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000841563 020__ $$z9781606498682$$qpaperback
000841563 020__ $$a9781606498699$$q(electronic bk.)
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000841563 035__ $$a(OCoLC)884548293
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000841563 050_4 $$aHF5415.127$$b.L54 2014
000841563 0820_ $$a658.802$$223
000841563 1001_ $$aLi, Cong.,$$eauthor.
000841563 24510 $$aEffective advertising strategies for your business /$$cCong Li.
000841563 250__ $$aFirst edition.
000841563 264_1 $$aNew York, New York (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2014.
000841563 300__ $$a1 online resource (122 pages)
000841563 336__ $$atext$$2rdacontent
000841563 337__ $$acomputer$$2rdamedia
000841563 338__ $$aonline resource$$2rdacarrier
000841563 4901_ $$aMarketing strategy collection,$$x2150-9662
000841563 500__ $$aPart of: 2014 digital library.
000841563 504__ $$aIncludes bibliographical references (pages 109-120) and index.
000841563 5050_ $$a1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index.
000841563 506__ $$aAccess limited to authorized users.
000841563 5203_ $$aAs the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers.
000841563 588__ $$aTitle from PDF title page (viewed on August 4, 2014).
000841563 650_0 $$aTarget marketing.
000841563 650_0 $$aAdvertising.
000841563 653__ $$aadvertising strategy
000841563 653__ $$acustomization
000841563 653__ $$aindividualization
000841563 653__ $$apersonalization
000841563 653__ $$astandardization
000841563 653__ $$atargeting
000841563 655_0 $$aElectronic books
000841563 77608 $$iPrint version:$$z9781606498682
000841563 830_0 $$a2014 digital library.
000841563 830_0 $$aMarketing strategy collection.$$x2150-9662
000841563 852__ $$bebk
000841563 85640 $$3ProQuest Ebook Central Academic Complete $$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1744750$$zOnline Access
000841563 909CO $$ooai:library.usi.edu:841563$$pGLOBAL_SET
000841563 980__ $$aBIB
000841563 980__ $$aEBOOK
000841563 982__ $$aEbook
000841563 983__ $$aOnline