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Advertising [[electronic resource] ] : types, trends and controversies / / Evelyn P. Mann, editor
Advertising [[electronic resource] ] : types, trends and controversies / / Evelyn P. Mann, editor
Pubbl/distr/stampa New York, : Nova Science Publishers, c2012
Descrizione fisica 1 online resource (158 p.)
Disciplina 659.1
Altri autori (Persone) MannEvelyn P
Collana Advertising : media, marketing and consumer demands
Soggetto topico Advertising
Advertising - New products
Consumer behavior
Soggetto genere / forma Electronic books.
ISBN 1-62081-679-2
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910452889703321
New York, : Nova Science Publishers, c2012
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Advertising [[electronic resource] ] : types, trends and controversies / / Evelyn P. Mann, editor
Advertising [[electronic resource] ] : types, trends and controversies / / Evelyn P. Mann, editor
Pubbl/distr/stampa New York, : Nova Science Publishers, c2012
Descrizione fisica 1 online resource (158 p.)
Disciplina 659.1
Altri autori (Persone) MannEvelyn P
Collana Advertising : media, marketing and consumer demands
Soggetto topico Advertising
Advertising - New products
Consumer behavior
Soggetto genere / forma Electronic books.
ISBN 1-62081-679-2
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910535443903321
New York, : Nova Science Publishers, c2012
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Advertising & IMC : principles & practice / / Sandra Moriarty, Nancy Mitchell, William Wells
Advertising & IMC : principles & practice / / Sandra Moriarty, Nancy Mitchell, William Wells
Autore Moriarty Sandra E (Sandra Ernst)
Edizione [Tenth edition, global edition.]
Pubbl/distr/stampa Boston : , : Pearson, , [2015]
Descrizione fisica 1 online resource (672 pages) : color illustrations, photographs
Disciplina 659.1
Collana Always Learning
Soggetto topico Advertising
Soggetto genere / forma Electronic books.
ISBN 1-292-01739-2
1-292-01995-6
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover -- Title Page -- Contents -- Preface -- PART 1 Principle: Back to Basics -- 1. Advertising -- IT'S A WINNER: Old Spice: What It Takes to Be a Man -- What Is Advertising? -- What Are Advertising's Basic Functions? -- What Are the Key Components of Advertising? -- Common Types of Advertising -- Other Important Promotional Tools -- What Roles Does Advertising Perform? -- A MATTER OF PRACTICE: The Greatest Commercial Ever Made -- How Did Current Practices and Concepts Evolve? -- Eras and Ages -- The Advertising World -- Who Are the Key Players? -- A MATTER OF PRINCIPLE: Mad Men: The Inherent Drama of Advertising -- THE INSIDE STORY: Freelancing: Two Sides of the Coin -- Types of Agencies -- How Are Agency Jobs Organized? -- A DAY IN THE LIFE: The Day-to-Day Job in Content Management -- How Are Agencies Paid? -- How Is the Practice of Advertising Changing? -- Consumer in Charge -- Blurring Lines and Converging Media -- Accountability and Effectiveness -- Integrated Marketing Communication -- Looking Ahead -- IT'S A WRAP: Old Spice: The Smell of Success -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 2. Brand Communication -- IT'S A WINNER: McDonald's Love Story -- What Is Brand and Marketing Communication? -- Brand Communication's Role in Marketing -- Who Are the Key Players? -- What Are the Most Common Types of Markets? -- A DAY IN THE LIFE: A View from the Marcom Front Line -- How Does the Marketing Mix Send Messages? -- Added Value -- What Is Integrated Marketing Communication? -- What Is the Role of Communication in Branding? -- THE INSIDE STORY: A Passion for the Business -- How Does a Brand Acquire Meaning? -- How Does Brand Transformation Work? -- A MATTER OF PRINCIPLE: It's Pure and It Floats -- Brand Value and Brand Equity.
A PRINCIPLED PRACTICE: PAUSE FOR THE CAUSE: Boosting Brand Value with Cause Marketing -- Brand Communication in a Time of Change -- Brand Relationships -- Accountability -- Global Marketing -- Word-of-Mouth Marketing -- Looking Ahead -- IT'S A WRAP: Golden Arches, Golden Opportunity -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- Trace North America Case -- 3. Brand Communication and Society -- IT'S A WINNER: To Tell the truth® -- What Is the Social Impact of Brand Communication? -- What Are the Key Debates about Impact on Society? -- What Are the Key Debates and Issues about Brand Communication Practices? -- THE INSIDE STORY: Pepsi: Creating Culturally Relevant Programs -- A PRINCIPLED PRACTICE: Tribute to Ivan L. Preston: 1931-2011 -- Communicators' Ethical Responsibilities -- PRACTICAL TIPS: Brilliant or Offensive Advertising? -- Personal and Professional Ethics -- A MATTER OF PRACTICE: Advertising Gets No Respect! -- Why and How Is Brand Communication Regulated? -- Brand Communication's Legal Environment -- The Regulatory Environment -- The Impact of Regulation -- Media Review of Advertising -- Self-Regulation -- Looking Ahead -- IT'S A WRAP: The truth® Wins Out in the End -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- Hands-On Case -- PART 2 Principle: Be True to Thy Brand-and Thy Consumer -- 4. How Brand Communication Works -- IT'S A WINNER: Anatomy of an Award-Winning Campaign for Chrysler -- How Does Brand Communication Work? -- The Mass Communication Foundation -- Adding Interaction to Brand Communication -- THE INSIDE STORY: What Went Wrong at Office Depot? -- Other Aspects of Communication -- What Are the Effects behind Effectiveness? -- What Are the Facets of Impact?.
The Perception Facet: See/Hear -- A PRINCIPLED PRACTICE: Ice Cubes, Breasts, and Subliminal Ads -- The Emotion or Affect Facet: Feel -- The Cognition Facet:Think/Understand -- A MATTER OF PRINCIPLE: Thought vs. Feeling -- The Association Facet: Connect -- The Persuasion Facet: Believe -- The Behavior Facet: Act/Do -- A MATTER OF PRACTICE: May VW's Force Be with You -- The Power of Brand Communication -- Strong and Weak Effects -- Looking Ahead -- IT'S A WRAP: Finding Chrysler's Heart and Soul -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 5. Segmenting and Targeting the Audience -- IT'S A WINNER: Dove Audiences Redefine Beauty -- Starting the Conversation -- How Do Consumers Make Brand Decisions? -- Paths to a Brand Decision -- What Influences Consumer Decisions? -- Cultural Influences -- A MATTER OF PRINCIPLE: "There Are No Ugly Women, Only Lazy Ones": Why Dove's Real Beauty Campaign Flopped in Taiwan -- Social Influences -- THE INSIDE STORY: Scotts Brand Comes Alive as Scott -- Psychological Influences -- Influences on B2B Decision Making -- How Do We Segment Markets and Target Audiences? -- Segmentation Strategies -- Types of Segmentation -- Targetingthe Best Audience -- Profiling Markets and Target Audiences -- Targeting and Profiling Using Demographics -- A MATTER OF PRACTICE: Same-Sex Marriage: A Boon to the Economy? -- Targeting and Profiling Using Psychographics -- Sociodemographic Segments -- Targeting and Profiling Using Behavioral Patterns -- Seeking Seekers -- Looking Ahead -- IT'S A WRAP: The Beauty of a Campaign -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 6. Strategic Research -- IT'S A WINNER: Domino's Cooks Up a Recipe for Success.
How Do You Get Insights into Consumer Behavior? -- What Are the Basic Types of Research? -- Basic Research Designs -- A Principled Practice: Does Advertising Make Smoking Cool? -- How Do We Use Research? -- Market Information -- Consumer Insight -- Media Information -- Message Development and Diagnostics -- Evaluation -- A MATTER OF PRINCIPLE: Finding Moments of Truth -- What Are the Most Common Research Methods? -- Ways of Contact: Quantitative Methods -- Ways of Contact:Qualitative Methods -- A MATTER OF PRACTICE: Online Marketing Research -- A Day in the life: A Stopwatch, Code Sheet, and Curiosity -- How Do You Choose a Research Method? -- Research Trends and Challenges -- Sampling Challenges -- Global Issues -- IMC Research Challenges -- Looking Ahead -- IT'S A WRAP: Domino's Gets Its Slice of the (Pizza) Pie -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 7. Strategic Planning -- IT'S A WINNER: Re-telling a Tale -- What Is Strategic Planning? -- The Business Plan -- The Marketing Plan -- A PRINCIPLED PRACTICE: "Just Give Me My One Vice" -- A MATTER OF PRACTICE: "My SPAR": Letting Our Customers Lead -- The Brand Communication/IMC Plan -- Plans for Marketing Communication Functions -- Key Strategic Decisions -- The Communication Objectives -- The Target Audience -- Brand Identity Strategy -- THE INSIDE STORY: Mistake #1: Drinking and Driving Drunk -- Brand Positioning Strategy -- Consumer Insight and Account Planning -- A MATTER OF PRINCIPLE: The 7-Up Uncola Story: A Classic in Repositioning -- Account Planning -- The Consumer Insight Process -- The Creative Brief -- Looking Ahead -- IT'S A WRAP: Re-telling a Tale -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- Hands-On Case.
PART 3 Practice: Developing Breakthrough Ideas in the Digital Age -- 8. The Creative Side -- IT'S A WINNER: A Tale of Brotherly Love and Sharp Thinking -- Science and Art? -- Who Are the Key Players? -- What Is the Role of Creativity? -- A DAY IN THE LIFE: Tweets from the Front Line -- The Creative Brief -- Message Strategies -- Which Strategic Approach to Use? -- A MATTER OF PRINCIPLE: Six Message Strategies in Six Minutes -- Strategic Formats -- Matching Messages to Objectives -- Creative Thinking: So How Do You Do It? -- Big Ideas -- PRACTICAL TIPS: Checklist for Killer Ads -- The ROI of Creativity -- The Creative Leap -- Dialing Up Your Creativity -- The Creative Process: How to Get an Idea -- Brainstorming -- Managing Creative Strategies -- Extension: An Idea with Legs -- Adaptation: Taking an Idea Global -- Evaluation: The Go/No-Go Decision -- Looking Ahead -- IT'S A WRAP: Creating Ideas That Stick -- Key Points Summary -- Key Terms -- Review Questions -- Discussion Questions -- Take-Home Projects -- TRACE North America Case -- 9. Promotional Writing -- IT'S A WINNER: Wildlife Blaze Trails for Frontier -- The Writer's Role in Brand Communication -- The Language of Brand Communication -- Writing Styles -- Strategy and Legal Imperatives -- Types of Brand Communication Writing -- The Ad Copywriter -- PRACTICAL TIPS: So You Think You Want to Create a Funny Ad? -- Public Relations Writing -- Direct-Response Writing -- Writing for Various Media -- Basics of Writing for Print Media -- A MATTER OF PRINCIPLE: The Principle of Truth -- Radio Messages and How to Write Them -- Television Messages and How to Write Them -- A MATTER OF PRACTICE: How the Emotional Pivot Works in a Story -- A DAY IN THE LIFE: A Copywriter's View of Television Production -- The Internet and How to Write for It -- Copywriting Challenges -- Writing for a Global Brand.
Looking Ahead.
Record Nr. UNINA-9910151591503321
Moriarty Sandra E (Sandra Ernst)  
Boston : , : Pearson, , [2015]
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Advertising and branding : concepts, methodologies, tools, and applications / / Information Resources Management Association
Advertising and branding : concepts, methodologies, tools, and applications / / Information Resources Management Association
Pubbl/distr/stampa Hershey, Pennsylvania : , : IGI Global, , 2017
Descrizione fisica 1 online resource (1,838 pages) : illustrations, tables
Disciplina 659.1
Soggetto topico Advertising
Marketing
Branding (Marketing)
Soggetto genere / forma Electronic books.
ISBN 1-78684-273-4
1-5225-1794-4
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910159445003321
Hershey, Pennsylvania : , : IGI Global, , 2017
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Advertising and democracy in the mass age / Terence H. Qualter
Advertising and democracy in the mass age / Terence H. Qualter
Autore QUALTER, Terence H.
Pubbl/distr/stampa Houndmills ; London, : Macmillan
Descrizione fisica ix, 195 p. ; 22 cm.
Disciplina 659.1(PUBBLICITA')
Soggetto topico PUBBLICITA' - Stati Uniti - Storia - Sec. 20
PUBBLICITA' - Gran Bretagna - Storia - Sec. 20
ISBN 03-334-8870-9
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNIOR-UON0431256
QUALTER, Terence H.  
Houndmills ; London, : Macmillan
Materiale a stampa
Lo trovi qui: Univ. L'Orientale
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Advertising and entry- deterrence / Giacomo Bonanno
Advertising and entry- deterrence / Giacomo Bonanno
Autore Bonanno, Giacomo
Pubbl/distr/stampa Torino : Associazione borsisti Luciano Jona, 1985
Descrizione fisica 58 p. ; 30 cm
Disciplina 659.1
Collana Associazione borsisti Luciano Jona working paper series ; 6
Soggetto topico Pubblicità
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNISALENTO-b12223396
Bonanno, Giacomo  
Torino : Associazione borsisti Luciano Jona, 1985
Materiale a stampa
Lo trovi qui: Univ. del Salento
Opac: Controlla la disponibilità qui
Advertising and market power / William S. Comanor and Thomas A. Wilson
Advertising and market power / William S. Comanor and Thomas A. Wilson
Autore Comanor, William S.
Pubbl/distr/stampa Cambridge, Mass. : Harvard University Press, 1974
Descrizione fisica xvi, 257 p. : ill. ; 25 cm
Disciplina 659.1
Altri autori (Persone) Wilson, Thomas A.
Collana Harvard economic studies
Soggetto non controllato Analisi economica - Metodi quantitativi
Pubblicità
ISBN 0674005805
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-990003005120403321
Comanor, William S.  
Cambridge, Mass. : Harvard University Press, 1974
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Advertising and promotion for retailing : text and cases / Laurence W. Jacobs
Advertising and promotion for retailing : text and cases / Laurence W. Jacobs
Autore JACOBS, Laurence W.
Pubbl/distr/stampa Glenview [etc.] : Scott, Foresman and C., c1972
Descrizione fisica 248 p. ; 23 cm
Disciplina 659.1
Soggetto topico Pubblicità
ISBN 0673076792
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNISA-990003236770203316
JACOBS, Laurence W.  
Glenview [etc.] : Scott, Foresman and C., c1972
Materiale a stampa
Lo trovi qui: Univ. di Salerno
Opac: Controlla la disponibilità qui
Advertising as communication / G. Dyer
Advertising as communication / G. Dyer
Autore DIYER, Gillian
Pubbl/distr/stampa London ; New York, : Methuen, 1982
Descrizione fisica XIV, 230 p. : ill. ; 21 cm.
Disciplina 659.1(PUBBLICITA')
Soggetto topico PUBBLICITA'
ISBN 04-16-74530-X
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNIOR-UON0339639
DIYER, Gillian  
London ; New York, : Methuen, 1982
Materiale a stampa
Lo trovi qui: Univ. L'Orientale
Opac: Controlla la disponibilità qui
The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones
The advertising business [[electronic resource] ] : operations, creativity, media planning, integrated communications / / edited by John Philip Jones
Pubbl/distr/stampa Thousand Oaks, Calif. ; ; London, : SAGE, c1999
Descrizione fisica 1 online resource (561 p.)
Disciplina 659.1
Altri autori (Persone) JonesJohn Philip
Soggetto topico Advertising - United States
Advertising
Soggetto genere / forma Electronic books.
ISBN 1-4522-3144-3
0-7619-1238-X
1-4522-6464-3
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover; Contents; Chapter 1 - Introduction: The Advertising Business; Part I - How Agencies Operate; Chapter 2 - Agency Management: Some Secrets; Chapter 3 - The Account Executive in an Advertising Agency; Chapter 4 - Account Planning; Chapter 5 - The Advertising Creative Process; Chapter 6 - The Art Director; Chapter 7 - Budgeting for Advertising and the Advertising-Intensiveness Curve; Chapter 8 - Advertising Media: A Changing Marketplace; Chapter 9 - The Media Buyer in the Advertising Agency; Chapter 10 - Advertising Agency Compensation Systems
Chapter 11 - New Business Activity: Account ReviewsChapter 12 - The Culture of an Advertising Agency; Part II - Creative Aspects; Chapter 13 - Strategy in Advertising; Chapter 14 - Television Advertising: Learning Without Involvement; Chapter 15 - Humor in Television Advertising: A Practitioner's View; Chapter 16 - Humor in Television Advertising: A Researcher's View; Chapter 17 - Celebrities in Advertising; Chapter 18 - Emotion and Advertising; Chapter 19 - Hierarchies of Effect: Advertising Theories; Chapter 20 - Cognitive Dissonance and Selective Perception: Their Relevance to Advertising
Chapter 21 - The Creative Characteristics of Successful Television AdvertisingChapter 22 - Comparative Advertising; Chapter 23 - The Unique Selling Proposition and Usage-Pull; Chapter 24 - Truth and Weasels; Chapter 25 - Television Production Costs; Part III - Media Aspects; Chapter 26 - Media-Medium-Mediorum: Media Definitions; Chapter 27 - Television Advertising: Continuity Scheduling (Advertising Without Gaps); Chapter 28 - What Does Effective Frequency Mean Today?; Chapter 29 - Barter Syndication; Chapter 30 - Cable Television; Part IV - Sales Promotions and Specialist Media
Chapter 31 - Trends in PromotionsChapter 32 - Integrated Marketing Communications and How It Relates to Traditional Media Advertising; Chapter 33 - Integrated Marketing Communications in Practice; Chapter 34 - A Road Map to On-Line Marketing Strategy; Chapter 35 - Direct Marketing; Chapter 36 - Direct-Response Advertising: Creative Principles; Chapter 37 - Promotions and Advertising: Comparison of Effectiveness; Chapter 38 - Specialty Advertising; Chapter 39 - Event Marketing; Chapter 40 - Sports Marketing and the Super Bowl; Chapter 41 - Business-to-Business Advertising
Chapter 42 - Product Packaging: The Silent SalesmanChapter 43 - Public Relations and Advertising; Part V - Legislation and Ethics; Chapter 44 - The Supreme Court of the United States and First Amendment Protection of Advertising; Chapter 45 - Ethics of Advertising: Oxymoron or Good Business Practice?; Name Index; Subject Index; About the Contributors
Record Nr. UNINA-9910480295503321
Thousand Oaks, Calif. ; ; London, : SAGE, c1999
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui