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Sustainable Advertising - Sebastian Munden - Bog - Kogan Page Ltd - Plusbog.dk

Sustainable Advertising - Sebastian Munden - Bog - Kogan Page Ltd - Plusbog.dk

Sustainable Advertising is a manifesto for the world''s advertising industry, a case for change globally: ''to change the way we work and to change the work we make''. This is the book every advertising and marketing professional needs to make every ad a sustainable ad. Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis.This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University''s Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.

DKK 363.00
1

Sustainable Advertising - Matt Bourn - Bog - Kogan Page Ltd - Plusbog.dk

Sustainable Advertising - Matt Bourn - Bog - Kogan Page Ltd - Plusbog.dk

Sustainable Advertising is a manifesto for the world''s advertising industry, a case for change globally: ''to change the way we work and to change the work we make''. This is the book every advertising and marketing professional needs to make every ad a sustainable ad. Sustainable Advertising informs every stage of the advertising process with the expertise required to make advertising more sustainable, future-proofing portfolios, improving productivity, and saving money. Covering the way ads are made and distributed, to the products, services, and behaviours they promote, this book sets out the insights, best-in-class case-studies and practical guidance to accelerate change and ensure the industry is fit for purpose in the face of the climate crisis.This must-read guide sets out a clear action plan for agencies, brands, media owners, tech platforms and individuals. It includes interviews with industry leaders including Unilever, WPP, Google, ITV, Cannes Lions, Meta, Havas, PwC, Tesco, Oxford University''s Said Business School, the Advertising Standards Authority and dentsu. Learn how to avoid greenwashing, how to pitch more sustainable behaviour changes to appeal to the most customers and how advertising can make the most positive contribution to the global battle against climate change.

DKK 1177.00
1

Video Marketing - Jon Mowat - Bog - Kogan Page Ltd - Plusbog.dk

Video Marketing - Jon Mowat - Bog - Kogan Page Ltd - Plusbog.dk

In a ''video first'' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales. Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action.

DKK 639.00
1

Data Ethics - Katherine O'keefe - Bog - Kogan Page Ltd - Plusbog.dk

Data Ethics - Katherine O'keefe - Bog - Kogan Page Ltd - Plusbog.dk

Data-gathering technology is more sophisticated than ever, as are the ethical standards for using this data. This second edition shows how to navigate this complex environment. Data Ethics provides a practical framework for the implementation of ethical principles into information management systems. It shows how to assess the types of ethical dilemmas organizations might face as they become more data-driven. This fully updated edition includes guidance on sustainability and environmental management and on how ethical frameworks can be standardized across cultures that have conflicting values. There is also discussion of data colonialism, the challenge of ethical trade-offs with ad-tech and analytics such as Covid-19 tracking systems and case studies on Smart Cities and Demings Principles.As the pace of developments in data-processing technology continues to increase, it is vital to capitalize on the opportunities this affords while ensuring that ethical standards and ideals are not compromised. Written by internationally regarded experts in the field, Data Ethics is the essential guide for students and practitioners to optimizing ethical data standards in organizations.

DKK 476.00
1

Video Marketing - Jon Mowat - Bog - Kogan Page Ltd - Plusbog.dk

Video Marketing - Jon Mowat - Bog - Kogan Page Ltd - Plusbog.dk

In a ''video first'' world, video is one of the most effective tools marketers can use to raise brand awareness, engage consumers, drive website traffic and increase sales. Video Marketing takes a step-by-step and in-depth look at planning and creating great video campaigns, as well as activating, testing and measuring their success. Featuring case studies from global household names such as adidas, Kleenex, and Red Bull, it explores which video types and platforms brands should use, using multi-video campaigns, live videos and webinars, as well as creating and editing video campaigns on a budget using DSLRs and smartphones. Updated with the latest developments, this second edition of Video Marketing contains new chapters on understanding your audience and buying media space on ad networks and social media, as well as further content on personal and personalized content and avoiding potential pitfalls such as frauds, fake views and updates. Accompanying online resources consist of video links for campaigns discussed in the book and a downloadable strategy planner for readers to complete and put into action.

DKK 307.00
1

Employee Experience - Ben Whitter - Bog - Kogan Page Ltd - Plusbog.dk

Employee Experience - Ben Whitter - Bog - Kogan Page Ltd - Plusbog.dk

In a world of increasing stress and constant change, supporting and developing employees has never been more difficult. Employee Experience is an essential resource for improving experiences at work. To develop top-performing employees, HR professionals need to move beyond ad hoc engagement initiatives and instead to design and embed employee experience throughout an organization''s processes and culture - from the moment an employee sees a job advert to the moment they leave the company. Employee Experience includes guidance on how to build experience capabilities in an HR team and on communicating, sustaining and evolving the employee experience, as well as on using networks, nudges and technology. The second edition features evidence-based research on the most common challenges experienced globally and how a holistic approach to employee experience can solve them. There is updated coverage of questions that should be asked of data to help put people and their experiences at the heart of the organization and new case studies. Full of tools, tips and advice, this book shows how focusing on the employee experience improves performance, productivity and profits and how organizations of any size can achieve this success.

DKK 335.00
1

Using Semiotics in Marketing - Dr Rachel Lawes - Bog - Kogan Page Ltd - Plusbog.dk

Using Semiotics in Marketing - Dr Rachel Lawes - Bog - Kogan Page Ltd - Plusbog.dk

Semiotics is a superpower for marketers. It''s a proven, powerful method of uncovering consumer insight, tailoring brand strategies that work and generating profit for brands. Companies such as Unilever and P&G have attested to the success of Lawes semiotics in stimulating innovation and boosting sales. Now newly updated, this second edition is packed with even more revelations about brands, consumers and their emerging needs. Three new chapters reveal the unseen social forces that drive the Be Kind movement, public appetite for sincerity and the emotions of younger generations. Using Semiotics in Marketing is an acclaimed how-to guide that makes semiotics accessible. It ensures all agency-side and client-side marketers can pick up the skills to use and apply semiotics to brands and is the only book on semiotics ever published that sets out a complete blueprint for research projects. This is your one-stop guide to learn how to write briefs and proposals, design projects, conduct analysis, write reports and present research findings.Start using semiotics today. Position and launch new brands, rejuvenate established ones, design products and packaging and inspire timely and provocative ad campaigns. See the future. Innovate.

DKK 335.00
1

A Marketer's Guide to Digital Advertising - Scott Thomson - Bog - Kogan Page Ltd - Plusbog.dk

A Marketer's Guide to Digital Advertising - Scott Thomson - Bog - Kogan Page Ltd - Plusbog.dk

How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available. With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer''s Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry. Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company''s priorities list. A Marketer''s Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.

DKK 1168.00
1

Persuasive Copywriting - Andy Maslen - Bog - Kogan Page Ltd - Plusbog.dk

Persuasive Copywriting - Andy Maslen - Bog - Kogan Page Ltd - Plusbog.dk

Enhance your copywriting skills with psychology-driven techniques to create stand out copy that taps into consumer decision making and sells, using this second edition of the ultimate copywriting survival guide for the 21st century - essential to every marketing or creative professional''s bookshelf. With many professionals now developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics of writing copy, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it will inspire the clear-cut confidence needed to create, quantify, and sell stand out copy in a cluttered marketplace.Complementing the ''how to'' perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, this second edition addresses the everyday issues faced in a multitude of roles, including:-Practical advice to measure and benchmark effective copy-Guidance on creating and critiquing briefs-New chapters on how to weave copywriting skills into the wider industry-Storytelling and content marketing-The impact of evolving channels like mobile and social mediaPractical, inspiring and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need.

DKK 307.00
1

Streaming Wars - Charlotte Henry - Bog - Kogan Page Ltd - Plusbog.dk

Streaming Wars - Charlotte Henry - Bog - Kogan Page Ltd - Plusbog.dk

Streaming services of all kinds are the centre of our media and music diet. But it''s a world full of rapid change, and it''s fair to say that the streaming wars have only just begun. The Blockbuster bricks and mortar video chain famously blinked in the face of buying Netflix in 2000. And the rest is history. A history written by streaming companies including Disney+, Amazon Prime, Paramount, Apple TV, Spotify ESPN+ and Netflix itself. It''s a world turned upside down where tech companies have become media companies and media companies have become tech companies.In Streaming Wars , journalist Charlotte Henry investigates the story of contemporary media streaming and the creation of films and television, music and sport in an increasingly diverse, disruptive and disintermediated landscape. Looking at the companies, the content and controversies, this book scrutinizes the key individuals behind these seismic media shifts.So what happens now ? Facing up to the future, the author shows us that we''re at a key moment in the streaming wars. From password sharing, ad supported tiers, live tv and the costs of outbidding rivals, through to rebundling, broadcast retrenchment and the radical impact of AI, Streaming Wars asks what''s next for customers, companies and content.

DKK 504.00
1

Streaming Wars - Charlotte Henry - Bog - Kogan Page Ltd - Plusbog.dk

Streaming Wars - Charlotte Henry - Bog - Kogan Page Ltd - Plusbog.dk

Streaming services of all kinds are the centre of our media and music diet. But it''s a world full of rapid change, and it''s fair to say that the streaming wars have only just begun. The Blockbuster bricks and mortar video chain famously blinked in the face of buying Netflix in 2000. And the rest is history. A history written by streaming companies including Disney+, Amazon Prime, Paramount, Apple TV, Spotify ESPN+ and Netflix itself. It''s a world turned upside down where tech companies have become media companies and media companies have become tech companies.In Streaming Wars , journalist Charlotte Henry investigates the story of contemporary media streaming and the creation of films and television, music and sport in an increasingly diverse, disruptive and disintermediated landscape. Looking at the companies, the content and controversies, this book scrutinizes the key individuals behind these seismic media shifts.So what happens now ? Facing up to the future, the author shows us that we''re at a key moment in the streaming wars. From password sharing, ad supported tiers, live tv and the costs of outbidding rivals, through to rebundling, broadcast retrenchment and the radical impact of AI, Streaming Wars asks what''s next for customers, companies and content.

DKK 167.00
1

A Marketer's Guide to Digital Advertising - Scott (chief Operating Officer) Thomson - Bog - Kogan Page Ltd - Plusbog.dk

A Marketer's Guide to Digital Advertising - Scott (chief Operating Officer) Thomson - Bog - Kogan Page Ltd - Plusbog.dk

How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available. With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer''s Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry. Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company''s priorities list. A Marketer''s Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.

DKK 335.00
1

Marketing Communications - Ze Zook - Bog - Kogan Page Ltd - Plusbog.dk

Marketing Communications - Ze Zook - Bog - Kogan Page Ltd - Plusbog.dk

This newly updated, carefully structured accessible textbook provides students and practitioners with the skills they need to deliver successful marketing communications in today''s fast-changing hypercompetitive markets. The eighth edition of Marketing Communications continues to be a core resource covering all aspects of marketing communications from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, Ad campaigns, PR campaigns, big data, marketing automation, AI, Virtual Reality and more with this comprehensive textbook. Learn through current, real-world examples from global companies such as Tesla and TikTok and explore what it takes to build a truly integrated, successful marketing communications plan. Incorporating branding, customer journeys, customer insights and more, Marketing Communications also provides in-depth content on the legal requirements you need to develop your strategy including GDPR and AI rules and regulations. This edition is packed with intriguing examples from Ed Sheeran to Ariana Grande, from FIFA to KFC, from Guinness to Google and Airbnb to Amazon. This edition looks in depth at ongoing impact of AI in all aspects of marketing communications ensuring that you have the tools necessary to reach today''s time-poor customers while utilizing the latest technologies. Marketing Communications will give readers the confidence to work in an environment of constant technological transformation to create fully integrated strategies and successful campaigns.

DKK 524.00
1

Using Behavioral Science in Marketing - Nancy Harhut - Bog - Kogan Page Ltd - Plusbog.dk

Using Behavioral Science in Marketing - Nancy Harhut - Bog - Kogan Page Ltd - Plusbog.dk

WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award WINNER: 2024 Axiom Business Book Awards - Silver Medal in Advertising / Marketing / PR WINNER: National Indie Excellence Awards 2023 - Marketing & Public Relations WINNER: Readers'' Favorite Book Awards 2023 - Gold Medal in Non-Fiction - Marketing WINNER: NYC Big Book Award 2023 - Marketing & Public Relations WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner - Non-Fiction Business & Enterprise FINALIST: Next Generation Indie Book Awards 2023 - Business FINALIST: American Book Fest Best Book Award 2023 - Marketing & Advertising SHORTLISTED: Business Book Awards 2023 - Smart Thinking Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it''s also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.

DKK 335.00
1

Using Behavioral Science in Marketing - Nancy Harhut - Bog - Kogan Page Ltd - Plusbog.dk

Using Behavioral Science in Marketing - Nancy Harhut - Bog - Kogan Page Ltd - Plusbog.dk

WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award WINNER: 2024 Axiom Business Book Awards - Silver Medal in Advertising / Marketing / PR WINNER: National Indie Excellence Awards 2023 - Marketing & Public Relations WINNER: Readers'' Favorite Book Awards 2023 - Gold Medal in Non-Fiction - Marketing WINNER: NYC Big Book Award 2023 - Marketing & Public Relations WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner - Non-Fiction Business & Enterprise FINALIST: Next Generation Indie Book Awards 2023 - Business FINALIST: American Book Fest Best Book Award 2023 - Marketing & Advertising SHORTLISTED: Business Book Awards 2023 - Smart Thinking Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it''s also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.

DKK 989.00
1