Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.

Adventising perspectives, crafting marketing and advertising strategies, integrating adverting with other elements of the communications mix....

The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes in the advertising industry that have marked the advent of the 21st century.

Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.

Jones and George are dedicated to the challenge of "Making It Real" for students. As a team, they are uniquely qualified to write about the organizational challenges facing today's managers. No other author team in the management discipline matches their combined research and text-writing experience. Essentials of Management concisely surveys current management theories and research. Through a variety of real world examples from small, medium, and large companies the reader learns how those ideas are used by practicing managers. The organization of this text follows the mainstream functional approach of planning, organizing, leading, and controlling; but the content is flexible and encourages instructors to use the organization they are most comfortable with. The themes of diversity, ethics, and information technology are clearly evident through in-text examples, photographs, "unboxed" stories, and the end-of-chapter material - all areas of importance that truly serve to bring to life the workplace realities that today's student will encounter in the course of a career.

This remarkable new book, the first of its kind, is an analysis of a phenomenon that biblical scholars have scarcely taken notice of, much less studied critically-the use of the Bible in advertising. Focussing on the figure of Eve, Admen and Eve shows how she has become the ultimate postfeminist icon of female sexual and consumer power, promoting self-regarding individual choice over collective political action for today's 'I'm not a feminist but ...' generation. Contemporary advertising, Edwards shows, deploys a collage of images simultaneously reflecting and dictating the ideals and ideologies that inform much of Western culture. Exploiting the cultural mythology that surrounds Eve, advertisers constantly recycle images of this biblical figure because she is easily recognizable by the target consumer. In so doing, they are shaping how women and men see each other and themselves and how they treat each other and themselves, persuading them to become their culturally dictated dream through the products they consume. Eve in advertising is then a revealing example of how the Bible functions today. But Admen and Eve is not a value-free and apolitical analysis; it is an incitement to the exposure and subversion of today's dominant cultural attitudes to gender roles.

This is the first scholarly book dedicated to reading the work of contemporary filmmakers and their impact on modern marketing and advertising. Drawing from consumer culture theory, film and media studies, the author presents an expansive analysis of a range of renowned filmmakers who have successfully applied their aesthetic and narrative vision to commercial advertising. It challenges some traditional advertising tropes and sheds light on the changing nature of advertising in the contemporary media context. Utilising Deleuze and Guattari’s notion of assemblage, this book addresses themes of spatiality and time, narrative and aesthetics and consumer reception within a new frame of reference that re-contextualises classical concepts of genre, platform and aesthetic categories. These diverse elements are embedded into a larger discussion of the resonance of contemporary advertising for consumer culture and the implications of the hybridity characteristic of convergent media platforms for understanding the potential of advertising in the twenty-first century. It offers a cutting-edge, interdisciplinary perspective for researchers, academics, and practitioners working in marketing communications, advertising, and media studies.

M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's “real life.“ This approach truly transcends the conceptual and propels students into an exciting and practical dimension. Students receive a cost - effective, easy to read, focused text complete with study resources to help them review for tests and apply chapter concepts. Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students. McGraw-Hill Connect assignments are provided to utilise the power of the web, providing application of concepts for students and automatically grade materials to support instructors.

A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong “Indian middle class” goes sour, Indian advertising and marketing professionals search for new ways to market “the Indian consumer”—now with added cultural difference—to multinational clients. An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.

Television has become so saturated with commercials that it is difficult at times to tell the different images apart, much less remember or care about them. But, on closer look, television commercials can tell us a great deal about the interplay of market forces, contemporary culture, and corporate politics. This book views contemporary ad culture as an ever-accelerating war of meaning. The authors show how corporate symbols or signs vie for attention-span and market share by appropriating and quickly abandoning diverse elements of culture to differentiate products that may be in themselves virtually indistinguishable. The resulting "sign wars" are both a cause and a consequence of a media culture that is cynical and jaded, but striving for authenticity. Including more than 100 illustrations and numerous examples from recent campaigns, this book provides a critical review of the culture of advertising. It exposes the contradictions that stem from turning culture into a commodity, and illuminates the impact of television commercials on the way we see and understand the world around us.