Product Description: How to use powerful tools to engage customers with your brand Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers...read more

Product Description: With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging...read more

Product Description: The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it...read more

Product Description: This is a book by a company that dislikes advertising as much as anyone. Nevertheless, it makes adverts. It has worked with global brands to produce fashion collections and promoted a town with a mass wedding. It creates advertising with more human, truthful communications...read more

Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Product Description: Businesses fail with and without advertising, but the survival rate is dramatically higher for a business that knows how to effectively advertise. In Sensible Small Business Advertising, author Jack Stephens offers a clear, simple guide for any business owner who wants to make the most efficient use of time, cash, and effort in building, maintaining, and evaluating the effectiveness of an advertising program...read more

Product Description: Creativity and Advertising develops novel ways to theorise advertising and creativity. Arguing that combinatory accounts of advertising based on representation, textualism and reductionism are of limited value, Andrew McStay suggests that advertising and creativity are better recognised in terms of the ‘event’...read more

THE kids’ survival guide to advertising, revised and updated for the digital age. Ads are everywhere these days: they are trying to be your friend on Facebook, popping up in the background of your videogame, and even messaging your phone when you walk by a store. More than ever before, kids are the prime target of these marketing messages. But they also have more power than ever to fight back. For ten years, Made You Look has been an essential self-defense guide for anyone trying to make sense of the complex world of advertising. Now fully revised and with a fresh new look, the book has been updated to reflect the modern ad landscape, from digital tracking and cookies (not the chocolate chip kind!) to social media, viral videos, and reality television. From the earliest roots of advertising to the undercover marketers of the 21st century, this revealing book shows readers where ads come from, how they work, and why kids need to be informed. Bursting with real-life examples, thought-provoking questions, hip illustrations, and plenty of tips to empower young consumers, Made You Look is every kid’s ultimate guide to the advertising universe.

For upper-level courses in Advertising Copywriting, Copy and Layout, Copywriting and Visualization, Creative Strategies, Campaigns.Written by an experienced teacher/award-winning freelance copywriter, this student-centered, hands-on text covers the entire process of conceptualizing and creating ads that gain attention and produce results.

Product Description: The goal of commercialization is to implement the key elements necessary to transform good technology into meaningful products that can fulfill customer needs while remaining cost-effective. Specifically, can the technology be the basis for meeting a defined customer need? Can it be reproduced consistently, and can it be manufactured cost effectively? Most entrepreneurs have expertise in one or more of the critical areas of commercialization, but may lack key elements necessary for success...read more

Product Description: The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections: Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice...read more

Product Description: Presenting Advertising as it is actually Practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students...read more

Product Description: Thought-provoking and innovative: responsible advertising by brands and charities worldwide, including Volkswagen, FIAT, Unilever, UNESCO, Greenpeace, Michelin, HP, and American Express Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given...read more

Product Description: For four decades, Lee Clow has created and shepherded the kind of advertising ideas that move businesses and move us emotionally. He first garnered global attention with what is still considered the greatest Super Bowl commercial ever--Apple's 1984...read more

Product Description: “Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether you’re starting out in advertising or simply want to pick up some tips from the greats.” ―Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We Look   “In Advertisers at Work, Tracy Tuten conducts interviews with some of the ad world’s biggest players...read more

Product Description: Academic analysts and practitioner-theorists of advertising draw on rich and innovative multidisciplinary resources where cultural and media analysis meet economics, anthropology, semiotics, gender studies, social psychology, linguistics, and applied neuroscience...read more

Product Description: Ad Critique teaches advertising, marketing, and management students--both the "suits" and the "creatives"--how to effectively judge and critique creativity in advertising. This textbook is an instruction manual; a facilitator of dialogue; a companion piece to classroom content...read more