Download Description
The New PR Toolkit delivers proven strategies and tactics for using today's most powerful new online communications tools to strengthen any brand and every stakeholder relationship. Drawing on detailed case studies, the authors offer no-holds-barred asses
Customer Reviews:
Definitely a good toolkit.......2006-11-29
I just started reading this book and currently only on pg 45. The amount of useful information it gave me so far feels like I spent half a semester in class. To be honest, the book is a bit out of date with its sources and WebPages it refers to. But, don't let this fool you, it's still a good read for anyone who is in the beginning stages of their PR careers trying to learn useful media relations techniques necessary for success within the industry.
Lots of Tools Here.......2004-12-08
Breakenridge gives numerous, solid tips that any PR practitioner should have at his or her disposal. This is a useful primer.
Fantastic Tool.......2003-08-15
This book is a great tool for those looking to better understand the world of online pr. A step by step approach to maximizing this essential tool in today's fast paced business environment. Provides excellent case studies, blueprints and direction in an informative conversational style. An excellent tool for a college PR course, or professionals looking to get the most out of the web. HIGHLY RECOMMENDED!
Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing!
"Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis's thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book."
--Alan G. Sawyer,
University of Florida
Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work.
The first comprehensive book on advertising effectiveness,
Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J.
Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as:
* Advertising has a powerful influence on consumers and often generates consumer need
* The effects of advertising persist for decades
* If an ad fails initially, repetition will ensure its ultimate success
* Ads need only one to three exposures to succeed
* Advertising by argument is the most effective method
* The best ads are unique and original
* Advertising is very profitable
Tellis then provides alternatives and establishes the following truths about advertising:
* Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile
* The effects of advertising are short-lived
* If ads are not initially effective, repetition will not make them more effective
* Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads
* Advertising by emotion may have the most effective appeal
* Templates can yield very effective ads
* Advertising is often unprofitable
Effective Advertising will be an important addition to courses at the graduate or undergraduate level in
advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Customer Reviews:
5 for content, 2 for style.......2004-09-17
This book is full of extremely valuable information, but it's written in a very dense academic style. I wish the author had gotten a ghostwriter to help make it easy and enjoyable to read. It has far more meat than just about any advertising book I've read (and I've read a lot). What it lacks, ironically for a book about the business of communication, is the skill at communicating that. i.e. It's steak without the sizzle. What I would love the publishers to do for a second edition is: get a much better title, a much better cover (this one is appalling and boring), ask a good marketing/popular writer to make it palatable for the every day reader, and you might potentially have a hit on your hands. The content itself is first class.
Fascinating for lay people seeking to learn more.......2004-06-04
Effective Advertising: Understanding When, How And Why Advertising Works is an absolute must-read for professional and aspiring advertisers and marketers. It very candidly and straightforwardly presents the theories, principles, and techniquest of advertising, including findings from marketing studies in the late twentieth century concerning advertising intensity, elasticity, frequency, content, and more. As fascinating for lay people seeking to learn more about the commercials that bombard daily life as it is for students and professionals making a living spreading word of their products, Effective Advertising is a thorough, no-nonsense explanation of the nuts and bolts of how messages can be spread and leave a mark on human psychology.
Book Description
Veteran industry observer Joe Cappo briefly recaps the factors that impacted the industry in the late 1990s, and gives you advice on how to best position yourself, your work, and your business.
Customer Reviews:
Advertising is the science that discovered how to quantify art........2006-12-03
I don't get some of the comments (reviews listed). How can you say Cappo focuses too much on history? I wonder if anyone who thinks such a thing is really a media analyst ... I'm talking multiple regression analysis here, the past 100 years (weighted) of data that is made up of many variables and the outcome of each set. With this whe can assume a probability of what will happen before this year is out and future years (based on reasonable assumptions or trends).
That's statistical history and Cappo, though not mentioning regression, is using the theory (whether it's audience size, ad budgets, etc.)
Second, history is ethnography (the study of life stories of communities [generally speaking]), there is classical ethnography and there are many newer types such as usage ethnography. Sitting is people homes and watching how they watch TV etc.) If you think you know the history of advertising but you haven't used the above mentioned tools (and there are several more, sociology, psychology, women's studies etc.) THEN YOU DON'T KNOW ADVERTISING! - READ THIS BOOK! Unfortunately, if you read this book and you still don't get it, hook-up with some experts - not Joe Blow from the local print shop but Joe Cappo or someone as schooled. Alternatively, if you think you do know the history of advertising so well then why haven't you written a better book?
Now for some criticisms, TV dying... I'm not sure Joe actually said that. If he did say that, I think what he really meant to say was that TV is changing. If you don't read Joe's [former] rag, Advertising Age, then you are missing out. A major company (P&G?) announced two weeks ago it was repositioning its advertising towards TV!
Second, the end to commercials on TV? I actually believed without a critical thought that this was a reality. After discussing it with a colleague I was reminded of the all-time-greatest technical sore thumb, the flashing clock on the VCR. All the technology in the world isn't going to motivate someone to press more than one button. How can a society so trained in passive viewing (TV) be motivated to do more than press on, off, channel up, channel down? Fast-forward is about as complicated as most things get. But Joe seems sold on the idea that the top of the curve is going to change its behavior and enter the world of the early adopter/nerds? There needs to be a greater reward to alter behavior than not having to watch commercials. It took porn and free games to put computers or VCRs/DVDs in every household so I don't think the prospect of skipping commercials is a big enough reward for the first 95 percent of the curve.
Conclusion: I'd read this book five times if I had the time. IT IS insightful, especially chapter 11. I took about 22 separate notes from this book, so if you don't have time to read the whole book then read pages 30,32,36,37,45,46,47,49,51,52, 55,56,62,64,70, 160,206,227, and 228. I loved the insightful comment comparing Survivor and Abram Maslow.
If anyone has any opinions about what I have written I strongly encourage you to send me an email, I'd love to discuss advertising & marketing, especially how social sciences weigh in. We can probably help each other.
title is deceiving.......2006-02-01
Looking for insight into the "future" of advertising, I decided to read this book. Makes sense given the title. Much of the book, ironically, is dedicated to the history of advertising. It gives little indication where things are headed other than they are changing. If you're not in marketing or advertising, maybe it's fresh and interesting. For those in this business, 95% of this book is "yeah, now tell me something I don't know."
Will change but never die.......2005-07-02
Among the many fields in the business world I think advertising comes out as one of the most dynamic. It is a business where technology and the human capacity to create go hand in hand all the time. Radio did not eliminate press, tv did not eliminate press and radio and the internet will not eliminate any of the last three. All media channels will keep working together reaching different targets or adding critical mass to each other. The main change now is a consumer who has more power to decide and to influence products and services but advertising in itself will go on and on as long as there are products and services available to sell and consumers ready to buy in the free world.
A Good Read!.......2004-10-13
Once considered a glamorous, creative and positive influence on American popular culture, the advertising business has changed so dramatically it is almost unrecognizable today. Veteran journalist Joe Cappo uses a personal approach and an historical perspective to explain the problems advertising is facing. Two decades ago, some 20 major agencies, all independent and competing against each other, developed innovative, memorable campaigns for a variety of consumer products. But those days are over. Today, four global marketing communications holding companies control 55% of marketing expenditures. This consolidation curtailed creativity, which has resulted in agencies that produce very few memorable ads or integrated marketing efforts despite unprecedented resources. Refreshingly, Cappo does not temper his industry critique in this slightly disjointed, but well-written explanation, which is buttressed by short articles from other industry experts. Cappo sounds a wake-up call for agencies to reform themselves or lose out to more effective marketing approaches from upstart independent agencies or product manufacturers.we suggest that anyone responsible for advertising budgets or for developing marketing campaigns will benefit from Cappo's view of the past - and possible future - of advertising.
Best overall ad book on my shelf.......2003-08-12
I probably own over twenty books on marketing and advertising; weighty tomes written by the greats and near-greats. But Joe Cappo's crisply written new book is the best global overview I've seen yet. It clearly describes how the advertising industry has evolved dramatically over the past few decades -- and then speculates on the future twists and turns that may come to pass on the "advertising journey."
Will TV fade away and disappear? Of course not, and Cappo is the first to tell us that. But new ways of handling the challenges of commercial clutter (and of personal video recorders such as TiVo) must be innovated. Is the print medium at risk in the future? Perhaps, and that means newspapers most of all. (As this book points out, newspapers have a problem because they own their costly and inefficient printing presses, and are committed to an antiquated distribution system consisting of trucks rumbling through metropolitan areas to deliver their burdens to readers' doors.) The Internet, which came out of nowhere in the 90's -- and caught most advertising professionals flat-footed -- will continue to have a growing and enormous impact on consumers and businesses. (FYI, Cappo tells us that a study covering usage of all media forms revealed that by April, 2002 fully 25% of respondents were getting their daily dose of news ONLINE. Amazing.)
I'm sort of an old codger with a lot of years logged at advertising agencies. But Cappo's book makes me wish I were a kid of 21 again -- bright-eyed and launching into a career in the provocative and ever-changing world of advertising.
So if you're looking for an informative, entertaining, "short course" on the past, present and future of the ad biz, buy this book. I gave it 5 stars. (And I'd have given it 6 if Amazon allowed that over-the-top option.)
Amazon.com
Now that Americans are dividing up into militias and staking out a few acres of inviolable homeland, perhaps it's time to ask how the country came to be so deeply fragmented. Joseph Turow points to the ways that the techniques of "target marketing" by advertising agencies exploited and exacerbated existing fissures in U.S. society. Turow is too subtle a thinker to believe that advertising is responsible for the differences between people, but he makes a strong case that the way those differences have been used to distinguish different markets for different products has, simply by defining and presenting various subcultures, furthered those differences. This vicious cycle of targeting and producing target markets is analyzed both historically and politically to show the difficult effects of assuming that Americans are not united, except against each other.
Book Description
Combining shrewd analysis of contemporary practices with a historical perspective, Breaking Up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles.
"An important book for anyone wanting insight into the advertising and media worlds of today. In plain English, Joe Turow explains not only why our television set is on, but what we are watching. The frightening part is that we are being watched as we do it."—Larry King
"Provocative, sweeping and well made . . . Turow draws an efficient portrait of a marketing complex determined to replace the 'society-making media' that had dominated for most of this century with 'segment-making media' that could zero in on the demographic and psychodemographic corners of our 260-million-person consumer marketplace."—Randall Rothenberg, Atlantic Monthly
Customer Reviews:
Good Book.......2005-12-01
I recently read this book. It has a great history of the advertising agency. Many of the ways in which the author thinks shed light on the recent history of advertising. A few of the chapters in the second half of the book are outdated now, since it was predicting the future. For instance, the predictions of the internet "newsgroups" will be big for establishing communities of users, could be converted into blogs. The last chapter is good on the tribalism of advertising. I would suggest the first few chapters and the last chapter to anyone who wants to understand what is going on and will continue for the next decade or so as advertising changes to favor the consumer.
This book rocks........1999-01-28
Great book. Actually, it was recommended by Amazon as I was unfamiliar with the author, but very interested in the topic. If you are in media, communications or marketing this book analyzes the industry in a very granular way - like looking under the hood. However, Turow does not get so lost in detail, he brings the big picture into focus suggesting the cultural implications of market segmentation, database marketing, media audience packaging and the rise of niche content media like cable TV, magazines and of course the Internet. Transient echoes of Marshall MacLuhan and Tony Shwartz's concept of narcissism. There's passive reference to Peppers & Rodgers concept of image tribes - what happens when everyone's information and entertainment is personalized or filtered by agents, i.e. media effectively throwing up a mirror? Great for marketers, but it does have major socio-political implications. Turow has done a great deal of primary research interviewing people from all aspects of the business. 100% all beef.
Book Description
Leading experts present cutting-edge ideas and current research on product placement!
The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strategies, and audience impacts. The contributors are national experts in a variety of mass media specialties-history, law, and ethics (both media ethics and medical ethics); cultural and critical analysis; content analysis and effects; visuality; marketing, advertising, public relations, and promotion; and digital technology and futures.
This first-of-its-kind book features interviews with leading critics and proponents of product placement (including the Pulitzer Prize-winning media critic of the LA Times and the Director of the Center for Science in the Public Interest in Washington, DC). You'll also find a lively roundtable of many of the major contributors (in Q&A format), a review of a recent video on product placement, and a helpful resource guide to publications and Web sites that further enhance the value of the book.
From the editor:
The influence of product placement is perceived as so great that its detractors have sought federal regulation of the practice. This book examines the wider contexts and varied texts of product placement and related mass media marketing strategies. The contributors represent a rich variety of methodological approaches and viewpoints, which should stimulate readers to think about this complex issue in an appropriately multifaceted fashion and to triangulate their own study.
The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics presents careful research, expert opinion, and insiders' perspectives on:
product placement's historical context—from its origins in early radio and television programming to the evolution of the practice and the advent of "advertainment" and brand promotion via online computer games
the evolution of product placement in Hollywood—with a trend analysis of the 15 top-grossing motion pictures of 1977, 1987, and 1997
the use of product placement to generate additional production revenue for motion pictures
brand synergy and building brand identity
legal aspects of product placement—how it relates to the First Amendment and to the Supreme Court's commercial speech doctrine
ethical issues related to product placement, product integration, and video insertion
. . . plus fascinating case studies focusing on important aspects of product placement:
its use in movie and television programs in general, and in the 2000 movie Cast Away in particular
its use as a marketing technique for medical products
the impact upon brand recognition of adding an audible reference to a visually prominent brand placement
the inclusion of brand names in book storylines
the impact upon viewers of the use of fake (generic, fictitious) products in "realistic" films
Average customer rating:
- Excellent book on growing your company and raising money
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Going Public in Good Times and Bad: A Legal and Business Guide for New Media Companies
Robert G. Heim
Manufacturer: ALM Publishing/ALM Inc.
ProductGroup: Book
Binding: Paperback
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Similar Items:
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The Ernst & Young Guide to the IPO Value Journey
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The Ipo Decision: Why And How Companies Go Public
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How Your Company Can Raise Money to Grow & Go Public
-
Zero-to-IPO
-
Initial Public Offerings
ASIN: 0970597061 |
Book Description
Written for corporate officers and attorneys, this handbook details every critical step of the entire IPO process. Beginning with the basic step of deciding if an IPO is right for a particular company and progressing through each subsequent stage, this manual explains such critical issues as pre-IPO financing, choosing an underwriter, conducting due diligence, filing a registration statement, complying with securities laws, and getting a company's shares listed on an exchange. In addition to this IPO launch information, many of the forms needed for each stage of going public are provided. Also includes specific information to help companies going public in varying economic climates.
Customer Reviews:
Excellent book on growing your company and raising money.......2003-10-27
Great book! This is a very comprehensive book that spells out everything a business person needs to know to grow their company and go public. Also covers private placements, marketing and business plans. Basically it covers everything you need to know from the begining of the business until you sell it or have an IPO. I reccomend it highly!
Average customer rating:
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If/Then: Design Implications of New Media, Issue 0.1: Play
Manufacturer: Netherlands Design Institute
ProductGroup: Book
Binding: Paperback
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Else/Where: Mapping New Cartographies of Networks and Territories
ASIN: 9072007522 |
Average customer rating:
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How to Think Like the World's Greatest New Media Moguls
Marcia Layton Turner
Manufacturer: McGraw-Hill Companies
ProductGroup: Book
Binding: Hardcover
Strategy & Competition
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ASIN: 0071360697 |
Book Description
Noted journalist Dale Buss explores the winning business strategies behind today's most exciting, outrageous and successful new media projects and personalities. From TheStreet.com's James Cramer to Michael Robertson of MP3.com, from Craig Kanarick and Jeff Dachis of Razorfish to the editors of The Onion, Slate, Salon, and Suck, Buss provides the inside scoop on how these moguls think about their businesses, how they have influenced, inspired, and scared the heck out of the old media, and how they plan to continue to dominate the business landscape.
- Features eye-opening anecdotes and memorable quotes from the new media moguls
- Provides ideas to help readers apply cutting edge strategies to their own businesses
Average customer rating:
- Good ideas for the new interactive design !
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One Show Interactive: Advertising's Best Interactive & New Media (One Show Interactive, Vol 2) (One Show Interactive: Advertising's Best Interactive & New Media)
Rotovision
Manufacturer: Rotovision
ProductGroup: Book
Binding: Hardcover
Advertising
| Commercial
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General
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| Intranets & Extranets
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Direction & Production
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ASIN: 2880464749 |
Book Description
The new edition of the One Show Interactive, 3 presents a spectacular collection of web sites, mini sites, banners and digital advertising. Categories includes e-commerce, corporate image, direct marketing and self promotion. Gold, silver and bronze winning work is accompanied by commentary from the creative teams about strategy, structure and design. A companion CD allows you to browse through and connect directly to the award winning work. See first-hand the best work produced in interactive media... large and in full color. 272 pages, 9 x 12, 540 full color illustrations. Includes CD-ROM (Mac/PC).
Customer Reviews:
Good ideas for the new interactive design !.......2000-06-23
This book not only have the best examples of media and new interactive design, it's also a source of brillant ideas. With the great studios and designers of the moment this book shows all the posibilities that offers the new tecnologies.
Average customer rating:
- Comprehensive, thorough, well-written volume on "new media"
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Advertising, Promotion And New Media
Manufacturer: M.E. Sharpe
ProductGroup: Book
Binding: Paperback
General
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Multilevel
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All Titles
| Qualifying Textbooks - Fall 2007
| Stores
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ASIN: 0765613166 |
Customer Reviews:
Comprehensive, thorough, well-written volume on "new media".......2005-06-12
Whether you're desiring to learn everything from A-Z about new media in today's fast-paced, technologically-advanced, and ever-changing world of new media OR you're lost in the vast maze of choices, this book has ALL of the answers. A wealth of information is packed into this volume that is extremely well-organized. New media applications are explained in detail, including respective benefits and shortcomings. Whether you're a rookie or novice, a student, instructor, practitioner or researcher, you need this book in your personal communications/advertising resource library. Stafford and Faber have created an outstanding literary work, a comprehensive "dictionary" on new media.
Books:
- The Simplest Path to Personal and Planetary Awakening, Step One: FREE YOUR MIND: 10 Keys for Unlocking Your Personal Potential, Achieving Spiritual Awakening, ... of Humanity's Ultimate Cosmic Destiny
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The Strategic Bond Investor : Strategies and Tools to Unlock the Power of the Bond Market
- The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization
- The Ultimate Question: Driving Good Profits and True Growth
- Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy
- Trade Show & Event Marketing: Plan, Promote & Profit
Books Index
Books Home
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