LEADER 03953nam 2200709 450 001 9910817517203321 005 20230125184148.0 010 $a1-60649-869-X 035 $a(CKB)2550000001331927 035 $a(EBL)1744750 035 $a(SSID)ssj0001375576 035 $a(PQKBManifestationID)11792929 035 $a(PQKBTitleCode)TC0001375576 035 $a(PQKBWorkID)11336851 035 $a(PQKB)11408258 035 $a(OCoLC)885204190 035 $a(CaBNVSL)swl00403666 035 $a(Au-PeEL)EBL1744750 035 $a(CaPaEBR)ebr10899235 035 $a(CaONFJC)MIL629023 035 $a(OCoLC)884548293 035 $a(CaSebORM)9781606498682 035 $a(MiAaPQ)EBC1744750 035 $a(EXLCZ)992550000001331927 100 $a20140804d2014 fy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aEffective advertising strategies for your business /$fCong Li 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2014. 215 $a1 online resource (134 p.) 225 1 $aMarketing strategy collection,$x2150-9662 300 $aPart of: 2014 digital library. 311 $a1-60649-868-1 311 $a1-306-97772-X 320 $aIncludes bibliographical references (pages 109-120) and index. 327 $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. 330 3 $aAs the media landscape has evolved over the past few years, especially with the emergence of interactive media and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by the Internet technologies. Although a few high-technology companies--such as Google, Facebook, and Amazon--are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. The problem is that many companies don't know what strategy is the best for their business. The purpose of this book is to describe in detail and discuss the pros and cons of each of the three fundamental strategies of advertising: standardized, targeted, and individualized. The importance of collecting consumer insights and incorporating those insights into advertising messages will be highlighted. No single strategy is absolutely more effective than the others; however, here you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers. 410 0$a2014 digital library. 410 0$aMarketing strategy collection.$x2150-9662 606 $aTarget marketing 606 $aAdvertising 610 $aadvertising strategy 610 $acustomization 610 $aindividualization 610 $apersonalization 610 $astandardization 610 $atargeting 615 0$aTarget marketing. 615 0$aAdvertising. 676 $a658.802 700 $aLi$b Cong.$01634782 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910817517203321 996 $aEffective advertising strategies for your business$93975155 997 $aUNINA