Planejamento Publicit Rio
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Planejamento Publicit Rio
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Author : Anísio Alves De Souza
language : pt-BR
Publisher: Clube de Autores
Release Date : 2016-10-10
Planejamento Publicit Rio written by Anísio Alves De Souza and has been published by Clube de Autores this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-10 with Business & Economics categories.
Esse livro é um guia prático de como planejar e executar uma campanha publicitária. Estudantes de publicidade,administração e marketing vão amar.
Atendimento Publicit Rio
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Author : Kalyenne de Lima Antero
language : pt-BR
Publisher: Editora Intersaberes
Release Date : 2021-06-04
Atendimento Publicit Rio written by Kalyenne de Lima Antero and has been published by Editora Intersaberes this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-04 with Business & Economics categories.
As noções de atendimento e planejamento publicitários têm passado por transformações, principalmente em decorrência das mudanças no mercado de trabalho e das altas exigências acerca das habilidades dos profissionais atuantes nas agências de publicidade. Para desenvolver um bom trabalho nos dias atuais, o publicitário precisa estar em congruência com o ritmo, o desejo e a linguagem do cliente, sabendo aplicar adequadamente as técnicas, os recursos e as habilidades que envolvem a tecnologia. Acompanhe-nos nesta obra e aprenda conceitos, teorias e práticas referentes ao campo da comunicação, desde o planejamento publicitário, passando por temas como prospecção de clientes, copywriting e marketing de relacionamento, até a elaboração de uma campanha publicitária.
Advances In Advertising Research Vol 1
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Author : Ralf Terlutter
language : de
Publisher: Springer-Verlag
Release Date : 2010-08-27
Advances In Advertising Research Vol 1 written by Ralf Terlutter and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-08-27 with Business & Economics categories.
The goal of the book is to advance more systematic research in the fields of advertising and communication form an international perspective. Renowned communication researchers from around the globe have contributed to the making of this book.
Advertising Management In A Digital Environment
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Author : Larry D. Kelley
language : en
Publisher: Routledge
Release Date : 2021-07-21
Advertising Management In A Digital Environment written by Larry D. Kelley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-21 with Business & Economics categories.
Advertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.
Brand Media Strategy
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Author : Antony Young
language : en
Publisher: Palgrave Macmillan
Release Date : 2010-12-21
Brand Media Strategy written by Antony Young and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-21 with Business & Economics categories.
From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: • the future of advertising in traditional media and how to judge the investment’s value in today’s results-driven marketing world • how to get the maximum impact out of digital media, including online searches, social media, and mobile phones • the importance of employing non-traditional media vehicles, such as marketing, PR, branded entertainment, and product placement.
Leap
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Author : Bob Schmetterer
language : en
Publisher: John Wiley & Sons
Release Date : 2003-03-10
Leap written by Bob Schmetterer 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 2003-03-10 with Business & Economics categories.
Traditionally, company leaders develop a business strategy based on bottom lines and profit margins, then hire an ad agency to back up that strategy with creative advertising. But history shows that some of the most effective branding campaigns are born when companies work with ad agencies to develop a business strategy that has a big, creative idea at its heart-what CEO of Euro RSCG Bob Schmetterer calls the Creative Business Idea. In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz. Leap is about connecting the left brain and the right brain to develop solid business strategies that are also creative, fresh, and exciting. It's about mixing business's cold fixation on numbers with the warm heart of art and creativity to build revolutionary brands. It's about connecting with and listening to the client, understanding the business and the product, tapping into the client's passion for the product, and transmitting that passion to the consumer. It's about what happens when the business makes creativity part of its core strategy-enabling it to move beyond self-imposed boundaries and expand the limits of its reach. With a wealth of examples from Volvo to Purdue, Schmetterer shows ad agencies and managers how to help their clients develop the big, creative idea that will transform their businesses-and perhaps their industries. It's time for companies to make the Leap that synthesizes business and creativity to reap the full rewards of profitable innovation. BOB SCHMETTERER is Chairman and CEO of Euro RSCG Worldwide, a one of the world's top five global advertising and communications agencies with clients such as Intel, Peugeot, Air France, Orange, Abby National, MCI, Danone Group, Reckitt Benckiser, Volvo, and Yahoo!
Planejamento Da Cria O Publicit Ria Os Arqu Tipos E A B Ssola Cognitiva Volume 3
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Author : Gabriela Lima
language : pt-BR
Publisher: Editora Appris
Release Date : 2020-04-07
Planejamento Da Cria O Publicit Ria Os Arqu Tipos E A B Ssola Cognitiva Volume 3 written by Gabriela Lima and has been published by Editora Appris this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-07 with Language Arts & Disciplines categories.
O livro Planejamento da criação publicitária: os arquétipos e a bússola cognitiva é a terceira obra da série Planejamento da Criação Publicitária, da Dr.a Gabriela Lima, e propõe-se a oferecer aos docentes e aos profissionais da área um projeto pedagógico para a prática e o ensino da publicidade, dando enfoque as campanhas veiculadas em redes sociais digitais. Nesta obra, a autora apresenta o modelo de multifatores denominado de Bússola Cognitiva da Retórica Publicitária, que pretende superar o hiato existente entre os fundamentos do planejamento publicitário e a criação propriamente dita dos anúncios. A Bússola Cognitiva utiliza a Retórica (ARISTÓTELES, s/d) como o principal fundamento da competência cognitiva da publicidade, tendo como eixo central a geração de credibilidade associada ao valor de felicidade, que na contemporaneidade está associada às liberdades individuais. A autora defende que a principal ponte entre o planejamento e a criação circunscreve-se na concepção de Arquétipos, aliada à compreensão do Capital Simbólico e das Tensões Culturais, que operam em uma sociedade, ao se ancorar: a) no conflito social que estimula que uma marca busque sua hegemonia no sistema de marketing; b) em um dos processos culturais em curso na sociedade, que gera determinados Paradigmas Publicitários; c) nos modelos motivacionais do conceito de liberdade e felicidade; d) no manejo da linguagem publicitária nos diferentes suportes tecnológicos. A quantidade e complexidade de variáveis persuasórias observadas induziram a autora a elaborar um Sonar de Brand, consistindo em um "mapa" que registra o posicionamento de uma publicidade digital. Para interpretar os anúncios mapeados para o modelo motivacional, também foi empregada a teoria da Análise Transacional como a ordenadora de modalidades de interdiscurso publicitário. Dessa forma, a autora apresenta aos leitores técnicas e teorias que auxiliam no planejamento da criação publicitária, baseadas nos contextos socioculturais, nos arquétipos e nas interações digitais.
How Come Your Marketing Plans Aren T Working
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Author : Malcolm McDonald
language : en
Publisher: Kogan Page Publishers
Release Date : 2002
How Come Your Marketing Plans Aren T Working written by Malcolm McDonald 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 2002 with Business & Economics categories.
With more than a quarter million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm McDonald is in a unique position to write this -- his first -- quick-fix guide for busy practitioners who need results now. He has pared down the detailed advice originally found in his 500-page tome to give readers a concise guide to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning, the common obstacles and advises on how to overcome them. This is a little book with big ambition -- to help managers help themselves to deliver marketing plans that deliver results.Contents include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output -- the plan; defining markets and segments prior to planning and lots more. Copyright © Libri GmbH. All rights reserved.
Rediscovering The Essentiality Of Marketing
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Author : Luca Petruzzellis
language : en
Publisher: Springer
Release Date : 2016-06-27
Rediscovering The Essentiality Of Marketing written by Luca Petruzzellis and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-27 with Business & Economics categories.
This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today’s turbulent marketplace. 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, complimenting the Academy’s flagship journals, 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.
Guide To Writing An Architecture Oriented Sales Promotion Plan
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Author : William S. Chao
language : en
Publisher: CreateSpace
Release Date : 2014-05-04
Guide To Writing An Architecture Oriented Sales Promotion Plan written by William S. Chao and has been published by CreateSpace this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-04 with Business & Economics categories.
No matter which type of planning, when we start to develop it, the most important issue is to seize the most relevant task to this planning. The task of a plan can be simple or complex. Whether simple or complex, planning task must include the following three major elements: (B) Product/Service, (C) Project Management, and (D) Strategic Management.Because product/service plays an innermost ring role in the planning, so it is surely the most important one. In other words, if the innermost “Product/Service” is not clearly described then neither the second inner “Project Management” nor the outermost “Strategic Management” will be clearly described.Therefore, the key to writing a good “sales promotion plan” lies in a clear description of the innermost “sales promotion system.” This book uses the SBC architecture description language to accomplish the description of the “sales promotion system.” No SBC architecture means no planning. By reading this “Guide to Writing an Architecture-Oriented Sales Promotion Plan” book, readers shall find that SBC architecture truly helps us write an excellent Sales Promotion Plan in a tremendously effective and efficient way.