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Advertising by design : generating and designing creative ideas across media / / Robin Landa
Advertising by design : generating and designing creative ideas across media / / Robin Landa
Autore Landa Robin
Edizione [Third edition.]
Pubbl/distr/stampa Hoboken, New Jersey : , : Wiley, , 2016
Descrizione fisica 1 online resource (563 pages)
Disciplina 659.1
Soggetto topico Advertising
Creative ability in business
ISBN 1-118-97106-X
1-118-97105-1
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910822759003321
Landa Robin  
Hoboken, New Jersey : , : Wiley, , 2016
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising consumer leases [[electronic resource]]
Advertising consumer leases [[electronic resource]]
Pubbl/distr/stampa [Washington, D.C.] : , : Federal Trade Commission, Bureau of Consumer Protection, Office of Consumer and Business Education, , [2000]
Descrizione fisica 4 unnumbered pages : digital, PDF file
Disciplina 338.761
342.0418
381.34
640.73
659.1
Collana FTC facts for business
Soggetto topico Lease and rental services - Government policy - United States
Advertising - Government policy - United States
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910691697403321
[Washington, D.C.] : , : Federal Trade Commission, Bureau of Consumer Protection, Office of Consumer and Business Education, , [2000]
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising explained / / Dennis Caton
Advertising explained / / Dennis Caton
Autore Caton Dennis.
Pubbl/distr/stampa Abingdon, Oxon : , : Routledge, , 2013
Descrizione fisica 1 online resource (117 p.)
Disciplina 659.1
Collana Routledge Library Editions: Advertising
Soggetto topico Advertising
Soggetto genere / forma Electronic books.
ISBN 1-136-66426-2
0-203-58351-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover; Advertising Explained; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; 1. Words of Warning; 2. Why Advertise ?; 3. The Media; The Press; Outdoor Publicity; Film Advertising; Radio Advertising; Point of Sale Publicity; Direct Mail; 4 The Mechanics of Advertising; Paper and Printing; Mechanical Production; Colour Work; Adaptation of Press Advertisements; 5. The Advertising Agency; 6 The Science of Advertising; Advertising Strategy; Advertising Tactics; 7 Overseas Advertising; 8Now You Know
Record Nr. UNINA-9910462580303321
Caton Dennis.  
Abingdon, Oxon : , : Routledge, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising explained / / Dennis Caton
Advertising explained / / Dennis Caton
Autore Caton Dennis.
Pubbl/distr/stampa Abingdon, Oxon : , : Routledge, , 2013
Descrizione fisica 1 online resource (117 p.)
Disciplina 659.1
Collana Routledge Library Editions: Advertising
Soggetto topico Advertising
ISBN 1-136-66433-5
1-136-66426-2
0-203-58351-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover; Advertising Explained; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; 1. Words of Warning; 2. Why Advertise ?; 3. The Media; The Press; Outdoor Publicity; Film Advertising; Radio Advertising; Point of Sale Publicity; Direct Mail; 4 The Mechanics of Advertising; Paper and Printing; Mechanical Production; Colour Work; Adaptation of Press Advertisements; 5. The Advertising Agency; 6 The Science of Advertising; Advertising Strategy; Advertising Tactics; 7 Overseas Advertising; 8Now You Know
Record Nr. UNINA-9910786876803321
Caton Dennis.  
Abingdon, Oxon : , : Routledge, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising explained / / Dennis Caton
Advertising explained / / Dennis Caton
Autore Caton Dennis.
Pubbl/distr/stampa Abingdon, Oxon : , : Routledge, , 2013
Descrizione fisica 1 online resource (117 p.)
Disciplina 659.1
Collana Routledge Library Editions: Advertising
Soggetto topico Advertising
ISBN 1-136-66433-5
1-136-66426-2
0-203-58351-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Cover; Advertising Explained; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; 1. Words of Warning; 2. Why Advertise ?; 3. The Media; The Press; Outdoor Publicity; Film Advertising; Radio Advertising; Point of Sale Publicity; Direct Mail; 4 The Mechanics of Advertising; Paper and Printing; Mechanical Production; Colour Work; Adaptation of Press Advertisements; 5. The Advertising Agency; 6 The Science of Advertising; Advertising Strategy; Advertising Tactics; 7 Overseas Advertising; 8Now You Know
Record Nr. UNINA-9910816255803321
Caton Dennis.  
Abingdon, Oxon : , : Routledge, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Advertising fluctuations : seasonal and cyclical / by William Leonard Crum
Advertising fluctuations : seasonal and cyclical / by William Leonard Crum
Autore Crum, William Leonard
Pubbl/distr/stampa Chicago, : Shaw Company, 1927
Descrizione fisica XXVII, 308 p. ; 24 cm
Disciplina 659.1
Soggetto non controllato Pubblicità
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-990002783680403321
Crum, William Leonard  
Chicago, : Shaw Company, 1927
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising in Contemporary Consumer Culture [[electronic resource] /] / by Hélène de Burgh-Woodman
Advertising in Contemporary Consumer Culture [[electronic resource] /] / by Hélène de Burgh-Woodman
Autore de Burgh-Woodman Hélène
Edizione [1st ed. 2018.]
Pubbl/distr/stampa Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018
Descrizione fisica 1 online resource (275 pages)
Disciplina 659.1
Soggetto topico Marketing
Communication
Motion pictures and television
Culture—Study and teaching
Media and Communication
Screen Studies
Cultural Theory
ISBN 3-319-77944-3
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 1. Introduction -- 2. Postmodern Culture, Convergence and Advertising -- 3. Assemblage Thinking -- 4. Intensities and the Singular Assemblage: Becomings -- 5. Intensities and the Singular Assemblage: Time and Space -- 6. Extensions and the Advertising Suite -- 7. The Oeuvre as Assemblage -- 8. The Assembled Advertisement and the Consumer.
Record Nr. UNINA-9910298200103321
de Burgh-Woodman Hélène  
Cham : , : Springer International Publishing : , : Imprint : Palgrave Macmillan, , 2018
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising Management : Concepts, Theories, Research and Trends / / Manukonda Rabindranath and Aradhana Kumari Singh
Advertising Management : Concepts, Theories, Research and Trends / / Manukonda Rabindranath and Aradhana Kumari Singh
Autore Rabindranath Manukonda
Edizione [First edition.]
Pubbl/distr/stampa Singapore : , : Macmillan Palgrave, , [2024]
Descrizione fisica 1 online resource (276 pages)
Disciplina 659.1
Soggetto topico Advertising - Management
ISBN 981-9986-57-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Intro -- Foreword -- Contents -- List of Figures -- List of Tables -- Part I Fundamentals of Advertising -- 1 Introduction to Advertising -- 1.1 Advertising-The Concept -- 1.1.1 Definitions of Advertising -- 1.2 Features of Advertising -- 1.3 Functions of Advertising -- 1.4 Key Components of Advertising -- 1.5 Importance of Advertising -- 1.5.1 For Advertiser -- 1.5.2 For Media -- 1.6 Benefits of Advertising -- 1.7 Advertising as a Process of Communication -- 1.8 Advertising vs. Publicity -- 1.9 Advertising vs. Marketing -- 1.10 History of Advertising -- 1.11 History of Advertising in India -- 1.12 Modern Advertising -- 1.13 Contemporary Advertising -- 1.14 Advertising in the Twenty-First Century -- 1.15 Criticism of Advertising -- 1.16 Changes in Advertising: Breaking the Role Structure -- 1.17 Review Questions -- 1.18 Case Study -- 1.18.1 History of Dairy Milk -- 1.18.2 Case Questions -- References -- 2 Types of Advertising -- 2.1 Types of Advertising -- 2.1.1 Print Advertising -- 2.1.1.1 Newspaper Advertising -- 2.1.1.2 Magazine Advertising -- 2.1.1.3 Direct Mail Advertising -- 2.1.2 Radio Advertising -- 2.1.3 Television Advertising -- 2.1.4 In-Cinema Advertising -- 2.1.5 Mobile Advertising -- 2.1.6 Outdoor/Out-of-Home Advertising -- 2.1.6.1 Billboards Advertising -- 2.1.6.2 Transit Advertising -- 2.1.6.3 Point of Purchase (POP) -- 2.1.7 Guerrilla Advertising -- 2.1.8 Digital/Online Advertising -- 2.1.8.1 Paid Search/Pay-Per-Click Advertising -- 2.1.8.2 Social Media Advertising -- 2.1.8.3 Native Advertising -- 2.1.8.4 Display Advertising -- 2.2 Review Questions -- 2.3 Case Study -- 2.3.1 Topical Advertising: Amul-The Taste of India -- 2.3.2 Case Questions -- 3 Public Service Advertising in India -- 3.1 What Is Public Service Advertising? -- 3.2 How Public Service Advertising is Different from Commercial Advertising.
3.3 History of Public Service Advertising -- 3.3.1 Smokey Bear Campaign -- 3.4 Beginning of Public Service Advertising in India -- 3.4.1 Hum Do Hamare Do Campaign -- 3.4.2 Do Boond Zindagi Ki Campaign -- 3.4.3 Mile Sur Mera Tumhara -- 3.4.4 Jawan Hoon Nadan Nahin -- 3.4.5 Condom Ko Ha Aids Ko Na -- 3.4.6 School Chale Hum -- 3.4.7 Incredible India -- 3.4.8 Jago Grahak Jago -- 3.4.9 Condom Bindaas Bol -- 3.4.10 Dhumrapan Padega Mehnga -- 3.4.11 Atithi Devo Bhava -- 3.4.12 Kuposhan-Bharat Choro -- 3.4.13 Swachh Bharat Abhiyan -- 3.4.14 Jaha Soch Waha Souchalaya -- 3.4.15 TB Harega Desh Jeetega -- 3.4.16 Karke Dekho Acha Lagta Hai -- 3.4.17 Beti Bachao Beti Padhao (BBBP) -- 3.4.18 Sadak Suraksha-Jeevan Raksha -- 3.4.19 Savdhaan Aur Satark Rahe, Coronavirus Se Bache -- 3.5 Advertising Appeals Used in Public Service Ads -- 3.6 How to Make Public Service Advertising Effective -- 3.6.1 Kristine E. Kranenburg -- 3.6.2 Charles K. Atkin -- 3.6.3 Bill Goodwill -- 3.7 Critical Issues in Public Service Advertising -- 3.8 Review Questions -- 3.9 Case Study -- 3.9.1 AD Campaigns During Covid-19 -- 3.9.2 Case Questions -- References -- Part II Planning and Execution of Advertising Campaign -- 4 Advertising Campaign and Media Planning -- 4.1 Concept of Advertising Campaign -- 4.2 Objectives of Advertising Campaigns -- 4.3 Advertising Campaigns' Theme -- 4.3.1 Nike-Just Do It -- 4.4 Types of Advertising Campaigns -- 4.5 Campaign Planning -- 4.6 Creative Strategy -- 4.6.1 How Does Creativity Work -- 4.7 Media Planning and Strategy -- 4.7.1 Media Planning -- 4.7.2 Media Strategy -- 4.7.3 Media Selection -- 4.7.4 Characteristics of Advertising Media -- 4.8 Creative Advertising Campaign in India -- 4.8.1 Fevicol-Mazboot Jod Ka Tod Nahi -- 4.8.2 Surf Excel-Daag Acche Hain -- 4.8.3 Ariel Matic-#Share the Load -- 4.9 Research -- 4.10 Steps in Planning an Adverting Campaign.
4.11 Review Questions -- 4.12 Case Study -- 4.12.1 Changes in Indian Advertising During Covid-19 Crisis -- 4.12.2 Case Questions -- Reference -- 5 Advertising Agencies -- 5.1 Meaning and Definition of Advertising Agency -- 5.2 Components in the Process of Advertising Through Agency -- 5.3 Structure of Advertising Agencies -- 5.4 Types of Advertising Agencies -- 5.5 Types of People Employed by Advertising Agencies -- 5.6 Why Agencies Lose Clients -- 5.7 Case Study -- 5.7.1 Ogilvy Advertising Agency -- 5.7.1.1 Innovative Works -- 5.7.2 Case Questions -- References -- Part III Advertising Theory and Research -- 6 Understanding Advertising Process: Models and Theories -- 6.1 Advertising Models -- 6.1.1 AIDA Model -- 6.1.1.1 Process of AIDA Model -- 6.1.2 DAGMAR Model -- 6.1.3 Lavidge and Steiner Hierarchy of Effects Model -- 6.1.3.1 Stages in Hierarchy of Effects -- 6.1.3.2 Stages of Consumer Behaviour in the Hierarchy of Effects -- 6.1.4 Black Box Model -- 6.1.4.1 Application of Black Box Model -- 6.1.5 Ray's Low Involvement Model -- 6.1.6 The FCB Model -- 6.1.7 Hall's Four Framework Model -- 6.1.8 Belch Model of Advertising Response -- 6.1.9 Heightened Appreciation Model -- 6.1.10 Persuasion Knowledge Model (PKM) -- 6.1.10.1 Elements of the PKM Model -- 6.1.11 ATRN or Ehrenberg Model -- 6.1.11.1 Components of ATRN Model -- 6.1.12 Prue's Alphabetical Model -- 6.1.12.1 Key Elements of Alphabetical Model -- 6.1.13 The DRIP Model -- 6.1.13.1 Use of DRIP Model in Advertising -- 6.1.14 Ad Exposure Model -- 6.1.15 MAIN Model -- 6.1.15.1 Affordance Cues of the MAIN Model that Trigger Cognitive Heuristics -- 6.1.16 Aristotle Modes of Persuasion -- 6.1.17 Health Belief Model -- 6.1.18 Yale Model of Communication and Persuasion (Message Learning Approach) -- 6.1.19 Elaboration Likelihood Model (ELM).
6.1.20 McGuire Input-Output Framework for Constructing Persuasive Messages (Communication and Persuasion Matrix) -- 6.1.21 Extended Parallel Process Model -- 6.1.22 Heuristic Systematic Model of Persuasion -- 6.1.23 The Transtheoretical Model of Behaviour Change -- 6.2 Advertising Theories -- 6.2.1 Diffusion of Innovation Theory -- 6.2.2 Strong Theory of Advertising -- 6.2.3 Weak Theory of Advertising -- 6.2.4 Congruity Theory -- 6.2.5 Cognitive Dissonance Theory -- 6.2.6 Social Judgement Theory -- 6.2.7 Agenda-Setting Theory -- 6.2.8 Uses and Gratification Theory -- 6.2.9 Theory of Reasoned Action -- 6.2.10 Social Learning Theory -- 6.2.11 Self-Efficacy Theory -- 6.2.12 Gain and Loss-Frames Message -- 6.2.13 Narrative Paradigm -- 6.2.14 Integrative Theory of Behavior Change -- 6.2.15 Maslow's Hierarchy of Needs -- 6.2.15.1 Five Needs of Maslow's Hierarchy Needs (Bottom to Top) -- 6.3 Review Questions -- 6.4 Case Study -- 6.4.1 De Beers: A Diamond Is Forever -- 6.4.2 Case Questions -- References -- 7 Advertising Research -- 7.1 Advertising Effectiveness -- 7.2 Advertising Research -- 7.3 Steps of the Advertising Research -- 7.4 Methods of Advertising Research -- 7.4.1 Pre-testing Methods -- 7.4.2 Post-testing Methods -- 7.5 Practice Questions -- 7.6 Case Study -- 7.6.1 Beti Bachao Public Service Advertising (Save Girl Child, Educate Girl Child Campaign) (https://wcd.nic.in/schemes/beti-bachao-beti-padhao-scheme) -- 7.6.2 Case Questions -- References -- Suggested Readings -- Index.
Record Nr. UNINA-9910800117803321
Rabindranath Manukonda  
Singapore : , : Macmillan Palgrave, , [2024]
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising principles and problems / Charles J. Dirksen, Arthur Kroeger
Advertising principles and problems / Charles J. Dirksen, Arthur Kroeger
Autore Dirksen, Charles J.
Pubbl/distr/stampa Homewood (Illinois), : Irwin, 1960
Descrizione fisica XIII, 541 p. : ill. ; 24 cm
Disciplina 659.1
Altri autori (Persone) Kroeger, Arthur
Soggetto non controllato Pubblicità
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-990002604030403321
Dirksen, Charles J.  
Homewood (Illinois), : Irwin, 1960
Materiale a stampa
Lo trovi qui: Univ. Federico II
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Advertising procedure / Otto Kleppner
Advertising procedure / Otto Kleppner
Autore KLEPPNER, Otto
Edizione [6. ed]
Pubbl/distr/stampa Englewood Cliffs : Prentice Hall, 1973
Descrizione fisica 748 p. ; 24 cm
Disciplina 659.1
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNISA-990002229030203316
KLEPPNER, Otto  
Englewood Cliffs : Prentice Hall, 1973
Materiale a stampa
Lo trovi qui: Univ. di Salerno
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