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Advertising on the Web

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

...Offline advertising for online productsAs this eye-catching magazine advert for Yahoo! demonstrates, sometimes the best way to generate traffic for an online product is to advertise it offline. This is because the Web is typified by its...

Class, age and gender influences

Hayden Noel

Dr Hayden Noel is an assistant professor in the College of Business Administration at the University of Illinois at Urbana-Champaign. He has published articles in leading academic journals such as the Journal of Consumer Research and the Journal of Consumer Psychology. In addition, he has taught in MBA programmes in the United States, Hong Kong, Singapore and Taiwan. Author affiliation details are correct at time of print publication.

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Basics Marketing 01: Consumer Behaviour

AVA Publishing SA, 2009

Book chapter

...Nintendo WiiIn recent years Nintendo have done a great job of expanding the computer game market, which had previously been restricted to boys and young men. With health-conscious applications like Wii Fit, the addictive challenges of Brain...

Ethical approaches

Brian Sheehan

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company. Author affiliation details are correct at time of print publication.

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Basics Marketing 02: Online Marketing

AVA Publishing SA, 2011

Book chapter

...Marketing to children online presents an ethical challengeMarketing online creates new ethical challenges for marketers, including protection of consumers’ privacy, and protection of children using computers.The online environment has often...

Brochures and Other Long Forms

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Some products and companies need more than 30 seconds or a full-page ad to convey their messages. Complex content can be delivered in brochures and other collateral literature. These media commonly share an emphasis on content—in a format...

Interactive Channels

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Executive Producer Kip VoytekProducer Shawn NatkoCopywriter Jason MarksArt Director Winston ThomasSenior Designer Nathan IversonDesigner/Developer Andrew HsuFlash Designers David Morrow, Patrick KalyanapuSenior Engineers John Jones, Chuck...

Writing Copy

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Faith in Words Jeep: Never Confuse Your Net Worth… If you can say exactly what needs to be said in a few words, then do it. See how well it works in this advertisement that features a man and his dog in the woods. In this context...

Elements of Copy

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Headlines Chevrolet Corvette: 50th Anniversary Sometimes a headline is all you need. The ‘Vette’ here is about speed. It's about speed even when it's stuck in traffic or parked in a driveway. Therefore, you don't want to slow...

What is Copywriting?

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...Ideas First. Words Follow Absolut: Absolut Origin In this new campaign, Absolut has shifted its focus. After years of punning headlines that paired the Absolut name with cool or contemporary artists and designers, as well...

Promotion in marketing

Edward Russell

Edward Russell

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The Fundamentals of Marketing

AVA Publishing SA, 2010

Book chapter

...Marlboro Cigarettes Marlboro is possibly the world’s best marketing success story. The product may be ‘just a cigarette’, but the brand defines much of what is good and pure about the American West.You’ve made it to your last ‘P...

Names and Naming

Robert Sawyer

Robert Sawyer

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Kiss & Sell: Writing for Advertising : Redesigned & Rekissed

AVA Publishing SA, 2006

Book chapter

...RCA Scenium: Movie Theater/Living RoomRCA chose to invent a name for a new product. ‘Scene’ plus ‘ium’ were joined to create Scenium to offer a sense theater or, specifically here, home theater. The goal was to create a word that suggests...