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Seismic changes are occurring in the world of advertising due to
the inexorable rise of new technologies and the way consumers are
using new media. "Spending Advertising Money in the Digital Age"
describes how to select the right media channel to promote a brand
from the many that are now available, and if employing a range of
media, which to concentrate on and how to allocate the budget
between them. It also reveals how to determine if the media spend
behind a brand has had an effect.
Based on data from Institute of Practitioners in Advertising (IPA)
Effectiveness Awards databank (in association with WARC), and
research from Nielsen and Millward Brown, "Spending Advertising
Money in the Digital Age "is full of examples of top campaigns and
interviews with the key players who created the featured campaigns.
"From the Preface:
""A company's spend on media advertising and marketing
communications is one of the largest investments it makes...this
book's goal is to help ensure that that the spending of these huge
sums is carried out using the most effective approach to media
planning, and thus lead to more profitable brand-building."
How often has a companya s handling of a customera s telephone call
turned out to be a turn--off? How often has a customer query in the
retail environment turned into a relationship--killer, rather than
a loyalty--builder? No matter how good the work behind brand
positioning and communication, a reputation can be ruined by one
poor interaction with a customer. The challenge for any
brand--focused company is to ensure that the whole organisation
actually a livesa the brand. New in paperback, Brand Manners is the
runaway bestseller that demonstrates why a company needs, and how
it can create, a branded service culture that consistently exceeds
customer expectations. Drawing on a host of major case studies,
Hamish Pringle and William Gordon show how any company can align
its internal and external brand values to build a a
self--confidenta organisation.
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Nadine Gordimer
Paperback
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R398
R330
Discovery Miles 3 300
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