[PDF] Digital Dawn In Adland eBook

Author : Robert Crawford
Publisher : Routledge
Page : 179 pages
File Size : 17,11 MB
Release : 2021-06-16
Category : Business & Economics
ISBN : 0429686005

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Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry helped shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over 50 interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers, and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication, and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today.

Author : Nicholas Holm
Publisher : Taylor & Francis
Page : 279 pages
File Size : 48,4 MB
Release : 2023-04-03
Category : Social Science
ISBN : 100085471X

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This critical introductory text explores the role of advertising in contemporary culture and its connections to larger economic, social, and political forces. Written in an engaging and accessible style and incorporating a wide range of examples from around the world, the chapters introduce the key concepts, methods, and debates needed to analyse and understand advertising. From an investigation of advertising’s crucial function in media economics and our wider capitalist system to a consideration of the people who both make and watch advertising, this insightful text enables students to: make sense of advertising’s powerful influence as both an economic force and an artistic form; assess the various claims of these two perspectives on advertising; and understand how they challenge and complicate one another. This revised second edition includes a new chapter on branding and promotional culture, and substantially updated content on topics like digital and online advertising, surveillance and empowerment, as well as brand new topics like self-branding/influencers and using technology to evade advertising. Equipping students with the skills needed to partake in this lively discourse, the text is an invaluable resource for studying advertising critically. It is essential reading for students of advertising, media studies and communication studies.

Author : Bridget Griffen-Foley
Publisher : Taylor & Francis
Page : 456 pages
File Size : 13,23 MB
Release : 2023-11-17
Category : Language Arts & Disciplines
ISBN : 1000996883

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At a time when the traditional media have been reshaped by digital technologies and audiences have fragmented, people are using mediated forms of communication to manage all aspects of their daily lives as well as for news and entertainment. The Media and Communications in Australia offers a systematic introduction to this dynamic field. Fully updated and expanded, this fifth edition outlines the key media industries – from print, sound and television to film, gaming and public relations – and explains how communications technologies have changed the ways in which they now operate. It offers an overview of the key approaches to the field, including a consideration of Indigenous communication, and features a ‘hot topics’ section with contributions on issues including diversity, misinformation, algorithms, COVID-19, web series and national security. With chapters from Australia’s leading researchers and teachers in the field, The Media and Communications in Australia remains the most comprehensive and reliable introduction to media and communications from an Australian perspective. It is an ideal student text and a key resource for teachers, lecturers, media practitioners and anyone interested in understanding these influential industries.

Author : Krzysztof Kubacki
Publisher : Taylor & Francis
Page : 560 pages
File Size : 46,82 MB
Release : 2022-08-25
Category : Business & Economics
ISBN : 1000640930

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The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategies, tools and techniques to improve the well-being of society. As such it does not exclude the use of marketing to increase profit and shareholder value but rather prioritises the social impact of marketing, both positive and negative (even if largely unintended). This companion is a scholarly reference providing an overview of marketing for social impact in terms of its current and emergent themes, debates and developments, as well as reflections on the future of the field. Using marketing tools and techniques for social impact is commonly accepted as an effective commercial strategy (e.g. corporate social responsibility, cause-related marketing) and increasingly accepted as an approach to planned social transformation that can be used to influence positive social change in behaviours such as recycling, healthy eating, domestic violence and human trafficking. This reference volume serves as an authoritative and comprehensive statement on the state of contemporary scholarship focusing on the diverse subject of the social impact of marketing. It features 25 chapters written by international subject specialists within six themed sections, including consumer issues, marketing tools, commercial marketing and non-profit marketing. It will find a global audience of scholars and researchers within marketing and cognate fields, interested in using marketing tools and techniques to create social impact in areas such as public health, social and behaviour change communication, sociology and cultural studies.

Author : Robert Crawford
Publisher : Taylor & Francis
Page : 119 pages
File Size : 32,72 MB
Release : 2022-08-22
Category : Business & Economics
ISBN : 1000781046

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This book introduces business historians to oral history methodologies and approaches. Using four distinct oral history case studies to explore ideas of disruption and continuity in business history over the second half of the twentieth century, Robert Crawford and Matthew Bailey demonstrate how critical engagement with oral history approaches serves to enhance and enliven business history as well as its relationship with other historical fields. The focus on disruption is used to encompass a broad set of processes such as technological change, the impact of external forces, informal business networks, social constructions of gender, knowledge transfer, firm adaptability and cultural change. The use of oral histories to interpret responses to disruption in the past, and to explore the features characterising business continuity, provides an opportunity to consider the human dimensions, subjective experiences and personal insights of workplace, firm and industry change. It also sheds light on the ways that people and firms respond to disruptive forces through innovation and adaptation – both successfully and unsuccessfully. This succinct and accessible account is essential reading for business historians with little experience in using oral history, as well as those looking to gain deeper insights from their oral history data.

Author : Dawn McGruer
Publisher : John Wiley & Sons
Page : 440 pages
File Size : 31,92 MB
Release : 2020-01-21
Category : Business & Economics
ISBN : 1119635888

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8 powerful ways to market your business online to consistently generate an abundance of leads that convert into profitable customers. Dynamic Digital Marketing teaches any business or individual how to increase online visibility and presence, attract their target audience, generate leads, and convert them into profitable customers. Author Dawn McGruer is an expert at making businesses and brands shine online. She is passionate about helping entrepreneurs and businesses maximise their digital marketing profits by developing digital skills which scale and grow their businesses and accelerate their success. Most entrepreneurs and businesses fully understand the importance of digital marketing, yet many do not know where to start or, worse, continue to spend time, money, and effort on strategies that fail to provide the best results for their investment. To remedy this situation, Dawn developed her multi-award-winning digital marketing framework, Dynamic Digital Marketing Model. Offering step-by-step guidance, this book shows you how to use this model to market your business online whilst transforming yourself into a proficient digital marketer. This must-read book will help you: Gain invaluable insights on what works – and what doesn’t – based on the author’s 20 years’ experience in digital marketing Avoid pitfalls and missteps by implementing the same proven success strategies used by key influencers Harness the power of search engine optimisation (SEO), social media, content marketing, online video, and more Amplify your brand, cultivate customers, and increase profits Incorporate e-mail marketing, customer analytics, strategic web design, and influencer partnerships in your overall digital marketing strategy Dynamic Digital Marketing: Master the world of online and social media marketing to grow your business is an indispensable resource for business leaders, business owners, marketing and sales professionals, digital strategists and consultants, entrepreneurs, and students in business and marketing programmes.

Author : Simon Pont
Publisher : Kogan Page Publishers
Page : 296 pages
File Size : 16,96 MB
Release : 2012-11-03
Category : Business & Economics
ISBN : 0749466227

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Advertising can be great. Great advertising, that is. Brands live or die on the power of their advertising and the advertiser's role is to build better mousetraps. But why do we love certain brands and passionately or indifferently reject the rest? What do our brands say about us? And why do we feel so compelled to use digital brands to say even more? Advertising has always been the hard sell and subtle hustle that piques our interest and gets us thinking I WANT that, but in a world that now moves with binary speed, the Brand Game is taking ever-new and remarkable turns in its pursuit of better and faster mice. A provocative and insightful look at the chase, The Better Mousetrap lifts the lid on the brand and advertising strategies of leading companies who, in a world redefined by digital media, are setting the best traps for these ever quicker mice.

Author : Vipin Mayar
Publisher : Wiley
Page : 298 pages
File Size : 24,62 MB
Release : 2011-06-28
Category : Business & Economics
ISBN : 9780470905722

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Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.

Author : Mark Tungate
Publisher : Kogan Page Publishers
Page : 316 pages
File Size : 11,51 MB
Release : 2007
Category : Business & Economics
ISBN : 9780749448370

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Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.

Author : Daniela V. Dimitrova
Publisher : Rowman & Littlefield
Page : 258 pages
File Size : 35,75 MB
Release : 2021-08-10
Category : Language Arts & Disciplines
ISBN : 153814686X

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Global Journalism: Understanding World Media Systems provides an overview of the key issues in global journalism today and traces how media systems have evolved over time in different world regions. Taking into account local context as well as technological change across media industries, the book offers an up-to-date, thorough overview of media developments in all world regions embedded in their unique political, cultural and economic context. Covering theoretical foundations of global journalism, from the classic Four Theories of the Press to more nuanced media models, this text proposes a framework for studying world media systems. Contributed chapters cover a wide range of topics, including media freedom, global news cultures, professional ethics and responsibilities, and education of global journalists, as well as the role of technology and issues such as fake news, soft power and public diplomacy, foreign news reporting and international news flow. Visit Globaljournalism.org to access additional class materials, case studies, and multimedia.