Download or read book Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape written by Miguélez-Juan, Blanca and published by IGI Global. This book was released on 2023-01-09 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
Download or read book Handbook of Research on AI Based Technologies and Applications in the Era of the Metaverse written by Khang, Alex and published by IGI Global. This book was released on 2023-07-03 with total page 554 pages. Available in PDF, EPUB and Kindle. Book excerpt: The recent advancements in the field of the internet of things (IoT), AI, big data, blockchain, augmented reality (AR)/virtual reality (VR), cloud platforms, quantum computing, cybersecurity, and telecommunication technology enabled the promotion of conventional computer-aided industry to the metaverse ecosystem that is powered by AR/VR-driven technologies. In this paradigm shift, the integrated technologies of IoT and AI play a vital role to connect the cyberspace of computing systems and virtual environments. AR/VR supports a huge range of industrial applications such as logistics, the food industry, and manufacturing utilities. AI-Based Technologies and Applications in the Era of the Metaverse discusses essential components of the metaverse ecosystem such as concepts, methodologies, technologies, modeling, designs, statistics, implementation, and maintenance. Covering key topics such as machine learning, deep learning, quantum computing, and blockchain, this premier reference source is ideal for computer scientists, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.
Download or read book Handbook of Research on the Interplay Between Service Quality and Customer Delight written by Sarma, Sarmistha and published by IGI Global. This book was released on 2023-01-31 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determine the factors leading to satisfaction; however, within the past few years, scholars have proved that satisfaction is not sufficient to leave a strong mark in the minds of the customers. Service quality and customer delight have been the buzzwords in the business world in recent times as scholars have proven that customer delight is the key to customer retention. The Handbook of Research on the Interplay Between Service Quality and Customer Delight considers how companies around the world in a cross-cultural environment are dealing with service quality and customer delight and proposes a global outlook on the current trends, tactics, and opportunities. Covering key topics such as buyer funnels, consumer dissonance, and digital solutions, this reference work is ideal for business owners, managers, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.
Download or read book Handbook of Research on Global Perspectives on International Advertising written by Krom, Ipek and published by IGI Global. This book was released on 2022-06-24 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.
Download or read book Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices written by Akel, Gökhan and published by IGI Global. This book was released on 2022-06-24 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by technology have led to problem-solving, creative functioning, and unique improvements along with experiences. Human-digital experience interaction prevails in many areas of modern society, and in order to evaluate this interaction, a more balanced understanding of digital and experience processes is required. The Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices discusses innovative research on experiential marketing and evaluates the interdisciplinary reflections of practices from different perspectives. The book also explores how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations. Covering critical topics such as experience economy and tourism experience management, this reference work is ideal for managers, marketers, hospitality professionals, academicians, practitioners, scholars, researchers, instructors, and students.
Download or read book Global Agricultural and Food Marketing in a Global Context Advancing Policy Management and Innovation written by Maiwashe-Tagwi, Aluwani and published by IGI Global. This book was released on 2023-03-20 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over 70% of food production is in the hands of farmers; however, numerous studies have shown that smallholder farmers do not have access to markets. The reasons for this failure have been attributed to a lack of financial resources and infrastructure. To date, no one has questioned the role that graduates, academics, agricultural economists, and agricultural extension officials play in the plight of market access. Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation discusses key aspects of the agricultural marketing context including the policy environment, the available local markets and how they operate, the conditions and requirements for international trade, the logistic system operations, and the technology developments in marketing. Covering topics such as produce, food production, and digital marketing, this reference work is ideal for farmers, government officials, policymakers, researchers, scholars, academicians, practitioners, educators, and students.
Download or read book Enhancing Customer Engagement Through Location Based Marketing written by Singh, Amandeep and published by IGI Global. This book was released on 2023-03-07 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix,” and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.
Download or read book Cases on Social Justice in China and Perspectives on Chinese Brands written by Elhaoussine, Youssef and published by IGI Global. This book was released on 2023-01-23 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: As a rising superpower and economy, China and the Chinese society have attracted the attention of the world. However, because of the language and cultural barrier, it is difficult for foreign academics and the foreign public to grasp what is happening within Chinese society. This is particularly the case if a foreign audience wishes to understand the Chinese public and how social justice plays out in China. Cases on Social Justice in China and Perspectives on Chinese Brands proposes an objective view of the effect that social justice and online public debates had on brands by describing and reporting the real situation in China where brands faced a public outcry after a controversial event and by considering how the brands were affected. Covering key topics such as brand activity, social media, boycotts, vulgar marketing, and salary disputes, this reference work is ideal for government officials, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.
Download or read book Handbook of Research on IoT Digital Transformation and the Future of Global Marketing written by El-Gohary, Hatem and published by IGI Global. This book was released on 2021-06-25 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.
Download or read book Critical Perspectives on Diversity Equity and Inclusion in Marketing written by Gbadamosi, Ayantunji and published by IGI Global. This book was released on 2022-05-20 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as less privileged or low-income consumers are being used to describe consumers. However, a critical view of the scope of the disadvantaged consumers shows that it is beyond having limited income and encapsulates all forms of limitations that prevent full inclusion in marketplace opportunities. Critical Perspectives on Diversity, Equity, and inclusion in Marketing focuses on exploring diversity, equity, and inclusion in marketing as related to individuals, groups, organizations, and societies. It provides insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications. Covering topics such as ethnic identity negotiation, marketing implications, and consumer vulnerability, this premier reference source is an eclectic resource for business leaders and managers, marketers, sociologists, DEI professionals, libraries, students and educators of higher education, researchers, and academicians.
Download or read book Applying Metalytics to Measure Customer Experience in the Metaverse written by Bathla, Devesh and published by IGI Global. This book was released on 2022-06-24 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: In many ways, the appearance of the metaverse is an unparalleled progression. A number of new technologies have come together to enable its vision. Augmented reality (AR) and virtual reality (VR) headsets have become cheaper and more powerful improving the user experience. Blockchain has enabled digital currencies and NFTs. The new methods to transact and own digital goods are allowing creators to monetize their activities through tokens. In addition to monetization, and as a means to exchange value, token-holders can also participate in the platforms governance (e.g., vote on decisions). This democratic ownership economy coupled with the possibility of interoperability could unlock immense economic opportunities whereby digital goods and services are no longer captive to a singular gaming platform or brand. As the world steps into the metaverse, it is imperative to spark conversations with all objects and those interacting within the next dimension. Applying Metalytics to Measure Customer Experience in the Metaverse introduces metalytics, a new perspective on analytics for the new dimension of spatial and immersive Web 3.0. It presents the new conversations in the elements of a new digital age converging at a large scale. Covering topics such as big data analytics, financial services, and network analysis, this premier reference source is an essential resource for business leaders and executives, IT managers, entrepreneurs, financial specialists, consultants, statisticians, marketers, government officials, students and educators of higher education, librarians, researchers, and academicians.
Download or read book Promoting Organizational Performance Through 5G and Agile Marketing written by Santos, José Duarte and published by IGI Global. This book was released on 2022-09-30 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.
Download or read book A Cannes Lions Jury Presents The Art of Branded Entertainment written by PJ Pereira and published by Peter Owen Publishers. This book was released on 2018-06-14 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: A special, première release of this groundbreaking book on the art of advertising and brand management to coincide with the 2018 Cannes Lions International Festival of Creativity.A collection of essays from jurors on the 2017 Lions Entertainment award. Drawing on years of experience and expertise, working for brands such as Mini, Coca-Cola, Lego, Google, Skype and Intel and for media and advertising giants such as Bartle Bogle Hegarty and MediaCom, the contributors provide a fun and far-reaching study of the evolution of branding and the future of advertising.Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands communicate with viewers.For the past five years the Cannes Lions international Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of stimulating essays authored by each juror.Contributors to The Art of Branded Entertainment: Monica Chun, President of PMK.BNC; Jules Daly, president of RSA Films; Ricardo Dias, CMO of Anheuser-Busch InBev's Grupo Modelo in Mexico; Samantha Glynne, Global Vice President of Branded Entertainment at TV production giant FremantleMedia; Carol Goll, ICM Partners Global Head of Branded Entertainment; Gabor Harrach, the New York-based film and TV producer and former Head of Entertainment Content at Red Bull Media House; Marissa Nance, Managing Director for Multicultural Content Marketing & Strategic Partnerships at Media Superpower OMD; Toan Nguyen, partner at Jung von Matt/SPORTS; Luciana Olivares, CCO of Latina Media in Peru; Marcelo Páscoa, Head of Global Brand Marketing at Burger King; PJ Pereira, Founder and Creative Chairman of Pereira O'Dell; Misha Sher, Vice-President at MediaCom Worldwide; Pelle Sjoenell, Bartle Bogle Hegarty's Global Chief Creative Officer; Tomoya Suzuki, CEO of Stories International; Jason Xenopoulos, Chief Vision Officer and Chief Creative Officer of VML.
Download or read book The End of Advertising written by Andrew Essex and published by Random House. This book was released on 2017-06-13 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: A recovering Mad Man throws down the ultimate challenge to his profession: Innovate or die. The ad apocalypse is upon us. Today millions are downloading ad-blocking software, and still more are paying subscription premiums to avoid ads. This $600 billion industry is now careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant, and frankly annoying ads. Make no mistake, Madison Avenue: Traditional advertising, as we know it, is over. In this short, controversial manifesto, Andrew Essex offers both a wake-up call and a road map to the future. In The End of Advertising, Essex gives a brief and pungent history of the rise and fall of Adland—a story populated by snake-oil salesmen, slicksters, and search-engine optimizers. But his book is no eulogy. Instead, he boldly challenges global marketers to innovate their way to a better ad-free future. With trenchant wit and razor-sharp insights, he presents an essential new vision of where the smart businesses could be headed—a broad playing field where ambitious marketing campaigns provide utility, services, gifts, patronage of the arts, and even blockbuster entertainment. In this utopian landscape, ads could become so enticing that people would pay—yes, pay—to see them. Praise for The End of Advertising “New York media types aren’t quick to pass up a party, even one celebrating a book that predicts their demise. . . . The future of marketing will need to rely on creative, innovative models, Mr. Essex wrote, pointing to The Lego Movie and New York’s Citi Bike bicycle-share program as promising examples.”—The New York Times “A rabble-rousing indictment of the ad industry from one of its own. Essex predicts that success will depend less on the ability to annoy and more on the capacity to create and entertain.”—Adam Grant, New York Times bestselling author of Originals and Give and Take “Fresh and timely, The End of Advertising is an eye-opening take on the current media landscape. And along with it, Essex provides a road map for how brands can reinvent themselves and navigate this new world.”—Arianna Huffington “In this dynamic little book, Essex challenges brands—even those of us who pride ourselves on thinking outside the box—to think bigger still. He’s got me thinking.”—Neil Blumenthal, co-founder of Warby Parker “Mandatory reading for anyone who wants to get a message across in this age of authenticity.”—Alexis Ohanian, co-founder, Reddit
Download or read book Influencer Marketing for Brands written by Aron Levin and published by Apress. This book was released on 2019-11-30 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.
Download or read book Advertising and Branding Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2017-01-06 with total page 1838 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Download or read book Developing Relationships Personalization and Data Herald in Marketing 5 0 written by Kaur, Jasmine and published by IGI Global. This book was released on 2022-06-24 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Within the past decade, marketing has experienced three major challenges: generation gap, prosperity polarization, and digital divide. The disconnect between older corporate executives and their younger managers and customers has proven to be a significant challenge. Digitalization brings fear of the unknown with the threats of job loss and privacy concerns. However, it also brings the promise of exponential growth and better living for humanity. Businesses must break the divide to ensure that technological advancement will move forward and not be welcomed with resentment. Developing Relationships, Personalization, and Data Herald in Marketing 5.0 contrasts the advantages and disadvantages of modern marketing over traditional marketing and focuses on identifying how companies and society can be benefited by the technological advancement of marketing. Covering topics such as customer engagement, neuromarketing, and review rating prediction, this premier reference source is an essential resource for business leaders, marketing professionals, students and educators of higher education, university libraries, researchers, and academicians.
