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Author: Kevin J. Clancy Publisher: SAGE Publications, Incorporated ISBN: Category : Business & Economics Languages : en Pages : 256
Book Description
"Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book."--BOOK JACKET.
Author: Kevin J. Clancy Publisher: SAGE Publications, Incorporated ISBN: Category : Business & Economics Languages : en Pages : 256
Book Description
"Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book."--BOOK JACKET.
Author: Peter C. Krieg Publisher: Simon and Schuster ISBN: 0743205545 Category : Business & Economics Languages : en Pages : 369
Book Description
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
Author: Kevin Clancy Publisher: John Wiley & Sons ISBN: 0471979937 Category : Business & Economics Languages : en Pages : 304
Book Description
Praise for Your Gut Is Still Not Smarter Than Your Head "Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Your Gut Is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company's engine for spotting opportunities and nurturing them to produce long-term profitable growth." -Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management "Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here's a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no 'blink' shortcuts here-this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!" -Susanne Lyons, Chief Marketing Officer, Visa USA "Clancy and Krieg have written a comprehensive and highly compelling how-to book for the marketing community that says: wake up and look at the facts! It's a must-read for every professional marketer who aspires to breakthrough performance." -Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance Company "Bold moves require more facts in this fast-paced era. This book is a must-read for the risk tolerant!" -Jon Luther, CEO, Dunkin' Brands, Inc. "Fact-based marketing is the best way to reinvent marketing, and Clancy and Krieg provide the blueprint to do it." -Bob Liodice, President and CEO, Association of National Advertisers "The authors demonstrate forcefully and dramatically-with numerous examples-how great, even just good, analysis leads to legendary marketing strategies." -Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101
Author: Barbara Katz Publisher: diplom.de ISBN: 3832443525 Category : Business & Economics Languages : en Pages : 106
Book Description
Inhaltsangabe:Abstract: Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers Sky, NTL, ONdigital and Telewest are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium. The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments. The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years. The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are just starting to test this new medium and no success stories have been published so far, advertising on iTV in its current form is not yet the killer application it was supposed to be and the uptake of T-commerce is quite questionnabel as well. It also becomes clear though that iTV does have a great potential and when the technology is creatively used to make ads more involving and engaging it will be big. Inhaltsverzeichnis:Table of Contents: 1.INTRODUCTION6 2.SETTING THE SCENE - LITERATURE REVIEW8 2.1TRADITIONAL TV ADVERTISING8 2.1.1Strengths of traditional TV [...]
Author: Steven D. Stark Publisher: ISBN: 9780385324113 Category : Current Events Languages : en Pages : 484
Book Description
Call it literate fun. Ranging from the 1940's to the 1990's and focusing on 60 programs that will surprise you, Stark comments on TV history in a smart, pithy voice and reveals how as a nation we've moved from Lucy and Ricky to Roseanne and Dan; from Howdy Doody to Sesame Street -- and what that says about us.You may think you know television -- but when Steven Stark is finished pushing your buttons with fighting words and brilliant insights, you'll see what television has done to us as a nation in a whole new way. From Beaver to Roseanne, Ed Sullivan to Oprah, Monday Night Football to MTV, Stark takes us on a guided tour of the tube, providing startling revelations about the power of its sixty most important shows and events in the history of television. He catches in bright focus a hilarious, strange, and compelling image of ourselves as reflected on the small screen, and he shows us, with striking logic, the awesome power of television over our future and our fate.
Author: Joseph H. Boyett Publisher: John Wiley & Sons ISBN: 0471434264 Category : Business & Economics Languages : en Pages : 252
Book Description
Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range ofideas and practices.
Author: Carl Middleton Publisher: Carl Middleton ISBN: Category : Religion Languages : en Pages : 132
Book Description
Most people have heard of Voodoo before, but if you think it only has to do with sticking pins into cursed dolls for the purpose of inflicting pain onto your enemies, you couldn’t be further from the truth. Voodoo, or 'Vodou' as it is traditionally referred to, is a modern-day take on an ancient Haitian religion developed by African-Caribbean slave workers on island plantations during the period of French Slavery. Apart from simply being just a religion, Voodoo is actually an entire way of life which is centered around an immense respect for one's elders. In this book, you will: · Learn how the Orishas came to be, starting with the source of all things – Olodumare · Discover which Orisha to call upon for specific circumstances · Find out how to praise and invoke the presence of the Orishas · Learn how to get divine answers for your heart's questions using Diloggun · Discover how to interpret the answers you get from Obi · And so much more! When it comes to Voodoo, few things are more iconic than the Voodoo doll. Known also as conjure dolls, doll babies, dollies, baby dolls, poppets, fetich, fetish, and effigies, they are servants of fastacting, longlasting magic. People are jealous of this ancient knowledge. Voodoo is much more than mere black magic and in this book you will discover everything you need to learn its true essence.
Author: Barry Brummett Publisher: SAGE ISBN: 1412956927 Category : Language Arts & Disciplines Languages : en Pages : 577
Book Description
Unmasking the social and political messages found in popular culture Sometimes movies, television shows, political speeches, and music lyrics seem to be about one thing on the surface but express other serious social and political issues when we examine them more closely. Using methods of formal analysis, Uncovering Hidden Rhetorics: Social Issues in Disguise offers students and scholars a key to unlocking hidden text that abounds in popular culture. Key Features Weaves meticulous analysis with popular culture throughout, keeping students and scholarly readers alike engaged and interested Empowers students to find hidden themes in texts of everyday life and inspires ongoing critical thinking Using a clear and engaging style and examples of well-known works makes formal analysis more accessible Intended Audience Interested scholars and upper-level undergraduate students enrolled in such courses as rhetoric and popular culture, contemporary rhetorical theory/criticism, media criticism, popular culture and mass communication, rhetorical methods, and so forth will find this compelling text an informative and delightful read.
Author: Andrew C. Willford Publisher: Cornell University Press ISBN: 1501719483 Category : Social Science Languages : en Pages : 218
Book Description
The essays in Spirited Politics throw light on predicaments that spring from the intersection of religion, ethnicity, and nationalism in contemporary Southeast Asian public life. Covering material from Indonesia, Malaysia, Thailand, and the Philippines, the contributors explore the calamities and ironies of Southeast Asian identity politics, examining the ways in which religion and politics are made to serve each other.
Author: Kevin J. Clancy
Author: Kevin J. Clancy
Author: Peter C. Krieg
Author: Kevin Clancy
Author: Flemming Hansen
Author: Barbara Katz
Author: Steven D. Stark
Author: Joseph H. Boyett
Author: Carl Middleton
Author: Barry Brummett
Author: Andrew C. Willford