Addresses the question most frequently asked by the public and students in relation to this subject - how does advertising work?
Explores the many different ways in which campaigns work (or fail ... 続きを読む
3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, to pr ... 続きを読む
Enlisting Masculinity explores how the U.S. military branches have deployed gender and, in particular, ideas about masculinity to sell military service to potential recruits. Military service has str ... 続きを読む
Provides a general overview of the function and importance of marketing to modern organisations
Considers the challenges facing marketing efforts in increasingly global markets
Looks forward to ... 続きを読む
Few expressions of globalization are as visible, widespread, and pervasive as the worldwide proliferation of internationally traded consumer goods. Advertising is not only a useful index to measure gl ... 続きを読む
This introduction to PR provides a grounding in fundamental theory and relates it to real-world practice. The standard chapter structure, with content presented in bite-sized chunks, allows students t ... 続きを読む
Public Relations Campaigns is designed to guide current and aspiring Public Relations professionals through the campaign development and implementation process. It illustrates the application of plann ... 続きを読む
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, ... 続きを読む
A unique, systematic chapter framework offers a detailed guide to strategic advertising management.
Chapters balance theory with an international range of real-life examples, which are interwoven ... 続きを読む
What does it mean to have a "good" or "bad" reputation? How does it create or destroy value, or shape chances to pursue particular opportunities? Where do reputations come from? How do we measure them ... 続きを読む
