Download or read book Strategies for the Super Bowl of Advertising written by Juran Kim and published by . This book was released on 2003 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This study found television commercials more often use transformational strategies while Web sites are more informational. Message strategies were generally more consistent across media than were creative strategies".

Download or read book Cracking the Ad Code written by Jacob Goldenberg and published by Cambridge University Press. This book was released on 2009-04-09 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unlocks the secret of inventing new creative campaigns and presents practical tools to allow quick production of successful creative ideas.

Download or read book Non Obvious written by Rohit Bhargava and published by IdeaPress Publishing. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do Disney, Bollywood, and "The Batkid" teach us about how to create celebrity experiences for our audience? How can a vending machine inspire world peace? Can being "imperfect" make your business more marketable? Can a selfie improve one's confidence? When can addiction be a good thing? The answers to these questions may not be all that obvious. And that's exactly the point. For the past four years, marketing expert and Georgetown University Professor Rohit Bhargava has curated his best-selling list of "non-obvious" trends by asking the questions that most trend predictors miss. In this all-new fifth edition, discover what more than half a million other readers already have: how to use the power of non-obvious thinking to grow your business and make a bigger impact in the world. "Non-Obvious" also delves into the curation process the author has used for years to build his trend reports and takes readers behind the scenes of "trend curation" -- the art of adding meaning to isolated beautiful things. In the end "Non-Obvious" is a book that will show you how to think different, curate your ideas and get better at predicting what will be important tomorrow based on learning to observe patterns in the world today. -- From publisher's description.

Download or read book Disruptive Marketing written by Geoffrey Colon and published by AMACOM. This book was released on 2016-08-09 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: With 75 percent of screen time being spent on connected devices, digital strategies have moved front and center of marketing plans. Getting a message through to customers, and not just in front of them for a second before being thrown away, requires radical rethinking. What if that’s not enough? How often does consumer engagement go further than the “like” button? With the average American receiving close to 50 phone notifications a day, do the company messages get read or just tossed aside? The reality is that technology hasn’t just reshaped mass media; it’s altering behavior as well. Disruptive Marketing challenges you to toss the linear plan, strip away conventions, and open your mind as it takes you on a provocative, fast-paced tour of our changing world, where you’ll find that: Selling is dead, but ongoing conversation thrives Consumers generate the best content about brand People tune out noise and listen to feelings Curiosity leads the marketing team Growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing is the solution you’ve been looking for to boost your brand into new territory!

Download or read book Lead with We written by Simon Mainwaring and published by BenBella Books. This book was released on 2021-11-09 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: WALL STREET JOURNAL BESTSELLER 2022 NATIONAL INDIE EXCELLENCE AWARDS FINALIST — BUSINESS: GENERAL • 2022 AXIOM BUSINESS BOOK AWARD GOLD MEDALIST — LEADERSHIP "Critically important reading as our economy struggles to recover the pandemic's deleterious economic impact that is currently compounded by supply chain issues and the beginnings of an inflationary spiral." —The Midwest Book Review "Provides concrete steps leaders and employees can take to thrive in today’s marketplace, where taking a stand on something important to your customers can become a competitive differentiator." —Forbes Discover an urgent prescription for a new business paradigm—one that better serves humanity and the planet. The global coronavirus pandemic has thrown into stark relief how “business as usual” is no longer serving us. The economic, business, and environmental models of the past do not reflect our current realities. And for our economy—for us—to survive, we need nothing less than a seismic shift in the way we do business. Enter Simon Mainwaring, New York Times-bestselling author and founder and CEO of We First. A decade ago, he showed how business leaders and consumers could use social media to build a better world in We First. Now, after decades of research and field experience at the vanguard of the world’s most successful brand revolutions, he provides in Lead With We a blueprint for doing business better in today’s challenged world. By leading with “we”—putting the collective above the individual, holding the sum above the parts, and emphasizing the importance of the role that everyone plays—you can not only help solve the escalating challenges of today but also unlock extraordinary growth for your business, and abundance on our planet. Timely and compelling, this book’s message is simple: The future of profit is people’s purpose, aligned. Lead With We not only examines why we must all conduct business differently in order to grow in today’s market, but provides the how—concrete steps any reader, wherever they find themselves in the business hierarchy, can take toward success.

Download or read book It s Not the Size of the Data It s How You Use It written by Koen Pauwels and published by AMACOM. This book was released on 2014-03-26 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this invaluable resource, discover how to conduct smarter marketing strategies using analytics and dashboards to get the most out of your data. Did you know that your business already has the world’s greatest information-tracking team working tirelessly for you 24/7 to gather all the info you could possibly need to find your next customers? Between brand tracking, CRM programs, and online behavior tracking, as well as the always-dependable trade shows and satisfaction studies, mounds of marketing metrics are being generated for you across various touchpoints and channels. Locked in the vast quantity of information are accurate, data-driven answers to every marketing question--and analytic dashboards are the key to finding it all. In It’s Not the Size of the Data--It’s How You Use It, marketing expert Koen Pauwels introduces you to these transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. He then supplies a simple yet rigorous methodology that explains step by step how to: Gain crucial IT support Build a rock-solid database Select key leading performance indicators Design the optimal dashboard layout Use marketing analytics to improve decisions and reap rewards There is simply too much customer-produced information out there today for marketing teams to go with gut decisions or the same old standbys. Dashboard analytics will bring scientific precision and insight to the marketing efforts of any size organization, in any industry, and turn this eye-popping data into a specific plan of attack.

Download or read book The Blueprint for Strategic Advertising written by Margo Berman and published by Routledge. This book was released on 2016-07-01 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.

Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2018 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond.

Download or read book When are Super Bowl Advertisings Super written by Jin-Woo Kim and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation investigates the relationship between Super Bowl advertising and advertisers' market valuation. The first essay identifies several factors that influence the financial rewards of this media-placement strategy. Specifically, I examine the impact of each ad's featured characters and appeals, and the product benefits promoted, on abnormal stock returns for sponsoring companies that appear in Super Bowl ads. Event study results show that Super Bowl advertising from 2004 to 2008 is positively related to abnormal stock returns for advertisers. Cross-sectional regression analyses indicate that market value of Super Bowl advertisers is positively related to likeable characters, emotional appeals, and approach messaging. The combined use of likeable ad characters with either emotional ad appeals or approach messages is also positively associated with firm valuation. The interplay between ad characters, emotional appeals, and the approach/avoidance messaging in a given Super Bowl ad determines its relative effectiveness. The most successful Super Bowl ads appear to be approach-oriented with likeable ad characters, or emotionally-based with likeable ad characters. Leaving out any of these key ingredients can result in a less positive impact. In fact, certain incongruous combinations (e.g., ads featuring rational appeals with likeable characters, or likeable characters with avoidance messaging) may negatively affect the recipe. The second essay examines the relationship between advertising efficiency and the market valuation of Super Bowl advertisers. First, stock market reactions to Super Bowl advertising are tracked. Event study results show that Super Bowl advertising from 2005 to 2010 is positively related to abnormal stock returns for advertisers. Next, the impact of advertising efficiency on the financial rewards of this media-placement strategy is examined. Data Envelopment Analysis (DEA) is used to assess advertising executional efficiency. Four advertising executional factors were considered as DEA inputs: (1) advertising expense, (2) advertising length (seconds), (3) frequency (count) and, (4) number of brands promoted. Two types of advertising effectiveness were included as DEA outputs: (1) Ad Meter ratings; and (2) Nielsen ratings. Cross-sectional regression analyses indicate that advertising efficiency is positively associated with cumulative abnormal stock returns of Super Bowl advertisers. These findings suggest that efficient conversion of advertising inputs to advertising outputs matters in generating positive abnormal returns. Along with advertising efficiency, brand reputation is found to have positive impact on Super Bowl advertisers' financial performance. A negative interaction between advertising efficiency and brand reputation is observed contrary to expectation. Theoretically, this dissertation extends the advertising-finance interface by explaining the relationship between Super Bowl advertising and advertisers' performance. While prior research has explored annual sales, profits, Tobin's Q, and analyst recommendation as indicators of firms' financial performance of advertising, the current study is the first to link advertising characteristics and efficiency to short term abnormal stock returns. From a practitioner's perspective, advertisers also should think twice about allocating so much money for a single advertising exposure. Simply pouring the large amount of the advertising expenditure cannot guarantee big financial reward. Therefore, advertisers must consider how to efficiently convert advertising effort and resource to desirable advertising outcome. Poor efficiency in generating positive advertising outcomes discourages most advertisers from being rewarded by stock market. From an investor's perspective, individuals attempt to obtain accurate and appropriate information when making investment decisions, eventually resulting in a sound investment. However, stock market movement does not always explain the dynamics of shareholder valuations. Given this, considering marketing and financial information simultaneously investors can assort when they make investment decisions. Investors' decision making should be based not only on prior stock market performance but also on a company's advertising characteristics and efficiency. In this sense, information about the marketing-finance interface offers new investment criteria, leading to more deliberate investment.

Download or read book BrandSimple How the Best Brands Keep it Simple and Succeed written by Allen P. Adamson and published by Palgrave Macmillan. This book was released on 2007-08-07 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.

Download or read book The Super Bowl of Advertising written by Bernice Kanner and published by Bloomberg Press. This book was released on 2003-11-01 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Highlights more than three decades of Super Bowl advertising, offering a behind-the-scenes look at the making of Super Bowl commercials, and recounting marketing triumphs and failures.

Download or read book Twitter is Not a Strategy written by Tom Doctoroff and published by Macmillan. This book was released on 2014-11-11 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement

Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes

Download or read book Advertising written by Mara Einstein and published by Oxford University Press. This book was released on 2017 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: 3000. That's the number of marketing messages the average American confronts on a daily basis from TV commercials, magazine and newspaper print ads, radio commercials, pop-up ads on gaming apps, pre-roll ads on YouTube videos, and native advertising on mobile news apps. These commercial messages are so pervasive that we cannot help but be affected by perpetual come-ons to keeping buying. Over the last decade, advertising has become more devious, more digital, and more deceptive, with an increasing number of ads designed to appear to the untrained eye to be editorial content. It's easy to see why. As we have become smarter at avoiding ads, advertisers have become smarter about disguising them. Mara Einstein exposes how our shopping, political, and even dating preferences are unwittingly formed by brand images and the mythologies embedded in them. Advertising: What Everyone Needs to Know(R) helps us combat the effects of manipulative advertising and enables the reader to understand how marketing industries work in the digital age, particularly in their uses and abuses of "Big Data.' Most importantly, it awakens us to advertising's subtle and not-so-subtle impact on our lives--both as individuals and as a global society. What ideas and information are being communicated to us--and to what end?

Download or read book Known written by Mark Schaefer and published by . This book was released on 2017-01-28 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's world, there is a permanent advantage to becoming known in your field. Those who are known get the customers, the better jobs, and the invitations to exclusive opportunities. But can anybody become known? In this path-finding book, author Mark Schaefer provides a step-by-step plan followed by the most successful people in diverse careers like banking, education, real estate, construction, fashion, and more. With amazing case studies, dozens of exercises, and inspiring stories, KNOWN is the first book its kind, providing a path to personal business success in the digital age.

Download or read book Humor in Advertising written by Marc G. Weinberger and published by Routledge. This book was released on 2021-06-21 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.

Download or read book The Blueprint for Strategic Advertising written by Margo Berman and published by Routledge. This book was released on 2016-07-01 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Blueprint for Strategic Advertising’s step-by-step approach takes a comprehensive and exclusive look into the strategic use of visual, verbal, social media, integrated, and global of advertising communication. Its deconstructive process analyzes one aspect at a time, creating an invaluable research tool that students, professors, small business owners and entrepreneurs will refer to, time and again. This useful guide will concentrate on how strategy is integrated into visual and verbal ideation. Berman’s compact, content-rich guide offers chapters detailing social media, user-centered interactive advertising, and presentation strategy, closing with the creation of a "blueprint" to strategizing globally. Features include a handy reference guide to powerful strategizing, an exploration of strategies for myriad media and messaging vehicles, and an examination of the strategic implementation of the visual and verbal union. This guide will be useful to students in advertising, marketing, and business courses as well as advertising professionals and entrepreneurs, outside the classroom.