Are you considering using Amazon's MTurk for your study? This is the book for you! Amazon's Mechanical Turk for Academics is a handy, inexpensive guide for researchers wishing to make the most out of MTurk. Kim Sheehan and Matthew Pittman walk readers through the basics of setting up a study -- from choosing a survey platform, to obtaining IRB approvals, to recruiting and paying respondents. Praise for the book: "The Hit Handbook is a handy 'how to' guide for social scientists seeking to acquire high quality data using Amazon's Mechanical Turk service. This thoughtful and well-written text helps researchers maximize their use of the platform while avoiding potentially critical mistakes." (Toby Hopp, University of Alabama) Table of Contents: 1. What Is Mechanical Turk? 2. Who Are These Workers? Demographics of the MTurk Workforce 3. Motivations and Reputations 4. Requesters 5. Setting Up a Survey on MTurk 6. Ensuring Data Quality 7. Pricing Your HIT 8. IRB and Human Subjects Approval 9. Completing the Study: Accepting, Paying, Blocking, and Rejecting 10. The Ethics of MTurk 11. The Future of Research Using Crowdsourcing MTurk Lexicon FAQs References Index About the Authors

Amazon's Mechanical Turk for Academics

Kim Bartel Sheehan

Matthew Pittman

Melvin & Leigh, Publishers

Advertising Strategy: A 360 Degree Brand Approach provides a comprehensive approach to all the factors in crafting a successful advertising strategy. Filled with current brand examples, the entire book is devoted to strategy, with an emphasis on "how to do it" as opposed to "what it is." The organization of Advertising Strategy works from the inside out to connect all strategic decisions. The brand is at the center. Marketing decisions are the first layer of strategic decisions. Consumer insight forms the next layer, the central idea the next, and then the message and media strategies form the final layer. The overall result is a comprehensive guide to building successful strategy. The book's easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples. Key content includes: ▪ Psychological foundations of brands and persuasion ▪ Discussion of both promotion and protection of the brand ▪ Several chapters devoted to digital and social media strategy ▪ Review questions and additional resources provided in each chapter. About the Authors Larry Kelley is a 25 year advertising industry veteran and is a Professor of Advertising at the University of Houston. He most recently was Executive Vice President, Chief Planning Officer of FKM and has served in senior management roles for BBDO, Bozell &amp; Jacobs and the Bloom Agency. He is the author or co-author of eight books adopted by more than 75 college/university programs around the world. Kim Bartel Sheehan is a Professor at the University of Oregon where she also directs the Honors Program in the School of Journalism and Communication. She has over twelve years of agency experience on accounts including McDonald's and Kraft. She is the author or co-author of eleven books and dozens of academic articles in journals such as First Monday, Journal of Advertising, and more.

ADVERTISING STRATEGY:360 DEGREE BRAND..

Larry D. Kelley

The Advertising Campaigns Workbook is designed to serve as an alternative (or a companion) to traditional campaigns textbooks, by offering plenty of hands-on exercises, tasks, and information presented in a concise manner. It can also help newly formed teams in advertising agencies go through the process of team building in a quicker and more efficient fashion. The Workbook is filled with hands-on exercises with "things to do" instead of simply regurgitating lists of things that you should do. Each chapter begins with an overview, followed by a brief discussion of key concepts. Within each discussion are numerous tasks that students in a typical campaigns class can undertake to work together as a team. The authors also provide plentiful tips for refining your existing skills (for example, Chapter 8 lists six tips for great creative executions in a campaign). Advance Praise: "This workbook, with its practical applications and logical format, has been needed for a long time. Three highly respected educators have given us a resource that can be used in the classroom as well as in real-life campaign development. Educators will welcome this book and students will greatly benefit from it." --Don Jugenheimer, co-author, Advertising Media Workbook and Sourcebook, 4/e "The authors provide an excellent framework for any campaigns course, but especially those participating in the National Student Advertising Competition. Students need a guide to keep them on track during fast-paced campaigns courses and this book is it, and more! The content is timely and relevant with dynamic examples for students to build upon in their own campaigns. I will definitely be using this book next time I teach the NSAC course." --Laura F. Bright, Texas Christian University

Advertising Campaigns Workbook

Harsha Gangadharbatla

Dave Koranda

Advertising Media Planning: A Brand Management Approach

Donald W. Jugenheimer

Lisa Dobias

David E. Koranda

Routledge

The Advertising Campaigns Workbook is designed to serve as an alternative (or a companion) to traditional campaigns textbooks, by offering plenty of hands-on exercises, tasks, and information presented in a concise manner. It can also help newly formed teams in advertising agencies go through the process of team building in a quicker and more efficient fashion.\nThe new Second Edition has been thoroughly revised and updated and includes the latest information on the AAF’s National Student Advertising Competition (NSAC). There is also a lot of new information on B2B advertising, virtual teams and pitches, and new and updated tasks added throughout the book.\nThe Workbook is filled with hands-on exercises with “things to do” instead of simply regurgitating lists of things that you should do. Each chapter begins with an overview, followed by a brief discussion of key concepts. Within each discussion are numerous tasks that students in a typical campaigns class can undertake to work together as a team.

ADVERTISING CAMPAIGNS WORKBOOK

David Koranda

Principles of Integrated Strategic Communication provides a comprehensive approach to all the factors and disciplines related to developing a successful, integrated promotional program – essential for any successful company, organization, or brand.\nWithin the rapidly changing fields of marketing and advertising, there are more reasons than ever to have a modern, up-to-date textbook that provides a complete view of integrated strategic communications—this book fills that need.

Principles of Integrated Strategic Communication

Larry Kelley

Jaesub Lee

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Books by Kim Bartel Sheehan