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.
Television existed for a long time before it became commonplace in American homes. Even as cars, jazz, film, and radio heralded the modern age, television haunted the modern imagination. During the 1920s and 1930s, U.S. television was a topic of conversation and speculation. Was it technically feasible? Could it be commercially viable? What would it look like? How might it serve the public interest? And what was its place in the modern future? These questions were not just asked by the American public, but also posed by the people intimately involved in television's creation. Their answers may have been self-serving, but they were also statements of aspiration. Idealistic imaginations of the medium and its impact on social relations became a de facto plan for moving beyond film and radio into a new era. In Television in the Age of Radio, Philip W. Sewell offers a unique account of how television came to be--not just from technical innovations or institutional struggles, but from cultural concerns that were central to the rise of industrial modernity. This book provides sustained investigations of the values of early television amateurs and enthusiasts, the fervors and worries about competing technologies, and the ambitions for programming that together helped mold the medium. Sewell presents a major revision of the history of television, telling us about the nature of new media and how hopes for the future pull together diverse perspectives that shape technologies, industries, and audiences.
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.