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Author : Roland T. Rust
Publisher : Free Press
Page : 184 pages
File Size : 51,9 Mb
Release : 1986
Category : Advertising media planning
ISBN : UOM:39076000499439
Author : Gini Dietrich
Publisher : Que Publishing
Page : 165 pages
File Size : 42,6 Mb
Release : 2014-02-20
Category : Business & Economics
ISBN : 9780133432190
Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications! Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities. Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do. No matter what your organization does, Dietrich will help you: Share your story more powerfully—without sex, extortion, or “truth-stretching” Humanize your organization, even if you don’t have outsized personalities Tell the truth, using the best techniques honed by centuries of storytellers Overcome whisper campaigns, anonymous attackers, and trolls Create fresh, honest content that’s compelling to both humans and Google Systematically prepare yourself to engage more successfully online Clarify and close gaps between your message and your customer’s perception Celebrate your brand ambassadors Master seven steps for handling online criticism, and transforming critics into fans Keep others from stealing your great content Learn actionable lessons from others’ successes (and failures) Develop more positive, productive agency (or client) relationships Converge paid, owned, earned, and shared media—and get more value from all of them spinsucks.com
Author : P. S. H. Leeflang
Publisher : Springer Science & Business Media
Page : 682 pages
File Size : 40,9 Mb
Release : 2000-02-29
Category : Business & Economics
ISBN : 0792377729
With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.
Author : Bruce May
Publisher : Lulu.com
Page : 104 pages
File Size : 52,6 Mb
Release : 2024-06-02
Category : Electronic
ISBN : 9781365779435
Author : Joseph Jaffe,Maarten Albarda
Publisher : John Wiley & Sons
Page : 288 pages
File Size : 49,8 Mb
Release : 2013-10-07
Category : Business & Economics
ISBN : 9781118801154
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: Zealots Entrepreneurship Retention Owned Assets
Author : Dennis Gensch
Publisher : Unknown
Page : 198 pages
File Size : 50,8 Mb
Release : 1973
Category : Business & Economics
ISBN : UOM:35128000317196
Author : Y?lmaz, Recep
Publisher : IGI Global
Page : 360 pages
File Size : 43,6 Mb
Release : 2017-02-01
Category : Business & Economics
ISBN : 9781522523741
The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.
Author : Larry D. Kelly,Donald W. Jugenheimer,Kim Bartel Sheehan
Publisher : Routledge
Page : 300 pages
File Size : 47,6 Mb
Release : 2015-02-12
Category : Business & Economics
ISBN : 9781317477624
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Author : Lee, In
Publisher : IGI Global
Page : 325 pages
File Size : 42,9 Mb
Release : 2014-06-30
Category : Business & Economics
ISBN : 9781466661837
"This book provides the most up-to-date research findings and future directions for customer relationship management in contemporary enterprises, covering a wide range of topics such as management issues, innovative ideas, state-of-the-art business applications, and evaluation of social media products and services"--Provided by publisher.
Author : Mike Friedrichsen,Wolfgang Mühl-Benninghaus
Publisher : Springer Science & Business Media
Page : 880 pages
File Size : 54,9 Mb
Release : 2013-05-28
Category : Business & Economics
ISBN : 9783642288975
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.
Author : Marylyn Carrigan,Izabelle Szmigin
Publisher : Unknown
Page : 13 pages
File Size : 50,6 Mb
Release : 1998
Category : Older people in advertising
ISBN : 0704485176
Author : Larry D. Kelley,Kim Bartel Sheehan,Lisa Dobias,David E. Koranda,Donald W. Jugenheimer
Publisher : Taylor & Francis
Page : 418 pages
File Size : 55,8 Mb
Release : 2022-12-30
Category : Business & Economics
ISBN : 9781000814606
Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.
Author : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 46,5 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9781461540502
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author : John R. Rossiter,Peter J. Danaher
Publisher : Springer Science & Business Media
Page : 112 pages
File Size : 48,6 Mb
Release : 2011-06-27
Category : Business & Economics
ISBN : 9781441987389
Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
Author : Schafer, Stephen Brock
Publisher : IGI Global
Page : 307 pages
File Size : 45,8 Mb
Release : 2019-06-14
Category : Science
ISBN : 9781522590675
Modern populations are superficially aware of media potentials and paraphernalia, but recent events have emphasized the general ignorance of the sentient media. Advertising has long been suspected of cognitive manipulation, but emergent issues of political hacking, false news, disinformation campaigns, lies, neuromarketing, misuse of social media, pervasive surveillance, and cyber warfare are presently challenging the world as we know it. Media Models to Foster Collective Human Coherence in the PSYCHecology is an assemblage of pioneering research on the methods and applications of video games designed as a new genre of dream analogs. Highlighting topics including virtual reality, personality profiling, and dream structure, this book is ideally designed for professionals, researchers, academicians, psychologists, psychiatrists, sociologists, media specialists, game designers, and students hoping for the creation of sustainable social patterns in the emergent reality of energy and information.