Advertising and Branding: Concepts, Methodologies, Tools, and Applications, 1st Edition

  • Published By: Business Science Reference
  • ISBN-10: 1522517944
  • ISBN-13: 9781522517948
  • DDC: 659.1
  • Grade Level Range: College Freshman - College Senior
  • 1806 Pages | eBook
  • Original Copyright 2017 | Published/Released March 2017
  • This publication's content originally published in print form: 2017

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About

Overview

This book is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Editor-in-Chief.
Associate Editors.
Editorial Advisory Board.
List of Contributors.
Table of Contents.
Preface.
Fundamental Concepts and Theories.
1: A Review of Psycho- vs. Socio-Linguistics Theories: An Application to Marketing Research.
2: Online Branding and Marketing: A User Perspective.
3: Rhetoric of Seduction: From an Iconocratic Advertising to a Tautological Culture.
4: A Theoretical Approach for Sustainable Communication in City Branding: Multilateral Symmetrical Communication Model.
5: Subliminal Advertising and its Ethical Dimensions in the Social Media Age.
6: A Psychological Perspective on City Brand Positioning: The Dimensional Organization of Sensemaking Data.
Development and Design Methodologies.
7: Behavioural Targeting in the Mobile Ecosystem.
8: A Classification of Branded Entertainment Based on Psychological Levels of Processing.
9: E-Literary Text and New Media Paratexts.
10: Urban Design and the Entrepreneurial City: Place Branding Theory and Methods.
11: Integrating Big Data Analytics into Advertising Curriculum: Opportunities and Challenges in an International Context.
12: Social Media and Its Implications for Marketing Communications.
13: Whose City Is It Anyway? Limits of City Branding in Harare amidst the Storm of Economic Hardships in Zimbabwe.
14: Exploring the Secret of Successful University Brands.
15: An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film.
16: Branding Ideas for the Tokyo Olympics 2020.
17: Be Stronger Together: Partner Strategies between Material Suppliers and Sports Goods Producers to Promote High-Tech Innovations.
18: A Framework for CRM: Understanding CRM Concepts and Ecosystem.
19: Corporate Advertising at the Age of Social Media.
20: Touring Pittsburgh's Glocal Narratives: Leveraging City Brands for Global and Local Audiences.
21: Customer-Centric Marketing in the European Union from a Legal Perspective.
22: Analytics Overuse in Advertising and Promotion Budget Forecasting.
23: The Integration of Entertainment and Advertising: Advertainment.
24: Developing and Implementing a Selection Model of Brand TV Commercial Script for a Real Estate Agency.
25: Branding Prince Edward County as a Gastronomic Niche Tourism Destination: A Case Study.
Tools and Technologies.
26: Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”.