Advertising & Promotion

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals...

This indispensable study offers an in-depth analysis of advertising in developing and emerging economies as they join the global market and seek to improve the socio-economic condition of their citizens. Advertising in Developing and Emerging Countries...

Conceptual thinking involves adding vision to a product, service, or organisation. Content is key, as it determines the coherence of the concept. Consumers want to experience every aspect of the concept. In addition, the producer must meet the emotional...

In the 1930s, the United States almost regulated advertising to a degree that seems unthinkable today. Activists viewed modern advertising as propaganda that undermined the ability of consumers to live in a healthy civic environment. Organized consumer...

Since 2001, India has gained new attention as an emerging world power with a rapidly growing economy, a world-class science and technology sector, and a huge English-speaking labor pool. After a period of escalating tension with neighbor Pakistan,...

Linking the worlds of community development, higher education administration, and urban design, this accessible guidebook offers useful information on how universities and communities can best develop partnership projects. Its focus on smart growth...

During the Pacific War the Japanese government used a wide range of methods to recruit workers for construction projects throughout the occupied territories. Mistreatment of workers was a major grievance, both in widely publicized cases such as the use...

The Routledge Handbook of Positive Communication forms a comprehensive reference point for cross-disciplinary approaches to understanding the central role of communication in the construction of hedonic and eudemonic happiness,or subjective and...

This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with...

In Casting for Big Ideas, Andrew Jaffe, industry veteran and Director of the Clio Awards, details important lessons on the management and growth of advertising agencies. He shows how the forty-year-old agency business model is breaking down because the...

'A no-holds-barred overview of the very competitive but ultimately rewarding industry that is advertising. Insightful, well-informed, frank and honest. An inspirational eye-opener for all Adland wannabes' - Gyles Lingwood, Course Leader, Creative...

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the...

Public Administration and Law has been edited for use as a supplement for an undergraduate or MPA level course on administrative law. The selections, all from the pages of Public Administration Review, have been chosen to enlighten and enliven the...

Ethnography at Work follows the experiences of the author as a participant observer in the day-to-day running of a Japanese advertising agency. The book reveals the intricate behind-the-scenes planning, discussion, negotiations and strategies needed to...

After years of industry experience and academic positions lecturing to students about creativity and branding, Joris van Dooren and Coen Luijten both began to notice some strange behaviour. Both their student and the starting entrepreneurs they...

This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating...

Marcel Danesi's outstanding introduction provides a clear guide to brands and brand identity, outlining their historical origins and their increasing centrality in contemporary consumer culture. He introduces: the origins of brands naming and brand...

This book's unique combination of case studies and commentaries provides the basis for a systematic discussion of the role of individual leaders and complex institutions in U.S. foreign policy making. The case studies present routine and urgent,...

The country store was a three dimensional collage of advertising, packaging, unique drugstore items, medical gadgets, and cure-alls that rural Americans held faith in for many years. This book examines the varied drugstore and advertising ephemera...

From Alpenbrau to Zima, this engaging book features more than 450 color photos of some of the most attractive beer signs ever created and provides an in-depth look at this significant aspect of advertising art. Included are early wood and cardboard...

Public Relations Writing Worktext provides the fundamental knowledge and the basic preparation required for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of...

This book offers a critical, empirically-grounded and contemporary account of how advertisers and agencies are dealing with a volatile mediascape throughout the world, taking a region-by-region approach.It provides a clear, systematic, and synoptic...

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...

It is the first time that the different strategic advertising mechanisms are explained in a single book. And this is also the first time that a book has brought together the most important and transcendent (for its applicability to the advertising...

Providing new insights into the textual and paratextual character of brands and advertising, this innovative book showcases an extensive selection of vivid and topical case examples that assist the practical understanding of advertising paratexts. Chris...

Optimizing AdWords provides the information marketers and future marketers need to harness the power of the Google's AdWords search engine marketing applications. It provides a big picture overview of the AdWords system, helping businesses and...

Sex in Consumer Culture: The Erotic Content of Media and Marketing considers the use of sex to promote brands, magazines, video games, TV programming, music, and movies. Offering both quantitative and qualitative perspectives from leading scholars in a...

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning...

Studies of gender and American political life most often focus only on women. This book fills the gap by examining and comparing the roles and behavior of both men and women in political decision-making, public policy, and political institutions. Now...

This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars,...

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world's leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid...

Some of the usual obstacles to modern teachings of marketing are ethnocentricity, the limitation of creative thought by conformity to existing theories, lack of questioning of ethics, and a disconnection from historic events or sociological discourse...

This book provides students and practitioners with a comprehensive overview of the rules and principles associated with ethical advertising practices. With extensive research, and a variety of case studies, and expert opinions, it discusses why...

Modern advertising was created in the US between 1870 and 1920 when advertisers and the increasingly specialized advertising industry that served them crafted means of reliable access to and knowledge of audiences. This highly original and accessible...

Sex in Advertising: Perspectives on the Erotic Appeal is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers...

Advertising and Violence identifies and analyzes the important issues related to violence in advertising and its overall effects on society. The book is based on a widely cited special issue of the Journal of Advertising and includes eight new chapters...

This easy-to-use handbook is an essential resource for anyone who needs to write English correspondence for an international business audience. In an engaging, accessible style it integrates the theory and controversies of intercultural communication...

India has become one of the hottest business stories in the news. Covering the fast-growing economy, the twists and turns of domestic politics, labor in the large informal sector, the cultural roots of Hindu nationalism, the foreign relations roller...

This book integrates the study of presidential politics and foreign policy-making from the Vietnam aftermath to the events following September 11 and the Iraqi War. Focusing on the relationship between presidents' foreign policy agendas and domestic...

Whenever we pick up a newspaper or magazine, turn on the television or look at the heardings on roadsides, we are confronted with advertisements. These do more than simply sell a product - they work in subtle ways to persuade us to accept the way of life...