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    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.

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    This book introduces the concepts, perspectives, and importance of integrated marketing communication (IMC).It presents the history of Indian advertising, the strategic importance of IMC, and a discussion on social and cultural factors that enhance the effectiveness of marketing communication. Attuned to an evolving, Internet-driven, social media–connected world, the book covers all the important forms of communications used by business organizations, touching upon key areas, from marketing plans, branding, positioning, and creative briefs to copywriting, design.It takes the readers through the varied strands of IMC, including advertising, public relations, direct marketing, and sales promotion.The volume also presents considerations for each major media format with an aim of sending their messages to the end consumer. This volume will be an invaluable resource for students, scholars, and marketing professionals as it covers a wide range of topics like communication strategies, advertising, marketing, brand management, media studies, and public relations.

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  • Integrated Marketing Communication : Advertising and Promotion in a Digital World
    Integrated Marketing Communication : Advertising and Promotion in a Digital World

    Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline.The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility.The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity.Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs.Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan.

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    Incorporating the most important and cutting-edge developments in the field, this bestselling text introduces newcomers to the key theories and techniques of social network analysis and guides more experienced analysts in their own research. New to This Edition:A chapter on data collection, covering a crucial phase of the research processFully updated examples reiterate the continued importance of social network analysis in an increasingly interconnected worldDetailed ‘Further Reading’ sections help you explore the wider literaturePractical exercises including real-world examples of social networks enable you to apply your learningExpanded and brought right up-to-date, this classic text remains the indispensable guide to social network analysis for students, lecturers and researchers throughout the social sciences.

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    Social Network Analysis

    David Knoke and Song Yang's Social Network Analysis, Third Edition provides a concise introduction to the concepts and tools of social network analysis.The authors convey key material while at the same time minimizing technical complexities.The examples are simple: sets of 5 or 6 entities such as individuals, positions in a hierarchy, political offices, and nation-states, and the relations between them include friendship, communication, supervision, donations, and trade.The new edition reflects developments and changes in practice over the past decade.The authors also describe important recent developments in network analysis, especially in the fifth chapter.Exponential random graph models (ERGMs) are a prime example: when the second edition was published, P* models were the recommended approach for this, but they have been replaced by ERGMs. Finally, throughout the volume, the authors comment on the challenges and opportunities offered by internet and social media data.

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    This unique textbook provides an introduction to statistical inference with network data.The authors present a self-contained derivation and mathematical formulation of methods, review examples, and real-world applications, as well as provide data and code in the R environment that can be customised.Inferential network analysis transcends fields, and examples from across the social sciences are discussed (from management to electoral politics), which can be adapted and applied to a panorama of research.From scholars to undergraduates, spanning the social, mathematical, computational and physical sciences, readers will be introduced to inferential network models and their extensions.The exponential random graph model and latent space network model are paid particular attention and, fundamentally, the reader is given the tools to independently conduct their own analyses.

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