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Almost every advertising, promotion, or marketing communications
textbook is based on an inside-out approach, focusing on what the
marketer wants to communicate to customers and prospects. This text
takes a different view - that the marketer and the customer build
the ongoing brand value together. Rather than the marketer trying
to 'sell', the role of the marketer is to help customer buy. To do
that, a customer view is vital and customer insight is essential.
Customer insights allow the marketer to understand which audiences
are important for a product, what delivery forms are appropriate,
and what type of content is beneficial. "Building Customer-Brand
Relationships" is themed around the four key elements marketing
communicators use in developing programs - audiences, brands,
delivery, and content - but provides an innovative approach to
marketing communications in the 'push-pull' marketplace that
combines traditional outbound communications (advertising, sales
promotion, direct marketing, and PR) with the inbound or 'pull'
media of Internet, mobile communications, social networks, and
more. Its 'customer-centric' media planning approach covers media
decision before dealing with creative development, and emphasizes
measurement and accountability. The text's concepts have been used
successfully around the world, and can be adapted and adjusted to
any type of product or service.
Although there are numerous advertising texts available to the
advertising student today, few focus solely on account planning and
even fewer still view the digital landscape as permeating every
aspect of advertising. Advertising Account Planning in the Digital
Media Landscape seeks to bridge that gap by providing a strategic
understanding of what the account planner does, a thorough
explanation of the kinds of research needed for the account
planning process to be successful, and all explained within a
digital media mindset. Written in an engaging manner, Advertising
Account Planning offers tools and information for effective account
planning. Rather than simply adding a digital approach to the
traditional understanding of account planning, this book recognizes
that advertising in the digital landscape is no longer "new":
rather, it's fundamental to understanding how advertising
functions. This core text incorporates insights from current
forward-thinking advertising professionals as well as suggestions
for assignments, discussions and additional readings.
Almost every advertising, promotion, or marketing communications
textbook is based on an inside-out approach, focusing on what the
marketer wants to communicate to customers and prospects. This text
takes a different view - that the marketer and the customer build
the ongoing brand value together. Rather than the marketer trying
to 'sell', the role of the marketer is to help customer buy. To do
that, a customer view is vital and customer insight is essential.
Customer insights allow the marketer to understand which audiences
are important for a product, what delivery forms are appropriate,
and what type of content is beneficial. "Building Customer-Brand
Relationships" is themed around the four key elements marketing
communicators use in developing programs - audiences, brands,
delivery, and content - but provides an innovative approach to
marketing communications in the 'push-pull' marketplace that
combines traditional outbound communications (advertising, sales
promotion, direct marketing, and PR) with the inbound or 'pull'
media of Internet, mobile communications, social networks, and
more. Its 'customer-centric' media planning approach covers media
decision before dealing with creative development, and emphasizes
measurement and accountability. The text's concepts have been used
successfully around the world, and can be adapted and adjusted to
any type of product or service.
Although there are numerous advertising texts available to the
advertising student today, few focus solely on account planning and
even fewer still view the digital landscape as permeating every
aspect of advertising. Advertising Account Planning in the Digital
Media Landscape seeks to bridge that gap by providing a strategic
understanding of what the account planner does, a thorough
explanation of the kinds of research needed for the account
planning process to be successful, and all explained within a
digital media mindset. Written in an engaging manner, Advertising
Account Planning offers tools and information for effective account
planning. Rather than simply adding a digital approach to the
traditional understanding of account planning, this book recognizes
that advertising in the digital landscape is no longer "new":
rather, it's fundamental to understanding how advertising
functions. This core text incorporates insights from current
forward-thinking advertising professionals as well as suggestions
for assignments, discussions and additional readings.
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