This practical introduction to audience research shows students that conducting consumer research is not only a necessary skill for any future media professional but that it can also be a creative and fun experience. Students learn how to plan for and complete a research projects from the initial RFP to the final presentation of findings.
Creative Expression and the Law helps readers better comprehend the legal pitfalls that can present themselves when artists and content creators are generating ideas, producing content and protecting and defending their creative work. In doing so, the book provides a deeper, more targeted examination of copyright, trademark and right of publicity ......
Creative Expression and the Law helps readers better comprehend the legal pitfalls that can present themselves when artists and content creators are generating ideas, producing content and protecting and defending their creative work. In doing so, the book provides a deeper, more targeted examination of copyright, trademark and right of publicity ......
This book examines social media influencers as brand communicators. Each chapter represents a unique theoretical and methodological approach to examining the emergence of the growing legitimacy of influencer brand communication from a variety of perspectives and contexts.
Comparative advertisements-the kind that refer to "the other guys" or actually identify competitors by name-can be tremendously successful, or lead to a marketing disaster. The History, Theory, and Practice of Comparative Advertising reveals the possibilities and pitfalls associated with this widely used approach.
Advertising at War challenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more ......
Most of the workers in advertising, the media, retail, and fashion are women. This book tells how women have risen to the top of the advertising profession. It describes how, at the beginning of the twentieth century, the recognition of women as primary consumers resulted in the hiring of more women to promote products aimed at the women's market.
With illustrations showing many erotic ads that push the boundaries of sexuality and taste of product marketing, this title tracks the history of sex in advertising. It also explores the many factors that make the link between sex and our consumer culture so successful.
Wright (law, Samford U.) attacks the common American notion that the spread of commercialization is a natural manifestation of freedom and the pursuit of well-being. Topics include the constitutional arguments related to commercial free speech law, the influence of so-called controversial ads, the
