Advertising In The Digital Age

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Marketing in the Digital Age

Author : Eric D Schulz
Publisher :
ISBN 13 : 9781078159999
Total Pages : 374 pages
Book Rating : 4.1/5 (599 download)

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Book Synopsis Marketing in the Digital Age by : Eric D Schulz

Download or read book Marketing in the Digital Age written by Eric D Schulz and published by . This book was released on 2019-07-07 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: Artificial intelligence, marketing automation and digital marketing tools help marketers target and reach consumers more effectively than ever before.There's a lot to understand in this new high-tech environment - social influencers, contextual digital ads, search engine optimization, paid search, Google Display Network, Facebook, pay-per-click, keyword auctions, programmatic advertising, social media marketing, walled gardens, email marketing, texting, mobile marketing, native advertising, content marketing, Amazon and more.This book is designed to help you understand and make sense of digital marketing innovation and how it integrates with traditional marketing best practices and strategies, creating a framework that will help you develop and execute successful marketing plans in this digital-first world.

Commercial Communication in the Digital Age

Author : Gabriele Siegert
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110416794
Total Pages : 278 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Commercial Communication in the Digital Age by : Gabriele Siegert

Download or read book Commercial Communication in the Digital Age written by Gabriele Siegert and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-04-10 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.

Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

Author : Milton Kotler
Publisher : World Scientific
ISBN 13 : 9811216991
Total Pages : 404 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing by : Milton Kotler

Download or read book Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing written by Milton Kotler and published by World Scientific. This book was released on 2020-08-26 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

The Handbook of Magazine Studies

Author : Miglena Sternadori
Publisher : John Wiley & Sons
ISBN 13 : 1119151562
Total Pages : 604 pages
Book Rating : 4.1/5 (191 download)

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Book Synopsis The Handbook of Magazine Studies by : Miglena Sternadori

Download or read book The Handbook of Magazine Studies written by Miglena Sternadori and published by John Wiley & Sons. This book was released on 2020-02-28 with total page 604 pages. Available in PDF, EPUB and Kindle. Book excerpt: A scholarly work examining the continuing evolution of the magazine—part of the popular Handbooks in Media and Communication series The Handbook of Magazine Studies is a wide-ranging study of the ways in which the political economy of magazines has dramatically shifted in recent years—and continues to do so at a rapid pace. Essays from emerging and established scholars explore the cultural function of magazine media in light of significant changes in content delivery, format, and audience. This volume integrates academic examination with pragmatic discussion to explore contemporary organizational practices, content, and cultural impact. Offering original research and fresh insights, thirty-six chapters provide a truly global perspective on the conceptual and historical foundations of magazines, their organizational cultures and narrative strategies, and their influences on society, identities, and lifestyle. The text addresses topics such as the role of advocacy in shaping and changing magazine identities, magazines and advertising in the digital age, gender and sexuality in magazines, and global magazine markets. Useful to scholars and educators alike, this book: Discusses media theory, academic research, and real-world organizational dynamics Presents essays from both emerging and established scholars in disciplines such as art, geography, and women’s studies Features in-depth case studies of magazines in international, national, and regional contexts Explores issues surrounding race, ethnicity, activism, and resistance Whether used as a reference, a supplementary text, or as a catalyst to spark new research, The Handbook of Magazine Studies is a valuable resource for students, educators, and scholars in fields of mass media, communication, and journalism.

Spending Advertising Money in the Digital Age

Author : Hamish Pringle
Publisher : Kogan Page Publishers
ISBN 13 : 0749463082
Total Pages : 336 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Spending Advertising Money in the Digital Age by : Hamish Pringle

Download or read book Spending Advertising Money in the Digital Age written by Hamish Pringle and published by Kogan Page Publishers. This book was released on 2011-12-03 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.

Advertising

Author : Mara Einstein
Publisher : Oxford University Press
ISBN 13 : 0190625899
Total Pages : 257 pages
Book Rating : 4.1/5 (96 download)

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Book Synopsis Advertising by : Mara Einstein

Download or read book Advertising written by Mara Einstein and published by Oxford University Press. This book was released on 2017 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: 3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know(R) helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of "Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?

Relationship Marketing in the Digital Age

Author : Robert W. Palmatier
Publisher : Routledge
ISBN 13 : 1351388231
Total Pages : 261 pages
Book Rating : 4.3/5 (513 download)

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Book Synopsis Relationship Marketing in the Digital Age by : Robert W. Palmatier

Download or read book Relationship Marketing in the Digital Age written by Robert W. Palmatier and published by Routledge. This book was released on 2019-01-15 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of relationship marketing has been discussed among marketing academics and managers since the early 1980s. But instead of reaching its maturity stage, relationship marketing is nowadays encountering its next upsurge. Due to a confluence of trends driving the global business world—including the transition to service-based economies, faster product commoditization, intensified competition worldwide, growth among emerging markets, aging populations, advertising saturation, and (above all) the digital age—strong customer relationships are more than ever vital to company strategy and performance. Relationship Marketing in the Digital Age provides a comprehensive overview of the state-of-the-art of relationship marketing, offering fruitful insights to marketing scholars and practitioners. In seven chapters, divided into two main sections on understanding (Part I) and effectively applying (Part II) relationship marketing, an introductory and a concluding chapter, readers learn how to successfully manage customer–seller relationships.

Marketing in the Digital Age

Author : John O'Connor
Publisher : Financial Times/Prentice Hall
ISBN 13 :
Total Pages : 236 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Marketing in the Digital Age by : John O'Connor

Download or read book Marketing in the Digital Age written by John O'Connor and published by Financial Times/Prentice Hall. This book was released on 2001 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force automation and loyalty. A Website linked to the book guides students to other relevant sites.

Ogilvy on Advertising in the Digital Age

Author : Miles Young
Publisher : Bloomsbury Publishing USA
ISBN 13 : 1635571472
Total Pages : 288 pages
Book Rating : 4.6/5 (355 download)

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Book Synopsis Ogilvy on Advertising in the Digital Age by : Miles Young

Download or read book Ogilvy on Advertising in the Digital Age written by Miles Young and published by Bloomsbury Publishing USA. This book was released on 2018-01-16 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

Advertising Literacy for Young Audiences in the Digital Age

Author : Beatriz Feijoo
Publisher : Springer Nature
ISBN 13 : 3031557360
Total Pages : 173 pages
Book Rating : 4.0/5 (315 download)

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Book Synopsis Advertising Literacy for Young Audiences in the Digital Age by : Beatriz Feijoo

Download or read book Advertising Literacy for Young Audiences in the Digital Age written by Beatriz Feijoo and published by Springer Nature. This book was released on with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The New Marketing

Author : Cheryl Burgess
Publisher : SAGE
ISBN 13 : 152973830X
Total Pages : 317 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis The New Marketing by : Cheryl Burgess

Download or read book The New Marketing written by Cheryl Burgess and published by SAGE. This book was released on 2020-07-27 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Principles of Marketing for a Digital Age

Author : Tracy L. Tuten
Publisher : SAGE
ISBN 13 : 1526485354
Total Pages : 552 pages
Book Rating : 4.5/5 (264 download)

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Book Synopsis Principles of Marketing for a Digital Age by : Tracy L. Tuten

Download or read book Principles of Marketing for a Digital Age written by Tracy L. Tuten and published by SAGE. This book was released on 2019-12-28 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment and online resources to support the teaching and learning of introductory marketing in a digital age. The author integrates digital and social media marketing throughout the chapters and through student involvement in the development of it, the text has been made to be approachable and to appeal to students, with infographics, numerous images, and an engaging writing style. It facilitates the "flipped" approach to classroom teaching and is supported by a number of features and activities in every chapter, encouraging students to undertake course reading, class participation and revision. It includes case studies from global companies such as Airbnb, Amazon, Apple, Burberry, eBay, Etsy, Google, IKEA, Nespresso, Netflix, Nike and Uber. It also takes a social view of marketing, featuring cases tied to the UN’s PRME initiative to aid students in becoming sustainably-minded individuals. The book is complemented by online instructor resources, including chapter-specific PowerPoint slides, an instructor manual, flipped classroom activities, as well as open access multiple choice questions (with solutions), videos, case studies, web links, a glossary and American Marketing Association (AMA) journal articles for students.

Advertising Transformed

Author : Fons Van Dyck
Publisher : Kogan Page Publishers
ISBN 13 : 0749471492
Total Pages : 200 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Advertising Transformed by : Fons Van Dyck

Download or read book Advertising Transformed written by Fons Van Dyck and published by Kogan Page Publishers. This book was released on 2014-02-03 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Membership Marketing in the Digital Age

Author : Patricia Rich
Publisher : Rowman & Littlefield
ISBN 13 : 1442259825
Total Pages : 453 pages
Book Rating : 4.4/5 (422 download)

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Book Synopsis Membership Marketing in the Digital Age by : Patricia Rich

Download or read book Membership Marketing in the Digital Age written by Patricia Rich and published by Rowman & Littlefield. This book was released on 2015-12-03 with total page 453 pages. Available in PDF, EPUB and Kindle. Book excerpt: Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as: Member acquisition Membership planning and projections Membership retention and renewals Membership servicing, engagement and loyalty It features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.

Paid Attention

Author : Faris Yakob
Publisher : Kogan Page Publishers
ISBN 13 : 0749473614
Total Pages : 216 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Paid Attention by : Faris Yakob

Download or read book Paid Attention written by Faris Yakob and published by Kogan Page Publishers. This book was released on 2015-04-03 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace. Online resources include additional toolkits with advice, techniques and best practice on brand behaviour, new ideas and effective communication.

Media in the Digital Age

Author : John Vernon Pavlik
Publisher : Columbia University Press
ISBN 13 : 0231142080
Total Pages : 362 pages
Book Rating : 4.2/5 (311 download)

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Book Synopsis Media in the Digital Age by : John Vernon Pavlik

Download or read book Media in the Digital Age written by John Vernon Pavlik and published by Columbia University Press. This book was released on 2008 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital technologies have fundamentally altered the nature and function of media in our society. This book critically examines digital innovations and their positive and negative implications.

Marketing in a Digital World

Author : Aric Rindfleisch
Publisher : Emerald Group Publishing
ISBN 13 : 1787563391
Total Pages : 248 pages
Book Rating : 4.7/5 (875 download)

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Book Synopsis Marketing in a Digital World by : Aric Rindfleisch

Download or read book Marketing in a Digital World written by Aric Rindfleisch and published by Emerald Group Publishing. This book was released on 2019-09-19 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.