Behavioural Targeting An Online Analysis For Efficient Media Planning

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Behavioural Targeting

Author : Alice Klever
Publisher : Diplomica Verlag
ISBN 13 : 383667405X
Total Pages : 85 pages
Book Rating : 4.8/5 (366 download)

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Book Synopsis Behavioural Targeting by : Alice Klever

Download or read book Behavioural Targeting written by Alice Klever and published by Diplomica Verlag. This book was released on 2009-08-28 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers today are in the focus of a wide range of companies in a more and more global world, all of which implies an increase of marketing activities and hence an increase of advertising effort. Hundreds or even thousands of advertising messages are put in front of consumers every day through various media channels. However, every targeted customer has a very limited ability of perceiving advertising messages and even a smaller percentage of what has been recognized is considered as being relevant. Therefore consumers quite often feel harassed and overloaded by the mass of information, the quality of advertising and the context in which it is shown, and react protective towards advertising, especially when they do not belong to the target group of the advertised product or service. This implies a great amount of budget wastage and a potential damage to brand images, since too many consumers are targeted with the wrong advertising message. Furthermore media consumption has changed over the years, while the consumption of TV for instance remains stable, the internet consumption increases dramatically, in the younger target groups it has already outgrown the TV consumption, and therefore an attenuation of this trend can be expected. This means more and more prospective consumers will spend more and more time online and are therefore important potential targets for advertising campaigns. Keeping in mind the negative consequences of the irrelevant and too intense advertising the question arises if there is a way to avoid the drawbacks of offline media and use the opportunities offered by online media. The necessity of defining the right target group for an advertising campaign is as undoubted as the difficulties implied in that process, the end product being able to target the right persons online. Behavioural targeting might offer a way to analyse online media and therefore to contribute to the requirements for optimal media planning in order to achieve a high degree

Modern Corporations and Strategies at Work

Author : Bhabani Shankar Nayak
Publisher : Springer Nature
ISBN 13 : 9811946485
Total Pages : 142 pages
Book Rating : 4.8/5 (119 download)

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Book Synopsis Modern Corporations and Strategies at Work by : Bhabani Shankar Nayak

Download or read book Modern Corporations and Strategies at Work written by Bhabani Shankar Nayak and published by Springer Nature. This book was released on 2022-09-13 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies are integral to growth, expansion and sustainability of modern corporations. The agile strategies are central to overcome challenges of the turbulent times accelerated by risks, pandemics, wars, political instabilities and environmental disasters. This book on ‘Modern Corporations and Strategies at Work’ focuses on different strategies followed by corporations. This book makes critical reading of corporate strategies and evaluates them. This book offers insights into the way corporations develop and implement strategies to face different challenges. This book explores wider world of corporate strategies and their limitations. The future of world economy and international business is shaped by large modern corporations and their rapidly changing business, management and marketing strategies. This book explores the way modern nation states are standing behind the corporations to ensure that their strategies are successful in a world of complex challenges. This book further examines how collaborations between the state and modern corporations are part of the corporate strategy at work today. Further how modern strategies are integral to the start, growth, expansion and sustainability of modern corporations. This book explores operational agilities and organisational abilities of modern corporations to engage with diverse challenges and overcome the crisis. The volatile business environment is creating conditions of instabilities for the market to function effectively and efficiently. Such conditions are weakening all agents and structures operating within international business and world economy. This book argues that there is an urgent need for a profound reshaping of the corporate strategies to deal with a post pandemic society. It is perhaps as far reaching as that the remaking of corporate strategies are in the crossroads today due to its intrinsic profit motives. The remaking of modern corporate strategy comes in the wake of pestilence of a global health crisis; its full impacts are yet to be felt, evaluated and understood. A comprehensive shift in corporate strategy from formulation, implementation and evaluation to remaking is at the heart of this transformations in the working of the corporations and their fundamental ideological apparatus.

Digital Transformation and Global Society

Author : Daniel A. Alexandrov
Publisher : Springer
ISBN 13 : 3030028437
Total Pages : 556 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Digital Transformation and Global Society by : Daniel A. Alexandrov

Download or read book Digital Transformation and Global Society written by Daniel A. Alexandrov and published by Springer. This book was released on 2018-11-09 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt: This two volume set (CCIS 858 and CCIS 859) constitutes the refereed proceedings of the Third International Conference on Digital Transformation and Global Society, DTGS 2018, held in St. Petersburg, Russia, in May/June 2018. The 75 revised full papers and the one short paper presented in the two volumes were carefully reviewed and selected from 222 submissions. The papers are organized in topical sections on e-polity: smart governance and e-participation, politics and activism in the cyberspace, law and regulation; e-city: smart cities and urban planning; e-economy: IT and new markets; e-society: social informatics, digital divides; e-communication: discussions and perceptions on the social media; e-humanities: arts and culture; International Workshop on Internet Psychology; International Workshop on Computational Linguistics.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Advertising Media Planning

Author : Larry D. Kelley
Publisher : Routledge
ISBN 13 : 9780765626356
Total Pages : 0 pages
Book Rating : 4.6/5 (263 download)

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Book Synopsis Advertising Media Planning by : Larry D. Kelley

Download or read book Advertising Media Planning written by Larry D. Kelley and published by Routledge. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.

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

Author : Ta?k?ran, Nurdan Öncel
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.

Advertising Media Planning

Author : Larry D. Kelley
Publisher : Routledge
ISBN 13 : 1317519361
Total Pages : 362 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Advertising Media Planning by : Larry D. Kelley

Download or read book Advertising Media Planning written by Larry D. Kelley and published by Routledge. This book was released on 2015-03-27 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

Intelligent Systems and Sustainable Computational Models

Author : Rajganesh Nagarajan
Publisher : CRC Press
ISBN 13 : 104002694X
Total Pages : 429 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Intelligent Systems and Sustainable Computational Models by : Rajganesh Nagarajan

Download or read book Intelligent Systems and Sustainable Computational Models written by Rajganesh Nagarajan and published by CRC Press. This book was released on 2024-06-03 with total page 429 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fields of intelligent systems and sustainability have been gaining momentum in the research community. They have drawn interest in such research fields as computer science, information technology, electrical engineering, and other associated engineering disciples. The promise of intelligent systems applied to sustainability is becoming a reality due to the recent advancements in the Internet of Things (IoT), Artificial Intelligence, Big Data, blockchain, deep learning, and machine learning. The emergence of intelligent systems has given rise to a wide range of techniques and algorithms using an ensemble approach to implement novel solutions for complex problems associated with sustainability. Intelligent Systems and Sustainable Computational Models: Concepts, Architecture, and Practical Applications explores this ensemble approach towards building a sustainable future. It explores novel solutions for such pressing problems as smart healthcare ecosystems, energy efficient distributed computing, affordable renewable resources, mitigating financial risks, monitoring environmental degradation, and balancing climate conditions. The book helps researchers to apply intelligent systems to computational sustainability models to propose efficient methods, techniques, and tools. The book covers such areas as: Intelligent and adaptive computing for sustainable energy, water, and transportation networks Blockchain for decentralized systems for sustainable applications, systems, and infrastructure IoT for sustainable critical infrastructure Explainable AI (XAI) and decision-making models for computational sustainability Sustainable development using edge computing, fog computing and cloud computing Cognitive intelligent systems for e-learning Artificial Intelligence and machine learning for large scale data Green computing and cyber physical systems Real-time applications in healthcare, agriculture, smart cities, and smart governance. By examining how intelligent systems can build a sustainable society, the book presents systems solutions that can benefit researchers and professionals in such fields as information technology, health, energy, agricultural, manufacturing, and environmental protection.

EBOOK: Principles and Practice of Marketing, 9e

Author : David Jobber
Publisher : McGraw Hill
ISBN 13 : 1526847248
Total Pages : 864 pages
Book Rating : 4.5/5 (268 download)

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Book Synopsis EBOOK: Principles and Practice of Marketing, 9e by : David Jobber

Download or read book EBOOK: Principles and Practice of Marketing, 9e written by David Jobber and published by McGraw Hill. This book was released on 2019-08-01 with total page 864 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Principles and Practice of Marketing, 9e

The Evolution of Integrated Marketing Communications

Author : Don Schultz
Publisher : Routledge
ISBN 13 : 1317979613
Total Pages : 143 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis The Evolution of Integrated Marketing Communications by : Don Schultz

Download or read book The Evolution of Integrated Marketing Communications written by Don Schultz and published by Routledge. This book was released on 2013-12-16 with total page 143 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reviews, updates and enhances the basic concepts surrounding the academic theory and practice of Integrated Marketing Communication (IMC). Since the introduction of IMC in the late 1980s, the concept has spread around the world. In that expansion, many authors have written about IMC; practitioners have adopted and adapted the concept to fit their own market situations. Further, dramatic changes have occurred in the technologies used in marketing communications which consumers have accepted and employed in their consumption of marketers' messages and incentives. Thus, there have been dramatic changes in how IMC was initially envisioned and how it has developed over time. This book identifies and discusses these changes, how they have occurred and what they mean going forward for all types of marketers around the world. Thus, IMC, and indeed integration of communications at all organisational levels is an essential in the 21st century organisations. This book was published as a special issue of the Journal of Marketing Communications.

Developing an Advertising Media Plan

Author : Richard Skiba
Publisher : After Midnight Publishing
ISBN 13 : 176369643X
Total Pages : 271 pages
Book Rating : 4.7/5 (636 download)

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Book Synopsis Developing an Advertising Media Plan by : Richard Skiba

Download or read book Developing an Advertising Media Plan written by Richard Skiba and published by After Midnight Publishing. This book was released on 2024-08-31 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether you're managing a direct marketing campaign, overseeing a media strategy, or new to advertising and marketing, this book provides practical insights and methodologies to help you develop a robust advertising media plan within a set budget. It offers an in-depth exploration of the essential skills and knowledge needed to craft a successful media plan, covering everything from defining advertising requirements to selecting media vehicles and scheduling campaigns. The book guides you through the process of identifying target audience characteristics, analysing advertising briefs, and creating comprehensive consumer profiles to tailor your media strategy effectively. It also explores market factors and their influence on media selection, ensuring your reach and frequency align with campaign goals. Creative requirements and their media implications are thoroughly examined, helping you design campaigns that resonate with your audience. Key areas such as media merchandising, budgeting, and evaluating media vehicles are also addressed. The book provides strategies for assessing the merits of various media options and testing new vehicles against proven ones, ensuring optimal choices for your campaign. Emphasizing the importance of aligning media selection and scheduling with your target audience and budgetary constraints, the book also offers guidance on legal and ethical compliance. It covers the development of media schedules that meet advertiser requirements and the refinement of media plans based on results. This book is an essential resource for media planners, advertising managers, and direct marketers looking to enhance their media strategies and achieve optimal results within budget constraints.

Digital Transformation Management for Agile Organizations

Author : Stefano Bresciani
Publisher : Emerald Group Publishing
ISBN 13 : 1800431732
Total Pages : 153 pages
Book Rating : 4.8/5 (4 download)

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Book Synopsis Digital Transformation Management for Agile Organizations by : Stefano Bresciani

Download or read book Digital Transformation Management for Agile Organizations written by Stefano Bresciani and published by Emerald Group Publishing. This book was released on 2021-06-10 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Transformation Management for Agile Organizations highlights and explores new dynamics regarding how current digital developments globally scale, by examining the threats, as well as the opportunities these innovations offer to organizations of all kinds.

Online Advertising and Promotion: Modern Technologies for Marketing

Author : Hanafizadeh, Payam
Publisher : IGI Global
ISBN 13 : 1466608862
Total Pages : 249 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Online Advertising and Promotion: Modern Technologies for Marketing by : Hanafizadeh, Payam

Download or read book Online Advertising and Promotion: Modern Technologies for Marketing written by Hanafizadeh, Payam and published by IGI Global. This book was released on 2012-04-30 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.

Introduction to Mediation, Moderation, and Conditional Process Analysis, Second Edition

Author : Andrew F. Hayes
Publisher : Guilford Publications
ISBN 13 : 146253466X
Total Pages : 714 pages
Book Rating : 4.4/5 (625 download)

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Book Synopsis Introduction to Mediation, Moderation, and Conditional Process Analysis, Second Edition by : Andrew F. Hayes

Download or read book Introduction to Mediation, Moderation, and Conditional Process Analysis, Second Edition written by Andrew F. Hayes and published by Guilford Publications. This book was released on 2017-10-30 with total page 714 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book has been replaced by Introduction to Mediation, Moderation, and Conditional Process Analysis, Third Edition, ISBN 978-1-4625-4903-0.

Marketing Communications Management

Author : Paul Copley
Publisher : SAGE
ISBN 13 : 1473908337
Total Pages : 759 pages
Book Rating : 4.4/5 (739 download)

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Book Synopsis Marketing Communications Management by : Paul Copley

Download or read book Marketing Communications Management written by Paul Copley and published by SAGE. This book was released on 2014-09-24 with total page 759 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.

Strategic Media Planning and Buying

Author : Basant Rathore
Publisher : Taylor & Francis
ISBN 13 : 1040001874
Total Pages : 441 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Strategic Media Planning and Buying by : Basant Rathore

Download or read book Strategic Media Planning and Buying written by Basant Rathore and published by Taylor & Francis. This book was released on 2024-05-31 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers. The book cuts through and demystifies complex media jargon and theories to provide an understanding of the key concepts for developing a media mix that will yield results for businesses. It discusses media research and theories and offers marketers suggestions on how to use both traditional and digital media effectively to build brands. The first section of the book introduces the basics of media theory, including data collection methodologies and their application. The second section covers the fundamentals of planning a media strategy and advertising plans and campaigns based on the goals of the company or brand. The third section discusses the practical nuances of planning – like media mix selections, media vehicle selections and media buying across all types of media. This book will be of interest to students and researchers of business and management studies, media and communication studies as well as to marketing and media professionals working in different sectors of business.

Digital Marketing Excellence

Author : Dave Chaffey
Publisher : Taylor & Francis
ISBN 13 : 1317276736
Total Pages : 691 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Digital Marketing Excellence by : Dave Chaffey

Download or read book Digital Marketing Excellence written by Dave Chaffey and published by Taylor & Francis. This book was released on 2017-03-31 with total page 691 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.