http://www.merlot.org:80/merlot/ A search of MERLOT materials Copyright 1997-2013 MERLOT. All rights reserved. Wed, 19 Jun 2013 05:42:57 PDT Wed, 19 Jun 2013 05:42:57 PDT http://www.merlot.org:80/merlot/images/merlot.gif http://www.merlot.org:80/merlot/ 44 34 http://www.merlot.org/merlot/viewMaterial.htm?id=432535 ״This book is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look “behind the curtain” – even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice. They get a flavor for the exciting field of advertising. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). http://www.merlot.org/merlot/viewMaterial.htm?id=343096 This guide outlines a process for developing publications for people with limited-literacy skills. The process was derived from communications, health education, and literacy research and practice. http://www.merlot.org/merlot/viewMaterial.htm?id=563033 This book "is intended for people who want to learn practical and cost-effective ways to raise the profile of an organization or promote new programs. This guide provides useful information on how to generate positive public relations and news media coverage for Linux. By no means does the guide intend to teach all there is to know about public and media relations, but it does support you in building and maintaining a healthy public image.״ http://www.merlot.org/merlot/viewMaterial.htm?id=562995 ״The book will help you open the door to powerful free publicity. This step-by-step manual takes you right through who you should target and what journalists are looking for, to practical suggestions for choosing and presenting stories that will get accepted by editors.״ http://www.merlot.org/merlot/viewMaterial.htm?id=563029 ״In Defense of Advertising is a theoretical defense based on the philosophy of Ayn Rand and the economics of Ludwig von Mises. It argues that the proper foundations of advertising are reason, ethical egoism, and laissez-faire capitalism. Its theme is that the social and economic criticisms of advertising are false because they are based on a false philosophic and economic world view. Only an alter­native world view can refute the charges and put forth a positive moral evaluation of advertising¿s role in human life. The author defends advertising because it appeals to the rational self-interest of consumers for the rationally selfish, profit-making gain of the capitalists.״ http://www.merlot.org/merlot/viewMaterial.htm?id=513568 This is a free, online textbook offered by Bookboon.com. "Media and Cultural Theory is an ideal guidebook for undergraduates studying a range of Media and Cultural Studies courses. Covering over thirty theorists, the book is organised into ten chapters, each focusing on a specific theoretical strand. Alongside more traditional forms like film, television and music, the book also makes reference to Facebook, YouTube and MySpace. For the visual learner, each chapter is accompanied by original illustrations that explore some of the more abstract theoretical concepts. Media and Cultural Theory is also useful for students embarking on independent research projects as it contains short synopses of key texts and bibliographical details for further reading.״ http://www.merlot.org/merlot/viewMaterial.htm?id=563032 ״Newspaper advertising is to business, what hands are to a clock. It is a direct and certain means of letting the public know what you are doing. In these days of intense and vigilant commercial contest, a dealer who does not advertise is like a clock that has no hands.״ http://www.merlot.org/merlot/viewMaterial.htm?id=723149 This is a free textbook offered by Saylor Foundation.'According to Jack Lule, the world did not need another introductory text in mass communication. But the world did need another kind of introductory text in mass communication, and that is how Understanding Media and Culture: An Introduction to Mass Communicationwas birthed.The only question was: What would be the purpose of another introductory mass communication text?Understanding Media and Culture: An Introduction to Mass Communication was written to squarely emphasize media technology. Jack believes that an introduction to mass communication text should be a compelling, historical narrative sketching the *ongoing evolution* of media technology and how that technology shapes and is shaped by culture — and that is what he set out to deliver with his new textbook.Today’s students are immersed in media technology. They live in a world of cell phones, smart phones, video games, iPods, laptops, Facebook, Twitter, FourSquare, and more. They fully expect that new technology will be developed tomorrow. Yet students often lack an historical perspective on media technology. They lack knowledge of the social, political and economic forces that shape media technology. This is not knowledge for knowledge’s sake. It is knowledge that can help them understand, comprehend, appreciate, anticipate, shape and control media technology.With this focus, Understanding Media and Culture becomes an appropriate title. Indeed, the title has particular significance. Marshall McLuhan’s Understanding Media is a key text in media studies. Written in the 1960s, Understanding Media was the subject of intense debates that continue to this day. Its central message was that the technology of media — not their content — was their most important feature. In a typically pithy phrase, McLuhan said, ”The medium is the message.“ The title, Understanding Media and Culture: An Introduction to Mass Communication, situates the introductory text in a large, engrossing theoretical conversation.'