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The Resource Effective advertising strategies for your business, Cong Li, (electronic resource)

Effective advertising strategies for your business, Cong Li, (electronic resource)

Label
Effective advertising strategies for your business
Title
Effective advertising strategies for your business
Statement of responsibility
Cong Li
Creator
Subject
Language
eng
Summary
  • As the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers
  • As the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers
  • As the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers
  • Annotation
  • As the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers
  • Annotation:
  • As the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers
Member of
Cataloging source
CaBNVSL
http://library.link/vocab/creatorName
Li, Cong
Dewey number
658.802
LC call number
HF5415.127
LC item number
.L54 2014
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
  • Target marketing
  • Advertising
Summary expansion
  • As the media landscape evolves over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the old days when they relied on three national networks (ABC, NBC, & CBS) and a few national newspapers to advertise are gone, thus they don't want to do standardized advertising anymore. Many of them start to adopt more individualized advertising approaches, empowered by internet technology. For instance, Amazon greets returning consumers by name upon logging in and offers a hyperlink to product recommendations congruent with their past purchases. Although a few technology corporations such as Google, Facebook, and Amazon are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem in the real world is that many corporations don't know what strategy is the best for their businesses. The purpose of this book, then, is to outline three fundamental strategies of advertising: standardized, targeted, and individualized. It will describe each strategy in detail and lay out their good and bad. The importance of collecting consumer insights and incorporating those insights into the advertising message will be highlighted. The final conclusion is that no single strategy is absolutely more effective than the others. A decision of adopting which strategy needs to be based on a scrutiny of the business' proposition and consumers' expectations
  • As the media landscape evolves over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the old days when they relied on three national networks (ABC, NBC, & CBS) and a few national newspapers to advertise are gone, thus they don't want to do standardized advertising anymore. Many of them start to adopt more individualized advertising approaches, empowered by internet technology. For instance, Amazon greets returning consumers by name upon logging in and offers a hyperlink to product recommendations congruent with their past purchases. Although a few technology corporations such as Google, Facebook, and Amazon are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem in the real world is that many corporations don't know what strategy is the best for their businesses. The purpose of this book, then, is to outline three fundamental strategies of advertising: standardized, targeted, and individualized. It will describe each strategy in detail and lay out their good and bad. The importance of collecting consumer insights and incorporating those insights into the advertising message will be highlighted. The final conclusion is that no single strategy is absolutely more effective than the others. A decision of adopting which strategy needs to be based on a scrutiny of the business' proposition and consumers' expectations
Label
Effective advertising strategies for your business, Cong Li, (electronic resource)
Instantiates
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 109-120) and index
Contents
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
Control code
OCM1bookssj0001375576
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (122 pages)
Governing access note
License restrictions may limit access
Isbn
9781606498699
Specific material designation
remote
System control number
(WaSeSS)ssj0001375576
System details
  • Mode of access: World Wide Web
  • System requirements: Adobe Acrobat reader
Label
Effective advertising strategies for your business, Cong Li, (electronic resource)
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 109-120) and index
Contents
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
  • 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index
Control code
OCM1bookssj0001375576
Dimensions
unknown
Edition
First edition.
Extent
1 online resource (122 pages)
Governing access note
License restrictions may limit access
Isbn
9781606498699
Specific material designation
remote
System control number
(WaSeSS)ssj0001375576
System details
  • Mode of access: World Wide Web
  • System requirements: Adobe Acrobat reader

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