This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for adverti...

This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; ...

The retail world is undergoing a fundamental transformation. Rapidly evolving technology, globalization, and a saturated marketplace offer consumers instant access to thousands of equally compelling products and services, creating unprecedented levels of expectation. The impact of these changes is so profound that 50 percent of today's retailers and consumer companies will not survive it. Traditional business models will become extinct, and the relationship between vendors and consumers wi...

Connect with Your Customers. Anytime. Anywhere.One million new users per month. Twenty-three check-ins per second. Millions of people—in every city, in every country, on every continent, and even from the Space Station—are vying to become mayors of their favorite shopping locations. What is foursquare and why has it become the hottest customer magnet ever conceived?Foursquare is a social, mobile networking app that empowers customers to check in at...

Learn How To Crush It With Online Video!If you are just starting to dabble in online video marketing, this is a very wise business decision. If you still are not sure if this is the right decision, check out these five reasons why you should be using online video marketing and what you stand to gain by making this decision.*** Your customers are spending their time watching videos*** Your Competition is Already Benefiting from Online Marketing*** Video is Easy...

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online worldWith two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works.Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and cons...

It takes a couple of "Wise Guys" to buck the system and deliver a book that shows you the exact methods of writing copy so effective, customers want you to literally take their money. It's hard to believe, but the words you choose and put into print have power. Incredible power. This book will teach you how to become intimately involved with that incredible power, and...be able to use it to win over your audience. But you must have a willingness to learn. As it's been said in places as gre...

Learn the Secrets of Selling and Publishing on ClickBank!Selling Other People's Information Products is a Significant Way to Make A Lot of Money Online Fast ...HOWEVER ...SELLING YOUR OWN INFORMATION PRODUCT ON CLICKBANK IS A WAY TO MAKE EVEN MORE MONEY!Finally a how-to-manual exists that teaches you how to exploit Clickbank and it's money-making potential from every single angle!Learn how to promote your product, attract targeted traffic and land the ...

If you've published an e-book, or are planning to do so, you'll need this essential guide. It provides expert advice on every step of the process, from production through to all-important promotion.To ensure your e-book reaches its intended audience, at the very least you have to:- design and format the cover a certain way- know your options in terms of publishing platforms and choose the right one for your book- price and promote it appropriately- know ...

The publishing industry changes so fast it’s hard to keep up.On any given day there are at least dozens of news articles for authors. You could spend hours reading them all. Odds are, you could also be using that time to write your next book.News You Can Use—All in One Place.The Indie Author State of the Union is a roundup that covers the most important publishing industry news, books, podcasts, and courses of the year that you migh...

This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company’s key audience depends upon all of the company’s internal and external communication.The authors, leading experts in this field, provide students of corporate communication with a research-base...

In the first part of this warm and funny memoir Al Hampel relates his life growing up a poor kid in the industrial city of Paterson, New Jersey. He attends the Y camp in nearby Pennsylvania as a charity case wearing hand-me-down donations with labels featuring assorted names he never heard of. Just the beginning of his identity crisis he writes. After high school with WW II in full swing he enlists in the Navy and serves on a repair ship in the Pacific. With benefits from the GI bill Hampe...