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Dave Buonaguidi has been a maverick in the advertising world for over 30 years. This book is a rambling journey through his diverse career, from small London ad agencies to top multinationals. Along the way he co-founded four creative agencies, found success as a print artist and now works as ...
Blah! Blah! Blah!: Memories and advice from one of British advertising's mavericks
Dave Buonaguidi has been a maverick in the advertising world for over 30 years. This book is a rambling journey through his diverse career, from small London ad agencies to top multinationals. Along the way he co-founded four creative agencies, found success as a print artist and now works as a business adviser to start-ups and a public speaker. Over the years Dave has learnt a thing or two about how to build a strong team that turns out outstanding work. His story shows that working your bollocks off pays dividends, that if you're nice and good, interesting projects will come your way, that everything gets better when you're having fun and that doing great work is f**king hard. He also reveals what makes a good pitch, what makes somewhere a great place to work and who and how to hire. Littered with stupid points of view, ridiculous rants, a few bits of art and other stories, this is part memoir, part business book, for anyone who hates the status quo but wants to work hard, make brilliant work and be happy doing it.
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34.12 USD

Blah! Blah! Blah!: Memories and advice from one of British advertising's mavericks

by Dave Buonaguidi
Paperback / softback
Book cover image
The comprehensive guide to applied PR theory in the 21st century Public Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, ...
Public Relations Theory: Application and Understanding
The comprehensive guide to applied PR theory in the 21st century Public Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to understand the concepts, approaches, and perspectives of PR theory and learn development methods, implementation strategies, management techniques, and more. Chapters written by recognized experts on each topic provide readers with knowledge on how, when, and why appropriate theories are applied. Focusing on how organizations and individuals integrate theory in a public relations framework, each chapter explains one function, explores its potential challenges and opportunities, provides an example of the function in practice, and offers discussion questions and additional reading suggestions. Unique in structure, this text arranges chapters by function, rather than theory, allowing readers to see how multiple theories can be applied to each public relations function and how theories can be used in different professional settings. Comprehensive treatment of topics including social and emerging media, globalization, public diplomacy, corporate and investor relations, and others ensures relevant and timely coverage of contemporary PR issues. Demonstrates how public relations theory is applied in real-world practice Illustrates how successfully applied public relations theories lead to positive outcomes Discusses the relevance of public relations with accessible and engaging language Offers multiple perspectives from leading international public relations scholars Includes pedagogical tools including chapter discussion questions, practical examples, tables, and suggested reading lists Public Relations Theory: Application and Understanding is suitable for instructors and graduate and advanced undergraduate students in courses on public relations theory, as well as practitioners seeking further knowledge on the most current developments in the field.
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47.200000 USD

Public Relations Theory: Application and Understanding

Paperback / softback
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Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a ...
Advertising Theory
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory-and across advertising contexts-both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
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56.29 USD

Advertising Theory

Paperback / softback
Book cover image
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a ...
Advertising Theory
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire's persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory-and across advertising contexts-both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
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157.500000 USD

Advertising Theory

Hardback
Book cover image
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the ...
Handbook of Research on Narrative Advertising
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
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299.250000 USD

Handbook of Research on Narrative Advertising

Hardback
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Much of what the world knows about the United States of America is constructed and spread through global media. One can hardly find a country where news events involving the U.S.A. do not attract media attention, controversy, or at least invoke some level of critical thought. Popular Representations of America ...
Popular Representations of America in Non-American Media
Much of what the world knows about the United States of America is constructed and spread through global media. One can hardly find a country where news events involving the U.S.A. do not attract media attention, controversy, or at least invoke some level of critical thought. Popular Representations of America in Non-American Media provides emerging research exploring how non-American media covers and represents the U.S.A. through a critical review that demonstrates how foreign media representations of the country have varied according to periods in history, political leadership, and current ideological and socio-cultural affinities. The publication also conversely examines Americans' perceptions of foreign media representations of their country. Featuring coverage on a broad range of topics such as neocolonialism, political science, and popular culture, this book is ideally designed for students, scholars, media specialists, policymakers, international relation experts, politicians, and other professionals seeking current research on different perspectives on non-American media's representation of the U.S.A. and Americans.
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204.750000 USD

Popular Representations of America in Non-American Media

Hardback
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In our digital world, it's easy to overlook the power of a snail mail marketing piece. But think again because when you could earn as much as a 1,300% ROI, why would you not want to generate more leads, orders, and sales with the power of direct mail? It's time ...
Direct Mail Revolution: How to Create Profitable Direct Mail Campaigns in a Digital World
In our digital world, it's easy to overlook the power of a snail mail marketing piece. But think again because when you could earn as much as a 1,300% ROI, why would you not want to generate more leads, orders, and sales with the power of direct mail? It's time to transform your marketing. It's time for The Direct Mail Revolution. In this book legendary copywriting pioneer and marketing expert Robert W. Bly shares his groundbreaking strategies for winning customers and earning profits with direct mail. Dive in and learn how to: Create a comprehensive direct mail marketing strategy Design marketing materials that connect with your target customers Craft letters, brochures, and postcards that stand out Seamlessly integrate direct mail with your digital marketing strategy Avoid the most common snail mail mistakes that will get ignored Plus, you'll receive Bly's very own templates, samples, and checklists to ensure your direct mail materials earn you the highest ROI possible.
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27.29 USD

Direct Mail Revolution: How to Create Profitable Direct Mail Campaigns in a Digital World

by Robert W Bly
Paperback / softback
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Highly experienced subject-matter expert supported by an in-house writing team who can adhere to series norms and conventions. Author is a speaker and expert on Amazon advertising/marketing. Foreword and marketing support from Perry Marshall. Strong corporate/industry outreach. Author comes highly recommended by Perry as one of the most trusted names ...
Ultimate Guide to Amazon Advertising
Highly experienced subject-matter expert supported by an in-house writing team who can adhere to series norms and conventions. Author is a speaker and expert on Amazon advertising/marketing. Foreword and marketing support from Perry Marshall. Strong corporate/industry outreach. Author comes highly recommended by Perry as one of the most trusted names in the field of online/e-commerce marketing and sales. Amazon makes up a 55% share of all U.S. product searches (exceeding Google and everyone else). Primary markets for this book are small business owners, startup entrepreneurs, and marketers who want to learn how to leverage the power of Amazon's marketing potential to increase their sales.
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27.29 USD

Ultimate Guide to Amazon Advertising

by Timothy Seward
Paperback / softback
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Find and Network with the Right ProfessionalsYou know it's smart to connect with over 500 million business professionals on LinkedIn, but you may not know how to do it without wasting tons of time and money. LinkedIn expert and trainer Ted Prodromou delivers a step-by-step guide to using LinkedIn to ...
Ultimate Guide to LinkedIn for Business: Access more than 500 million people in 10 minutes
Find and Network with the Right ProfessionalsYou know it's smart to connect with over 500 million business professionals on LinkedIn, but you may not know how to do it without wasting tons of time and money. LinkedIn expert and trainer Ted Prodromou delivers a step-by-step guide to using LinkedIn to grow your business, find profitable clients and customers, and hire the perfect employees. With more than a decade of experience helping businesses and entrepreneurs grow using SEO, pay-per-click management, and LinkedIn, Prodromou shares the most effective ways to keep you and your business in front of decision makers and build strong referral networks. You'll learn how to: Make online connections that are as strong as those made in person Use content marketing to build and promote your thought leadership profile Build trust with prospective clients by exploring similar interests and groups Develop a closing process that convert connections to clients Leverage your LinkedIn presence to drive you and your business to the top of the results page on multiple search engines-even Google As the definitive social network for people doing business, entrepreneurs ignore LinkedIn at their own peril. Take the direct approach to reaching the movers and shakers by listening to what Ted has to say. -Joel Comm, New York Times bestselling author of Twitter Power 3.0: How to Dominate Your Market One Tweet at a TimeIf you want to know the behind-the-scenes, real-world strategies, you need to read this book filled with applicable tips and tricks to save you time and money, and to give you a roadmap to actually making money on LinkedIn. -Scott Keffer, bestselling author and founder of Double Your Affluent Clients (R)
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27.29 USD

Ultimate Guide to LinkedIn for Business: Access more than 500 million people in 10 minutes

by Ted Prodromou
Paperback / softback
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Superbrands Annual 2019 highlights brands from a wide range of sectors that have become the strongest and most iconic in their field. It explores how these brands have succeeded in reaching the top and pays tribute to their success. The brands are voted for by marketing experts, business professionals and ...
Superbrands Annual: 2019
Superbrands Annual 2019 highlights brands from a wide range of sectors that have become the strongest and most iconic in their field. It explores how these brands have succeeded in reaching the top and pays tribute to their success. The brands are voted for by marketing experts, business professionals and thousands of British consumers. There are two separate surveys: Consumer Superbrands (the UK's strongest B2C brands) and Business Superbrands (the UK's strongest B2B brands). This book also offers an opportunity to gain a greater understanding and appreciation of the important and highly topical discipline of branding, as well as a greater admiration for the brands themselves.
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102.38 USD

Superbrands Annual: 2019

by Superbrands UK Ltd.
Hardback
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There is a growing concern about the rise of gambling in many countries. With the expansion of online gambling opportunities and the relaxation of restrictions on gambling around the world, the industry has increased their investment in marketing activities. The use of diverse and highly visible promotional reminders has been ...
Gambling Advertising: Nature, Effects and Regulation
There is a growing concern about the rise of gambling in many countries. With the expansion of online gambling opportunities and the relaxation of restrictions on gambling around the world, the industry has increased their investment in marketing activities. The use of diverse and highly visible promotional reminders has been identified as an important influence on problem gambling. Gambling critics, activists and some media campaigns have called for tighter controls over gambling advertising and some national governments have begun to review their legislation and regulatory practices. Gambling Advertising: Nature, Effects and Regulation examines these issues and reviews empirical research about the role of advertising and other forms of marketing in the encouragement of gambling behaviour. However, despite the accumulation of research evidence about the nature and effects of gambling advertising and promotion over the first two decades of the 21st century, there are still gaps in our knowledge. In its attempts to clarify the effectiveness of specific restrictions on the location, amount and nature of gambling advertising, this book will aid university teachers and researchers working in fields such as advertising and marketing, business, communications and media, leisure, and advertising and gambling regulation.
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110.91 USD

Gambling Advertising: Nature, Effects and Regulation

by Barrie Gunter
Hardback
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We re living in a gig economy. But would you respond to an online ad seeking someone to search for escaped ants? Or take an offer for a free tattoo by someone who needs the practice? How about a mattress for sale tainted by geriatric love or a workout plan ...
Race Me in a Lobster Suit: Absurd Internet Ads and the Real Conversations that Followed
We re living in a gig economy. But would you respond to an online ad seeking someone to search for escaped ants? Or take an offer for a free tattoo by someone who needs the practice? How about a mattress for sale tainted by geriatric love or a workout plan that involves throwing Virginia hams? And if you hit reply, and the poster is sketchy about the details or offers to pay you with a gift card for clams, how long would you keep the conversation going? When NYC copywriter Kelly Mahon started posting weird, fake gig ads as a creative outlet, she found that there was someone interested in every bizarre offer she came up with. And the subsequent awkward email threads were equally hilarious and bizarre. Race Me In A Lobster Suit collects Mahon s funniest fabrications, plus the hysterical email conversations that followed as she ratcheted up the crazy. While some respondants become suspicious, others seem willing to play along with the joke. And don t worry, everyone involved agreed to share their emails in the book, so there are no hard feelings. In a world where it seems like everyone s suspicious of everyone else, it s nice to know that there are still people who will at least consider helping a stranger reenact a recurring spider nightmare, or explain the principles of pig Latin to a baffled mother of three.
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15.34 USD

Race Me in a Lobster Suit: Absurd Internet Ads and the Real Conversations that Followed

by Kelly Mahon
Paperback / softback
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Pairing big ideas in marketing with the popular activity of content curation, The Rise of the Curator Class positions curation as a humanization movement that is restructuring the internet. * Describes the current state of content overload and how curation is solving it * Explains how curation changes the structure ...
The Rise of the Curator Class: Changing the Way We Buy, Sell, and Make Everything
Pairing big ideas in marketing with the popular activity of content curation, The Rise of the Curator Class positions curation as a humanization movement that is restructuring the internet. * Describes the current state of content overload and how curation is solving it * Explains how curation changes the structure of the internet and economy as legions of consumers demand curated experiences to cut through the noise * Delivers a new toolkit for anyone-in marketing, advertising, sales, content creation, or product development-seeking to stay or become relevant in an increasingly curation-centric marketplace * Provides strategic advice to make passionate audience segments, the opposite of mass marketing, work for you-whether you're buying, selling, or creating
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38.850000 USD

The Rise of the Curator Class: Changing the Way We Buy, Sell, and Make Everything

by Steffon Davis
Hardback
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Giving the reader the tools they need to communicate more effectively to build memorable brands, the fifth edition addresses some of the key issues impacting our industry today, such as gender equality, diversity in the workplace and business ethics. Marcel Jennings, a new co-author for the new edition, brings a ...
Advertising Creative: Strategy, Copy, and Design
Giving the reader the tools they need to communicate more effectively to build memorable brands, the fifth edition addresses some of the key issues impacting our industry today, such as gender equality, diversity in the workplace and business ethics. Marcel Jennings, a new co-author for the new edition, brings a fresh perspective from his background as a copywriter, creative director and from teaching at Virginia Commonwealth University. New to this edition: Updated content for each chapter includes the latest trends in digital technology from AI to VR and continued emphasis on the global marketplace A new focus on Gen Z, as they enter classrooms, and Millennials, as they prepare to enter the job market, connects the content to the next generation of advertising professionals An enhanced Survival Guide offers valuable tips for getting a job, thriving in the position, and standing out in an increasingly competitive industry Unique insights from working professionals in each chapter including all new Pro Tips and inspiring stories from Rising Stars keep readers up-to-date and connected to the advertising world Revised exercises and a What Would You Do? case study at the end of each chapter exercise readers' problem solving skills and encourage them to think outside the box.
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134.80 USD

Advertising Creative: Strategy, Copy, and Design

by Marcel Jennings, Jean M. Grow, Tom Altstiel
Paperback / softback
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There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep ...
Super Signs: Taking your brand to the ultimate level
There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious. This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and ever-changing world. Super Signs are the most effective and powerful means of influencing a consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach -- a level where the brand triggers an instinctive reaction in thought and action from the consumer.
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34.11 USD

Super Signs: Taking your brand to the ultimate level

by Nan Hua, Sam Hua
Hardback
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_____________ `An array of fresh insights on creativity, motivation and staying in flow Daniel H. Pink, author of Drive and To Sell Is Human _____________ In Unsafe Thinking, creativity guru Jonah Sachs demonstrates that the most remarkable and trailblazing individuals - from the Google programmer who disobeyed his managers in ...
Unsafe Thinking: How to be Creative and Bold When You Need It Most
_____________ `An array of fresh insights on creativity, motivation and staying in flow Daniel H. Pink, author of Drive and To Sell Is Human _____________ In Unsafe Thinking, creativity guru Jonah Sachs demonstrates that the most remarkable and trailblazing individuals - from the Google programmer who disobeyed his managers in order to revolutionise the world's email systems, to the mayor who employed mime artists to transform his city's traffic problem - are those who dramatically reject the lure of what they know. He draws on cutting-edge psychology and neuroscience to uncover the specific mental habits that account for the success of those who break the mould. And he reveals how, by embracing a handful of simple brain-hacks and cognitive tools, we can all harness the power of the unsafe thinkers. By revealing the secrets of those who reject our society's outmoded approach to work, Unsafe Thinking promises to unleash the hidden power of creativity in all of us. _____________ `An enchanting book about how to question the conventional, challenge the status quo, and unlock the creative solutions right under your nose.' Adam Grant, author of Originals `Fascinating . . . Sachs has practical tools for success.' Forbes `A must-read for anyone facing a changing world.' Jonah Berger, author of Contagious
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15.75 USD

Unsafe Thinking: How to be Creative and Bold When You Need It Most

by Jonah Sachs
Paperback / softback
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In the mid-nineteenth century, two industries arrived on the American scene. One was strictly a business, yet it helped create, define, and disseminate American culture. The other was ostensibly just a game, yet it soon became emblematic of what it meant to be American, aiding in the creation of a ...
Here's the Pitch: The Amazing, True, New, and Improved Story of Baseball and Advertising
In the mid-nineteenth century, two industries arrived on the American scene. One was strictly a business, yet it helped create, define, and disseminate American culture. The other was ostensibly just a game, yet it soon became emblematic of what it meant to be American, aiding in the creation of a national identity. Today, whenever the AT&T call to the bullpen is heard, fans enter Minute Maid Park, or vote for favorite All-Stars (brought to us by MasterCard), we are reminded that advertising has become inseparable from the MLB experience. Here's the Pitch examines this connection between baseball and advertising, as both constructors and reflectors of culture. Roberta J. Newman considers the simultaneous development of both industries from the birth of the partnership, paying particular attention to the ways in which advertising spread the gospel of baseball at the same time professional baseball helped develop a body of consumers ready for the messages of advertising. Newman considers the role of product endorsements in the creation of the culture of celebrity, and of celebrity baseball players in particular, as well as the ways in which new technologies have impacted the intersection of the two industries. From Ty Cobb to Babe Ruth in the 1920s and 1930s to Mickey Mantle, Yogi Berra, and Willie Mays in the postwar years, to Derek Jeter, Rafael Palmeiro, and David Ortiz in the twenty-first century, Newman looks at many of baseball's celebrated players and shows what qualities made them the perfect pitchmen for new products at key moments. Here's the Pitch tells the story of the development of American and an increasingly international culture through the marriage between Mad Men and The Boys of Summer that made for great copy, notable TV advertisements, and lively social media, and shows how baseball's relationship with advertising is stronger than ever.
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36.700000 USD

Here's the Pitch: The Amazing, True, New, and Improved Story of Baseball and Advertising

by Roberta J Newman
Hardback
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Sorry Spock, Emotions Drive Business presents scientific proof that creative advertising is better for the bottom line. Adam Morgan, a Senior Creative Director at Adobe, gives both creatives and marketers the ammo to prove the value of creativity to stakeholders. For decades, marketers have battled over the value of creative ...
Sorry Spock, Emotions Drive Business: Proving the Value of Creative Ideas With Science
Sorry Spock, Emotions Drive Business presents scientific proof that creative advertising is better for the bottom line. Adam Morgan, a Senior Creative Director at Adobe, gives both creatives and marketers the ammo to prove the value of creativity to stakeholders. For decades, marketers have battled over the value of creative ideas. Some believe creativity adds more impact, others believe it's just window dressing. With data-driven marketing, the divide is only increasing. Today, more than ever, creative professionals need a concrete answer to the question, Do creative ideas work better? Fortunately, science has finally caught up. There is an answer that isn't based on subjective case studies. More than that, Adam shows how emotional ideas create experiences that are more effective and reveals why creativity is actually less risky for business. Sorry Spock, Emotions Drive Business shows readers how they can create the ideal experiences to improve their bottom line.
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18.850000 USD

Sorry Spock, Emotions Drive Business: Proving the Value of Creative Ideas With Science

by Adam W. Morgan
Paperback / softback
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University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions ...
Strategic Brand Management in Higher Education
University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.
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152.250000 USD

Strategic Brand Management in Higher Education

Hardback
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Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still ...
Environmental Advertising in China and the USA: The desire to go green
Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese. This book examines the psycho-cultural differences that disrupt the translation of eco-friendly appeals to China by analyzing environmental advertising. It explores the different notions of green , the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement. This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.
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52.450000 USD

Environmental Advertising in China and the USA: The desire to go green

by Xinghua Li
Paperback / softback
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Persuasive Copywriting, second edition, is the ultimate copywriting survival guide for the 21st century. With the majority of creative professionals developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics, and are seeking ...
Persuasive Copywriting: Cut Through the Noise and Communicate With Impact
Persuasive Copywriting, second edition, is the ultimate copywriting survival guide for the 21st century. With the majority of creative professionals developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it inspires the clear-cut confidence needed to create, quantify and sell stand out copy in a cluttered marketplace. This second edition of Persuasive Copywriting complements the how to perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, addressing day to day issues faced in a multitude of roles. Updates include practical advice to measure and benchmark effective copy, guidance on creating and critiquing briefs, plus four new chapters on how to weave copywriting skills into the wider industry. These cover particularly useful ground around storytelling, content marketing and the impact of evolving channels like mobile and social media. Practical and inspiring, it is a vibrant, all-encompassing guide to copywriting; an essential to every marketer's bookshelf.
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94.500000 USD

Persuasive Copywriting: Cut Through the Noise and Communicate With Impact

by Andy Maslen
Hardback
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Visual Merchandiser's Plans For World Domination: 6x9 Medium Ruled 120 Pages Matte Paperback Funny Humor Office Gag Gift Notebook Journal Stationary For Professional Men And Women
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7.340000 USD

Visual Merchandiser's Plans For World Domination: 6x9 Medium Ruled 120 Pages Matte Paperback Funny Humor Office Gag Gift Notebook Journal Stationary For Professional Men And Women

by Quillybee Publications
Paperback / softback
Book cover image
Book It!: How to Write and Publish Your Business Authority Book, Without Going Crazy, So That You Can Get More Speaking Gigs, Get Media Attention, Attract Better Clients, and Make More Money!
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20.950000 USD

Book It!: How to Write and Publish Your Business Authority Book, Without Going Crazy, So That You Can Get More Speaking Gigs, Get Media Attention, Attract Better Clients, and Make More Money!

by Sandi Masori
Paperback / softback
Book cover image
Attraction Marketing: Bring People to You Rather Than Going After Them
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8.350000 USD

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