By Dr Chris Hackley
A close account of up to date advertising and marketing perform that attracts on unique examine and first-hand info from most sensible overseas enterprises. The ebook has unique case vignettes, case learn questions and evaluation workouts. it truly is filled with important assets for additional studying and a word list on the again to give an explanation for technical phrases. There are color pictures of unique case examples. Framed inside of a theoretical stance it considers either the construction and the intake of promoting verbal exchange. this can be a sophisticated scholar textual content, a reflective practitioner's instruction manual and an insightful account for the overall reader.
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Extra info for Advertising and Promotion: Communicating Brands
Consumers know very well that wearing Nike sports shoes does not make them any more likely to be a winner nor does it make them into a street-smart urban survivor. qxd 40 21/12/2004 4:51 PM Page 40 Advertising and Promotion and they know that others know it too. The brand’s socially constructed meaning is part of the communication game we play with each other in negotiating our social identity. Marketing executives and advertising and communications professionals are all interested in what advertisements mean to consumers.
Particular discourses may be groups of social texts that usually conform to certain rules and conventions, such as the discourse of advertising, of medical consultation, of literary appreciation or of marketing management. These discourses are comprised of accepted conventions of speech, manner, subject and tone. As we have seen, many ads refer to non-advertising discourses in order to enhance the resonance of their meaning for consumers. The conventions of a given discourse form can be very difficult to ascertain under conditions of normal social interaction.
Print and TV executions were linked by the focus on language and the ways in which Thailand speaks to you. Case Exercises 1. In a study group, explore the group members’ perceptions of Thailand. Contrast these perceptions with three other countries. Develop a perception matrix with the four countries contrasted along two suitable axes. Discuss what has formed or influenced these perceptions. What kinds of promotional or communication activity might be powerful in changing these perceptions? 2. Consider Thailand’s tourism situation.