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The purpose of the book is to provide an overall view of advertising in the twentieth century while filling in the gap of information that exists in Italy ? where just a few names are known. The book also provides a leading thread about those professionals who, in the second half of the 20th century, were the protagonists of the creative revolution and whose influence has been seminal on both American and English advertising. The book has no historical intentions nor aims at classifying people into schools or categories (as such an approach would be pretentious and inadequate in a profession so deeply entangled with economics and consumer attitudes). The content in brief: The book is made up of short biographies of famous and well known advertising people ? mainly art directors and copywriters ? interspersed with a few explanatory chapters that are simply summaries on certain subjects. For instance The Big Agencies outlines the origins of historical agencies, such as J.W. Thompson, BBDO, and Young & Rubicam. The State of Things explains what happened after the (so called) Creative Revolution. The Spot-Makers presents people like Howard Zieff, Joe Pytka, Rick Levine, and Bob Giraldi. Old School Ties and Colonels is about British advertising before Collett Dickinson and Pearce. La Grande Parade depicts the peculiarities of French advertising and Carosello and its Victims explains the unusual features of the Italian Carosello (an early TV format that hosted commercials), etc. Biographies are structured differently along the lines of individual stories and, generally, tend to highlight the meaningful events in one s career rather than their early life and experiences. This way of telling a story is, of course, somewhat influenced by the author s experiences and point of view and represents the original aspect of the book. Among the influentials , Americans and Britons outnumber French and Italians. A final section with Contributions by various authors and famous copywriters: Gossage, Della Femina, Abbott, Séguéla, Marcantonio, Pirella, etc. completes the book.
Why are critics upset about advertising? And why are its practitioners so defensive? Revised and extensively updated, this edition of the classic Advertising in Contemporary Society offers unique perspectives that will help the reader understand how and why the controversial American phenomenon of advertising generates so much heat and--though much of it is passive--so much acceptance.
This book provides an accessible resource for understanding the world behind the advertising jingles and Super Bowl commercials and digital algorithms. Advertising has become a ubiquitous force in American life, penetrating almost every aspect of our daily routines. Additionally, as technology has evolved throughout American history, so too has advertising proliferated as media has become increasingly sophisticated and ever-present, whether it takes the form of algorithms governing your social media feed, television commercials, paid influencers, or stadiums branded with the names of corporate sponsors/owners. This authoritative one-stop resource provides a rich overview of the evolution and present state of advertising in all its forms, as well as the multitude of connected issues-data collection, privacy, consumerism, technology, and others-regarding advertising and its role as both a shaper and reflector of American culture. It surveys various advertising media, discusses the social and cultural contexts in which it is consumed, and highlights key moments in the history of advertising in the United States. In addition, the book is supplemented with carefully curated primary sources, personal essays, a glossary of advertising terms, and other resources to provide readers with a full picture of advertising as both an industry and a shaper of American culture.
Looks at advertising during the 1960s, focusing on the relationship between the counterculture movement and commerce.
The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book--a collection of clearly observed and forceful case studies drawn from his personal research and study--deals with the pragmatic realities of marketing and its limitations. He argues that marketing can only serve consumer predispositions. It cannot guarantee satisfaction. When marketers lose sight of this, they actually ignore their market. Rotfeld takes the unusual approach of providing a fundamental view of the relationship between marketing and its customers. He shows what can happen when that relationship is misperceived or its implications are mistaken. Marketing gets misplaced. For marketing practitioners and academics, his book is a unique study of how marketing and consumers interact. As Rotfeld explains: Misplaced Marketing is a term I coined, using `marketing' to refer to the marketing analysis of consumers and `misplaced' to mean either `lost' or `ignored.' Many firms `misplace' marketing in the sense of losing track of what it is and what it can do; many not-for-profit organizations do not use marketing in a way that could improve the results of their efforts. Just because marketing is satisfying consumers does not mean it is above reproach, since Al Capone satisfied many consumers too. Moreover, there are critics who fear marketing power and feel that any service to consumers is a problem for society. This is misplaced marketing in the sense that it is misused, abused, or tied to products that do not serve society's interests. Just because marketing perspectives are misplaced does not mean a product or service will fail, nor does it mean it should be banned. My book gives a perspective to understand the view of business critics and ways to improve business decision-making. The book also provides an unusual examination of the entire relationship of business to its customers.
The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice. Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates and changing our health-related lifestyles for better or worse. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book. Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
From FSGO x Logic: a revealing examination of digital advertising and the internet's precarious foundation In Subprime Attention Crisis, Tim Hwang investigates the way big tech financializes attention. In the process, he shows us how digital advertising—the beating heart of the internet—is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008. From the unreliability of advertising numbers and the unregulated automation of advertising bidding wars, to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself—much like subprime mortgages—is wildly misrepresented. And if online advertising goes belly-up, the internet—and its free services—will suddenly be accessible only to those who can afford it. Deeply researched, convincing, and alarming, Subprime Attention Crisis will change the way you look at the internet, and its precarious future. FSG Originals × Logic dissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds, and aspires to incite fresh conversations about technology focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today.
James Twitchell takes an in-depth look at the ads and ad campaigns—and their creators—that have most influenced our culture and marketplace in the twentieth century. P. T. Barnum’s creation of buzz, Pepsodent and the magic of the preemptive claim, Listerine introducing America to the scourge of halitosis, Nike’s “Just Do It,” Clairol’s “Does She or Doesn’t She?,” Leo Burnett’s invention of the Marlboro Man, Revlon’s Charlie Girl, Coke’s re-creation of Santa Claus, Absolut and the art world—these campaigns are the signposts of a century of consumerism, our modern canon understood, accepted, beloved, and hated the world over.
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.