Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
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.
Neutron radiography has in recent years emerged as a useful and complementary technology for radiation diagnosis. It is now routinely used in industrial quality assurance and in support of selected research and developmental activities. Conferences are held on the subject, pertinent handbooks exist, and technical papers appear regularly reporting on new developments. While neutron radiography has indeed passed through the transition from a scientific curiosity to technological relevance, it is a sign of its continuing dynamic evolution that little material has appeared which provides an integrated mathematical and physical analysis of the subject possessing both an instructional as well as reference function. It is our hope that this monograph will fill this need. The distinctiveness of neutron radiography rests on the unique interactions between neutrons and nuclei. This leads to some special relationships between the material and geometrical properties of an object and the neutron radiographic image. The evolution of a technical discipline demands that specific conceptual constructs be developed and their mathematical representations examined and compared with controlled experiments. Experience has convinced us that a particular and substantial body of knowledge has accumulated endowing neutron radiography with the essential foundations of a unique mathematical and physical science. Our scientific and professional involvement in neutron radiography began some 15 years ago when the senior author (A.A.H.) found himself with convenient access to the McMaster University Nuclear Reactor and research support from the Government of Canada.
Advertising is often used to illustrate popular and academic debates about cultural and economic life. This book reviews cultural and sociological approaches to advertising and, using historical evidence, demonstrates that a rethink of the analysis of advertising is long overdue.
Liz McFall surveys dominant and problematic tendencies within the current discourse. This book offers a thorough review of the literature and also introduces fresh empirical evidence.
Advertising: A Cultural Economy uses a historical study of advertising to regain a sense of how it has been patterned, not by the epoch', but by the interaction of institutional, organisational and technological forces.