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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 | ||
| ||
Hey, Whipple, squeeze this! : the classic guide to creating great advertising / / by Luke Sullivan ; with Sam Bennett
| Hey, Whipple, squeeze this! : 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 |
| Nota di contenuto |
Intro -- Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads -- Copyright -- Contents -- Foreword -- Preface -- Chapter 1: Salesmen Don't Have to Wear Plaid: Selling without selling out -- The 1950s: When Even X-Acto Blades Were Dull -- What?! We Don't Have to Suck?! -- The Empire Strikes Back -- Portrait of the Artist as a Young Hack -- Chapter 2: A Sharp Pencil Works Best: Some thoughts on getting started -- Why Nobody Ever Chooses Brand X -- Staring at Your Partner's Shoes -- Why the Creative Process is Exactly like washing a Pig -- The Sudden Cessation of Stupidity -- It's all about the Benjamins -- Brand = Adjective -- Simple = Good -- Before you Put Pen to Paper -- Start by examining the current positioning of your product -- Get to know your client's business as well as you can -- On the other hand, there's value in staying stupid -- Get to know the client's customers as well as you can -- Ask to see the entire file of the client's previous work -- Make sure what you have to say matters -- Insist on a tight strategy -- The final strategy should be simple -- Question the brief -- Testing strategy is better than testing executions -- Listen to customers talk -- Scan the places where your work will appear -- Read the awards books -- study the sites -- Look at the competitors' advertising -- Chapter 3: A Clean Sheet of Paper: Coming up with an idea-the broad strokes -- Saying the Right thing the Right Way -- Remember, you have two problems to solve: the client's and yours -- Find the central human truth about your product -- Tell the truth and run. -- Identify and leverage the central conflicts within your client's company or category -- A Few Words on Authenticity -- Try the competitor's product -- Pose the problem as a question -- Don't be afraid to ask dumb questions.
Ask yourself what would make you want to buy the product -- Dramatize the benefit -- Avoid style -- focus on substance -- Find a villain -- Make the claim in your ad something that is incontestable -- Try some of these "strategy starters" and see if ideas start to form -- Get Something, Anything, on Paper -- First, say it straight. Then say it great -- Restate the strategy and put some spin on it -- Put the pill inside the baloney, not next to it -- What's the mood you want your reader or viewer to feel? -- Stare at a picture that has the emotion of the ad you want to do -- Let your subconscious mind do it -- Try writing down words from the product's category -- Embrace the suck. -- Allow yourself to come up with terrible ideas -- Allow your partner to come up with terrible ideas -- Share your ideas with your partner, even the kinda dumb half-formed ones -- Spend some time away from your partner, thinking on your own -- Come up with a lot of ideas. Cover the wall -- Quick sketches of your ideas are all you need during the creative process -- Tack the best ideas on the wall -- Write. Don't talk. Write -- Write hot. Edit cold -- Once you get on a streak, ride it -- Feed a baby idea lots of milk and burp it regularly -- Does a medium lend itself to your message? -- Does the technology lend itself to your message? -- If it makes you laugh out loud, make it work. Somehow -- Try something naughty. Or provocative -- Try doing something counterintuitive with a medium -- If you have to do an ad, does it have to be a flat page? -- Try not to look like, or act like, or sound like, or be like an ad -- Do I have to Draw you a Picture? -- Do I want to write a letter or send a postcard? -- See what it looks like to solve it entirely with the visual -- Coax an interesting visual out of your product -- Get the visual clichés out of your system right away. Show, don't tell -- Saying isn't the same as being -- The Reverse Side also has a Reverse Side. -- When everybody else is zigging, you should zag -- Consider the opposite of your product -- Avoid the formula of saying one thing and showing another -- Move back and forth between wide-open, blue-sky thinking and critical analysis -- Make sure you don't get stuck always doing the ol' exaggeration thing -- Interpret the problem using different mental processes -- Put on different thinking caps -- Whenever you can, go for an absolute -- Metaphors must've been invented for advertising -- Wit invites participation. -- The wisdom of knock-knock jokes -- Don't set out to be funny. Set out to be interesting -- Simple = Good, Part II -- Simplicity, simplicity, simplicity! -- Simple is hard to miss -- Simple is bigger -- Simple is easier to remember -- Simple breaks through advertising clutter -- Keep paring away until you have the essence of your ad -- A Few words about Outdoor. (Three would be Ideal, Actually.) -- Billboards, banner ads, posters, 15-second TV-they all force you to be simple -- Outdoor is a great place to get outrageous -- Your outdoor must delight people -- A Few Things Before we break for Lunch -- Two questions to help you gauge the size of an idea -- Learn to recognize big ideas when you have them -- Big ideas transcend strategy -- Don't keep runnin' after you catch the bus -- Chapter 4: Write When You Get Work: Completing an idea-some finer touches -- Whatever You're Making, Make it way Better than it has to be Made -- 95 Percent of all Advertising is Poorly Written. Don't add to the Pile -- Before you write anything, write the brand manifesto -- Get puns out of your system right away -- Don't just start writing headlines willy-nilly. Break it down. Do willy first. Then move on to nilly -- If the idea needs a headline, write 100. Save the operative part of the headline for the very end -- Never use fake names in a headline. (Or copy. Or anywhere else for that matter.) -- Don't let the headline flex any muscles when the visual is doing the heavy lifting -- When it's just a headline, it'd better be a pretty good headline -- Certain headlines are currently checked out. You may use them when they are returned -- Don't use a model number in the headline -- Writing Body Copy -- Writing well, rule #1: write well -- Write like you'd talk if you were the brand -- At the same time, remember to write like you talk -- Pretend you're writing a letter -- Before you start writing copy, have the basic structure of your argument in mind -- Don't have what they call a pre-ramble in your body copy -- Your body copy should reflect the overall concept of the idea -- Five rules for effective speechwriting from Winston Churchill -- It's not fair to inflict your own style on a strategy. -- Eschew obfuscation -- Provide detail -- Once you lay your sentences down, spackle between the joints -- Break your copy into as many short paragraphs as you can -- When you're done writing the copy, read it aloud -- When you're done writing your body copy, go back and cut it by a third -- Proofread your own work -- If you have to have one, make your tagline an anthem -- A Few Notes on Design and one on Thinning the Herd -- Something has to dominate the ad -- Avoid trends in execution -- Develop a look no one else has -- Be objective -- Kill off the weak sister -- Always, always show babies or puppies -- What to do if You're Stuck -- First of all, being stuck is a good sign. Seriously -- If you're stuck, relax -- Leave the room and go work somewhere else -- Get off the stinkin' computer -- Ignore the little voice that says, "I'm just a hack on crack from Hackensack. -- Go to the store where they sell the stuff. Ask your creative director for help -- Get more product information -- Go into it knowing-knowing-there's a chance you could fail -- Read an old Far Side collection by Gary Larson -- Go to a bookstore and page through books on your subject -- Sometimes it's good to work on three projects at once -- Don't burn up too much energy trying to make something work -- Be patient -- Learn to enjoy the process. Not just the finished piece -- Remember, you aren't saving lives -- Insanity, Office Politics, and Award Shows -- Identify your most productive working hours and use them for nothing but idea generation -- Quit wasting time reading e-mails and Facebook, wandering around the office, or coming in late -- Be orderly in your normal life so you can be violent and original in your work. -- Temper your Irish with German. -- Don't drink or do drugs -- Keep your eye on the ball, not on the players -- You are a member of a team -- You are not genetically superior to account executives -- Come to think of it, you're not genetically superior to anybody. Save the trash talk for basketball -- Stay in touch with the real world -- On the value of awards shows -- Chapter 5: Concepting for the Hive Mind: Creativity in analog and digital -- Brave New Marketing -- It's less about messaging and more about content -- It's less about ads and more about experiences -- It's less about talking to and more about talking with -- It's less about asking customers to listen and more about inviting them to talk -- It's less about trying to make people want stuff and more about making stuff people want -- The New Creative Person is T-Shaped -- Content is King -- What the New Ideas look like, Besides Cool -- The new ideas might not be "ads as we know them. -- The new ideas come from culture, not commerce -- The new ideas improve people's lives. The new ideas are shareable and participatory. |
| Altri titoli varianti |
Classic guide to creating great ads
Guide to creating great ads |
| Record Nr. | UNINA-9910810101903321 |
|
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 |
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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 | ||
| ||