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PREFACE. "To Advertise or not to Advertise?" is the question which continually confronts the business man. In order to assist in the solution of this problem, we publish this booklet on "The Art of Advertising." It is an attempt to explain, in a simple and lucid fashion, the relation of advertising to modern business enterprise. The importance of advertising has long been recognised by the more enlightened members of the business and industrial world. Many, however, have not yet grasped its true significance, or have failed to fully appreciate its seriousness. It is for these that the following pages are written. Instead of reiterating the supreme importance of advertisement we have rather endeavoured to describe the laws which govern the action of advertising. .Without entering into too minute detail we have indicated the reasons which are compelling business men, year by year, to pay increased attention to the advertising branch of their business.
Drawing on both documentary and pictorial evidence, Pamela Walker Laird explores the modernization of American advertising to 1920. She links its rise and transformation to changes that affected American society and business alike, including the rise of professional specialization and the communications revolution that new technologies made possible. Laird finds a fundamental shift in the kinds of people who created advertisements and their relationships to the firms that advertised. Advertising evolved from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people that they needed to buy). Through this story, Laird shows how and why?in the intense competitions for both markets and cultural authority?the creators of advertisements laid claim to "progress" and used it to legitimate their places in American business and culture.
Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unv
Although advertising has been a major area of study in marketing, limited research investigating the unintended effects of targeted advertising beyond social and moral issues has been conducted. This research contributes to the current body of knowledge by examining the unintended effects of ethnically targeted advertising on ethnic groups that are not targeted, but who are still likely to see the advertising. The research also develops a holistic model for measuring the effects of targeted advertising using four variables; emotions, attitude to the advertisement, attitude to the company and behavioral intentions. The conceptual basis of the model is accommodation theory, which allows for different levels of targeting based on the language mix used in advertisements. The model was tested on three different ethnic groups in Malaysia, namely the Malays, Chinese, and Iban.
Book DescriptionGet a thorough review of vital research issues! Fundamentals of Business Marketing Research examines industrial/business research of the recent past, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on "Business Marketing: A Twenty Year Review," a thorough study of industrial/business research conducted from 1978-1997 with critical commentary from a distinguished panel of business academics at leading universities and the response of the study?s authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that?s anything but business as usual. Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller...
"Strategic Brand Management" approaches the subject of brand management from a unique combination of sociological and cultural perspectives. This approach provides students with an understanding of the dynamics of the subject and enables them to engage with the issues that lie within. The book integrates more traditional notions of the brand, such as equity and positioning, within this innovative framework. The framework also allows the separation of a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. Packed with numerous examples of well-known brands including IKEA, Standard Life, Coca-Cola, and EasyJet; case studies on companies and brands such as MasterCard, Andrex, Nescafe Gold Blend, and Hennessy Cognac; and featuring a wealth of...
Book Description From market research and packaging to TV advertising and publicity, all aspects of marketing are defined and explained in this overview of marketing terminology. Useful supplements in this updated edition include SWOT (strengths, weaknesses, opportunities, and threats) analyses and a sample print specification form.
Book DescriptionSigns orient, inform, persuade, and regulate. They help give meaning to our natural and human-built environment, to landscape and place. In Signs in America?s Auto Age, cultural geographer John Jakle and historian Keith Sculle explore the ways in which we take meaning from outdoor signs and assign meaning to our surroundings?the ways we "read" landscape. With an emphasis on how the use of signs changed as the nation?s geography reorganized around the coming of the automobile, Jakle and Sculle consider the vast array of signs that have evolved since the beginning of the twentieth century. Using a rich archive of trade and professional magazines along with existing academic literature and the landscape itself, Jakle andSculle offer compelling images and commentary on commercial and regulatory signs in both downtown and roadside settings. They explore how reading and displaying signs contribute to our sense of community and our sense of self, the...
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