Innovation in Advertising and Branding Communication

Innovation in Advertising and Branding Communication

Author: Lluís Mas-Manchón

Publisher: Routledge

Published: 2020-10-07

Total Pages: 168

ISBN-13: 1000198278

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This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics


Book Synopsis Innovation in Advertising and Branding Communication by : Lluís Mas-Manchón

Download or read book Innovation in Advertising and Branding Communication written by Lluís Mas-Manchón and published by Routledge. This book was released on 2020-10-07 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics

Hacker, Maker, Teacher, Thief: Advertising's Next Generation

Hacker, Maker, Teacher, Thief: Advertising's Next Generation

Author: Creative Social

Publisher: Lulu.com

Published: 2014-08-20

Total Pages: 296

ISBN-13: 0956608337

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- What does the industry need to do today (not tomorrow) to stay valuable and relevant? - Is digital collaboration the death of idea ownership? - What the f**k do clients know about great advertising? - How can copying make you more original? - I feel connected, but do I feel more human? - How are the porn industry, illegal black market and bitcoins changing online culture today? - Should we make things people want rather than make people want things? - How do we 'do' innovation? If you want to get a point of view on these and a whole host of other questions, just pick up this book which features a collection of essays from 35 leading creative directors and business owners. Creative Social celebrates hackers, makers, teachers and thieves - advertising's next generation.


Book Synopsis Hacker, Maker, Teacher, Thief: Advertising's Next Generation by : Creative Social

Download or read book Hacker, Maker, Teacher, Thief: Advertising's Next Generation written by Creative Social and published by Lulu.com. This book was released on 2014-08-20 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: - What does the industry need to do today (not tomorrow) to stay valuable and relevant? - Is digital collaboration the death of idea ownership? - What the f**k do clients know about great advertising? - How can copying make you more original? - I feel connected, but do I feel more human? - How are the porn industry, illegal black market and bitcoins changing online culture today? - Should we make things people want rather than make people want things? - How do we 'do' innovation? If you want to get a point of view on these and a whole host of other questions, just pick up this book which features a collection of essays from 35 leading creative directors and business owners. Creative Social celebrates hackers, makers, teachers and thieves - advertising's next generation.

Innovative Marketing Communications

Innovative Marketing Communications

Author: Guy Masterman

Publisher: Routledge

Published: 2007-06-01

Total Pages: 346

ISBN-13: 1136395202

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Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.


Book Synopsis Innovative Marketing Communications by : Guy Masterman

Download or read book Innovative Marketing Communications written by Guy Masterman and published by Routledge. This book was released on 2007-06-01 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.

The Rise of Advertising in the United States

The Rise of Advertising in the United States

Author: Edd Applegate

Publisher: Scarecrow Press

Published: 2012-08-17

Total Pages: 212

ISBN-13: 0810884062

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In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication included P. T. Barnum, master of the advertising “gimmick” Lydia Pinkham, queen of the patent medicine cure John Wanamaker, progenitor of modern retail advertising Albert Lasker, the formulator of “reason why” advertising Stanley Resor, the consummate market researcher Elliott White Springs, the groundbreaking purveyor of the sexual innuendo Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America’s colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.


Book Synopsis The Rise of Advertising in the United States by : Edd Applegate

Download or read book The Rise of Advertising in the United States written by Edd Applegate and published by Scarecrow Press. This book was released on 2012-08-17 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication included P. T. Barnum, master of the advertising “gimmick” Lydia Pinkham, queen of the patent medicine cure John Wanamaker, progenitor of modern retail advertising Albert Lasker, the formulator of “reason why” advertising Stanley Resor, the consummate market researcher Elliott White Springs, the groundbreaking purveyor of the sexual innuendo Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America’s colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.

Marketing Communication

Marketing Communication

Author: Allan J. Kimmel

Publisher: OUP Oxford

Published: 2005-11-17

Total Pages: 320

ISBN-13: 0191557137

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Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.


Book Synopsis Marketing Communication by : Allan J. Kimmel

Download or read book Marketing Communication written by Allan J. Kimmel and published by OUP Oxford. This book was released on 2005-11-17 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Styles brings together leading authorities from both academia and the marketing industry to provide a comprehensive overview and analysis of the rapidly changing world of marketing communication in the 21st Century. Containing a broad tableau of perspectives, the book reflects the insights and experiences of academics and practitioners from both sides of the Atlantic. With its timely and in-depth focus on contemporary and evolving trends in marketing communication, this book will be of interest to a diverse audience of academics, students, and marketing professionals. Primarily intended as a supplemental reader for undergraduate, graduate, and MBA courses, the focus on emerging developments in the field will also appeal to a broad range of researchers and marketing professionals.

The Brand Innovation Manifesto

The Brand Innovation Manifesto

Author: John Grant

Publisher: Wiley + ORM

Published: 2011-01-19

Total Pages: 356

ISBN-13: 1119995035

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The days of the image brands are over, and new marketing has gone mainstream. The worlds biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Lukes and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting peoples lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the brand molecule to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.


Book Synopsis The Brand Innovation Manifesto by : John Grant

Download or read book The Brand Innovation Manifesto written by John Grant and published by Wiley + ORM. This book was released on 2011-01-19 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: The days of the image brands are over, and new marketing has gone mainstream. The worlds biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Lukes and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting peoples lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the brand molecule to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.

Advertising Media Planning

Advertising Media Planning

Author: Larry D. Kelley

Publisher: Taylor & Francis

Published: 2022-12-30

Total Pages: 418

ISBN-13: 1000814602

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Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.


Book Synopsis Advertising Media Planning by : Larry D. Kelley

Download or read book Advertising Media Planning written by Larry D. Kelley and published by Taylor & Francis. This book was released on 2022-12-30 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.

Leveraging Mobile Media

Leveraging Mobile Media

Author: Valerie Feldmann

Publisher: Springer Science & Business Media

Published: 2006-03-30

Total Pages: 277

ISBN-13: 3790816337

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Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.


Book Synopsis Leveraging Mobile Media by : Valerie Feldmann

Download or read book Leveraging Mobile Media written by Valerie Feldmann and published by Springer Science & Business Media. This book was released on 2006-03-30 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.

Innovative Behavior and Communication

Innovative Behavior and Communication

Author: Thomas S. Robertson

Publisher: Holt McDougal

Published: 1971

Total Pages: 360

ISBN-13:

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Book Synopsis Innovative Behavior and Communication by : Thomas S. Robertson

Download or read book Innovative Behavior and Communication written by Thomas S. Robertson and published by Holt McDougal. This book was released on 1971 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising as a Creative Industry

Advertising as a Creative Industry

Author: Izabela Derda

Publisher: Taylor & Francis

Published: 2023-07-25

Total Pages: 92

ISBN-13: 1000970450

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At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license.


Book Synopsis Advertising as a Creative Industry by : Izabela Derda

Download or read book Advertising as a Creative Industry written by Izabela Derda and published by Taylor & Francis. This book was released on 2023-07-25 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: At the crossroads of culture and commerce, the advertising industry is a regime of paradoxes. This book examines the place of advertising in today’s creative industries, exploring the major challenges advertisers confront as they engage with other creative sectors. Izabela Derda, author, media scholar, and industry expert, offers insights into how the industry keeps deconstructing its own creative processes and collaborative models as it attempts to stay relevant. Through extensive case studies and interviews with industry professionals and thought leaders, this book examines the sector’s struggle to adapt to new business models and to monetize creativity in today’s media landscape, from re-engaging audiences through media more typical of arts and entertainment to managing intricate cross-sectoral creative collaborations. From redesigning workplaces to satisfy the expectations of the youngest generations of creatives to reconsidering the paradigm of conventional creative teams, the advertising sector has swiftly adjusted to the seismic changes in today’s media landscape. The book will be of interest to scholars and students of creative media, advertising, and media studies, as well as those interested in understanding the changing complexities and latest innovations of the creative industries. Advertising professionals, artists, and policymakers will find relevant insights and possible solutions for the major challenges facing the advertising industry today. The Open Access version of this book, available at www.taylorfrancis.com, has been made available under a CC-BY license.