This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
This revealing book examines the careers of the few African-American women who overcame the institutional sexism and racism of the advertising industr..
As consumers, we all encounter advertising as part of our daily lives. However we are often unaware of its more subtle form of persuasion. This book e..
Using a variety of print advertisements,this exciting and provocative study explores how the consumer is created in terms of sex, race and class. Esse..
This second edition of Public Relations Cases offers a unique collection of contemporary international public relations case studies that gives the re..
In this volume the main interest is the study of public reaction to various advertising appeals. The advertising aspect of psychology involves the stu..
Advertising today is not only under sterner scrutiny by the various federal regulatory and judicial bodies but is also facing an ominous storm of publ..
This work explains the various elements which go to the making of a successful advertising campaign – the planning, research and discussion – and give..
Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigate..
Walter Taplin here presents the first fruits of his exhaustive enquiry into the causes of this massive feature of contemporary life. Advertising has d..
What does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a..
The Lectures forming the main part of this volume were presented at the London School of Economics and Political Science and, collected, purport not t..
Outdoor Advertising looks at its practical side, the contractor, the agent, the designer, and the planning side, including site selection, as well as ..