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Advertising & Imc
Advertising & IMC: Principles and Practice By Sandra Moriarty
eBook Instant Access – for Advertising & IMC: Principles and Practice, Global Edition
For introductory courses in advertising Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Methods for the Study of Literature as Cultural Memory
In this volume collaborators from different universities all over the world explore a wide variety of methods for the study of literature as cultural memory. In literature, the past may be (re)constructed in various ways and in very diverse forms. This immediately raises the question as to how one can describe and inventory the various discourses and metadiscourses of historical representation. In what sense can the rhetoric of literary historiography itself contribute to literature's function as cultural memory? Which methods of analysis are most appropriate for describing specific text types or genres as cultural memory? What have been the pragmatic uses and the ethical merits of the stability and continuity that literature has often provided for European, American, Asian and African cultures? What are the dilemmas they create for our teaching at the end of the twentieth century? To all these questions, a wide range of scholars here tries to find answers. In thorough and highly original contributions, they not only address theoretical problems, but also engage themselves in practical analyses of specific works.
Truth Decay
"Truth Decay" refers to a diminishing reliance on facts and analysis observed in contemporary U.S. society, and especially its political discourse. This report explores the causes and effects of Truth Decay and proposes strategies for further action.
Happy Days and Wonder Years
In the twenty-first century, why do we keep talking about the Fifties and the Sixties? The stark contrast between these decades, their concurrence with the childhood and youth of the baby boomers, and the emergence of television and rock and roll help to explain their symbolic power. In Happy Days and Wonder Years, Daniel Marcus reveals how interpretations of these decades have figured in the cultural politics of the United States since 1970. From Ronald Reagan's image as a Fifties Cold Warrior to Bill Clinton's fandom for Elvis Presley and John F. Kennedy, politicians have invoked the Fifties and the Sixties to connect to their public. Marcus shows how films, television, music, and memoirs have responded to the political nostalgia of today, and why our entertainment remains immersed in reruns, revivals, and references to earlier times. This book offers a new understanding of how politics and popular culture have influenced our notions of the past, and how events from long ago continue to shape our understanding of the present day.
The Past is a Foreign Country
Lowentahal looks at the benefits and burdens of the past, how we study the past, and how we change it.
Advertising
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The Science and Art of Branding
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communic...
Advertising: Principles and Practice
The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.
JQ. Journalism Quarterly
Includes section "Book reviews" and other bibliographical material.
