Life After the 30-Second Spot

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Publisher : John Wiley & Sons
ISBN 13 : 0471718378
Total Pages : 290 pages
Book Rating : 4.4/5 (717 download)

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Book Synopsis Life After the 30-Second Spot by : Joseph Jaffe

Download or read book Life After the 30-Second Spot written by Joseph Jaffe and published by John Wiley & Sons. This book was released on 2005-05-25 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."

Space Time Play

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Publisher : Springer Science & Business Media
ISBN 13 : 376438414X
Total Pages : 496 pages
Book Rating : 4.7/5 (643 download)

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Book Synopsis Space Time Play by : Friedrich von Borries

Download or read book Space Time Play written by Friedrich von Borries and published by Springer Science & Business Media. This book was released on 2007-09-14 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt: Computer and video games are leaving the PC and conquering the arena of everyday life in the form of mobile applications—the result is new types of cities and architecture. How do these games alter our perception of real and virtual space? What can the designers of physical and digital worlds learn from one another?

The Branded Mind

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Publisher : Kogan Page Publishers
ISBN 13 : 0749462981
Total Pages : 272 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis The Branded Mind by : Erik Du Plessis

Download or read book The Branded Mind written by Erik Du Plessis and published by Kogan Page Publishers. This book was released on 2011-02-03 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. Investigating developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies, The Branded Mind is based on exclusive research by Millward Brown, one of the World's top market research companies. This unique and insightful book covers everything from the nature of feelings, emotions and moods, to consumer behaviour, decision making and market segmentation, and how to use these insights to the benefit of your brand.

Your Ad Here

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Publisher : NYU Press
ISBN 13 : 0814785905
Total Pages : 238 pages
Book Rating : 4.8/5 (147 download)

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Book Synopsis Your Ad Here by : Michael Serazio

Download or read book Your Ad Here written by Michael Serazio and published by NYU Press. This book was released on 2013-04-05 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: 2013 Book of the Year, Visual Communication Division, National Communication Association “It is a truism that, in media, everyone knows they are being sold something all the time. It is exactly because of this that we become blind to the subtle seductions of contemporary commercial culture—and Michael Serazio is here to open our eyes.” —Mark Deuze, author of Media Life and Media Work “Michael Serazio has produced an extremely important and engaging book: well researched and highly readable, it provides a detailed and compelling account of the mechanisms of consumer governance at work in the digital age. It deserves a wide readership among scholars and students alike.” —Liz Moor, Goldsmiths, University of London Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell. Michael Serazio is an Assistant Professor in the Department of Communication at Fairfield University. An award-winning former journalist, he continues to write about popular culture, advertising, and new media for The Atlantic, among other publications. In the Postmillennial Pop series

Flip the Funnel

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Publisher : John Wiley & Sons
ISBN 13 : 0470487852
Total Pages : 306 pages
Book Rating : 4.4/5 (74 download)

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Book Synopsis Flip the Funnel by : Joseph Jaffe

Download or read book Flip the Funnel written by Joseph Jaffe and published by John Wiley & Sons. This book was released on 2010-01-26 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why customer retention is the new acquisition If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, bestselling author of Life After the 30-Second Spot and Join the Conversation, and a leading expert and thought leader on new media and social media. In most businesses, it costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel – the mass media or awareness side. What we haven't paid enough attention to is the "right" end of the funnel-the word-of-mouth component that essentially acts as a multiplier for future business. The economic impact of an active, engaged and loyal customer is tremendous. And the same is true of the opposite scenario, namely the impact of angry customers and negative word-of-mouth or referrals. It is this thinking that Jaffe has channeled to challenge marketers to "flip the funnel" once and for all. With a renewed focus and energy on customer experience, it is possible to grow your sales, while decreasing your budget – in other words, getting more from less. Engaging a few customers to spread the word to many. Using this new "flipped funnel" model, together with a set of new rules of customer service and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople. In addition, Jaffe will explain how to best introduce and combine both digital and social media tools to boost your loyalty arsenal, deploy "influencer marketing" and implement word-of-mouth strategies that inspire your loyal, opinionated, and most vocal customers to become credible, persuasive, and influential endorsers of your products and services. Explains how to cut your marketing budget AND grow sales! Illustrates practical ways to use existing customers to reach out to new prospects Outlines the authentic role of social media Demonstrates key ideas with rich, real life examples including Comcast, Apple, The Obama Campaign, Dell, Panasonic, American Airlines, Delta Airlines, Johnson & Johnson, Coca-Cola and many, many more Written by one of the most sought-after consultants, keynote speakers, and thought-leaders on new marketing change and innovation; renowned blogger and podcaster at Jaffe Juice (www.jaffejuice.com) and host/presenter of web video show, JaffeJuiceTV (www.jaffejuice.tv) Visit www.flipthefunnelnow.com to join the conversation.

Join the Conversation

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 0470187867
Total Pages : 320 pages
Book Rating : 4.4/5 (71 download)

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Book Synopsis Join the Conversation by : Joseph Jaffe

Download or read book Join the Conversation written by Joseph Jaffe and published by John Wiley & Sons. This book was released on 2008-01-18 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.

Branded Entertainment

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Publisher : Kogan Page Publishers
ISBN 13 : 0749451432
Total Pages : 277 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Branded Entertainment by : Jean-Marc Lehu

Download or read book Branded Entertainment written by Jean-Marc Lehu and published by Kogan Page Publishers. This book was released on 2007-03-03 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.

The Advertising Handbook

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Author :
Publisher : Routledge
ISBN 13 : 1134718993
Total Pages : 214 pages
Book Rating : 4.1/5 (347 download)

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Book Synopsis The Advertising Handbook by : Helen Powell

Download or read book The Advertising Handbook written by Helen Powell and published by Routledge. This book was released on 2013-09-13 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Advertising Handbook is a critical introduction to the practices and perspectives of advertising. It explores the industry and those who work in it and examines the reasons why companies and organizations advertise; how they research their markets; where they advertise and in which media; the principles and techniques of persuasion and their effectiveness; and how companies measure their success. It challenges conventional wisdom about advertising power and authority to offer a realistic assessment of its role in business and also looks at the industry's future. The third edition offers new material and a new organising framework, whilst continuing to provide both an introduction and an authoritative guide to advertising theory and practice. It is shaped to meet the requirements, interests and terms of reference of the most recent generation of media and advertising students – as well as taking account of some of the most recent academic work in the field, and, of course, contemporary advertising innovations.

Secrets of Social Media Marketing

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Author :
Publisher : Linden Publishing
ISBN 13 : 1610350995
Total Pages : 412 pages
Book Rating : 4.6/5 (13 download)

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Book Synopsis Secrets of Social Media Marketing by : Paul Gillin

Download or read book Secrets of Social Media Marketing written by Paul Gillin and published by Linden Publishing. This book was released on 2008-11-01 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: ""Secrets of Social Media Marketing"" is a handbook for marketers and business owners to use in deciding how to employ the new social media for online marketing. Social media has quickly moved from the periphery of marketing into the forefront, but this is a new and quickly-evolving field and there are few established formulas for success. Building on the lessons set out in Gillin's acclaimed and oft-reviewed ""The New Influencers: A Marketer's Guide to the New Social Media,"" this book provides practical advice on strategy, tools, and tactics. It is a hands-on manual that will educate marketers on how to extend their brands, generate leads, and engage customer communities using online tools.

What's Black about It?

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Publisher : Paramount Market Publishing
ISBN 13 : 9780972529099
Total Pages : 152 pages
Book Rating : 4.5/5 (29 download)

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Book Synopsis What's Black about It? by : Pepper Miller

Download or read book What's Black about It? written by Pepper Miller and published by Paramount Market Publishing. This book was released on 2005 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: At last--in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers.What's Black About It? presents historical, psychological, and cultural influences that delve far deeper into the Black experience than the demographics that are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers.Other ethnic marketing books may include a general chapter or two on Black consumers. What's Black About It? focuses on African-American consumers and engages you with bold graphics, pop-culture sidebars, insights from focus groups, and examples from current advertising and marketing campaigns.

Z.E.R.O.

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Publisher : John Wiley & Sons
ISBN 13 : 1118801156
Total Pages : 288 pages
Book Rating : 4.1/5 (188 download)

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Book Synopsis Z.E.R.O. by : Joseph Jaffe

Download or read book Z.E.R.O. written by Joseph Jaffe and published by John Wiley & Sons. This book was released on 2013-10-07 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: Zealots Entrepreneurship Retention Owned Assets

The Face-to-Face Book

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Publisher : Simon and Schuster
ISBN 13 : 1451640064
Total Pages : 306 pages
Book Rating : 4.4/5 (516 download)

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Book Synopsis The Face-to-Face Book by : Edward B. Keller

Download or read book The Face-to-Face Book written by Edward B. Keller and published by Simon and Schuster. This book was released on 2012-05-22 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world's preeminent word-of-mouth marketing experts demonstrate how in-person social networking, not online marketing, is the secret to soaring revenues.

Brand Vision

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Publisher : John Wiley & Sons
ISBN 13 : 0470028351
Total Pages : 292 pages
Book Rating : 4.4/5 (7 download)

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Book Synopsis Brand Vision by : David Taylor

Download or read book Brand Vision written by David Taylor and published by John Wiley & Sons. This book was released on 2007-01-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today: Searching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competition The visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle' Test-driving the vision: bringing the vision to life by exploring it within your business and with consumers Brand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement Thought-provoking and irreverent, brandvision demonstrates all the dos and don'ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size.

Online Consumer Behavior

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Publisher : Routledge
ISBN 13 : 1136342214
Total Pages : 402 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Online Consumer Behavior by : Angeline Close Scheinbaum

Download or read book Online Consumer Behavior written by Angeline Close Scheinbaum and published by Routledge. This book was released on 2012-05-04 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.

Beyond Digital: A Brand Approach for more Relevance

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Author :
Publisher : Haufe-Lexware
ISBN 13 : 3648106570
Total Pages : 197 pages
Book Rating : 4.6/5 (481 download)

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Book Synopsis Beyond Digital: A Brand Approach for more Relevance by : Kai Platschke

Download or read book Beyond Digital: A Brand Approach for more Relevance written by Kai Platschke and published by Haufe-Lexware. This book was released on 2017-09-12 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands primarily have to develop a relevant relationship with people - independent of online or offline channels and short-lived marketing trends. With the Relevance Methodology, Kai Platschke offers a proven method for developing sustainable relationships with your customers. This makes your brand and its message digital-ready - without requiring you to take to Twitter or Snapchat yourself. The presented methodology is explained with numerous exercises and cases. Contents: A look back at the last 15 to 20 years of marketing The post-digital era The Relevance Methodology: framework and how-to Cases: including Dove, Red Bull, Coca-Cola Online working aids: Exercises for implementing the Relevance Methodology Templates Cases

Handbook of Research on Effective Advertising Strategies in the Social Media Age

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Author :
Publisher : IGI Global
ISBN 13 : 1466681268
Total Pages : 539 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Handbook of Research on Effective Advertising Strategies in the Social Media Age by : Ta?k?ran, Nurdan Öncel

Download or read book Handbook of Research on Effective Advertising Strategies in the Social Media Age written by Ta?k?ran, Nurdan Öncel and published by IGI Global. This book was released on 2015-02-28 with total page 539 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Brand New China

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Publisher : Harvard University Press
ISBN 13 : 0674268237
Total Pages : 428 pages
Book Rating : 4.6/5 (742 download)

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Book Synopsis Brand New China by : Jing Wang

Download or read book Brand New China written by Jing Wang and published by Harvard University Press. This book was released on 2010-04-10 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.