Spending Advertising Money in the Digital Age
Spending Advertising Money in the Digital Age

Author: Hamish Pringle

Publisher: Kogan Page Publishers

Published: 2011-12-03

Total Pages: 336

ISBN-13: 0749463082

DOWNLOAD EBOOK

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. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

DOWNLOAD EBOOK

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing
Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing

Author: Milton Kotler

Publisher: World Scientific

Published: 2020-08-26

Total Pages: 404

ISBN-13: 9811216991

DOWNLOAD EBOOK

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.

Business-to-Business Marketing Communications
Business-to-Business Marketing Communications

Author: Ioannis Rizomyliotis

Publisher: Springer

Published: 2017-06-27

Total Pages: 98

ISBN-13: 3319587838

DOWNLOAD EBOOK

This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased accountability for the use of advertising media and highlight ways to boost effectiveness. The book provides a robust analysis of the current B2B environment along with a research-informed illustration of the future. Aiming to fill a gap in existing literature and offer new research findings, this study offers a comprehensive guide to assist practitioners in decision-making and a stimulating analysis of the B2B marketing communications landscape which will be of great interest to academics of marketing and communications.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2017-01-06

Total Pages: 1838

ISBN-13: 1522517944

DOWNLOAD EBOOK

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.

Narrative Advertising Models and Conceptualization in the Digital Age
Narrative Advertising Models and Conceptualization in the Digital Age

Author: Y?lmaz, Recep

Publisher: IGI Global

Published: 2017-02-01

Total Pages: 383

ISBN-13: 152252374X

DOWNLOAD EBOOK

The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Femininities and Masculinities in the Digital Age
Femininities and Masculinities in the Digital Age

Author: Karl Kaser

Publisher: Springer Nature

Published: 2021-08-31

Total Pages: 240

ISBN-13: 3030784126

DOWNLOAD EBOOK

This book provides a fresh overview on the debate about the remarkable regression of gender equality in the Balkans and South Caucasus caused by the fall of socialism and by the revitalization of religion in Turkey. Contrary to the prevailing opinion of researchers who state continuous male domination, the book presents strong arguments for an alternative outlook. By contrasting the realia of gender relations with the utopia of new femininities and new masculinities driven by digital visual communication, the book provokingly concludes with the arrival of two utopias: the Marlboro Man – still authoritative but lonely – conquering and refusing family obligations; and with the emergence of a new femininity type – strong and beautiful. As such this book provides a great resource to anthropologists, demographers, sociologists, gender and media researchers and all those interested in feminist issues.

Understanding the Business of Global Media in the Digital Age
Understanding the Business of Global Media in the Digital Age

Author: Micky Lee

Publisher: Routledge

Published: 2017-10-16

Total Pages: 236

ISBN-13: 1134972601

DOWNLOAD EBOOK

This new introductory textbook provides students with the tools they need to understand the way digital technologies have transformed the global media business of the 21st century. Focusing on three main approaches – media economics, critical political economy, and production studies – the authors provide an empirically rich analysis of ownership, organizational structures and culture, business strategies, markets, networks of strategic alliances, and state policies as they relate to global media. Examples throughout involve both traditional and digital media and are taken from different regions and countries to illustrate how the media business is influenced by interconnected historical, political, economic, and social factors. In addition to introducing today’s convergent world of global media, the book gives readers a greater understanding of their own potential roles within the global media industries.

Debates for the Digital Age
Debates for the Digital Age

Author: Danielle Sarver Coombs

Publisher: Bloomsbury Publishing USA

Published: 2015-11-23

Total Pages: 528

ISBN-13:

DOWNLOAD EBOOK

By evaluating the Internet's impact on key cultural issues of the day, this book provides a comprehensive overview of the seismic technological and cultural shifts the Internet has created in contemporary society. Books about Internet culture usually focus on the people, places, sites, and memes that constitute the "cutting-edge" at the time the book is written. That approach, alas, renders such volumes quickly obsolete. This provocative work, on the other hand, focuses on overarching themes that will remain relevant for the long term. The insights it shares will highlight the tremendous impact of the Internet on modern civilization—and individual lives—well after specific players and sites have fallen out of favor. Content is presented in two volumes. The first emphasizes the positive impact of Internet culture—for example, 24-hour access to information, music, books, merchandise, employment opportunities, and even romance. The second discusses the Internet's darker consequences, such as a demand for instant news that often pushes journalists to prioritize being first over being right, online scams, and invasions of privacy that can affect anyone who banks, shops, pays bills, or posts online. Readers of the set will clearly understand how the Internet has revolutionized communications and redefined human interaction, coming away with a unique appreciation of the realities of today's digital world—for better and for worse.