Advertising By Product
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The End Of Advertising As We Know It
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Author : Sergio Zyman
language : en
Publisher: John Wiley & Sons
Release Date : 2002-11-14
The End Of Advertising As We Know It written by Sergio Zyman and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-11-14 with Business & Economics categories.
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.
Relative Effectiveness Of Comparative Advertising And Product Benefit Advertising Among Top Ranked Brands Within A Selected Product Category
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Author : Brian E. Holley
language : en
Publisher:
Release Date :
Relative Effectiveness Of Comparative Advertising And Product Benefit Advertising Among Top Ranked Brands Within A Selected Product Category written by Brian E. Holley and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on with Marketing categories.
Product And Brand Management
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Author : U.C. Mathur
language : en
Publisher: Excel Books India
Release Date : 2010-07
Product And Brand Management written by U.C. Mathur and has been published by Excel Books India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07 with Brand name products categories.
Baked In
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Author : Alex
language : en
Publisher: Agate Publishing
Release Date : 2009-10-10
Baked In written by Alex and has been published by Agate Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-10 with Business & Economics categories.
The old way of selling was to create safe, ordinary products and combine them with mass marketing. The new way is to create truly innovative products and build the marketing right in. But how does a brand make the transition from old to new? According to advertising gurus Alex Bogusky and John Winsor, it starts with the realization that the message is not the product, the product is the message. In Baked-In, they offer a step-by-step guide on how brands can adapt and thrive in this brave new world. Using these tools, Bogusky and Winsor have successfully marketed some of today’s most important brands, including Google, Nike, Microsoft, Patagonia, Toyota, and Burger King. They reveal how, through tools at hand — product design, brand history, internal collaboration — and the new tools of digital technology — YouTube and the web in general — companies can succeed in the 21st-century marketplace.
Product Management
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Author : Raymond D. Hehman
language : en
Publisher: Irwin Professional Publishing
Release Date : 1984
Product Management written by Raymond D. Hehman and has been published by Irwin Professional Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1984 with Business & Economics categories.
Concept Advertising
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Author : Mack Hanan
language : en
Publisher:
Release Date : 1963
Concept Advertising written by Mack Hanan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1963 with Advertising categories.
Consumer Behaviour And Advertising Management
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Author : Conner Acevedo
language : en
Publisher: Scientific e-Resources
Release Date : 2018-01-11
Consumer Behaviour And Advertising Management written by Conner Acevedo and has been published by Scientific e-Resources this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-11 with categories.
This book is designed to familiarise readers with a wide range of managerial issues faced by modern advertising strategies in planning, implementing, and controlling the advertising efforts of various enterprises. It contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized the benefits of advertising and have joined the research agenda developed by researchers in marketing and other business fields. Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them. Marketers need to understand the buying behaviour of consumers while designing their advertisements for the desired impact. Advertisements play an essential role in creating an image of a product in the minds of consumers. Advertisements must be catchy and communicate relevant information to consumers. Understanding the needs of the consumer is really important when it comes to creating the right advertisement for the right audience. Remember it is only through advertisements; individuals are able to connect with your brand. This book provides an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral and even reptilian aspects of the human condition in the marketplace. Thus the material presented here would be of interest as well as of great use to the students, teachers and professionals in the field.
Scientific Advertising
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Author : Claude Hopkins
language : en
Publisher: Sound Wisdom
Release Date : 2023-01-17
Scientific Advertising written by Claude Hopkins and has been published by Sound Wisdom this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-17 with Business & Economics categories.
The essential guidebook on how to make your marketing and advertising more profitable—faster. You already have a great product or service—how do you build a narrative around it that speaks to your customers’ attitudes, interests, and needs? Drawing on established techniques and proven methods, Scientific Advertising by Claude Hopkins eliminates the guesswork from advertising so that you can actually get a measurable and substantive ROI. Students and experts alike will benefit from the timeless principles in this book, such as how to: Create a winning personality for your ads Incentivize people to buy without using sensationalism or empty rhetoric Strategically incorporate visual design elements into ads Harness the power of coupon advertising, product sampling, and direct-mail marketing Run test campaigns to make smarter decisions about your advertising dollars Known as the “father of modern advertising techniques,” Claude C. Hopkins transformed the marketing industry when he published Scientific Advertising, which is largely considered to be the landmark book on direct response marketing and split testing. More relevant today than ever before, Scientific Advertising provides a solid foundation in branding, writing compelling marketing copy, and testing and measuring advertising campaigns that will enhance not only your print marketing plan, but also your digital marketing and e-commerce strategies. Increase your company’s bottom line, stop wasting time and losing money on advertising focused merely on brand awareness or entertainment, and start leveraging salesmanship in advertising to boost sales and attract new customers.
Handbook Of Product Placement In The Mass Media
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Author : Mary-Lou Galician
language : en
Publisher: Routledge
Release Date : 2004
Handbook Of Product Placement In The Mass Media written by Mary-Lou Galician and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strategies, and audience impacts. The contributors are national experts in a variety of mass media specialties-history, law, and ethics (both media ethics and medical ethics); cultural and critical analysis; content analysis and effects; visuality; marketing, advertising, public relations, and promotion; and digital technology and futures. Handbook of Product Placement in the Mass Media is a part of The Haworth Press, Inc. promotion book series edited by Richard Alan Nelson, PhD, APR.This first-of-its-kind book features interviews with leading critics and proponents of product placement (including the Pulitzer Prize-winning media critic of the LA Times and the Director of the Center for Science in the Public Interest in Washington, DC). You'll also find a lively roundtable of many of the major contributors (in Q&A format), a review of a recent video on product placement, and a helpful resource guide to publications and Web sites that further enhance the value of the book. From the editor: The influence of product placement is perceived as so great that its detractors have sought federal regulation of the practice. This book examines the wider contexts and varied texts of product placement and related mass media marketing strategies. The contributors represent a rich variety of methodological approaches and viewpoints, which should stimulate readers to think about this complex issue in an appropriately multifaceted fashion and to triangulate their own study. The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics presents careful research, expert opinion, and insiders' perspectives on: product placement's historical context--from its origins in early radio and television programming to the evolution of the practice and the advent of "advertainment" and brand promotion via online computer games the evolution of product placement in Hollywood--with a trend analysis of the 15 top-grossing motion pictures of 1977, 1987, and 1997 the use of product placement to generate additional production revenue for motion pictures brand synergy and building brand identity legal aspects of product placement--how it relates to the First Amendment and to the Supreme Court's commercial speech doctrine ethical issues related to product placement, product integration, and video insertion . . . plus fascinating case studies focusing on important aspects of product placement: its use in movie and television programs in general, and in the 2000 movie Cast Away in particular its use as a marketing technique for medical products the impact upon brand recognition of adding an audible reference to a visually prominent brand placement the inclusion of brand names in book storylines the impact upon viewers of the use of fake (generic, fictitious) products in "realistic" films
Design And Marketing Of New Products
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Author : Glen L. Urban
language : en
Publisher: Pearson
Release Date : 1993
Design And Marketing Of New Products written by Glen L. Urban and has been published by Pearson this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.
A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.