Title
Effective advertising strategies for your business / Cong Li.
Edition
First edition.
ISBN
9781606498682 paperback
9781606498699 (electronic bk.)
Published
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Language
English
Description
1 online resource (122 pages)
Call Number
HF5415.127 .L54 2014
Dewey Decimal Classification
658.802
Summary
As the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers.
Note
Part of: 2014 digital library.
Bibliography, etc. Note
Includes bibliographical references (pages 109-120) and index.
Access Note
Access limited to authorized users.
Source of Description
Title from PDF title page (viewed on August 4, 2014).
Series
2014 digital library.
Marketing strategy collection. 2150-9662
Available in Other Form
Print version: 9781606498682
