Strategic Advertising Mechanisms

Author : Jorge David Fernández Gómez
Publisher : Intellect (UK)
Page : 176 pages
File Size : 40,8 Mb
Release : 2021-09-27
Category : Electronic
ISBN : 1789384303

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Strategic Advertising Mechanisms by Jorge David Fernández Gómez Pdf

An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves's unique selling proposition and Procter & Gamble's copy strategy to influential modern approaches including Kevin Roberts's Lovemarks and Douglas Holt's iconic brand framework. It also considers European mechanisms, including Jacques Séguéla's star strategy and Henri Joannis' psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.

Author : Jorge David Fernández Gómez
Publisher : Unknown
Page : 163 pages
File Size : 41,5 Mb
Release : 2021
Category : Advertising
ISBN : 1789384311

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Strategic Advertising Mechanisms by Jorge David Fernández Gómez Pdf

Integrates the most important strategic advertising mechanisms developed throughout time: USP, brand image, positioning, Lovemarks. This is the first book to bring together the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Available in English for the first time.

Author : Margo Berman
Publisher : Routledge
Page : 224 pages
File Size : 53,6 Mb
Release : 2016-07-01
Category : Business & Economics
ISBN : 9781317211624

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The Blueprint for Strategic Advertising by Margo Berman Pdf

The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.

Author : Don E. Schultz,Beth E. Barnes
Publisher : Contemporary Books
Page : 408 pages
File Size : 41,5 Mb
Release : 1995
Category : Advertising campaigns
ISBN : CORNELL:31924072184777

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Strategic Advertising Campaigns by Don E. Schultz,Beth E. Barnes Pdf

This revised text provides the fundamentals of formulating and implementing comprehensive and contemporary communications campaigns. Topics include consumer research methods, media planning, and measuring campaign effectiveness. Annotation copyright Book News, Inc. Portland, Or.

Author : Sean Buttle
Publisher : Sean Buttle
Page : 117 pages
File Size : 53,9 Mb
Release : 2023-01-19
Category : Business & Economics
ISBN : 8210379456XXX

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Social Media Marketing a Strategic Guide by Sean Buttle Pdf

Do you want to learn how to get the most from social media marketing? Are you unsure of what social media platform is right for you? Do you want to become more visible and create more followers? Do you want to increase in-store or online sales? Having an effective social media marketing strategy will help you to achieve this. “Social Media Marketing a Strategic Guide” will show you how to engage and connect with your audience so that your Social Media Marketing is a success. Inside this book, you will learn: - The best cutting edge social media marketing techniques. - The one method that will help to boost sales. - How to take advantage of the different social media marketing platforms. - A simple trick you can do to engage with your target audience. - Learn why social media marketing fails for some people. - And much, much more. This book will provide you with proven methods so that you will be able to create effective social media marketing and achieve high levels of success. If you want to build a strong audience and have a positive Social Media Marketing ROI, then start reading this book today.

Author : Judith Corstjens
Publisher : Unknown
Page : 216 pages
File Size : 48,9 Mb
Release : 1990
Category : Advertising
ISBN : 0434902446

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Strategic Advertising by Judith Corstjens Pdf

This handbook is aimed at all executives involved in the planning stages of advertising. The author demonstrates how to apply the many existing techniques and theories needed to develop a planning approach, such as writing a creative brief, assessing the effectiveness and success of advertising.

Author : Consumer Dummies
Publisher : John Wiley & Sons
Page : 600 pages
File Size : 46,7 Mb
Release : 2016-05-06
Category : Business & Economics
ISBN : 9781119236931

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Small Business Marketing Strategies All-In-One For Dummies by Consumer Dummies Pdf

6 Books in 1 Generate high-impact marketing campaigns There's more to a successful campaign than spinning the marketing wheel of fortune and hoping for the best. This all-encompassing guide shows you how to develop and execute winning plans that result in growth and revenue every time. Get ready to incorporate tried-and-true marketing methods that will put your small business on top. 6 Books Inside... Setting Up Your Marketing Foundation Getting Started with Your Campaign Content Is King: Content Marketing Using Social Media Incorporating Traditional Marketing Measuring Results

Author : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 44,7 Mb
Release : 2001
Category : Electronic
ISBN : OCLC:909898296

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Strategic Advertising Management by Anonim Pdf

Author : Larry Percy
Publisher : Unknown
Page : 128 pages
File Size : 50,8 Mb
Release : 2001
Category : Advertising
ISBN : OCLC:1108971309

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Strategic Advertising Management by Larry Percy Pdf

Author : Richard Rosenbaum-Elliott
Publisher : Unknown
Page : 498 pages
File Size : 49,9 Mb
Release : 2020-12-25
Category : Electronic
ISBN : 9780198835615

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Strategic Advertising Management by Richard Rosenbaum-Elliott Pdf

With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

Author : Sergio Zyman,Armin A. Brott
Publisher : John Wiley & Sons
Page : 253 pages
File Size : 41,6 Mb
Release : 2002-11-14
Category : Business & Economics
ISBN : 9780471432715

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The End of Advertising as We Know It by Sergio Zyman,Armin A. Brott Pdf

The controversial marketing guru discusses the revolution in advertising strategy "What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.

Author : Edd Applegate
Publisher : Rowman & Littlefield
Page : 311 pages
File Size : 50,5 Mb
Release : 2015-11-05
Category : Business & Economics
ISBN : 9781442244092

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Strategic Copywriting by Edd Applegate Pdf

When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising—whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms—are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works—or not—and why.

Author : Hooman Estelami
Publisher : Bahar Books
Page : 276 pages
File Size : 43,5 Mb
Release : 2019-02-19
Category : Electronic
ISBN : 1939099781

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Marketing Strategy by Hooman Estelami Pdf

This book provides a concise and precise guide to strategic marketing. A scientifically-based view of marketing strategy which is informed by empirically established facts guides modern strategic marketing thinking. The structure of this book reflects this scientific approach in providing marketing managers with the foundational knowledge needed to formulate effective marketing strategies. The concepts covered in the book are based on the author's decades of research, consulting and executive teaching and can be applied in a range of marketing contexts. To facilitate learning, the book contains hands-on applications, cases and problem sets to allow readers to apply the covered concepts. The material covered will aid in developing the skills and vision that marketing managers need to lead strategic marketing activities, and to adopt a well thought-out approach to the strategy formulation process.

Author : Sebastian Tonkin,Caleb Whitmore,Justin Cutroni
Publisher : John Wiley and Sons
Page : 456 pages
File Size : 53,6 Mb
Release : 2011-01-21
Category : Computers
ISBN : 9781118076705

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Performance Marketing with Google Analytics by Sebastian Tonkin,Caleb Whitmore,Justin Cutroni Pdf

An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world. The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more Discusses how to communicate with a webmaster or developer to assist with installation Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more Touches on brand tracking studies, usability research, competitive analysis, and statistical tools Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives. Foreword by Avinash Kaushik Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Author : Esther David,Christopher Kiekintveld,Valentin Robu,Onn Shehory,Sebastian Stein
Publisher : Springer
Page : 170 pages
File Size : 43,6 Mb
Release : 2013-09-16
Category : Computers
ISBN : 9783642408649

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Agent-Mediated Electronic Commerce. Designing Trading Strategies and Mechanisms for Electronic Markets by Esther David,Christopher Kiekintveld,Valentin Robu,Onn Shehory,Sebastian Stein Pdf

This volume contains 11 thoroughly refereed and revised papers detailing recent advances in research on designing trading agents and mechanisms for agent-mediated e-commerce. They were originally presented at the Joint Workshop on Trading Agent Design and Analysis (TADA 2012) and Agent-Mediated Electronic Commerce (AMEC 2012) co-located with AAMAS 2012 in Valencia, Spain, in June 2012. The increasing reliance on software agents has created a range of pressing new research challenges, including the design of appropriate agent decision algorithms, approaches for predicting the complex behaviors and interactions of multiple agents, including the computation of equilibria, and the engineering of protocols and mechanisms that ensure electronic markets behave in a stable manner or fulfill other desirable criteria. Drawing upon a diverse range of scientific disciplines, including computer science, economics, artificial intelligence, operations research and game theory, the papers collected in this volume represent a cross-section of recent research and cover topics such as strategies for individual trading agents, the design of markets and interaction protocols between agents, and a variety of applications.