Decoding Coca Cola

Author : Robert Crawford
Publisher : Routledge
ISBN 13 : 1351024019
Total Pages : 240 pages
Book Rating : 4.13/5 ( download)

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Download or read book Decoding Coca-Cola written by Robert Crawford and published by Routledge. This book was released on 2020-12-07 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world’s most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies.

Author : Robert Crawford
Publisher : Routledge
ISBN 13 : 9781351024020
Total Pages : 240 pages
Book Rating : 4.27/5 ( download)

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Download or read book Decoding Coca-Cola written by Robert Crawford and published by Routledge. This book was released on 2020-12-07 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates the Coke brand as well its constituent parts. By examining those who have been responsible for creating the images of Coke as well as the audiences that have consumed them, these essays offer a unique and revealing insight into the Coke brand and asks whether Coca-Cola is always has the same meaning. Looking into the core meaning, values, and emotions underpinning the Coca-Cola brand, it provides a unique insight into how global brands are created and positioned. This critical examination of one of the world's most recognisable brands will be an essential resource for scholars researching and teaching in the fields of marketing, advertising, and communication. Its unique interdisciplinary approach also makes it accessible to scholars working in other humanities fields, including history, media studies, communication studies, and cultural studies"--

Author : Marcel Danesi
Publisher : Rowman & Littlefield
ISBN 13 : 0742555445
Total Pages : 220 pages
Book Rating : 4.40/5 ( download)

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Download or read book Why it Sells written by Marcel Danesi and published by Rowman & Littlefield. This book was released on 2008 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marcel Danesi is an entertaining and insightful tour guide to decoding the messages woven into the advertisements, commercials, brand names, and logos we see on a daily basis. Guiding readers through the basics of how to interpret ads, Danesi explores everything from product and package design to jingles, cyberadvertising, ad campaigns, global impacts, culture jamming, and advertising effects. Why It Sells will fascinate and inform all readers interested in how ads, marketing, and branding take hold in the consumer psyche.

Author : Chris Sperry
Publisher : ASCD
ISBN 13 : 1416630945
Total Pages : 194 pages
Book Rating : 4.44/5 ( download)

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Download or read book Teaching Students to Decode the World written by Chris Sperry and published by ASCD. This book was released on 2022-03-23 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In our media-saturated environment, how can we teach students to distinguish true statements from those that are false, misleading, or manipulative? How can we help them develop the skills needed to identify biases and stereotypes, determine credibility of sources, and analyze their own thinking and its effect on their perceptions? In Teaching Students to Decode the World, authors Chris Sperry and Cyndy Scheibe tackle these questions as they introduce readers to constructivist media decoding (CMD), a specific way to lead students through a question-based analysis of media materials—including print and digital documents, videos and films, social media posts, advertisements, and other formats—with an emphasis on critical thinking and collaboration. Drawing from their decades of experience as teachers, consultants, and media literacy advocates, the authors explain how to * Develop and facilitate CMD activities in the classroom and in virtual teaching environments; * Implement CMD across the curriculum, at all grade levels; * Connect CMD with educational approaches such as project-based learning, social-emotional learning, and antiracist education; * Incorporate CMD into assessments; and * Promote CMD as a districtwide initiative. This comprehensive guide explains the theoretical foundations for CMD and offers dozens of real-life examples of its implementation and its powerful impact on students and teachers. Equipped with CMD skills, students will be better able to navigate a complex media landscape, participate in a democratic society, and become productive citizens of the world.

Author : Naim Cetinturk
Publisher : Peter Lang
ISBN 13 : 3631803710
Total Pages : 29 pages
Book Rating : 4.14/5 ( download)

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Download or read book Sponsored Ads in Instagram as a Marketplace and the Concept of Social Affiliation: Differing Outlook of Contemporary Advertising written by Naim Cetinturk and published by Peter Lang. This book was released on 2019-01-01 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a broad concept and has an ever-shifting nature. The practice fields of advertising vary largely and today's consumers make it necessary for the corporations to take the essential precautions. Against the current conjunctures in technology, economy and politics, advertising is one of the key concepts that the corporations focus on.

Author : Phil Barden
Publisher : John Wiley & Sons
ISBN 13 : 1119673089
Total Pages : 341 pages
Book Rating : 4.88/5 ( download)

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Download or read book Decoded written by Phil Barden and published by John Wiley & Sons. This book was released on 2022-09-26 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: A groundbreaking exploration of purchasing behaviour and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviours. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioural knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviours for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation.

Author : Pamela E. Swett
Publisher : Duke University Press
ISBN 13 : 9780822340690
Total Pages : 396 pages
Book Rating : 4.90/5 ( download)

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Download or read book Selling Modernity written by Pamela E. Swett and published by Duke University Press. This book was released on 2007-08-29 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt: DIVA historical study of modern German advertising, from the Imperial period through the 1970s, that explores mass consumption in modern society and the relationship between business mentalities, artistic creation, consumer behavior, and ideology. /div

Author : Paulo Carlos López-López
Publisher : Springer Nature
ISBN 13 : 9811963479
Total Pages : 573 pages
Book Rating : 4.76/5 ( download)

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Download or read book Communication and Applied Technologies written by Paulo Carlos López-López and published by Springer Nature. This book was released on 2022-11-22 with total page 573 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book features selected papers from the International Conference on Communication and Applied Technologies (ICOMTA 2022), jointly organized by the Universidad del Rosario (Bogotá, Colombia) and the Universidad Politécnica Salesiana (Cuenca, Ecuador), and as collaborators at the University of Vigo (Galicia, Spain), the University of Santiago de Compostela-Political Research Team (Galicia, Spain), and the Network of Communication Researchers of Ecuador (RICE), during August, 31–September 2, 2022. It covers recent advances in the field of digital communication and processes, digital social media, software, big data, data mining, and intelligent systems.

Author : Robert Crawford
Publisher : Taylor & Francis
ISBN 13 : 1000781046
Total Pages : 119 pages
Book Rating : 4.45/5 ( download)

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Download or read book Oral History and Business written by Robert Crawford and published by Taylor & Francis. This book was released on 2022-08-22 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book introduces business historians to oral history methodologies and approaches. Using four distinct oral history case studies to explore ideas of disruption and continuity in business history over the second half of the twentieth century, Robert Crawford and Matthew Bailey demonstrate how critical engagement with oral history approaches serves to enhance and enliven business history as well as its relationship with other historical fields. The focus on disruption is used to encompass a broad set of processes such as technological change, the impact of external forces, informal business networks, social constructions of gender, knowledge transfer, firm adaptability and cultural change. The use of oral histories to interpret responses to disruption in the past, and to explore the features characterising business continuity, provides an opportunity to consider the human dimensions, subjective experiences and personal insights of workplace, firm and industry change. It also sheds light on the ways that people and firms respond to disruptive forces through innovation and adaptation – both successfully and unsuccessfully. This succinct and accessible account is essential reading for business historians with little experience in using oral history, as well as those looking to gain deeper insights from their oral history data.

Author : Nicholas Carah
Publisher : Peter Lang
ISBN 13 : 9781433105654
Total Pages : 226 pages
Book Rating : 4.59/5 ( download)

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Download or read book Pop Brands written by Nicholas Carah and published by Peter Lang. This book was released on 2010 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporations engage young people and musicians in brand-building activities. These activities unfold in media-dense social spaces. Social networking sites, the user-generated content of web 2.0, live music events, digital cameras and cell phones are all used in constructing valuable brands. This book addresses the integration of popular music culture, corporate branding, and young people's mediated cultural practices. These intersections provide a rich site for examining how young people build brands within spaces and practices that they perceive as meaningful. The book is based on extensive ethnographic empirical research, drawing on participant observation, textual analysis and interviews with young people, musicians, marketers and other participants in the cultural industries. Contemporary theories of marketing and branding are brought together with critical and cultural accounts of mediated social life. The book explores the distinctive concerns and debates of these different perspectives and the lively interface between them.