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The Better Mousetrap

The Better Mousetrap Author Simon Pont
ISBN-10 9780749466220
Release 2012-11-03
Pages 296
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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.



Mass Moralizing

Mass Moralizing Author Phil Hopkins
ISBN-10 9780739188521
Release 2015-04-02
Pages 258
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Mass Moralizing: Marketing and Moral Storytelling examines the narratives of today’s brand marketing, which largely focuses on creating an emotional attachment to a brand rather than directly promoting a product’s qualities or features. Phil Hopkins explores these narratives’ influence on how we think about ourselves and our moral possibilities, our cultural ideas about morality, and our relations to each other. He closely studies the relationship between three interrelated dynamics: the power of narrative in the construction of identity and world, the truth-telling pretenses of mass marketing, and the growth of moralizing as the primary moral discourse practice in contemporary consumer culture. Mass Moralizing scrutinizes the way marketing speaks to us in explicitly moralistic terms, significantly influencing how we think about ourselves and our moral possibilities.



Organizational Communication Foundations Challenges and Misunderstandings

Organizational Communication  Foundations  Challenges  and Misunderstandings Author CTI Reviews
ISBN-10 9781467288804
Release 2016-09-26
Pages 32
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Facts101 is your complete guide to Organizational Communication, Foundations, Challenges, and Misunderstandings. In this book, you will learn topics such as Humanistic Theories of Organizations, Systems Theory, Organizational Culture Theory and Critical Theory, and The Communicative Organization plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.



Digital State

Digital State Author Simon Pont
ISBN-10 9780749468866
Release 2013-06-03
Pages 256
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What is the Digital State? What is our Digital State of Mind? What does this Digital State mean for brands and for businesses? Big data, new distribution platforms, content collaboration, geo-targeting, crowdsourcing, viral marketing, mobile apps - the technological revolution has transformed the way society communicates and understands itself, and unleashed a whirlwind of new possibilities for marketers, as well as new risks. Mirroring the 'collaborative play space' Tim Berners-Lee first envisaged for the internet, Digital State brings together Simon Pont and 13 thought-leaders drawn from the worlds of advertising, marketing, media, publishing, law, finance and more, to explore what the digital age means for us as individuals, and the implications for the brands seeking to engage with us. Edited and part-written by Simon Pont, Digital State explores the possibilities and pitfalls of our digital age, an age where people can be brought together and new opportunities explored like never before. Contributors include: Faris Yakob, Strategist, creative director, writer, public speaker & geek; former Chief Innovation Officer (MDC Partners); Judd Labarthe, Former Executive Planning Director, Argonauten; Bettina Sherick, SVP, Digital Strategic Marketing, 20th Century Fox International; Austen Kay, Co-founder & Joint Managing Director, w00t! Media; Christian Johnsen, Global Strategy Director, Aegis North America, and cocreator of This Place; Hans Andersson, Senior Partner, Forsman & Bodenfors; Tamara Quinn, Head of Intellectual Property, Berwin Leighton Paisner; Nicholas Pont, SVP, PIMCO; Vicki Connerty, Head of Newcast, ZenithOptimedia Australia; Malcolm Hunter, Brand & Communications Consultant, former Chief Strategy Officer (Aegis); Greg Grimmer, Co-founder, Hurrell Moseley Dawson & Grimmer (HDMG); Stefan Terry, Founder of Leap of Being; former Managing Partner, Heavenly Group Ltd



Inventing a Better Mousetrap

Inventing a Better Mousetrap Author Alan Rothschild
ISBN-10 9781457187148
Release 2015-11-09
Pages 292
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Learn about the role that patent models played in American history--and even learn to build your own replica! Patent models, working models required for US patent filings from 1790 to 1880, offer insight into--and inspiration from--a period of intense technological advancement, the Industrial Revolution. The Rothschild Patent Model Collection consists of thousands of patent models, many from the 19th century. This book features the most outstanding of these patent models, and offers deep insight into the cultural, economic, and political history of the United States. This book not only catalogs hundreds of the most compelling models from the collection, but shows you how to build your own replicas of several selected models using Lego, 3D printing, and other materials and techniques.



Where the Suckers Moon

Where the Suckers Moon Author Randall Rothenberg
ISBN-10 9780307833549
Release 2013-02-20
Pages 496
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"For all the right reasons." "Cars that can." "What to Drive." "The perfect Car for an Imperfect World." Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign. One can read Rothenberg's bok as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden & Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising's journey from the conventionally upbeat slogan "Helps Build Strong Bodies 12 Ways" to the supercool nineties minimalism of "Bo Knows." Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.



Saatchi Saatchi The Inside Story

Saatchi   Saatchi  The Inside Story Author Alison Fendley
ISBN-10 9781611459753
Release 2012-01-23
Pages 999
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Follows the rise and fall of Iraqi-born Jewish brothers from London, Charles and Maurice Saatchi, who created some of the most memorable ad campaigns of the 1970s and 1980s, and then in 1994 were ousted from their firm by an American shareholder revolt.



Brand Hijack

Brand Hijack Author Alex Wipperfürth
ISBN-10 UOM:39015059243363
Release 2005-01
Pages 280
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A guide to successful branding without typical marketing practices introduces the concept of consumer-driven, or word-of-mouth, branding, in a practical guide that addresses such challenges as media saturation, consumer evolution, and the erosion of image marketing. 50,000 first printing.



Ours to Hack and to Own

Ours to Hack and to Own Author Trebor Scholz
ISBN-10 1944869336
Release 2017-08-08
Pages 252
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With the rollback of net neutrality, platform cooperativism becomes even more pressing: In one volume, some of the most cogent thinkers and doers on the subject of the cooptation of the Internet, and how we can resist and reverse the process.



Consuming Kids

Consuming Kids Author Susan Linn
ISBN-10 9781400079995
Release 2004
Pages 288
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Looks at the way corporations and advertisers target children as a profitable demographic, as well as their methods for getting past parental safeguards to make products of all kinds appeal directly to even the youngest children.



Move Fast and Break Things

Move Fast and Break Things Author Jonathan Taplin
ISBN-10 9780316275743
Release 2017-04-18
Pages 320
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*The book that started the Techlash* A New York Times Book Review Editors' Choice An Amazon Best Business & Leadership Book of 2017 Longlisted for Financial Times/McKinsey Business Book of the Year 2017 A strategy+business Best Business Book of 2017 A stinging polemic that traces the destructive monopolization of the Internet by Google, Facebook and Amazon, and that proposes a new future for musicians, journalists, authors and filmmakers in the digital age. Move Fast and Break Things is the riveting account of a small group of libertarian entrepreneurs who in the 1990s began to hijack the original decentralized vision of the Internet, in the process creating three monopoly firms--Facebook, Amazon, and Google--that now determine the future of the music, film, television, publishing and news industries. Jonathan Taplin offers a succinct and powerful history of how online life began to be shaped around the values of the men who founded these companies, including Peter Thiel and Larry Page: overlooking piracy of books, music, and film while hiding behind opaque business practices and subordinating the privacy of individual users in order to create the surveillance-marketing monoculture in which we now live. The enormous profits that have come with this concentration of power tell their own story. Since 2001, newspaper and music revenues have fallen by 70 percent; book publishing, film, and television profits have also fallen dramatically. Revenues at Google in this same period grew from $400 million to $74.5 billion. Today, Google's YouTube controls 60 percent of all streaming-audio business but pay for only 11 percent of the total streaming-audio revenues artists receive. More creative content is being consumed than ever before, but less revenue is flowing to the creators and owners of that content. The stakes here go far beyond the livelihood of any one musician or journalist. As Taplin observes, the fact that more and more Americans receive their news, as well as music and other forms of entertainment, from a small group of companies poses a real threat to democracy. Move Fast and Break Things offers a vital, forward-thinking prescription for how artists can reclaim their audiences using knowledge of the past and a determination to work together. Using his own half-century career as a music and film producer and early pioneer of streaming video online, Taplin offers new ways to think about the design of the World Wide Web and specifically the way we live with the firms that dominate it.



Hug Your Customers

Hug Your Customers Author Jack Mitchell
ISBN-10 9781401398040
Release 2003-06-11
Pages 302
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Revised and updated for the first time since original publication! Here is the 200,000-copy staple, praised by Warren Buffett as "a gem ... I wish everyone at Berkshire would follow [Jack Mitchell's] advice--we would own the world." If you want to put your arms around your business and bottom line, you'll want all the updated information and practices found in the landmark business bestseller, Hug Your Customers. The only way to stay in business is to have customers; the only way to increase your profit is to attract more customer visits by providing exceptional customer service. It's that simple says Jack Mitchell. Hug Your Customers shares the hands-on practical philosophy that has allowed Mitchell and his Family of Stores to thrive and excel in today's challenging retail marketplace. Filled with accessible advice, personal case studies and tips any businessperson can use, Hug Your Customers is an energizing blueprint for customer and employee retention, increased per capita spending, and groundbreaking success.



Bang

Bang Author Linda Kaplan Thaler
ISBN-10 9780307423511
Release 2007-12-18
Pages 256
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The founders of one of today's hottest, most innovative advertising agencies explain how to ignite the kind of marketing explosions that will capture customers' attention. Linda Kaplan Thaler, the CEO and Chief Creative Officer of the Kaplan Thaler Group, is the brains behind a host of memorable and highly successful ads, from the irresistibly sentimental "Kodak moment" campaign to Herbal Essences' "totally organic experience" to, most recently, the irrepressible AFLAC duck. In Bang!, Kaplan Thaler and Robin Koval of the Kaplan Thaler Group, currently ranked as the fastest-growing ad agency in the country, offer the kind of out-of-the-box thinking and proven strategies that marketers anywhere can use to create loud, clear, attention-grabbing messages about their products and services. Presenting an arsenal of "big bang" ideas, the authors discuss how to create a memorable publicity hook and how to design attention-grabbing packaging that taps into consumers' innermost desires. They interweave entertaining accounts of their successes and failures, as well as those of other companies to suggest specific ways to establish an atmosphere conducive to innovative breakthroughs--why having "enough" time to work on a project can be a disadvantage, and why having a small staff in a cramped space is often the best way to come up with big ideas. Full of colorful anecdotes and inspiring accounts of campaigns that have catapulted revenues and increased market shares, Bang! shows how to create a marketing campaign that rises above the banal barrage of commercials to create a genuine marketing explosion. From the Hardcover edition.



Image Makers

Image Makers Author Robert Jackall
ISBN-10 0226389170
Release 2003-09-15
Pages 341
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Everywhere we turn, we are exhorted to spend money, join organizations, rally to causes, or express outrage. Image Makers is a comprehensive analysis of this age of modern advocacy-from commercials to public service ads to government propaganda-and its roots in advertising and public relations.



From Mind to Market

From Mind to Market Author Roger D. Blackwell
ISBN-10 9780887308338
Release 1997-10-21
Pages 251
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Presents a complete handbook of the latest trends, strategies, and techniques of marketing in today's fast-paced, global community, exploring a broad spectrum of marketing innovations for the changing business environment



The Big Red Fez

The Big Red Fez Author Seth Godin
ISBN-10 9780743227902
Release 2002-01-18
Pages 111
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Identifies the guiding principles behind creating websites that satisfy visitors and keep them coming back for more.



All Customers Are Irrational

All Customers Are Irrational Author William J. CUSICK
ISBN-10 9780814414224
Release 2009-07-15
Pages 240
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As many businesses are discovering, customer behavior doesn’t always make sense. That really shouldn’t be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What’s more, customers aren’t able to tell you accurately why they do what they do. Combining recent research findings with real-world examples from his consulting practice on customer experience, William J. Cusick examines how the subconscious part of the brain drives the decisions and behavior of every customer on a daily basis and introduces the concept of "the irrational customer." All Customers Are Irrational shows why businesses must change their approach to attracting and retaining customers, and proposes ways they can alter their strategies on everything from customer research, product design and website development to call center management, employee recruitment, and retail store layouts, by focusing on what customers are actually doing instead of what they’re saying. Honest, direct and insightful, All Customers Are Irrational will help businesses tap into the impulses and motivations that both attract and retain consumers for the long haul.