Om reklam, aktörerna, marknadsplanerna och reklamsamarbetet. Om idén och budskapet. Om bilden, texten och designen. Om samspelet, effekten, etiken.I sin nya bok skriver Bo Bergström om hatkärlek, lockelse, reklamtrötthet, varumärken, positioneringar…
Meet Mr. Product! Meet Chiquita, Tony the Tiger, Elsie the Cow, and hundreds more well-known and not-so-well-known personalities in this colorful celebration of the history and art of advertising characters. We share our dinner table with them and t…
The Wizard shares the secrets of business persuasion that are taught at his renowned Academy.
Vol.2 continues offering yet more indispensable advice. Chapters cover issues ranging from creativity for good, how to decode creative DNA, embracing limitations, using humour or entertaining the right wrongs. Vol.2 offers holistic guidance on how t…
Native advertising: paid-for media that looks and behaves like the content around it. It affects us all. If you own a smartphone, use social media or read content online, you will have been exposed to it - often without realizing. Influenced by digi…
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and ev…
Book of Ideas is just that: an outpouring of what one creative director and designer has discovered from many years working in the strange and endlessly fascinating world of the creative industry.
Featuring more than one hundred of the most significant and influential buildings of the twentieth century, this second edition has been expanded and updated to include new buildings from the early part of the twenty-first century and work by archit…
A step-by-step technique for sparking breakthrough creativity in advertising--or any fieldSince its publication in 1965, A Technique for Producing Ideas has helped thousands of advertising copywriters smash through internal barriers to unleash their…
Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart while sharing strategies on establishing credibility and implementing a slow PR build. Reprint. 40,0…
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: - How to get a job in advertising -…
Henry Ford jump-started the age of the automobile with the first assembly-line car in 1908: the Model T. Over the next century the automobile evolved from chugging workhorse to tail fin-era showboat to sleek status symbol, complete with sleek hood o…
The emerging present is a fast-changing context for incumbent organizations, especially in market segments where online behavior is replacing physical proximity, and users engage with digital platforms for the acquisition of products and services. T…
Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. T…
In today's noisy market where people have instant access to nearly everything, quality products and services are no longer enough to differentiate your company or organization-your brand- from the competition. What a brand stands for, and the action…
Distilling the wisdom of the world's greatest advertisers, direct marketing expert Craig Simpson delivers an education on direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. Walks readers…
Learn what makes a client trust you to be their financial advisor. Put the power of story telling into selling financial products. The authors explain the process of making these intuitive connections, then translate their findings into understandab…
This book is carefully structured to follow the basic sequence of tasks with which a planner is concerned. There are chapters on formulating the core strategy, how to tranform that strategy into an inspiring brief, evaluating the effectiveness of ad…
The Blueprint for Strategic Advertising's step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes…
Through case examples gathered from the authors' experiences in helping organizations manage their most critical business relationships, this title points out the keys in designing and implementing a strategic account management programme.
Apple's first logo was a complex picture, a tribute to Isaac Newton sitting under an apple tree, captioned with a phrase from Wordsworth: "Newton...a mind forever voyaging through strange seas of thought...alone", with a tag line containing the bran…
For 15 years, the Hans Brinker Budget Hotel in Amsterdam has gained worldwide recognition for its daring, confrontational, and occasionally just plain offensive advertising. Through press, posters, TV, and even flags stuck in dog poop, the hotel's a…
The book covers the ongoing shift from mass-marketing and micro-marketing to sensory marketing in terms of the increased individualization in the contemporary society. It shows the importance in reaching the individuals' five senses at a deeper leve…
Practical techniques for applying neuroscience and behavior research to attract new customers.Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding th…
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a br…
Kunskap om upphovsrätten är grundläggande inom reklam- och medieproduktion. Dagens digitala teknik gör det enkelt att kopiera och manipulera alster utan kvalitetsförsämring. Över globala nätverk kan bilder, fotografier, videofilmer och musik snabbt…
"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and…
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 help…
Here he shows savvy marketers, entrepreneurs, and online celebrity wannabes how they, too, can develop clever videos that amass millions of views.Staples outlines a nine-step approach that anyone can use to launch their product or service without ha…
Getting a public relations campaign or programme off the ground can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. Practical and easy to read, the book presents a 12-point plan for ens…
In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for pub…
One of the Best Books of the Year The San Francisco Chronicle * The Philadelphia Inquirer * Vox * The Globe and Mail (Toronto) From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined th…
Whether you're an agency writer in need of inspiration, a one-woman-band drumming up work from new clients, an established business trying to get more from that mysterious thing called 'content', or you simply want to persuade your colleagues to ado…
Why is Jagermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%? And then there's the most important question of all: How can your br…
Highly experienced subject-matter expert supported by an in-house writing team who can adhere to series norms and conventions.Author is a speaker and expert on Amazon advertising/marketing.Foreword and marketing support from Perry Marshall.Strong co…
The founder of Yoyodyne explains how marketing specialists can shape messages to promote a willing acceptance by consumers and offers advice on how to enhance marketing effectiveness by building long-term relationships with customers, creating trust…
New Yorker writer Malcolm Gladwell looks at why major changes in our society so often happen suddenly and unexpectedly. Ideas, behavior, messages, and products, he argues, often spread like outbreaks of infectious disease. Just as a single sick pers…
Compared to 25 years ago, today's retail experience is a world apart. Almost anything can be ordered, delivered and picked up rapidly, often customised to personal preferences at no extra cost. The smartphone has created a world of limitless consume…
Active traders must get inside the head of the all-important market maker - "The Ax" - before they can begin to truly compete. This work takes an inside look at how axes think, what they look for, and how they can be beat.
The Intertext series has been specifically designed to meet the needs of contemporary English Language Studies. The core book, Working with Texts, is the foundation text which provides an introduction to language analysis. It is complemented by a ra…
An expanded and updated edition of the revolutionary marketing classic identifies the fastest growing markets, discusses recession strategies, modern consumers, targeted prospects, technology, and management; and furnishes new sections on Internet m…
The Absolut Vodka advertising campaign has been running nonstop for fifteen years, which, in advertising, is practically forever. Industry insiders hail it as one of the most successful campaigns in the history of advertising, and the star of the ad…
This thought-provoking and inspirational book covers such topics as: developing a solid creative process through "Visual Reflection Notebooks" and "Bring Play to Work"; understanding the artist's unique identity in relation to the larger culture; bu…
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated, just in time for the business challenges ahead. It contai…
From the bestselling author of Buyology comes a shocking insider's look at how today's global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy. Marketing visionary Martin Lindstrom has been on th…
The Complete Do-It-Yourself Kit for Creating Powerful, Interactive PresentationsMaster presenter Gene Zelazny has shown thousands of professionals around the world how to design and deliver successful presentations. Now, he combines his bestselling…
