By Dr Chris Hackley
A close account of latest advertising perform that pulls on unique examine and first-hand info from most sensible overseas businesses. The booklet has unique case vignettes, case research questions and evaluation routines. it's full of worthy resources for extra studying and a word list on the again to provide an explanation for technical phrases. There are color pictures of unique case examples. Framed inside of a theoretical stance it considers either the creation and the intake of selling communique. this can be a complicated pupil textual content, a reflective practitioner's guide and an insightful account for the overall reader.
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An in depth account of up to date advertising and marketing perform that attracts on unique examine and first-hand info from most sensible foreign organisations. The booklet has unique case vignettes, case examine questions and assessment routines. it truly is filled with valuable assets for extra studying and a word list on the again to provide an explanation for technical phrases.
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Extra info for Advertising and Promotion: Communicating Brands
Advertising agencies, far from being limited by the complexity of advertising meaning, exploit the ambiguity of advertising (Pateman, 1983, in Forceville, 1996) to create an intimate and personal engagement with consumers. The polysemic potential of ads was striking in the famous (and infamous) Benetton campaigns. In some cases the same ad that won awards for creativity in Europe was the cause of consumer boycotts in the USA (for example, the visual image of a black-skinned woman’s breasts suckling a white Caucasian baby).
Many destinations reacted by discounting to win back tourist confidence and branding to try to differentiate their country’s appeal from others. The TAT (Tourism Authority of Thailand) engaged Dentsu Thailand as their agency. Their marketing objectives were to: 1. increase the number of tourist arrivals; 2. increase average daily spending rates of tourists; 3. raise the profile of Thailand by targeting prestige market segments. Dentsu’s approach to strategic campaign planning entails a focus on consumer orientation, perception change and integration, all linked under the overarching concept of the brand.
Szmigin, I. (2003) Understanding The Consumer. London: Sage. Studies of marketing and signification Barthes, R. (2000) Mythologies (Translation Jonathan Cape, 1972). London: Vintage. Umiker-Sebeok, J. ) (1997) Marketing and Semiotics. Amsterdam: Mouton de Gruyter. qxd 24 1/1/2005 07:44 PM Page 24 Advertising and Promotion Notes 1 In this context sub-contracting refers to advertising agencies’ buying in specialist expertise (such as creative hot shops, media specialists, production houses or research specialists) to assist on larger accounts while acting as the single strategic co-ordinator and point of contact for the client.
Advertising and Promotion: Communicating Brands by Dr Chris Hackley