Advertising And The Marketplace
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Advertising And The Marketplace
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Author : Pepall, Lynne
language : en
Publisher: Edward Elgar Publishing
Release Date : 2021-07-31
Advertising And The Marketplace written by Pepall, Lynne and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-31 with Business & Economics categories.
This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms’ advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.
Advertising In The Marketplace
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Author : John D. Burke
language : en
Publisher: Glencoe/McGraw-Hill Post Secondary
Release Date : 1980-01-01
Advertising In The Marketplace written by John D. Burke and has been published by Glencoe/McGraw-Hill Post Secondary this book supported file pdf, txt, epub, kindle and other format this book has been release on 1980-01-01 with Business & Economics categories.
Advertising Marketing
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Author : Clive Gifford
language : en
Publisher: Heinemann-Raintree Library
Release Date : 2006
Advertising Marketing written by Clive Gifford and has been published by Heinemann-Raintree Library this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
By the time you reach eighteen years of age, there is every chance that you will have already watched more than a quarter of a million TV adverts. That is just the start. Researchers estimate that moving around a busy town or city, a person will be bombarded by more than 3,000 different examples of advertising every day.
Social Communication In Advertising
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Author : William Leiss
language : en
Publisher: Routledge
Release Date : 2013-05-13
Social Communication In Advertising written by William Leiss and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-13 with Business & Economics categories.
Now available in a significantly updated third edition to address new issues such as the Internet and globalization, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three. The third edition includes: * discussion of new technologies and issues, from the Internet to globalization * updated and expanded examples and illustrations * revisions throughout to address recent developments in advertising scholarship and the latest trends in advertising practice
Social Communication In Advertising
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Author : William Leiss
language : en
Publisher:
Release Date : 2018
Social Communication In Advertising written by William Leiss and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with BUSINESS & ECONOMICS categories.
Fourth edition revised by Kyle Asquith
Multi Platform Advertising Strategies In The Global Marketplace
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Author : Yang, Kenneth C. C.
language : en
Publisher: IGI Global
Release Date : 2017-12-01
Multi Platform Advertising Strategies In The Global Marketplace written by Yang, Kenneth C. C. and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-01 with Business & Economics categories.
In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.
Connecting With Consumers
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Author : Allan J. Kimmel
language : en
Publisher: OUP Oxford
Release Date : 2010-06-03
Connecting With Consumers written by Allan J. Kimmel and has been published by OUP Oxford this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-03 with Business & Economics categories.
These are exciting times for business managers and marketing professionals, yet the challenges imposed by ongoing social and technological developments are daunting. In an age in which marketers can reach their audiences with greater facility than ever before, firms have never been less in control of their customer targets. This increasing connectedness of consumers provides a range of unique and promising opportunities for product and brand managers. Connecting With Consumers describes the various strategies and techniques that can be utilized to harness consumer influence. The book traces evolving developments in the consumer marketplace, considers their impact on the potential reshaping of the marketing profession, and describes the emerging set of tools that can enable marketers to respond to new marketplace realities. It provides, clear, up-to-date coverage of a number of topics currently on the minds of many: Web 2.0, word of mouth, buzz, the social web, social media metrics, customer engagement, viral and guerrilla marketing. The book critically assesses emerging marketing strategies and tools within the context of research and theory, and provides numerous applied examples to illustrate marketing successes and common pitfalls to avoid. It argues throughout for a more collaborative relationship between companies and consumers towards their mutual benefit. Although the balance of power has shifted to the consumer for each of the various aspects of the marketing process, collaboration is what the future of marketing likely will be all about. Marketers can avoid irrelevance in the face of change, but this will require a clear commitment to connecting with consumers rather than searching for ways to regain control over them. The book challenges marketers to make a choice: embrace the ongoing changes as opportunities for reshaping relationships with consumers, or cling to the past at the risk of becoming irrelevant. This is the book for those who choose the first alternative.
Grolier Business Library
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Author : John D. Burke
language : en
Publisher:
Release Date : 1980
Grolier Business Library written by John D. Burke and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1980 with categories.
The Face To Face Book
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Author : Ed Keller
language : en
Publisher: Simon and Schuster
Release Date : 2012-05-22
The Face To Face Book written by Ed Keller and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-05-22 with Business & Economics categories.
THE BEST MARKETING BOOK OF THE YEAR Winner of the American Marketing Association’s Berry-AMA prize In 1848 gold was discovered in California, setting off a frenzy that sent men and women from across the American continent flocking to the West Coast in search of fortune. The Gold Rush brought wealth to some, but most left empty-handed. Today, marketing consultants Ed Keller and Brad Fay say social media is unleashing a new kind of frenzy. Blinded by the shiny allure of sites like Facebook and Twitter, companies are spending billions, pinning their hopes on social media marketing without appreciating how social influence truly functions in the marketplace. That’s where Keller and Fay come in. For the past six years, they have undertaken a unique, ongoing study of consumer conversations. The surprising result? Over 90 percent of consumer conversations still take place offline, primarily face to face. The implication is clear: Social media is big and growing, but it is dwarfed by the real world in which people live and interact. Make no mistake. There is a hugely important social wave rolling across the world of business today. New scientific evidence reveals that we humans are fundamentally social beings for whom social influence determines nearly every decision we make. And the greatest impact comes when those conversations happen face to face, as emotions and nonverbal cues are communicated along with words. In The Face-to-Face Book, Keller and Fay offer key insights and recommendations for how businesses, both large and small, can best succeed in today’s socially motivated consumer marketplace by looking at how consumers act in real life as well as online. The authors share their extensive research and the stories of companies—large, such as Apple, General Mills, Kimberly–Clark, and Toyota, as well as innovative small businesses—that have hit pay dirt with a balanced and holistic approach to social marketing. They also discuss those that have bet big and lost by overcommitting to online social media alone. The Face-to-Face Book does not overlook the extraordinary growth and importance of social media, which offers important new tools for businesses of all kinds; however, the authors caution against placing too grand a bet on online social media at the expense of other forms of social marketing. This book is a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace. It’s a story that will leave you thinking anew, and talking.
Testimonial Advertising In The American Marketplace
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Author : M. Moskowitz
language : en
Publisher: Palgrave Macmillan
Release Date : 2009-12-18
Testimonial Advertising In The American Marketplace written by M. Moskowitz and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-18 with History categories.
This collection brings together essays that explore the history and practices of testimonial marketing in the United States from the mid-nineteenth century to the present day.