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.
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.
1. 1. Short History of Solar Radio Astronomy Since its birth in the forties of our century, solar radio astronomy has grown into an extensive scientific branch comprising a number of quite different topics covering technical sciences, astrophysics, plasma physics, solar-terrestrial physics, and other disciplines. Historically, the story of radio astronomy goes back to the times of James Clerk Maxwell, whose well known phenomenological electromagnetic field equations have become the basis of present-time radio physics. As a direct consequence of these equations, Maxwell was able to prognosticate the existence of radio waves which fifteen years later were experimentally detected by the famous work of Heinrich Hertz (1887/88). However, all attempts to detect radio waves from cosmic objects failed until 1932, which was mainly due to the early stage of development of receiving techniques and the as yet missing knowledge of the existence of a screening ionosphere (which was detected in 1925). Therefore, famous inventors like Thomas Edison and A. E. Kennelly, as well as Sir Oliver Lodge, were unsuccessful in receiving any radio emission from the Sun or other extraterrestrial sources. Another hindering point was that nobody could a priori expect that solar radio emission should have something to do with solar activity so that unfortunately by chance some experiments were carried out just at periods of low solar activity. This was also why Karl Guthe Jansky at the birth of radio astronomy detected galactic radio waves but no emission from the Sun.
The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments. From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way. Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.