How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want
Inclding chapters on interactive advertising and integrated advertising, this edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from ho
In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this dedicated to the first and most important lesson: concept. Structured to provide both a complete cour
In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and most important lesson: concept.Structured to provide both a comple
How do you write a great ad? Go straight to the basics: work out what you want to say, to whom you are saying it, and how you want to say it.Offering advice on everything from writing copy and choosin
This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this a
The sports business has become one of the fastest-growing industries in recent years. Sports organizations now have the potential to generate massive amounts of revenue through a variety of different channels, including broadcasting rights, advertising and branding. However, the rise of sports-related business has so far received relatively little attention from management scholars and social scientists. This book argues that we can no longer afford to ignore this important economic and social phenomenon. It presents a conceptual framework based on the concept of value creation to show how we can understand and explain the success and failure of sports organizations. Key concepts are illustrated with case studies of sporting organizations, including Real Madrid, FC Barcelona and the Americas Cup. Written by a team of authors from one of Spain's leading business schools, it provides a unique set of theoretical and practical insights for researchers and sports organization managers.
The sports business has become one of the fastest-growing industries in recent years. Sports organizations now have the potential to generate massive amounts of revenue through a variety of different channels, including broadcasting rights, advertising and branding. However, the rise of sports-related business has so far received relatively little attention from management scholars and social scientists. This book argues that we can no longer afford to ignore this important economic and social phenomenon. It presents a conceptual framework based on the concept of value creation to show how we can understand and explain the success and failure of sports organizations. Key concepts are illustrated with case studies of sporting organizations, including Real Madrid, FC Barcelona and the Americas Cup. Written by a team of authors from one of Spain's leading business schools, it provides a unique set of theoretical and practical insights for researchers and sports organization managers.
