia e subjetividade / / Francisco Romão Ferreira [and three others]
| Comensalidades em narrativa : estudos de mídia e subjetividade / / Francisco Romão Ferreira [and three others] |
| Autore | Ferreira Francisco Romão |
| Pubbl/distr/stampa | [Place of publication not identified] : , : EDUFBA, , 2022 |
| Descrizione fisica | 1 online resource (347 pages) |
| Disciplina | 302.23071 |
| Soggetto topico | Mass media - Study and teaching |
| ISBN | 9786556305226 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | por |
| Nota di contenuto | Front Matter -- Elementos Pré - textuais -- Páginas Iniciales -- Apresentação - Comensalidades, narrativas e subjetividade: sentidos em jogo -- Parte I - Comensalidades, narrativas e consumo -- Auténticamente español, pero no mucho: consumo, emoções e narrativas sobre o Madrileño da confeitaria Manon -- Humor, consumismo e comensalidade em vídeos do "Porta dos Fundos" -- Mídia, representação e circularidade: a potência de Vai que cola frente aos sentidos sobre alimentação saudável -- Comida, cultura e zumbis: como a alimentação humaniza os mortos-vivos midiáticos contemporâneos -- Camera eats first: O hábito de postar fotos de comida nas redes sociais -- Do jardim à mesa: subjetividades no consumo de flores comestíveis -- Veganismo e consumo de produtos mimetizadores da carne: anomia, flexibilidades identitárias e disputas simbólicas -- Alimentación, consumo, salud y discursos: reflexiones sobre un entramado social complejo -- Parte II - Comensalidades, mídias e saúde -- "Doña Petrona" y "Master Cheff Celibrity": ¿ Aliados para afrontar las nuevas formas del hambre em Argentina? -- Cenas da fome no show da vida: narrativas midiáticas no contexto da pandemia de covid-19 -- Maternidade editada: introdução alimentar em diários no Instagram -- Revistas de culinária de supermercados portugueses: discursos contraditórios para as mães -- Consumo e comensalidade na infância a partir dos filmes Criança, a alma do negócio e Muito além do peso -- "Quer um picolé?": comensalidade, bioética e câncer no cinema -- Famílias, comensalidades e subjetividades: o imperativo da compulsão no filme Krisha -- Sobre os autores. |
| Altri titoli varianti | Comensalidades em narrativa |
| Record Nr. | UNINA-9910765514703321 |
|
Ferreira Francisco Romão
|
||
| [Place of publication not identified] : , : EDUFBA, , 2022 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Competencias y perfiles profesionales en el ámbito de la comunicación / / Carlos Cachán Alcolea, Marta Perlado Lamo de Espinosa, and Mar Ramos Rodríguez
| Competencias y perfiles profesionales en el ámbito de la comunicación / / Carlos Cachán Alcolea, Marta Perlado Lamo de Espinosa, and Mar Ramos Rodríguez |
| Autore | Cachán-Alcolea Carlos |
| Pubbl/distr/stampa | Madrid, Spain : , : Dykinson, , [2016] |
| Descrizione fisica | 1 online resource (xii, 360 páginas) |
| Disciplina | 302.231 |
| Soggetto topico |
Vocational qualifications
Mass media - Study and teaching Journalists - Employment |
| ISBN | 84-9148-208-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910792910203321 |
|
Cachán-Alcolea Carlos
|
||
| Madrid, Spain : , : Dykinson, , [2016] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Competencias y perfiles profesionales en el ámbito de la comunicación / / Carlos Cachán Alcolea, Marta Perlado Lamo de Espinosa, and Mar Ramos Rodríguez
| Competencias y perfiles profesionales en el ámbito de la comunicación / / Carlos Cachán Alcolea, Marta Perlado Lamo de Espinosa, and Mar Ramos Rodríguez |
| Autore | Cachán-Alcolea Carlos |
| Pubbl/distr/stampa | Madrid, Spain : , : Dykinson, , [2016] |
| Descrizione fisica | 1 online resource (xii, 360 páginas) |
| Disciplina | 302.231 |
| Soggetto topico |
Vocational qualifications
Mass media - Study and teaching Journalists - Employment |
| ISBN | 84-9148-208-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910827145203321 |
|
Cachán-Alcolea Carlos
|
||
| Madrid, Spain : , : Dykinson, , [2016] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
