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Advertising As a Creative Industry : Regime of Paradoxes
| Advertising As a Creative Industry : Regime of Paradoxes |
| Autore | Derda Izabela |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | 2023 |
| Descrizione fisica | 1 online resource (0 pages) |
| Disciplina | 659.1/042 |
| Collana | Routledge Research in the Creative and Cultural Industries Series |
| Soggetto topico |
Advertising
Creative ability in business Cultural industries |
| ISBN |
1-000-97042-6
1-00-326312-7 1-000-97045-0 1-003-26312-7 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction. Between cultural and industrial. -- Advertising x Creativity -- Advertising x Innovation -- Advertising x Entertainment -- Advertising x Other Creative Sectors -- Advertising: Regime of paradoxes. |
| Record Nr. | UNINA-9910735088703321 |
Derda Izabela
|
||
| 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches
| Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches |
| Autore | Sullivan Luke |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-119-16402-8 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . |
| Record Nr. | UNINA-9910460604303321 |
|
Sullivan Luke
|
||
| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches
| Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches |
| Autore | Sullivan Luke |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| ISBN |
1-119-16403-6
1-119-16402-8 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . |
| Record Nr. | UNINA-9910797907303321 |
|
Sullivan Luke
|
||
| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches
| Hey, Whipple, squeeze this : the classic guide to creating great ads / / Luke Sullivan and Edward Boches |
| Autore | Sullivan Luke |
| Edizione | [Fifth edition.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2016 |
| Descrizione fisica | 1 online resource (451 p.) |
| Disciplina | 659.13/2 |
| Soggetto topico | Advertising copy |
| ISBN |
1-119-16403-6
1-119-16402-8 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Preface Introduction On Being The Second-Smartest Person in the Room. Chapter 1 A Brief History of Why Everybody Hates Advertising.: And why you should try to get a job there. Chapter 2: The Creative Process: Or "Why it's impossible to explain what we do to our parents." Chapter 3 Ready Fire! Aim: Or, What to say comes before how to say. Chapter 4 The Sudden Cessation of Stupidity.: How to get ideas - the broad strokes Chapter 5 Write When You Get Work: Completing an idea--some finer touches Chapter 6 The Virtues of Simplicity: Or, Why it's hard to pound in a nail sideways. Chapter 7 Stupid, Rong, Naughty, and Viral: Getting noticed, getting talked about. Working way out past the edge Chapter 8 Why is the Bad Guy Always More Interesting?: Storytelling, Conflict, and Platforms CHAPTER 9 Zen and The Art of Sale-Ends-Saturday: Or, Managing time, energy, and your creative mind. Chapter 10 Digital Isn't a Medium. It's a Way of Life: Ads, media, content, and customers - they've all gone digital. Chapter 11 Change The Mindset, Change The Brief, Change The Team: Digital work means the end of "us and them." Chapter 12 Why Pay for Attention When You Can Earn It?: Or, Advertising so interesting, people go out of their way to see it. Chapter 13 Social Media Is The New Creative Playground: It seems like a free-for-all, but there are some basic guidelines. Chapter 14 How Customers Become Customers in The Digital Age: Be findable, be present, be everywhere. Chapter 15 Surviving The Digital Tsunami: Or, How to be a one, not a zero. Chapter 16 In the Future, Everyone Will Be Famous for 30 Seconds: Some advice on telling stories visually Chapter 17 Radio Is Hell. But It's a Dry Heat: Some advice on working in a tough medium Chapter 18 Only the Good Die Young: The enemies of good ideas Chapter 19 Pecked to Death by Ducks: Presenting and protecting your work Chapter 20* A Good Book. Or a Crowbar: What it takes to get into the business Chapter 21 Making Shoes versus Making Shoe Commercials: Is this a great business, or what? Suggested Reading Notes Bibliography Acknowledgments Index . |
| Record Nr. | UNINA-9910807098403321 |
|
Sullivan Luke
|
||
| Hoboken, New Jersey : , : Wiley, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Hey, Whipple, squeeze this! [[electronic resource] ] : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett
| Hey, Whipple, squeeze this! [[electronic resource] ] : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett |
| Autore | Sullivan Luke |
| Edizione | [4th ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, 2012 |
| Descrizione fisica | 1 online resource (402 p.) |
| Disciplina | 659.13/2 |
| Altri autori (Persone) | BennettSam |
| Soggetto topico | Advertising copy |
| ISBN |
1-118-23718-8
1-280-58955-8 9786613619389 1-118-22383-7 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910779093703321 |
|
Sullivan Luke
|
||
| Hoboken, N.J., : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Managing corporate social responsibility : a communication approach / / W. Timothy Coombs, Sherry J. Holladay
| Managing corporate social responsibility : a communication approach / / W. Timothy Coombs, Sherry J. Holladay |
| Autore | Coombs W. Timothy |
| Pubbl/distr/stampa | Malden, Massachusetts : , : Wiley-Blackwell, , [2012] |
| Descrizione fisica | 1 online resource (196 p.) |
| Disciplina | 658.4/08 |
| Soggetto topico |
Business communication
Social responsibility of business |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-10668-7
1-118-10666-0 1-283-92755-1 1-118-10665-2 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
MANAGING CORPORATE SOCIAL RESPONSIBILITY: A Communication Approach; Contents in Detail; Acknowledgments; 1: Conceptualizing Corporate Social Responsibility; Box 1.1 The Sullivan Principles; Corporate Social Responsibility: Seeking Parameters; Defining CSR; Box 1.2 Definition of CSR; Benefits and Costs of CSR; Two Sides of CSR Cost-Benefit Analysis; CSR Costs for Corporations; CSR Costs for Society; CSR Benefits for Corporations; CSR Benefits for Society; Winning and Sustaining Support for CSR; Other Conceptual Questions about CSR; CSR: Modern or Historic?
Box 1.3 Forest Stewardship Council (FSC) StandardsForms of CSR; Where Is CSR's Home?; Should CSR Standards Be Localized or Globalized?; Conclusion; 2: Strategic CSR; Characteristics of the Corporation; Stakeholder Expectations and the Importance of Organizational Identification; Reputational Benefits of CSR; Perceived Motives for CSR Initiatives; General Strategic Guidance: Approaching the CSR Process as Change Management; Everyone Loves a Good Story; The CSR Process Model: A Brief Preview; 3: CSR Scanning and Monitoring; Issues Management; Scanning and CSR; Prioritizing CSR Concerns Monitoring and CSRScanning and Monitoring in Concert; Stakeholder Engagement's Role in Scanning and Monitoring; Conclusion and Critical Questions; 4: Formative Research; Researching Stakeholder Expectations for CSR; Box 4.1 MyStarbucksIdea CSR suggestions; The Expectation Gap Approach; Box 4.2 IKEA Child Labour Code of Conduct; Origins of Expectation Gaps; Box 4.3 Pinkwashing Detection; Relevance of Operant Conditioning Theory to Stakeholder Challenges; The Alignment Approach; The Counterbalance: Corporate Concerns; Conclusion and Critical Questions; 5: Create the CSR Initiative Selecting the CSR Initiatives: Appreciating the Contestable Nature of CSRDiffering CSR Expectations among Stakeholders; Stakeholder Salience; Box 5.1 Stakeholder Salience; What Constitutes CSR?; Stakeholder Participation in Decision Making; Organizational Justice in the Engagement Process; The "Right Amount" of CSR; When Employees Challenge CSR: Considering Internal Stakeholders; Preparing for Negative Stakeholder Reactions: Message Mapping; Developing CSR Objectives; Box 5.2 Message-Mapping Template; Process versus Outcome Objectives; Conclusion and Critical Questions 6: Communicate the CSR InitiativeCSR Promotional Communication Dilemma; Box 6.1 Overview of Corporate-Activist Partnerships; Communication Channels for CSR Messaging; Overview of Communication Channels for CSR; Box 6.2 Social Media Overview; Employees as a Communication Channel; External Stakeholders as a Communication Channel; Strategic Application of Social Media to CSR Communication; The Overall CSR Promotional Communication Strategy; Annual Reports and CSR Communication; Conclusion and Critical Questions; 7: Evaluation and Feedback; Evaluation; Assurance and CSR Evaluation Stakeholder Engagement in the Evaluation Process |
| Record Nr. | UNINA-9910208839503321 |
|
Coombs W. Timothy
|
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| Malden, Massachusetts : , : Wiley-Blackwell, , [2012] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Mobile magic : the Saatchi & Saatchi guide to mobile marketing / / Tom Eslinger
| Mobile magic : the Saatchi & Saatchi guide to mobile marketing / / Tom Eslinger |
| Autore | Eslinger Tom |
| Edizione | [First Edition.] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , [2014] |
| Descrizione fisica | 1 online resource (252 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Telemarketing
Internet marketing Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-85514-0
1-118-85518-3 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi) Introduction: Cannes Do 1. Knowing the Terrain Chapter 1: Living in the Screen Age Days of Future's Past The U.S. Plays Catch-up Chapter 2: Why Go Mobile-First? The Mobile Web Why? When? How? Apps vs Mobile Web Your Real-Time Water Cooler Chapter 3: A Crash Course in Mobile Camera Microphone Augmented Reality Accelerometer and Gyroscope Close-range Transmission Processing Power Mobility 2. Understanding the Essentials Chapter 4: The Four Keys to Success Mobile Intimate Social Transactional The Three Ps Checklist Chapter 5: The Sweet Spot Search Just What I Was Looking For All in the Timing Searching for the Answers Social Joining, Having and Starting Conversations More Isn't Always Merrier Look, Listen, Participate The Sweet Spot Dashboard Tools for Monitoring and Distribution: the Non-Mobile Part of Mobile. Chapter 6: Know Thyself (And Thy Audience) Know Your Persona Know Your Voice Know Your Ecosystem Know Your Audience Know Why You're There Chapter 7: Location, Location, Very Specific Location Do I Need a Location-based Component to My App? Surprise and Delight A Short Radius Goes a Long Way Cumulative Location-Tracking The Creep Factor: When Location Goes Too Far Getting Permission 3. Getting Going Chapter 8: How to Budget The Two Components of a Mobile Budget How Much Money Should I Plan to Spend on Mobile? Taking Inventory of Your Mobile Infrastructure Determining Your Budget: Rule of Thumb Complexity Equals Cost Budgeting for Staff Mobile Commerce and Budgeting for Immediate Returns Do Your Research Investing in involvement Hidden Costs The Complexity Scale Budget for Success The Power of Love / Love Don't Cost a Thing Chapter 9: Build Your Team The Research The Interviews The Selection Warning Signs So What Role Do I Play in This? Chapter 10: Interfacing With Design The Success Metric Start with What You Know: The Style Guide Getting the Ball Rolling: The Brief Fingers, Not Eyes: User Flow Diagrams and Wire Frames Do What You Gotta Do Chapter 11: Making the Stuff Know Your Scale Production Part 1: Optimize that Website! Part 2: The Appropriate Next Step What Makes a Good App? Don't Forget About Desktop! Text-Based Marketing An Ethical Law-Abiding Mobile Effort 4. Being and Staying Attractive Chapter 12: Lovemarks Mystery: What's the Story? Sensuality Intimacy Mobile Lovemarks: Lovemark-ception Chapter 13: Communication With Your Audience Keep it on the Straight and Narrow Don't Trick People! Don't Be Coy. Be Relevant. Own Up to Your Mistakes. Time to Shut it Down: Planned Obsolescence The Obsolescence Sine Curve Tell It Straight, Tell It Plain Chapter 14: Selling Everything Everywhere The Perpetual Path to Purchase Showrooming: Where Mobile and Real-World Butt Heads The Long and Winding Road Bring the Store to Them Mobile Magic 5. Ensuring Success Chapter 15: The Finish Line Legal Not Supporting Your Campaign How to Keep Interest in your Mobile App Trying to Do Too Much Chapter 16: Measuring Success Investment vs Involvement Defining the Success Metric Mobile Success as Part of the Larger Picture Finger on the Pulse Lovemarks Return on Involvement Chapter 17.1: Case Story Case Story: Chase for the Charms from Saatchi & Saatchi and Lucky Charms Chapter 17.2: Case Story Case Story: The Tori 500 from Team One and Lexus Chapter 17.3: Case Story Tag the Weather from Saatchi & Saatchi Stockholm & P&G Nordic Chapter 18: The Future The Language of Mobile The Internet of Things Augmented Everything Autonomous Autos Gaming the Gamer Data-Driven Everything Divergence Theory: The Wild World of Mobile Making Mobile Magic. |
| Record Nr. | UNINA-9910464416903321 |
|
Eslinger Tom
|
||
| Hoboken : , : Wiley, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Mobile magic : the Saatchi & Saatchi guide to mobile marketing / / Tom Eslinger
| Mobile magic : the Saatchi & Saatchi guide to mobile marketing / / Tom Eslinger |
| Autore | Eslinger Tom |
| Edizione | [First Edition.] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , [2014] |
| Descrizione fisica | 1 online resource (252 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Telemarketing
Internet marketing Branding (Marketing) |
| ISBN |
1-118-85514-0
1-118-85518-3 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi) Introduction: Cannes Do 1. Knowing the Terrain Chapter 1: Living in the Screen Age Days of Future's Past The U.S. Plays Catch-up Chapter 2: Why Go Mobile-First? The Mobile Web Why? When? How? Apps vs Mobile Web Your Real-Time Water Cooler Chapter 3: A Crash Course in Mobile Camera Microphone Augmented Reality Accelerometer and Gyroscope Close-range Transmission Processing Power Mobility 2. Understanding the Essentials Chapter 4: The Four Keys to Success Mobile Intimate Social Transactional The Three Ps Checklist Chapter 5: The Sweet Spot Search Just What I Was Looking For All in the Timing Searching for the Answers Social Joining, Having and Starting Conversations More Isn't Always Merrier Look, Listen, Participate The Sweet Spot Dashboard Tools for Monitoring and Distribution: the Non-Mobile Part of Mobile. Chapter 6: Know Thyself (And Thy Audience) Know Your Persona Know Your Voice Know Your Ecosystem Know Your Audience Know Why You're There Chapter 7: Location, Location, Very Specific Location Do I Need a Location-based Component to My App? Surprise and Delight A Short Radius Goes a Long Way Cumulative Location-Tracking The Creep Factor: When Location Goes Too Far Getting Permission 3. Getting Going Chapter 8: How to Budget The Two Components of a Mobile Budget How Much Money Should I Plan to Spend on Mobile? Taking Inventory of Your Mobile Infrastructure Determining Your Budget: Rule of Thumb Complexity Equals Cost Budgeting for Staff Mobile Commerce and Budgeting for Immediate Returns Do Your Research Investing in involvement Hidden Costs The Complexity Scale Budget for Success The Power of Love / Love Don't Cost a Thing Chapter 9: Build Your Team The Research The Interviews The Selection Warning Signs So What Role Do I Play in This? Chapter 10: Interfacing With Design The Success Metric Start with What You Know: The Style Guide Getting the Ball Rolling: The Brief Fingers, Not Eyes: User Flow Diagrams and Wire Frames Do What You Gotta Do Chapter 11: Making the Stuff Know Your Scale Production Part 1: Optimize that Website! Part 2: The Appropriate Next Step What Makes a Good App? Don't Forget About Desktop! Text-Based Marketing An Ethical Law-Abiding Mobile Effort 4. Being and Staying Attractive Chapter 12: Lovemarks Mystery: What's the Story? Sensuality Intimacy Mobile Lovemarks: Lovemark-ception Chapter 13: Communication With Your Audience Keep it on the Straight and Narrow Don't Trick People! Don't Be Coy. Be Relevant. Own Up to Your Mistakes. Time to Shut it Down: Planned Obsolescence The Obsolescence Sine Curve Tell It Straight, Tell It Plain Chapter 14: Selling Everything Everywhere The Perpetual Path to Purchase Showrooming: Where Mobile and Real-World Butt Heads The Long and Winding Road Bring the Store to Them Mobile Magic 5. Ensuring Success Chapter 15: The Finish Line Legal Not Supporting Your Campaign How to Keep Interest in your Mobile App Trying to Do Too Much Chapter 16: Measuring Success Investment vs Involvement Defining the Success Metric Mobile Success as Part of the Larger Picture Finger on the Pulse Lovemarks Return on Involvement Chapter 17.1: Case Story Case Story: Chase for the Charms from Saatchi & Saatchi and Lucky Charms Chapter 17.2: Case Story Case Story: The Tori 500 from Team One and Lexus Chapter 17.3: Case Story Tag the Weather from Saatchi & Saatchi Stockholm & P&G Nordic Chapter 18: The Future The Language of Mobile The Internet of Things Augmented Everything Autonomous Autos Gaming the Gamer Data-Driven Everything Divergence Theory: The Wild World of Mobile Making Mobile Magic. |
| Record Nr. | UNINA-9910789022903321 |
|
Eslinger Tom
|
||
| Hoboken : , : Wiley, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Mobile magic : the Saatchi & Saatchi guide to mobile marketing / / Tom Eslinger
| Mobile magic : the Saatchi & Saatchi guide to mobile marketing / / Tom Eslinger |
| Autore | Eslinger Tom |
| Edizione | [First Edition.] |
| Pubbl/distr/stampa | Hoboken : , : Wiley, , [2014] |
| Descrizione fisica | 1 online resource (252 p.) |
| Disciplina | 658.8/72 |
| Soggetto topico |
Telemarketing
Internet marketing Branding (Marketing) |
| ISBN |
1-118-85514-0
1-118-85518-3 |
| Classificazione | BUS002000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi) Introduction: Cannes Do 1. Knowing the Terrain Chapter 1: Living in the Screen Age Days of Future's Past The U.S. Plays Catch-up Chapter 2: Why Go Mobile-First? The Mobile Web Why? When? How? Apps vs Mobile Web Your Real-Time Water Cooler Chapter 3: A Crash Course in Mobile Camera Microphone Augmented Reality Accelerometer and Gyroscope Close-range Transmission Processing Power Mobility 2. Understanding the Essentials Chapter 4: The Four Keys to Success Mobile Intimate Social Transactional The Three Ps Checklist Chapter 5: The Sweet Spot Search Just What I Was Looking For All in the Timing Searching for the Answers Social Joining, Having and Starting Conversations More Isn't Always Merrier Look, Listen, Participate The Sweet Spot Dashboard Tools for Monitoring and Distribution: the Non-Mobile Part of Mobile. Chapter 6: Know Thyself (And Thy Audience) Know Your Persona Know Your Voice Know Your Ecosystem Know Your Audience Know Why You're There Chapter 7: Location, Location, Very Specific Location Do I Need a Location-based Component to My App? Surprise and Delight A Short Radius Goes a Long Way Cumulative Location-Tracking The Creep Factor: When Location Goes Too Far Getting Permission 3. Getting Going Chapter 8: How to Budget The Two Components of a Mobile Budget How Much Money Should I Plan to Spend on Mobile? Taking Inventory of Your Mobile Infrastructure Determining Your Budget: Rule of Thumb Complexity Equals Cost Budgeting for Staff Mobile Commerce and Budgeting for Immediate Returns Do Your Research Investing in involvement Hidden Costs The Complexity Scale Budget for Success The Power of Love / Love Don't Cost a Thing Chapter 9: Build Your Team The Research The Interviews The Selection Warning Signs So What Role Do I Play in This? Chapter 10: Interfacing With Design The Success Metric Start with What You Know: The Style Guide Getting the Ball Rolling: The Brief Fingers, Not Eyes: User Flow Diagrams and Wire Frames Do What You Gotta Do Chapter 11: Making the Stuff Know Your Scale Production Part 1: Optimize that Website! Part 2: The Appropriate Next Step What Makes a Good App? Don't Forget About Desktop! Text-Based Marketing An Ethical Law-Abiding Mobile Effort 4. Being and Staying Attractive Chapter 12: Lovemarks Mystery: What's the Story? Sensuality Intimacy Mobile Lovemarks: Lovemark-ception Chapter 13: Communication With Your Audience Keep it on the Straight and Narrow Don't Trick People! Don't Be Coy. Be Relevant. Own Up to Your Mistakes. Time to Shut it Down: Planned Obsolescence The Obsolescence Sine Curve Tell It Straight, Tell It Plain Chapter 14: Selling Everything Everywhere The Perpetual Path to Purchase Showrooming: Where Mobile and Real-World Butt Heads The Long and Winding Road Bring the Store to Them Mobile Magic 5. Ensuring Success Chapter 15: The Finish Line Legal Not Supporting Your Campaign How to Keep Interest in your Mobile App Trying to Do Too Much Chapter 16: Measuring Success Investment vs Involvement Defining the Success Metric Mobile Success as Part of the Larger Picture Finger on the Pulse Lovemarks Return on Involvement Chapter 17.1: Case Story Case Story: Chase for the Charms from Saatchi & Saatchi and Lucky Charms Chapter 17.2: Case Story Case Story: The Tori 500 from Team One and Lexus Chapter 17.3: Case Story Tag the Weather from Saatchi & Saatchi Stockholm & P&G Nordic Chapter 18: The Future The Language of Mobile The Internet of Things Augmented Everything Autonomous Autos Gaming the Gamer Data-Driven Everything Divergence Theory: The Wild World of Mobile Making Mobile Magic. |
| Record Nr. | UNINA-9910806232903321 |
|
Eslinger Tom
|
||
| Hoboken : , : Wiley, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||