Download or read book Planificaci n estrat gica y gesti n de la publicidad Conectando con el consumidor written by Raquel Ayestarán Crespo and published by ESIC. This book was released on 2012-09-10 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: La planificación estratégica ha experimentado grandes cambios desde que empezó a emplearse en las agencias de publicidad en la década de los 60. El presente manual hace un recorrido completo desde el origen de la estrategia, su planificación y ejecución, hasta llegar al pensamiento estratégico y al diseño de estrategias. Una vez en este punto, se detalla cómo se construye un modelo general para el desarrollo del trabajo del director de estrategia, a la vez que se establece una planificación estratégica en medios convencionales y digitales. El manual finaliza con la elaboración de un plan estratégico y una visión de futuro de la planificación estratégica. Hoy la mayoría de las agencias han incorporado la figura del planner a sus organigramas, ya que es la persona que aporta un conocimiento más exhaustivo del consumidor, y su labor fundamental es conectar a éste con la marca. El objetivo del libro es que sirva de apoyo tanto a profesores como alumnos y expertos del sector, para llevar a cabo su labor investigadora, educativa y profesional. Estás páginas tienen un enfoque teórico-práctico, e incluyen ejemplos, casos prácticos, entrevistas a profesionales del sector, cuestiones para debatir y reflexionar, así como una amplia y completa bibliografía. En definitiva, lo que se pretende es que el lector, a través de cada capítulo, tenga una visión cercana, actual y práctica de la planificación estratégica. Conceptos como, Branded Content, Insight o Earned Media, marcarán el rumbo de la misma en los próximos años. Índice Érase una vez la estrategia.- El pensamiento estratégico: Planificación estratégica.- Comunicación estratégica vs clases de estrategias.- Ejecución del proceso de planificación publicitaria.- Modelo general para el desarrollo del trabajo del director de estrategia.- Planificación estratégica en medios convencionales.- Planificación estratégica en medios digitales: Internet y redes sociales.- Hoja de ruta para elaborar un Plan Estratégico: 7 pasos.- El futuro de la planificación estratégica en España.- Caso de estudio: Ford Focus.- APÉNDICE DOCUMENTAL: glosario de términos.
Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Download or read book Cities of Tomorrow written by Peter Hall and published by Wiley-Blackwell. This book was released on 1997-02-18 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cities of Tomorrow is a critical history of planning in theory and practice in the twentieth century, as well as of the social and economic problems and opportunities that gave rise to it. Trenchant, perceptive, global in coverage, this book is an unrivalled account of its crucial subject. The third edition of Cities of Tomorrow is comprehensively revised to take account of abundant new literature published since its original appearance, and to view the 1990s in historical perspective. This is the definitive edition, reviewing the development of the modern planning movement over the entire span of the twentieth century.
Download or read book Marketing ROI written by James Lenskold and published by McGraw Hill Professional. This book was released on 2003-08-22 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROIchanges all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.
Download or read book World Anthropologies written by Gustavo Lins Ribeiro and published by Routledge. This book was released on 2020-07-13 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since its inception, anthropology's authority has been based on the assumption that it is a unified discipline emanating from the West. In an age of heightened globalization, anthropologists have failed to discuss consistently the current status of their practice and its mutations across the globe. World Anthropologies is the first book to provoke this conversation from various regions of the world in order to assess the diversity of relations between regional or national anthropologies and a contested, power-laden Western discourse. Can a planetary anthropology cope with both the 'provincial cosmopolitanism' of alternative anthropologies and the 'metropolitan provincialism' of hegemonic schools? How might the resulting 'world anthropologies' challenge the current panorama in which certain allegedly national anthropological traditions have more paradigmatic weight - and hence more power - than others? Critically examining the international dissemination of anthropology within and across national power fields, contributors address these questions and provide the outline for a veritable world anthropologies project.
Download or read book Literacies Across Media written by Margaret Mackey and published by Routledge. This book was released on 2007-01-26 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: This thought-provoking, fascinating and highly informative text offers both a vivid account of a group of young readers coming to terms with texts and a radical perspective on the growth of a generation of young readers.
Download or read book Light Space Surface Art from Southern California written by Melinda Wortz and published by Delmonico Books. This book was released on 2021 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Published in conjunction with the touring exhibition, Light, Space, Surface. Itinerary: Addison Gallery of American Art, Phillips Academy October 2, 2021-January 30, 2022 Frist Art Museum June 3, 2022-September 6, 2022"--
Download or read book Decoded written by Phil Barden and published by John Wiley & Sons. This book was released on 2013-03-04 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility. Shows how the latest insights from the fields of Behavioural Economics, psychology and neuro-economics explain why we buy what we buy Offers a pragmatic framework and guidelines for day-to-day marketing practice on how to employ this knowledge for more effective brand management - from strategy to implementation and NPD. The first book to apply Daniel Kahneman’s Nobel Prize-winning work to marketing and advertising Packed with case studies, this is a must-read for marketers, advertising professionals, web designers, R&D managers, industrial designers, graphic designers in fact anyone whose role or interest focuses on the ‘why’ behind consumer behaviour. Foreword by Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman,Ogilvy Group UK Full colour throughout
Download or read book Computer Based Testing and the Internet written by Dave Bartram and published by Wiley-Blackwell. This book was released on 2005-12-26 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: From both beginning and experienced electrical engineers, Rangarao (International Institute of Information Technology, Hyderabad) and Mallik (Indian Institute of Technology, New Delhi) walk readers from grasping the ideas of digital signal processing to implementing them in specific applications. Their case studies are moving from a difference equation to a program, estimating the direction of arrival, and electronic rotating elements. MATLAB and C programs are appended. Annotation :2006 Book News, Inc., Portland, OR (booknews.com).
Download or read book Public Relations Strategies and Tactics written by Dennis L. Wilcox and published by Pearson Higher Ed. This book was released on 2013-03-18 with total page 625 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. Updated in a 10th edition, Public Relations: Strategies and Tactics, Tenth Edition, clearly explains to students the basic concepts, strategies, and tactics of today’s public relations practice. This comprehensive text is grounded in scholarship and includes references to landmark studies and time-honored public relations techniques. The tenth edition emphasizes the application of the Internet and social media for programs and campaigns.
Download or read book Technology Policy and Economic Performance written by Christopher Freeman and published by Burns & Oates. This book was released on 1987 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Rise Trading State written by Richard Rosecrance and published by Basic Books. This book was released on 1987-05-31 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: What will power look like in the century to come? Imperial Great Britain may have been the model for the nineteenth century, Richard Rosecrance writes, but Hong Kong will be the model for the twenty-first. We are entering the Age of the Virtual State -- when land and its products are no longer the primary source of power, when managing flows is more important than maintaining stockpiles, when service industries are the greatest source of wealth and expertise and creativity are the greatest natural resources.Rosecrance's brilliant new book combines international relations theory with economics and the business model of the virtual corporation to describe how virtual states arise and operate, and how traditional powers will relate to them. In specific detail, he shows why Japan's kereitsu system, which brought it industrial dominance, is doomed; why Hong Kong and Taiwan will influence China more than vice-versa; and why the European Union will command the most international prestige even though the U.S. may produce more wealth.
Download or read book Technology and Testing written by Fritz Drasgow and published by Routledge. This book was released on 2015-08-20 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: From early answer sheets filled in with number 2 pencils, to tests administered by mainframe computers, to assessments wholly constructed by computers, it is clear that technology is changing the field of educational and psychological measurement. The numerous and rapid advances have immediate impact on test creators, assessment professionals, and those who implement and analyze assessments. This comprehensive new volume brings together leading experts on the issues posed by technological applications in testing, with chapters on game-based assessment, testing with simulations, video assessment, computerized test development, large-scale test delivery, model choice, validity, and error issues. Including an overview of existing literature and ground-breaking research, each chapter considers the technological, practical, and ethical considerations of this rapidly-changing area. Ideal for researchers and professionals in testing and assessment, Technology and Testing provides a critical and in-depth look at one of the most pressing topics in educational testing today. The Open Access version of this book, available at http://www.taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
Download or read book The Future of Development written by Gustavo Esteva and published by Policy Press. This book was released on 2013-10-09 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: On January 20, 1949 US President Harry S. Truman officially opened the era of development. On that day, over one half of the people of the world were defined as "underdeveloped" and they have stayed that way ever since. This book explains the origins of development and underdevelopment and shows how poorly we understand these two terms. It offers a new vision for development, demystifying the statistics that international organizations use to measure development and introducing the alternative concept of buen vivir: the state of living well. The authors argue that it is possible for everyone on the planet to live well, but only if we learn to live as communities rather than as individuals and to nurture our respective commons. Scholars and students of global development studies are well-aware that development is a difficult concept. This thought-provoking book offers them advice for the future of development studies and hope for the future of humankind.
Download or read book Exile and Cultural Hegemony written by Sebastiaan Faber and published by Vanderbilt University Press. This book was released on 2002 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: After Francisco Franco's victory in the Spanish Civil War, a great many of the country's intellectuals went into exile in Mexico. During the three and a half decades of Francoist dictatorship, these exiles held that the Republic, not Francoism, represented the authentic culture of Spain. In this environment, as Sebastiaan Faber argues in Exile and Cultural Hegemony, the Spaniards' conception of their role as intellectuals changed markedly over time. The first study of its kind to place the exiles' ideological evolution in a broad historical context, Exile and Cultural Hegemony takes into account developments in both Spanish and Mexican politics from the early 1930s through the 1970s. Faber pays particular attention to the intellectuals' persistent nationalism and misplaced illusions of pan-Hispanist grandeur, which included awkward and ironic overlaps with the rhetoric employed by their enemies on the Francoist right. This embrace of nationalism, together with the intellectuals' dependence on the increasingly authoritarian Mexican regime and the international climate of the Cold War, eventually caused them to abandon the Gramscian ideal of the intellectual as political activist in favor of a more liberal, apolitical stance preferred by, among others, the Spanish philosopher Jose Ortega y Gasset. With its comprehensive approach to topics integral to Spanish culture, both students of and those with a general interest in twentieth-century Spanish literature, history, or culture will find Exile and Cultural Hegemony a fascinating and groundbreaking work.
Download or read book Consumer Math written by Alpha Omega Publications and published by . This book was released on 1983 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
