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The Advertising Industry in Latin America: A Comparative Study
International Communication Gazette, volume 71, issue 8 (2009), pp. 713-733
"In the great debate about ‘cultural imperialism’ in the 1970s and 1980s, the advertising industry was singled out as a key mechanism by which the economies and societies of the ‘Third World’ countries were seen to be dominated by the rich countries of North America and Europe. Yet, relative
...
Medienmarketing: Marketingmanagement für werbefinanziertes Fernsehen und Radio
Stuttgart: Lucius & Lucius (2009), x, 177 pp.
"Die medialen Märkte werden im Blick auf werbefinanziertes Fernsehen und Radio analysiert. Schwerpunkte sind Grundlagen eines modernen Marketingbegriffs, Marktforschung (Zielgruppen und Interaktionsmechanismen), langfristige Marketingkonzeptionen und die erforderlichen Instrumente, sowie die Heraus
...
Advertising
London: Routledge (2009), xvii, 318 pp.
"Advertising, once seen as 'the official art of capitalist society' is an increasingly commonplace component of a characteristically promotional culture. Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reade
...
El precio del silencio: Abuso de publicidad oficial y otras formas de censura indirecta en América Latina
Deep Insights
Buenos Aires; New York: Asociación por los Derechos Civiles (ADC); Open Society Institute (2008), 191 pp.
"El precio del silencio' revela una tendencia creciente en varios países de América Latina: la interferencia “tras bambalinas” que ejercen los gobiernos sobre los medios de comunicación y la independencia editorial. Esta “censura sutil” y sus continuos efectos inhibitorios aún no han rec
...
La publicidad audiovisual: Del blanco y negro a la web
Buenos Aires: La Crujía (2008), 156 pp.
Advertising in the News: Paid-For Content and the South African Print Media
Capetown: HSRC Press (2007), vi, 70 pp.
"The rise of commercialism poses many challenges to the integrity of the South African media in the post-1994 era. To maintain profitability, many publications have developed a range of strategies to attract advertising, in particular, developing the content that advertisers most desire content that
...
Advertising for Dummies
Indianapolis, Indiana: Wiley, 2nd ed. (2007), xviii, 312 pp.
Werbeforschung
Konstanz: UVK (2007), 233 pp.
"Werbung ist ein integraler Bestandteil aller Prozesse massenmedial vermittelten Öffentlichkeit. Sie ist Sozialisationsinstanz sowie Kultur- und Wirtschaftsfaktor. Aus der Perspektive der Medien- und Kommunikationswissenschaft geht dieses Lehrbuch zunächst auf den Gegenstand sowie auf die Geschich
...
Planejamento de mídia: Teoría e experiência
Key Guides
São Paulo: Pearson Prentice Hall (2006), xxi, 230 pp.
La publicidad puesta al día
Buenos Aires: La Crujía, 2a ed. (2006), 236 pp.
TV-Werbung für Einsteiger: Von der ersten Idee bis zur Wirkungskontrolle
Köln: IP Deutschland (2005), 43 pp.
Das Media-Kochbuch 2: Mehr Rezepte für die effiziente Medienplanung
Köln: IP Deutschland (2005), 31 pp.
Media Selling: Broadcast, Cable, Print, and Interactive
Ames: Blackwell, 3rd ed. (2004), xiv, 598 pp.
"For the past two decades, Broadcast and Cable Selling has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling,
...
Advertising: Principles and Practice
Englewood Cliffs, New Jers.: Prentice Hall, 6th ed. (2003), 599 pp.
Audience Economics: Media Institutions and the Audience Marketplace
New York: Columbia University Press (2003), x, 235 pp.
Why Bad Ads Happen to Good Causes and How to Ensure They Won't Happen to Yours
Santa Monica, Calif.: Cause Communications (2002), 58 pp.
