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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
|
||
| Harlow, England : , : Pearson, , 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Business Marketing Face to Face [[electronic resource]]
| Business Marketing Face to Face [[electronic resource]] |
| Autore | Fill Chris |
| Pubbl/distr/stampa | Oxford, : Goodfellow Publishers Ltd, 2011 |
| Descrizione fisica | 1 online resource (344 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | McKeeScot |
| Soggetto topico |
Industrial marketing
Marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-32141-6
1-906884-69-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Acknowledgements; 1An Introduction to Business Marketing; A Slice of Life - Bare Essentials; The Characteristics of Business Markets; Types of Organisational Customers; Types of Business Goods and Services; The Characteristics of B2B Marketing; B2B Marketing Mix; Introducing Perceived Value; The Importance of B2B Relationships; 2Business Products and Services; A Slice of Life - The Battle between Products and Services; Product Characteristics; Business Product Strategy; Business services; Service Processes; The Product-Service Spectrum; Product Life Cycle
Technological Applications and the PLCStrategic Implications Arising from the PLC; New Product Development (NPD); New Service Development; Stages of Product/Service Innovation Development; The Technology Adoption Life Cycle; 3Organisational Buying Behaviour; Slice of Life - Consulting with Consultancies; Comparing Organisational and Consumer Buyer Behaviour; Decision Making Units - Characteristics; The Decision Making Process; Influences Shaping Organisational Buying Behaviour; Uncertainty, Risk and Relationships in OBB; eProcurement; 4Relationship Marketing A Slice of Life - The Devil You KnowBusiness Relationships - Background; Relationship Marketing - Theoretical Foundations; The Customer Relationship Life Cycle; Differing Types of Relationships; Partnerships and Alliances; Trust, Commitment and Customer Satisfaction; 5Strategy: Segmentation, Positioning and Pricing; A Slice of Life - A Little Ray of Sunshine; Segmentation; Bases for Segmenting Business Markets; Target Market Selection; Barriers to Segmentation; Positioning; Pricing; Leasing; 6Marketing Channels; A Slice of Life - User Journeys; Function and Purpose of Marketing Channels Service OutputsChannel Flows; Types of Distribution Channel; Channel Roles and Membership; 7Supply Chains, Channel Structures and Networks; A Slice of Life - The Chain of Events; Supply Chains; Key elements in Supply Chain Management; Principles of Supply Chain Management; Marketing Channel Design; Channel Configuration; Channel Structure; A Spectrum of Influence in Channel Structures; Networks; Electronic Channels; 8Managing B2B Relationships; A Slice of Life - Believing in the Relationship; The Concept of Power; Channel Conflict; The Nature of Conflict; Reasons for Conflict Managing Interorganisational ConflictBuilding Relationships; The Impact of Technology on Business Relationships; eCommerce and Conflict; Customer Relationship Management Systems; 9Principles of Business Marketing Communications; A Slice of Life - Evolution or Revolution?; Defining Marketing Communications; The Role of Marketing Communications; The Tasks of Marketing Communication; Strategy and Planning MCs; Is it about Campaigns or Activities?; B2B Branding; Integrated Marketing Communications; Channel-based Marketing Communications; Relationship Marketing and Communications 10The Business Marketing Communications Mix |
| Record Nr. | UNINA-9910453096503321 |
|
Fill Chris
|
||
| Oxford, : Goodfellow Publishers Ltd, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Business Marketing Face to Face [[electronic resource]]
| Business Marketing Face to Face [[electronic resource]] |
| Autore | Fill Chris |
| Pubbl/distr/stampa | Oxford, : Goodfellow Publishers Ltd, 2011 |
| Descrizione fisica | 1 online resource (344 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | McKeeScot |
| Soggetto topico |
Industrial marketing
Marketing |
| ISBN |
1-283-32141-6
1-906884-69-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Acknowledgements; 1An Introduction to Business Marketing; A Slice of Life - Bare Essentials; The Characteristics of Business Markets; Types of Organisational Customers; Types of Business Goods and Services; The Characteristics of B2B Marketing; B2B Marketing Mix; Introducing Perceived Value; The Importance of B2B Relationships; 2Business Products and Services; A Slice of Life - The Battle between Products and Services; Product Characteristics; Business Product Strategy; Business services; Service Processes; The Product-Service Spectrum; Product Life Cycle
Technological Applications and the PLCStrategic Implications Arising from the PLC; New Product Development (NPD); New Service Development; Stages of Product/Service Innovation Development; The Technology Adoption Life Cycle; 3Organisational Buying Behaviour; Slice of Life - Consulting with Consultancies; Comparing Organisational and Consumer Buyer Behaviour; Decision Making Units - Characteristics; The Decision Making Process; Influences Shaping Organisational Buying Behaviour; Uncertainty, Risk and Relationships in OBB; eProcurement; 4Relationship Marketing A Slice of Life - The Devil You KnowBusiness Relationships - Background; Relationship Marketing - Theoretical Foundations; The Customer Relationship Life Cycle; Differing Types of Relationships; Partnerships and Alliances; Trust, Commitment and Customer Satisfaction; 5Strategy: Segmentation, Positioning and Pricing; A Slice of Life - A Little Ray of Sunshine; Segmentation; Bases for Segmenting Business Markets; Target Market Selection; Barriers to Segmentation; Positioning; Pricing; Leasing; 6Marketing Channels; A Slice of Life - User Journeys; Function and Purpose of Marketing Channels Service OutputsChannel Flows; Types of Distribution Channel; Channel Roles and Membership; 7Supply Chains, Channel Structures and Networks; A Slice of Life - The Chain of Events; Supply Chains; Key elements in Supply Chain Management; Principles of Supply Chain Management; Marketing Channel Design; Channel Configuration; Channel Structure; A Spectrum of Influence in Channel Structures; Networks; Electronic Channels; 8Managing B2B Relationships; A Slice of Life - Believing in the Relationship; The Concept of Power; Channel Conflict; The Nature of Conflict; Reasons for Conflict Managing Interorganisational ConflictBuilding Relationships; The Impact of Technology on Business Relationships; eCommerce and Conflict; Customer Relationship Management Systems; 9Principles of Business Marketing Communications; A Slice of Life - Evolution or Revolution?; Defining Marketing Communications; The Role of Marketing Communications; The Tasks of Marketing Communication; Strategy and Planning MCs; Is it about Campaigns or Activities?; B2B Branding; Integrated Marketing Communications; Channel-based Marketing Communications; Relationship Marketing and Communications 10The Business Marketing Communications Mix |
| Record Nr. | UNINA-9910779311703321 |
|
Fill Chris
|
||
| Oxford, : Goodfellow Publishers Ltd, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Business Marketing Face to Face [[electronic resource]]
| Business Marketing Face to Face [[electronic resource]] |
| Autore | Fill Chris |
| Pubbl/distr/stampa | Oxford, : Goodfellow Publishers Ltd, 2011 |
| Descrizione fisica | 1 online resource (344 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | McKeeScot |
| Soggetto topico |
Industrial marketing
Marketing |
| ISBN |
1-283-32141-6
1-906884-69-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Acknowledgements; 1An Introduction to Business Marketing; A Slice of Life - Bare Essentials; The Characteristics of Business Markets; Types of Organisational Customers; Types of Business Goods and Services; The Characteristics of B2B Marketing; B2B Marketing Mix; Introducing Perceived Value; The Importance of B2B Relationships; 2Business Products and Services; A Slice of Life - The Battle between Products and Services; Product Characteristics; Business Product Strategy; Business services; Service Processes; The Product-Service Spectrum; Product Life Cycle
Technological Applications and the PLCStrategic Implications Arising from the PLC; New Product Development (NPD); New Service Development; Stages of Product/Service Innovation Development; The Technology Adoption Life Cycle; 3Organisational Buying Behaviour; Slice of Life - Consulting with Consultancies; Comparing Organisational and Consumer Buyer Behaviour; Decision Making Units - Characteristics; The Decision Making Process; Influences Shaping Organisational Buying Behaviour; Uncertainty, Risk and Relationships in OBB; eProcurement; 4Relationship Marketing A Slice of Life - The Devil You KnowBusiness Relationships - Background; Relationship Marketing - Theoretical Foundations; The Customer Relationship Life Cycle; Differing Types of Relationships; Partnerships and Alliances; Trust, Commitment and Customer Satisfaction; 5Strategy: Segmentation, Positioning and Pricing; A Slice of Life - A Little Ray of Sunshine; Segmentation; Bases for Segmenting Business Markets; Target Market Selection; Barriers to Segmentation; Positioning; Pricing; Leasing; 6Marketing Channels; A Slice of Life - User Journeys; Function and Purpose of Marketing Channels Service OutputsChannel Flows; Types of Distribution Channel; Channel Roles and Membership; 7Supply Chains, Channel Structures and Networks; A Slice of Life - The Chain of Events; Supply Chains; Key elements in Supply Chain Management; Principles of Supply Chain Management; Marketing Channel Design; Channel Configuration; Channel Structure; A Spectrum of Influence in Channel Structures; Networks; Electronic Channels; 8Managing B2B Relationships; A Slice of Life - Believing in the Relationship; The Concept of Power; Channel Conflict; The Nature of Conflict; Reasons for Conflict Managing Interorganisational ConflictBuilding Relationships; The Impact of Technology on Business Relationships; eCommerce and Conflict; Customer Relationship Management Systems; 9Principles of Business Marketing Communications; A Slice of Life - Evolution or Revolution?; Defining Marketing Communications; The Role of Marketing Communications; The Tasks of Marketing Communication; Strategy and Planning MCs; Is it about Campaigns or Activities?; B2B Branding; Integrated Marketing Communications; Channel-based Marketing Communications; Relationship Marketing and Communications 10The Business Marketing Communications Mix |
| Record Nr. | UNINA-9910811801403321 |
|
Fill Chris
|
||
| Oxford, : Goodfellow Publishers Ltd, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Essentials of marketing communications / / Chris Fill
| Essentials of marketing communications / / Chris Fill |
| Autore | Fill Chris |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Harlow, : Financial Times Prentice Hall, 2011 |
| Descrizione fisica | 1 online resource (xxvii, 412 p. ) : col. ill |
| Disciplina | 658.802 |
| Soggetto topico | Communication in marketing |
| ISBN |
9780273738459 (e-book)
9780273738442 (pbk.) |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part One Introduction to Marketing Communications; Chapter 1 The Scope of Marketing Communications; Chapter 2 Communication: interactivity & conversations; Chapter 3 Audiences: attitudes, behaviour & decision making; Minicases; Part Two Managing Marketing Communications; Chapter 4 Strategies, objectives and positioning; Chapter 5 Integration and Planning; Chapter 6 Branding, Budgeting & Evaluation; Chapter 7 Agencies: Practice, Regulation & International Communications; Chapter 8 Shaping Relationships with Marketing Communications; Minicases; Part Three The Marketing Communications Mix; Chapter 9 Advertising; Chapter 10 Public Relations and Sponsorship; Chapter 11 Direct Marketing and Personal Selling; Chapter 12 Sales Promotion, Exhibitions and Product Placement; Chapter 13 Media: conventional and digital; Chapter 14 Interactive Marketing Communications; Chapter 15 Content: credibility, messages and creative approaches; Minicases; Index. |
| Record Nr. | UNINA-9910150242903321 |
|
Fill Chris
|
||
| Harlow, : Financial Times Prentice Hall, 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing communications : discovery, creation and conversations / / Chris Fill and Sarah Turnbull
| Marketing communications : discovery, creation and conversations / / Chris Fill and Sarah Turnbull |
| Autore | Fill Chris |
| Edizione | [7th ed.] |
| Pubbl/distr/stampa | Harlow, England, : Pearson, 2016 |
| Descrizione fisica | 1 online resource (xxxvi, 724 p.) : col. ill |
| Disciplina | 658.802 |
| Soggetto topico |
Communication in marketing
Marketing channels Sales promotion Branding (Marketing) |
| ISBN | 1-292-09383-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Part 1 Introduction to marketing communications -- 1 Introducing marketing communications -- 2 Communications: forms and conversations -- 3 Audience insight: information processing and behaviour -- 4 How marketing communications might work -- Part 2 Managing marketing communications -- 5 Marketing communications: strategy and planning -- 6 Marketing communications: objectives and positioning -- 7 The communications industry: structure, operations and finance -- 8 Evaluation and metrics -- 9 Branding and marketing communications -- 10 Integrated marketing communications -- Part 3 The marketing communications mix -- 11 Advertising: role, forms and strategy -- 12 Public relations: principles and practice -- 13 Sponsorship -- 14 Direct marketing and personal selling -- 15 Sales promotion, field marketing and brand experience -- 16 Brand placement, exhibitions, packaging and licensing -- 17 Messages and creativity -- 18 Media - principles and practice -- 19 Social, search and other interactive media -- 20 Media planning: reaching audiences. |
| Record Nr. | UNINA-9910154947103321 |
|
Fill Chris
|
||
| Harlow, England, : Pearson, 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||