The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Globalizing Ideal Beauty is the forgotten history of a group of women copywriters whose successful ad campaigns went international in the 1920s and spread an American notion of feminine appeal from Bangor to Bangkok. Sutton's approach is grounded in a huge body of original archival research that has so far remained largely untapped.

Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising.

Shows web owners, marketing managers, project managers and those interested in promoting their website effectively how to research, prepare and run their own AdWords campaign.

Looks at advertising management, including creativity, agency-client relations, campaign planning and effectiveness, media planning and brand communications. This work also looks at the cultural influence of advertising, including its ideological character, theoretical influences, and cross-cultural aspects.

An introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. Packed with case studies and first-hand examples gathered from leading international advertising agencies, it succeeds in providing a guide to the advertising environment.

A guide which explains how to create advertising that works, how to run an agency, how to write successful copy, and what the future holds for the advertising industry.

A course presenting information on advertising, from how to write copy and choose a typeface, to how agencies work and the different strategies used for print, TV or cinema and other media, including interactive. It includes exercises that help the reader judge their own work and that of others.

Provides both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice.

Suitable for retail students, this book offers a reference guide to the various aspects of visual merchandising. Covering both window dressing and in-store areas, and including a range of stores from fashion emporia to small outlets, it contains practical advice, as well as case studies and hints and tips from established visual merchandisers.

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Effective creative work is not a nice-to-have, it's a necessity - it's the only way you'll stand out in a fiercely competitive marketplace. Whether you're in digital, direct or advertising, the CEO of an agency or just starting out, How to do better creative work has been written for you. In fact, you'll see that everyone plays a crucial role in producing creative work that works: What it means ..

A distillation of all the successful Ogilvy concepts, tactics and techniques that made this book an international bestseller.

Advertising Strategy provides students with the experience of an actively teaching professor at one of the top advertising programs in the country and a working creative director//agency principle. Altstiel and Grow get right to the point by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that ...

Presents an introduction to the key elements of creative advertising and takes the reader, step-by-step, through different stages of the creative process, including how advertising agencies plan, generate, create and produce advertising campaigns.

Takes you through the process of marketing planning. This guide explains the differences between processes, methods, strategic and tactical planning, and incorporates the thinking in marketing, e-marketing, CRM and planning practices. It is suitable for professional marketers and students of marketing.

Explains the revolutionized world of advertising. This book reveals the challenges facing marketers including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising. Based on the research and case studies, it shows you how to find and engage audiences in a chaotic media climate.

Describes an approach to creating a position in a prospective customer's mind - one that reflects a company's own strengths and weaknesses and those of its competitors. This book shows readers how to reposition a strong competitor and create a weak spot, use the present position to its best advantage, and choose the best name for a product.