advertising routledge introductions to media and communications

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Advertising

Author : Iain MacRury
ISBN : 9781134530502
Genre : Social Science
File Size : 33. 43 MB
Format : PDF
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Advertising, once seen as 'the official art of capitalist society' is an increasingly commonplace component of a characteristically promotional culture. Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reader. Advertising provides a clear and easy guide to a changing cultural and commercial genre. It explores how advertising can be studied as a cultural industry, and as a sign system, and how adverts and the reception of adverts can be considered drawing on approaches from literary criticism, structuralism, post-structuralism, psychoanalysis and ethnography. Written in an accessible and interesting style, Advertising is the ideal introductory book for students of media, communication and journalism.

The Media Handbook

Author : Helen Katz
ISBN : 9781134974498
Genre : Business & Economics
File Size : 74. 8 MB
Format : PDF, ePub, Mobi
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The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

The Dynamics Of Advertising

Author : Barry Richards
ISBN : 9058230856
Genre : Business & Economics
File Size : 30. 36 MB
Format : PDF
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The authors suggest that advertisments, while important in our daily emotional self-management, are far more closely linked to the pragmatics of everyday life than their symbolic richness might suggest. Recent trends in advertisment content point to an important shift in our relationship to goods that reflects an increasing preoccupation with risk management.

Advertising And New Media

Author : Christina Spurgeon
ISBN : 9781134086214
Genre : Language Arts & Disciplines
File Size : 23. 80 MB
Format : PDF, ePub, Mobi
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This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China. Features include: evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.

Environment Media And Communication

Author : Anders Hansen
ISBN : 9781135280932
Genre : Political Science
File Size : 48. 49 MB
Format : PDF, ePub
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Communication about ‘the environment’ in and through a broad array of news, advertising, art and entertainment media is one of the major sources of public and political understanding of definitions, issues and problems associated with the environment. Environment, Media and Communication examines the social, cultural and political roles of the media as a public arena for images, representations, definitions and controversy regarding the environment. The book starts by discussing and outlining a framework for analyzing media and communication roles in the emergence of the environment and environmental problems as issues for public and political concern. It proceeds to examine who and what drives the public agenda on environmental issues, addressing questions about how governments, scientists, experts, pressure groups and other stakeholders have sought to use traditional as well as newer media for promoting their definitions of the key issues. The media are not merely an open public arena or stage, but rather themselves a key gate-keeper and influence in the process of communicating about the environment: the role of news values, organizational arrangements and professional practices, are thus examined next. Recognizing the importance of wider popular culture narratives to public understanding and communication about the environment and nature, the book proceeds with a discussion of the messages and moral tales communicated about the environment, science and nature in a range of media, including film and advertising media. It shows how this wider context provides important clues to understanding the successes and failures of selected environmental issues or campaigns. The book finishes with an examination of the key approaches and models used for understanding how the media influence and interact with public opinion and political decision-making on environmental issues. Offering a comprehensive introduction to theoretical approaches and models for the study of media and communication roles regarding the environment, and drawing on empirical research evidence and examples from Europe, America, Australia and Asia, the book will be of interest to students in media/communication studies, geography, environmental studies, political science and sociology as wll as to environmental professionals and activists.

The Advertising Handbook

Author : Helen Powell
ISBN : 9781317192275
Genre : Business & Economics
File Size : 64. 7 MB
Format : PDF
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The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies. Discussion questions aid learning and encourage debate about the activities and influence of advertising today. This Fourth Edition explores the growing significance of: the influence of ‘Big Data’ and automation in digital advertising; tracking and profiling users across digital communications for targeted and personalised marketing communications; the rise of media and advertising integration through sponsored content, product placement, native advertising and other forms of branded content; the dynamic shifts in ad spending and media–advertising relationships across legacy media, online and social media; and the complex profile of consumer behaviour that produces new challenges for brands and branding. Fully revised and updated, this new edition of The Advertising Handbook is a comprehensive and accessible guide to contemporary advertising and marketing theory and practice, designed to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students.

Advertising As Communication

Author : Gillian Dyer
ISBN : 9781134972340
Genre : Social Science
File Size : 55. 72 MB
Format : PDF
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Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.

Marketing Communications

Author : Lynne Eagle
ISBN : 9781317697756
Genre : Business & Economics
File Size : 48. 61 MB
Format : PDF, ePub, Mobi
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With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Media Communication

Author : James Watson
ISBN : 9781137428233
Genre : Social Science
File Size : 78. 35 MB
Format : PDF
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The fourth edition of this essential text provides a complete and well-rounded introduction to the study of media and communication in the modern world. It explores the evolution of media and communication and surveys a full range of media theories, using these perspectives to explain social issues and navigate the constantly shifting media landscape in the 21st century. The new edition reflects significant contemporary developments relevant to the field, including the explosion of internet use, the growth of social media and major changes in the journalism industry in recent years. Still covering all of the key topics for introductory media and communication courses, the text draws on current and widely-recognised examples so that students can relate theory to their everyday experiences of media. Written in a lucid and engaging style, the chapters critically examine the role, ownership and constraints of media production, but helpfully clarify terminology and point students towards further reading and discussion topics along the way. The book stands as an invaluable resource for all students of media studies, communication studies and journalism.

Social Media Communication

Author : Jeremy Harris Lipschultz
ISBN : 9781317680604
Genre : Computers
File Size : 26. 38 MB
Format : PDF, Mobi
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In Social Media Communication: Concepts, Practices, Data, Law and Ethics, Jeremy Harris Lipschultz presents a wide-scale, interdisciplinary analysis and guide to social media. Examining platforms such as Twitter, Facebook, LinkedIn, Pinterest, Youtube and Vine, the book explores and analyzes journalism, broadcasting, public relations, advertising and marketing. Lipschultz focuses on key concepts, best practices, data analyses, law and ethics—all promoting the critical thinking professionals and students need to use new networking tools effectively and to navigate social and mobile media spaces. Featuring contemporary case studies, essays from some of the industry’s leading social media innovators, and a comprehensive glossary, this practical, multipurpose textbook gives readers the resources they’ll need to both evaluate and utilize current and future forms of social media. For more information about the book, supplementary updates and teaching materials, follow Social Media Communication online at: Facebook: https://www.facebook.com/SocialMediaCommunication Twitter: @JeremyHL #smc2015 SlideShare: http://www.slideshare.net/jeremylipschultz

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