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Learn to create powerful, strategic copy for multiple channels, platforms, and storytelling templates Today, just writing strong content or catchy copy isn’t enough. You must also know how to create gripping messages and interactive engagement. Content and Copywriting:...
Learn to utilize social media strategies that inspire behavior change in any landscape Strategic Social Media: From Marketing to Social Change, Second Edition combines best social media marketing practices with the application of traditional communication, behavior...
Winner of the 2021 National Communication Association PRIDE award in the 'Outstanding Textbook' category! Explore a wide range of theoretical frameworks and themes for public relations in this comprehensive and authoritative work Public Relations Theory: Capabilities...
An overview of the practice of strategic global and multicultural public relations in various sectors Global and Multicultural Public Relations offers students an expert overview of specific public relations practices, focused on strategic analyses of actual case...
The comprehensive guide to applied PR theory in the 21st century Public Relations Theory explores the central principles and theoretical components of public relations and their practical applications in actual situations. This informative text helps readers to...
The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today’s digital world, this trade-off has become even more challenging. A luxury brand’s fragile concept of exclusiveness is seemingly incompatible with the...
Emphasizing the intertwined concepts of freedom of the press and social responsibility, this is the first book to cover media ethics from a truly global perspective. Case studies on hot topics and issues of enduring importance in media studies are introduced and...
Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. ...
The Secrets of Successful Copywriting focuses on basic principles in writing compelling copies for copywriters and provides informative insight on advertising. This field is, in every respect, uncompromising.The first and overriding principle of advertising is that it...
Advertising provides a comprehensive coverage of the subject matter. It gives some sample of case studies. There are ten classes of the subject matter. These are classified as being persuasive, informative, institutional, financial, classified, retail, cooperative,...
Now revised and updated to reflect the impact of emerging technologies, this new edition of Advertising and Society: Controversies and Consequences examines the evolution of advertising and its influence on society. Expanded with five new chapters covering the impact...
All governments strive to develop and implement policies that contribute to innovation. Both in academic research and policy circles, the concept of National Innovation Systems has represented a significant approach to industrial policy, research and development, and...
Managing Corporate Social Responsibility offers a strategic, communication-centred approach to integrating CSR into organizations. Drawing from a variety of disciplines and written in a highly accessible style, the book guides readers in a focused progression providing...
A clash between the ideology of growth and the growth of ideas, between control and creativity, between measurement and the immeasurable, between predictability and the fickle muses of inspiration in engulfing our boardrooms. In this scathing swipe at the...
'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish...
How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Advertising in Modern and Postmodern Times: ...
There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and...
How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful...
Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is...
`Nixon's study is a major contribution to the cultural sociology of the new service sector professionals and their gendered identities.It's importance lies in it's skilful synthesis of detailed ethnographic research and social theory. This is a genuinely innovative book...
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