Public Relations Writing or Whats in a Name

Public Relations Writing(Series in Mass Communication and Journalism): Form and Style

Author: Doug Newsom

Write with understanding and purpose with PUBLIC RELATIONS WRITING: FORM AND STYLE! With a practical approach, this communication text uses the principles and theories of public relations to provide you with the tools you need to improve your writing skills. Examples, illustrations, and end-of-chapter exercises give you the opportunity to see public relations in action. The book-specific website saves you time by providing you with exercises, tutorial quizzes, and web activities.

New interesting book: Principles of Accounting or Media Organisations in Society

What's in a Name?: Advertising and the Concept of Brands

Author: John Philip Jones

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising -- once described as "pure gold" by advertising guru David Ogilvy. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands -- the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. This new edition of What's in a Name? besides including all-new research findings and examples, adds new coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and expose better advertising.

Table of Contents:

	List of Tables and Figures
	Foreword: Advertising and Brand Planning
1	Introduction	3
2	Brands: What They Are and Why They Emerged	19
3	Factors That Shape a Brand During Its Conception and Birth	45
4	Factors That Shape a Brand During Its Growth and Maturity	73
5	The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory	107
6	Advertising Research: A Digression on Recall	136
7	How Advertising Influences Sales	163
8	How Advertising Builds Brands	188
9	Giving a Brand Legs: Brands as Collectible Entities	214
10	The Contribution of Advertising Strategy to Brand Building	230
11	From Advertising Strategy to Advertising Campaign	257
12	How to Develop and Expose Better Advertising	270
	Index	291
	About the Authors	309