Communication Booknotes Quarterly最新文献

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“A Few of My Favorite Things”—A Half-Century of Broadcasting and Telecommunications “我最喜欢的几件事”——广播与电信的半个世纪
Communication Booknotes Quarterly Pub Date : 2019-10-02 DOI: 10.1080/10948007.2019.1691426
C. Sterling, Albert Abramson Urbana
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引用次数: 0
CBQ BooknotesCondensed Reviews CBQ bookknos浓缩评论
Communication Booknotes Quarterly Pub Date : 2019-10-02 DOI: 10.1080/10948007.2019.1691418
Kiana Moridi
{"title":"CBQ BooknotesCondensed Reviews","authors":"Kiana Moridi","doi":"10.1080/10948007.2019.1691418","DOIUrl":"https://doi.org/10.1080/10948007.2019.1691418","url":null,"abstract":"Advertising: What Everyone Needs to Know by Mara Einstein (New York, NY: Oxford University Press, 2017—$22.00, paperback, ISBN: 9780190625894, 229 pp., 7 chapters, Introduction, Appendix, Index) explains the various aspects of the advertising industry, from previous years to current day. Discussing the shift from advertising to marketing, Einstein explores what has caused the change and what advertising is today as opposed to the past. The purpose for these explanations seems to lead us to the several different facets of the advertising industry, as Einstein explains the ways in which advertising is no longer merely commercials and flyers, but a form of marketing behavior, as well. In Chapter Two, Einstein explores the business of advertising and how the economy impacts the industry. Chapter Three analyzes consumer behavior and why people buy certain products but avoid others. Through this explanation, Einstein delves into the meaning of a target audience, and how to market the right product for a specific demographic. From making commercials to constructing a creative strategy, chapter four discusses the creative process of advertising. Chapters Five and Six discuss the ways in which advertising is implemented into our daily lives. Finally, Einstein finished with chapter seven, which explores advertising in the digital age. Graduate students, scholars and professionals interested in marketing and advertising may find this book to be a helpful tool. Einstein is a professor of media studies at Queens College, City University of New York. She has worked as the Senior Marketing Executive in both broadcast (NBC) and cable (MTV Networks) television as well as at major advertising agencies working on such accounts as Miller Lite, Uncle Ben’s, and Dole Foods.","PeriodicalId":38174,"journal":{"name":"Communication Booknotes Quarterly","volume":"50 1","pages":"195 - 262"},"PeriodicalIF":0.0,"publicationDate":"2019-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10948007.2019.1691418","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44718522","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Editor’s Note 50 Years for CBQ: A Good Foundation 编者按:CBQ的50年:一个良好的基础
Communication Booknotes Quarterly Pub Date : 2019-10-02 DOI: 10.1080/10948007.2019.1691419
Meta G. Carstarphen
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引用次数: 0
CBQ Currents Topical Essays About Contemporary Issues CBQ当前关于当代问题的专题论文
Communication Booknotes Quarterly Pub Date : 2019-10-02 DOI: 10.1080/10948007.2019.1691420
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引用次数: 0
CBQ Critical Reviews Long Essays CBQ评论长文
Communication Booknotes Quarterly Pub Date : 2019-10-02 DOI: 10.1080/10948007.2019.1691425
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引用次数: 0
2018 George Lyman Duff Memorial Lecture: Genetics and Genomics of Coronary Artery Disease: A Decade of Progress. 2018 乔治-莱曼-达夫纪念讲座:冠状动脉疾病的遗传学和基因组学:十年进展。
IF 7.4
Communication Booknotes Quarterly Pub Date : 2019-10-01 Epub Date: 2019-08-29 DOI: 10.1161/ATVBAHA.119.311392
Ruth McPherson
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引用次数: 0
CBQ Booknotes Condensed Reviews CBQ手册浓缩评论
Communication Booknotes Quarterly Pub Date : 2019-07-03 DOI: 10.1080/10948007.2019.1656965
Margarita H. Tapia, Amy Steigerwalt
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引用次数: 0
CBQ Classics Vintage Works Still Relevant Today CBQ经典复古作品至今仍有意义
Communication Booknotes Quarterly Pub Date : 2019-07-03 DOI: 10.1080/10948007.2019.1656966
S. B. Adams, O. Butler, D. Paull
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引用次数: 0
CBQ Critical Reviews Long Essays CBQ评论长文
Communication Booknotes Quarterly Pub Date : 2019-07-03 DOI: 10.1080/10948007.2019.1656964
Megan Sapnar Ankerson
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引用次数: 0
Editor’s Note A Full Choir, with Room to Grow 编者按:一个完整的合唱团,有成长的空间
Communication Booknotes Quarterly Pub Date : 2019-07-03 DOI: 10.1080/10948007.2019.1656954
Meta G. Carstarphen
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引用次数: 0
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