[PDF] Absolute Essentials Of Advertising eBook

Author : Sarah Turnbull
Publisher : Taylor & Francis
Page : 84 pages
File Size : 18,36 MB
Release : 2022-04-19
Category : Business & Economics
ISBN : 1000609618

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This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. For undergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.

Author : Alan Charlesworth
Publisher : Routledge
Page : 100 pages
File Size : 37,61 MB
Release : 2020-09-24
Category : Business & Economics
ISBN : 1000209121

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This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing. The author, a well-renowned teacher and writer on the subject, presents a concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy. Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing. Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.

Author : Don E. Schultz
Publisher : N T C Business Books
Page : 184 pages
File Size : 35,27 MB
Release : 1996
Category : Business & Economics
ISBN :

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Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discussion questions, bandw photos, and a case study. This third edition is updated to include new concepts in the field resulting from new technology, and shows how to evaluate strategies and programs for the entire range of advertising and marketing communications media. Annotation copyright by Book News, Inc., Portland, OR

Author : Tony Proctor
Publisher : Routledge
Page : 112 pages
File Size : 23,32 MB
Release : 2020-06-10
Category :
ISBN : 9780367437756

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Strategic marketing is a complex topic and this shortform textbook illuminates its fundamental elements to provide a birds-eye view of the field for students of marketing strategy. Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of "strategic windows" to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats. Enhanced by text features such as essential summaries, focused references, and additional online supplements, this very short introduction enables the reader to zero-in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.

Author : Tony Proctor
Publisher : Routledge
Page : 111 pages
File Size : 27,34 MB
Release : 2020-05-17
Category : Business & Economics
ISBN : 1000096645

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Strategic marketing is a complex topic, and this short-form textbook illuminates its fundamental elements to provide a bird’s-eye view of the field for students of marketing strategy. Focused on the marketing of goods and services, the book highlights how incremental changes in the market environment drive changes to marketing strategies. The author, an experienced marketing expert, uses the concept of ‘strategic windows’ to facilitate student understanding, looking at how firms can best anticipate and react to opportunities and threats. Enhanced by text features such as essential summaries, focused references and additional online supplements, this very short introduction enables the reader to zero in on the core priorities for strategic marketers. The result is a volume that is valuable reading for marketing students around the world.

Author : Alan Sitkin
Publisher : Routledge
Page : 190 pages
File Size : 18,71 MB
Release : 2020-09-24
Category : Business & Economics
ISBN : 0429663854

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As challenges to the era of globalisation emerge, international business grows in importance and complexity as a field of study. This shortform textbook introduces learners to the frameworks within which international business occurs and to the range of actions that companies might undertake in these environments. Owing to an emphasis on cross-border interactions, international business is a politicised field, and this book provides readers with the tools to deepen their understanding not only of the actions that companies might take but also of the economic, societal, cultural and political frameworks affecting how decisions are made. With a refreshing realism in its approach, this book will be perfect brief reading for students required to understand the obstacles that global business practitioners must overcome to succeed.