Handbook of Research on New Media Applications in Public Relations and Advertising

2020-08-07
Handbook of Research on New Media Applications in Public Relations and Advertising

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  • Author: Esiyok, Elif
  • Publisher: IGI Global
  • ISBN: 1799832031
  • Category : Business & Economics
  • Languages : en
  • Pages : 572

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.

Handbook of Research on Effective Advertising Strategies in the Social Media Age

2015-02-28
Handbook of Research on Effective Advertising Strategies in the Social Media Age

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  • Author: Ta?k?ran, Nurdan Öncel
  • Publisher: IGI Global
  • ISBN: 1466681268
  • Category : Business & Economics
  • Languages : en
  • Pages : 509

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

2010-07-31
Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

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  • Author: Eastin, Matthew S.
  • Publisher: IGI Global
  • ISBN: 1605667935
  • Category : Business & Economics
  • Languages : en
  • Pages : 768

"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Handbook of Public Relations

2001
Handbook of Public Relations

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  • Author: Robert L. Heath
  • Publisher: SAGE
  • ISBN: 9781412909549
  • Category : Business & Economics
  • Languages : en
  • Pages : 820

This is a comprehensive and detailed examination of the field, which reviews current scholarly literature. This contributed volume stresses the role PR plays in building relationships between organizations, markets, audiences and the public.

Handbook of Research on New Media, Training, and Skill Development for the Modern Workforce

2022-05-13
Handbook of Research on New Media, Training, and Skill Development for the Modern Workforce

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  • Author: Mentor, Dominic
  • Publisher: IGI Global
  • ISBN: 1668439980
  • Category : Business & Economics
  • Languages : en
  • Pages : 439

The abrupt shift to online learning brought on by the COVID-19 pandemic revealed the need for the adoption and application of new media, virtual training, and online skill development for the modern workforce. However, organizations are grappling with unanticipated complexities, and many have recognized the gaps between online and in-person competencies and capabilities with unaddressed needs. There is an urgent need to bridge this gap and organically grow engagement and connectedness in the digital online space with new media tools and resources. The Handbook of Research on New Media, Training, and Skill Development for the Modern Workforce exhibits how both business and educational organizations may utilize the new media computer technology to best engage in workforce training. It provides the best practices to aid the transition to successful learning environments for organizational skill development and prepare and support new media educational engagement as the new norm in all its forms and finer nuances. Covering topics such as occupational performance assessment, personal response systems, and situationally-aware human-computer interaction, this major reference work is an essential tool for workforce development organizations, business executives, managers, communications specialists, students, teachers, government officials, pre-service teachers, researchers, and academicians.

Handbook of Social Media Management

2013-05-28
Handbook of Social Media Management

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  • Author: Mike Friedrichsen
  • Publisher: Springer Science & Business Media
  • ISBN: 3642288979
  • Category : Business & Economics
  • Languages : en
  • Pages : 880

Digitization and Web 2.0 have brought about continuous change from traditional media management to new strategic, operative and normative management options. Social media management is on the agenda of every media company, and requires a new set of specialized expertise on digital products and communication. At the same time, social media has become a vibrant field of research for media economists and media management researchers. In this handbook, international experts present a comprehensive account of the latest developments in social media research and management, consistently linking classical media management with social media. The articles discuss new theoretical approaches as well as empirical findings and applications, yielding an interesting overview of interdisciplinary and international approaches. The book’s main sections address forms and content of social media; impact and users; management with social media; and a new value chain with social media. The book will serve as a valuable reference work for researchers, students and professionals working in media and public relations.

The Handbook of Strategic Public Relations and Integrated Communications

1997-05
The Handbook of Strategic Public Relations and Integrated Communications

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  • Author: Clarke Caywood
  • Publisher: McGraw Hill Professional
  • ISBN: 9780786311316
  • Category : Business & Economics
  • Languages : en
  • Pages : 612

As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more important­­or more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as: Crisis management Marketing public relations Client-agency relationships Environmental public relations High-tech PR And more!

Global Perspectives on the Strategic Role of Marketing Information Systems

2023-05-08
Global Perspectives on the Strategic Role of Marketing Information Systems

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  • Author: Medina-Quintero, Jose Melchor
  • Publisher: IGI Global
  • ISBN: 1668465930
  • Category : Business & Economics
  • Languages : en
  • Pages : 404

A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is predicting the organization’s future and its environment as well as matching the organization’s characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

2021-05-28
Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

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  • Author: Management Association, Information Resources
  • Publisher: IGI Global
  • ISBN: 179989021X
  • Category : Computers
  • Languages : en
  • Pages : 1865

Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.

Universal Codes of Media in International Political Communications: Emerging Research and Opportunities

2020-11-27
Universal Codes of Media in International Political Communications: Emerging Research and Opportunities

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  • Author: Yeromin, Mykola Borysovych
  • Publisher: IGI Global
  • ISBN: 1799838099
  • Category : Social Science
  • Languages : en
  • Pages : 209

Much like different lenses will give a camera a different view, different forms of media portray different aspects of political relations. Without conveyed messages through audiovisual media, individuals would lose those conveyed messages through sub-textual means. Universal Codes of Media in International Political Communications: Emerging Research and Opportunities provides emerging research exploring the theoretical and practical aspects of audiovisual media and applications within political science. Featuring coverage on a broad range of topics such as media representation, political studies, and international communications, this book is ideally designed for policymakers, administrators, and government officials.