The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples.Key changes in the Fourth Edition include: A better grounding in the role of media in an advertising and marketing plan today, with a new first chapter on the changing role of media planning in agencies today; Increased coverage of communication planning; Added focus on the importance of media strategy early on in the book through a new chapter; A new chapter on evaluating media vehicles, filled with up-to-date examples; Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular; A new chapter on search engine marketing and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media; A new chapter on gaming, and many new examples of the latest digital media, with an emphasis on social media, and a new framework for analyzing current and future social media; A new chapter on international advertising; A new chapter on campaign evaluation.An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments. From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way. Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.
DO NOT SPEND A DIME ON ADVERTISING UNTIL YOU'VE READ THIS BOOK. This book is packed with proven time and money saving techniques that will supercharge your marketing and put your online business in profits for life...In this top notch information on paid advertising, you'll discover the secrets of making the huge return on shoestring budget advertising. Here is a few of what you'll discover in this book; Industry tricks for increasing advertising revenue, Guide to high return on a tight budget advertising investment, How to buy profitable website traffic with pennies!, How to find quality PPC advertising venues, How to find quality forums that accept Ads, Where to find cheap newsletter advertising opportunities, Where to buy profitable low -cost banner Ad spots, How to find and buy advertising on joint venture and affiliate partner networks, How to secure CPA and CPM advertising opportunities, How to find and hire an advertising manager, How to find a PPC management service that gets result. And many more...
Based on a study using online ethnography as the major research method, this book explains why and how men in Hong Kong use QQ-an online instant messenger-to "chase" women in mainland China, especially in the neighboring city of Shenzhen. Chasing women through QQ is a reciprocal exchange process during which the resources to be exchanged in the interaction are not negotiated. Rather, the men provide resources to the women, hoping for rewards in return that are not guaranteed. This characteristic of the exchange makes men who chase women through QQ very strategic in their action. They try to maximize the rewards and minimize the costs by adopting myriad strategies, such as constructing an attractive online identity by strategic self-presentation. The role of emotions in the exchange process is also examined. Men learn the emotional norms through the online forum, but sometimes it is difficult for them to control their emotions; some men fall in love when they are not supposed to. As it happens, they have failed to calculate the costs and rewards rationally in that they may provide too many resources to the women without getting enough rewards in return.
This book provides original insights into the thought processes, motivations, desires, anxieties and risks of Hong Kong men seeking short-term sexual relations with women on the mainland. These insights are highly relevant to our understanding of the quickly evolving use of social media, a phenomenon of worldwide importance and deep implications.
Advertising Today and Tomorrow surveys the structure and function of modern advertising (and in particular the modern advertising agency), investigates how appropriate its machinery is for modern business requirements, and suggests how, both for the good of itself and its clients, it can best equip and refine itself for the future. It is of great use to students of business, particularly of marketing, in the colleges, universities and business schools, as well as being of great help to young people seeking to make advertising their career.
First published in 1974.
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