Advertising and Promotion: Communicating Brands - download pdf or read online

By Dr Chris Hackley

ISBN-10: 0761941533

ISBN-13: 9780761941538

An in depth account of up to date advertising perform that pulls on unique study and first-hand info from most sensible foreign firms. The e-book has unique case vignettes, case research questions and overview routines. it truly is jam-packed with valuable resources for additional examining and a word list on the again to give an explanation for technical phrases. There are color images of unique case examples. Framed inside a theoretical stance it considers either the construction and the intake of selling communique. this can be a sophisticated pupil textual content, a reflective practitioner's guide and an insightful account for the final reader.

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Extra info for Advertising and Promotion: Communicating Brands

Example text

The sender has to encode the message into a form that will carry the desired meaning. Encoding will put the message into a form in which communication is possible, such as words, pictures, gestures, music or a combination of all of these. The receiver has to decode the message in order to retrieve the meaning intended. The surrounding environment may have noise of various forms that distracts from the message. Noise can be construed metaphorically as anything that might disrupt the communication by, say, distracting the attention of the receiver.

Today such a mistake would be unlikely to happen. Most major advertising campaigns are carefully pre-tested on trial audiences before launch. The story reveals the subtlety of meaning in advertising communication. imply that ads must get our explicit attention in order to be effective, and furthermore that we filter most ads out of our field of attention because they do not pass our criterion of interest. But if we are conscious of advertising to which we are not paying express attention, it suggests that advertising works in quite a different way from a personal sales encounter.

A TV ad campaign for Frizzell insurance in the UK (see p. 71) deliberately deployed a creative execution that would mainly be of interest to older viewers because they wanted to signal that younger consumers were not the primary desired market segment. 6 Diesel Ads Exploit Polysemy A series of print ads for the Diesel clothing brand throughout the 1990s made use of both polysemy and intertextuality to try to draw the consumer into a deeper engagement, and at the same time to signal the quirky, witty, but irreverent values of the brand.

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Advertising and Promotion: Communicating Brands by Dr Chris Hackley


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