Advertising Transformed
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Advertising Transformed
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Author : Fons Van Dyck
language : en
Publisher: Kogan Page Publishers
Release Date : 2014-02-03
Advertising Transformed written by Fons Van Dyck and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-02-03 with Business & Economics categories.
Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works. Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.
Programmatic Advertising
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Author : Oliver Busch
language : en
Publisher: Springer
Release Date : 2015-11-26
Programmatic Advertising written by Oliver Busch and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-26 with Business & Economics categories.
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
100 Ideas That Changed Advertising
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Author : Simon Veksner
language : en
Publisher:
Release Date : 2015
100 Ideas That Changed Advertising written by Simon Veksner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with Advertising categories.
A chronicle of the key ideas that have shaped the adverts we see everyday, 100 Ideas That Changed Advertising offers a fascinating insight into an ever-changing and fast-moving business.Arranged broadly chronologically, the book looks at the overnight revolutions, the flashes of inspiration, and the long-term evolutions that have shaped the industry. Author Simon Veksner guides us through the key ideas behind these changes, from the development of the first advertising formats and the history of branding, to the creative revolutions of the 1960s and the digital age. Looking forward, the book considers the most recent thinking in reaching new audiences, including the rise of neuromarketing and the latest behavioural economics.Illustrated with hundreds of examples of adverts and explaining their power to grab our attention, the book is an absorbing guide to a turbulent industry.
Marketing Transformation Marketing Practice In An Ever Changing World
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Author : Patricia Rossi
language : en
Publisher: Springer
Release Date : 2017-11-16
Marketing Transformation Marketing Practice In An Ever Changing World written by Patricia Rossi and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-16 with Business & Economics categories.
This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary; historical looks at how the field has transformed and continues to transform; how learning institutes are transforming and how marketing theory, practice, consumption practices and people are transforming as the world continues to change. It is by understanding these changes and transformations that marketers have a better knowledge of the discipline. Featuring the full proceedings from the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Christchurch, New Zealand, this book contains research from scholars and practitioners from around the globe analyzing the need and drivers of transformation in marketing. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
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.
Personalized Digital Advertising
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Author : Diaz Nesamoney
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2017-01-20
Personalized Digital Advertising written by Diaz Nesamoney and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-20 with categories.
Beyond Advertising
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Author : Yoram (Jerry) Wind
language : en
Publisher: John Wiley & Sons
Release Date : 2016-02-02
Beyond Advertising written by Yoram (Jerry) Wind 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 2016-02-02 with Business & Economics categories.
The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities. This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include: Holistically orchestrate and allocate resources across all touchpoints Redefine expectations of success to align for multi-win outcomes Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints
The New World Of Transitioned Media
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Author : Gali Einav
language : en
Publisher: Springer
Release Date : 2014-10-01
The New World Of Transitioned Media written by Gali Einav and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-01 with Business & Economics categories.
The media industry is undergoing an accelerated pace of change, driven in large part by the proliferation of digital platforms. In many cases, the speed of adoption has exceeded our ability to process the impact of these changes on individuals and society at large. This book provides a “behind-the-scenes” look at the media industry’s transition into the digital era and examines its impact on marketing, advertising, innovation and other economic and social activities. The impact of digital technologies on traditional media sectors, such as advertising, video games, film and television is well-documented. Less understood is its effect on our perceptions, thought processes and inter-personal relationships. Social media, for example, represents a fundamental change in the ways we interact with media, communicate with each other and even present ourselves to the world. This has shaped the way we communicate with institutions and brands. Similar to the first “Transitioned Media” book, Transitioned Media: A Turning Point into the Digital Realm, this book combines media industry leaders and academics to explore various transformative trends and issues. Themes include measuring cross-platform behaviour, artificial intelligence in journalism, the evolution of video games, digital media and physical space, the mobile use trends, social media and the corporate world, the changes in the television and newspaper business and the evolving relationship between advertisers and target audiences. The varied backgrounds of contributors and array of topics make for a unique and insightful point of view.
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.
The Future Of Advertising
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Author : Joe Cappo
language : en
Publisher: McGraw-Hill Companies
Release Date : 2003
The Future Of Advertising written by Joe Cappo and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
In this Advertising Age title, leading ad industry thinker Joe Cappo delivers a powerful gaze into the future of the business in The Future of Advertising. Cappo, a veteran ad industry observer, player and chronicler, provides advertising and marketing pros with a brief recap of the factors that impacted their industry most in the late 1990s - inside and out - plus compelling advice on how to position themselves, their work, and their businesses in order to best meet the needs of clients and the market in the immediate years ahead. Cappo reveals the changes that reshaped the internal workings of the ad biz including the consolidation of major agencies, changes in the commission system, plus structural changes in most agency's internal organizations. He predicts what additional changes are likely to occur and why. He also explores how external factors like declining audience share on network television, increasingly diverse and discriminating consumers, marketing "below the line", category killer retailers, as well as the advent of dot.coms and their now-dwindling mega ad budgets are continuing to rock the industry to its core. He offers insight on how the Internet, e-tailing, brand