This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

This essential guide provides you with a tailored introduction to the design techniques and production practices employed in the media industry. It presents clear and relevant explanations of how to design and produce any type of print and online publication to a professional standard, from pre-planning through to going to press or online. In providing the context, principles and thinking behind design over time, alongside the key practical techniques and know-how, this resource will enable you to present information clearly and effectively. Key features: Provides a complete resource, explaining the background, theory and application of design as well as the ‘how to’ Tutorials and exercises demonstrate how to create clean, attractive and well-targeted designs Supported by a comprehensive gallery of examples and case studies Highly illustrated throughout Colour ‘How to’ sections explain in detail how to create layouts and work with type, pictures and colour successfully Design for Media is a core resource for students and professionals in journalism, PR, advertising, design and across the media and creative sectors.

This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales.

How do organizations manage social media effectively? Every organization wants to implement social media, but it is difficult to create processes and mange employees to make this happen. Most social media books focus on strategies for communicating with customers, but they fail to address the internal process that takes place within a business before those strategies can be implemented. This book is geared toward helping you manage every step of the process required to use social media for business. The Social Media Management Handbook provides a complete toolbox for defining and practicing a coherent social media strategy. It is a comprehensive resource for bringing together such disparate areas as IT, customer service, sales, communications, and more to meet social media goals. Wollan and Smith and their Accenture team explain policies, procedures, roles and responsibilities, metrics, strategies, incentives, and legal issues that may arise. You will learn how to: Empower employees and teams to utilize social media effectively throughout the organization Measure the ROI of social media investments and ensure appropriate business value is achieved over time Make smarter decisions, make them more quickly, and make them stick Get the most out of your social media investment and fully leverage its benefits at your company with The Social Media Management Handbook.

It’s time to take the fear and frustration out of social media. In today’s crowded marketplace, it’s harder than ever to rise above the noise and clutter. For millions of businesses, a savvy approach to social media is the secret to creating sustainable engagement with a profitable niche audience. Social media done right can build and strengthen your relationship with your customers, encourage brand loyalty, extend your influence, and expand your credibility. Social media changed the world—and today’s social media platforms evolved to meet the world’s changing needs. You’ve got more choices than ever before—online video, web audio, teleseminars, and more—plus new ways to attract prospects, retain customers, and reach a bigger audience. The trick is learning how to put the pieces together to create a powerful social media presence that draws in your ideal clients around the clock and around the world. By using the powerful strategies in The Essential Social Media Marketing Handbook, you will: Jump ahead of the competition. Expand your visibility and influence as a leader in your industry. Increase your expert credibility and create powerful new ways to collaborate. Build your brand into a powerhouse. Maximize your profit-making potential.

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.