Kategoria BISAC: Business & Economics >> Advertising & Promotion

With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates...

In today's highly cluttered digital marketing environment there is a great need for marketers to fully comprehend a new breed of consumers. This book introduces the rising trend of SoLoMo consumers who embrace an omnichannel marketing approach. Consumers are rapidly moving between channels and platforms, which is why marketers are finding it so difficult to implement an integrated marketing strategy. Today's consumers can check into a store with the use of a geolocation service (Foursquare), redeem an offer that is available, and share their comment on that platform. Then immediately they...

Is it something to be regarded as a work of beauty or art? Is it clever slogans or amusing prose? Is it workmanship to be judged for an award or recognition?

"It's none of the above."

Advertising is salesmanship multiplied.

Nothing more.

"And advertising copy, or copywriting, is salesmanship in print."

The purpose of a copywriter's job is to sell. Period.

So the goal then becomes: How can we make our advertising as effective as possible?

This starting point is the essence of this book.

The ten tips expressed here have been generally time-tested and are...

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded...

This is a how to book that guides the reader in learning how to book radio talk show interviews that can be conducted by telephone all across America. The reader will learn why radio talk show interviews are powerful as a marketing strategy, and what radio talk show producers are looking for as topics for their shows. Additional learning points are, how to accept credit cards for orders placed, how to structure a successful interview and how to get the most out of the interview. There are a number of forms included in the book that can help with booking interviews and doing follow up after...