Info
- Utilizzare la checkbox di selezione a fianco di ciascun documento per attivare le funzionalità di stampa, invio email, download nei formati disponibili del (i) record.
When ads work : new proof that advertising triggers sales / / John Philip Jones
| When ads work : new proof that advertising triggers sales / / John Philip Jones |
| Autore | Jones John Philip |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 2015 |
| Descrizione fisica | 1 online resource (232 p.) |
| Disciplina | 659.1 |
| Soggetto topico |
Advertising
Sales promotion |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-317-45212-7
1-317-45211-9 1-315-69819-6 1-280-91282-0 9786610912827 0-7656-2171-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The single-source breakthrough -- The short-term effect of advertising -- The rapid spread of pure single-source research -- How a short-term effect can turn into a medium-term one -- Keeping the brand in the window -- An interlude of successful advertising campaigns -- Advertising that works -- Advertising that stops working -- Advertising that works in some cases -- Advertising that does not work -- Penetration and purchase frequency -- From insight to action -- Smooth sales trends -- The history of single-source research -- The first quarter-century of single-source research -- The calculation of advertising intensity -- The leading 142 brands in the product categories covered in this research. |
| Record Nr. | UNINA-9910537846003321 |
Jones John Philip
|
||
| London ; ; New York : , : Routledge, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Z.E.R.O. : zero paid media as the new marketing model / / Joseph Jaffe, Maarten Albarda
| Z.E.R.O. : zero paid media as the new marketing model / / Joseph Jaffe, Maarten Albarda |
| Autore | Jaffe Joseph |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley and Sons, , 2014 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | AlbardaMaarten |
| Soggetto topico |
Advertising
Marketing - Technological innovations Internet marketing Digital media |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-80839-8
1-118-80842-8 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Z.E.R.O.: Zero Paid Media as the New Marketing Model; Copyright; Contents; Foreword; Preface The Obesity Epidemic; A Note from the Authors; Section I: The Problem; Chapter 1: Madison Avenue: We Have a Problem; The World Has Changed. The Consumer Has Changed. Marketing Has Not.; Chapter 2: A Perfect Storm Is Coming; The End Is Near; Cultural Armageddon; The Game of Numbers; Off Strategy, Off Funnel; If Awareness Is Universal Currency, It's Devaluing Quickly; Paid Media's Last Stand; Chapter 3: The Economic Case; How Budgets Are Set; How Marketers Are Incentivized; The System Is Rigged
How Agencies and Other Partners (Suppliers) Are Paid and IncentivizedChapter 4: The Business Case; Credit Where Credit Is Due; Chapter 5: The Media Case; Data Point 1: More TVs and More Channels, But Not More Viewing; Data Point 2: Cutting the Cord-New Ways to Watch "TV"; Data Point 3: I Am Watching . . . and Texting . . . and Tweeting . . . and . . .; Chapter 6: The Consumer Case; Consumers Have Moved On; Word-of-Mouth Is a Red Herring; So Where's the Rub?; Paid Media Is a Temporary Cultural Phenomenon; Consumers Love Ads-No They Don't; Chapter 7: The Creative Case; What If . . . The Apple That Broke the Camel's BackFiring Blanks; Section II: The Z.E.R.O. Vision; Chapter 8: Is It Time to Blow Up the Entire Model?; Help Me Help You; Something's Got to Give; Are You on the Bus?; What's Your Heresy?; What's Your Legacy?; Chapter 9: Introducing Z.E.R.O.; Charity Begins at Home; Paid Media Is Reserved for PEONs; Media, a So-Called Term . . .; Setting the Attention Table; Putting It All Together; Primary Hypothesis and Z.E.R.O. Manifesto; Awaken, Zealots, Awaken; Loyalty and Advocacy Are Not One and the Same; The Real Enemy Is Apathy; Formalizing Advocacy Pivot, Entrepreneur, Pivot!Survival Demands Innovation and Creativity; Brands and Startups Are Joined at the Hip; Agile Brands; Hug It Out, Customer, Hug It Out (Retention Expanded); Taking One Step Backward to Avoid Two Steps Backward; What's the Point in Fishing When Your Net Is Full of Holes?; Convene, Landlords, Convene (Owned Assets Expanded); Revenge of the Brick; The Coca-Cola Media Company; Think Z.E.R.O. Is a Pipe Dream?; Twitter Is the New YouTube; Oreo-Speedwagon; So You Want More Proof?; Dove's Campaign for Real Beauty; Hello, Ladies; Am I Too Small for Z.E.R.O.? Z.E.R.O. Is a Philosophical Mind ShiftSection III: The Z.E.R.O. Action Plan; Chapter 10: Culture and Talent; Learning by Doing; Trusting Your Brand to a 20-Something Intern Is a Recipe for Disaster; Chapter 11: Tenure; Continuity Bonus; A Royalty Bonus for Innovation; An Imitation (Stealing) Bonus; Build an Electronic Repository of Plans, Learnings, Creative Work, and Results; Chapter 12: Compensation; Consumers; Employees; Partners; Rule 1: Agencies Are Businesses and Should Be Allowed to Make a Profit Rule 2: Agencies Should Not Be Allowed to Profit from the Client's Significant Investments in Media, Digital, or Production |
| Record Nr. | UNINA-9910453678503321 |
|
Jaffe Joseph
|
||
| Hoboken, New Jersey : , : John Wiley and Sons, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Z.E.R.O. : zero paid media as the new marketing model / / Joseph Jaffe, Maarten Albarda
| Z.E.R.O. : zero paid media as the new marketing model / / Joseph Jaffe, Maarten Albarda |
| Autore | Jaffe Joseph |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley and Sons, , 2014 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 659.1 |
| Altri autori (Persone) | AlbardaMaarten |
| Soggetto topico |
Advertising
Marketing - Technological innovations Internet marketing Digital media |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-80839-8
1-118-80842-8 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Z.E.R.O.: Zero Paid Media as the New Marketing Model; Copyright; Contents; Foreword; Preface The Obesity Epidemic; A Note from the Authors; Section I: The Problem; Chapter 1: Madison Avenue: We Have a Problem; The World Has Changed. The Consumer Has Changed. Marketing Has Not.; Chapter 2: A Perfect Storm Is Coming; The End Is Near; Cultural Armageddon; The Game of Numbers; Off Strategy, Off Funnel; If Awareness Is Universal Currency, It's Devaluing Quickly; Paid Media's Last Stand; Chapter 3: The Economic Case; How Budgets Are Set; How Marketers Are Incentivized; The System Is Rigged
How Agencies and Other Partners (Suppliers) Are Paid and IncentivizedChapter 4: The Business Case; Credit Where Credit Is Due; Chapter 5: The Media Case; Data Point 1: More TVs and More Channels, But Not More Viewing; Data Point 2: Cutting the Cord-New Ways to Watch "TV"; Data Point 3: I Am Watching . . . and Texting . . . and Tweeting . . . and . . .; Chapter 6: The Consumer Case; Consumers Have Moved On; Word-of-Mouth Is a Red Herring; So Where's the Rub?; Paid Media Is a Temporary Cultural Phenomenon; Consumers Love Ads-No They Don't; Chapter 7: The Creative Case; What If . . . The Apple That Broke the Camel's BackFiring Blanks; Section II: The Z.E.R.O. Vision; Chapter 8: Is It Time to Blow Up the Entire Model?; Help Me Help You; Something's Got to Give; Are You on the Bus?; What's Your Heresy?; What's Your Legacy?; Chapter 9: Introducing Z.E.R.O.; Charity Begins at Home; Paid Media Is Reserved for PEONs; Media, a So-Called Term . . .; Setting the Attention Table; Putting It All Together; Primary Hypothesis and Z.E.R.O. Manifesto; Awaken, Zealots, Awaken; Loyalty and Advocacy Are Not One and the Same; The Real Enemy Is Apathy; Formalizing Advocacy Pivot, Entrepreneur, Pivot!Survival Demands Innovation and Creativity; Brands and Startups Are Joined at the Hip; Agile Brands; Hug It Out, Customer, Hug It Out (Retention Expanded); Taking One Step Backward to Avoid Two Steps Backward; What's the Point in Fishing When Your Net Is Full of Holes?; Convene, Landlords, Convene (Owned Assets Expanded); Revenge of the Brick; The Coca-Cola Media Company; Think Z.E.R.O. Is a Pipe Dream?; Twitter Is the New YouTube; Oreo-Speedwagon; So You Want More Proof?; Dove's Campaign for Real Beauty; Hello, Ladies; Am I Too Small for Z.E.R.O.? Z.E.R.O. Is a Philosophical Mind ShiftSection III: The Z.E.R.O. Action Plan; Chapter 10: Culture and Talent; Learning by Doing; Trusting Your Brand to a 20-Something Intern Is a Recipe for Disaster; Chapter 11: Tenure; Continuity Bonus; A Royalty Bonus for Innovation; An Imitation (Stealing) Bonus; Build an Electronic Repository of Plans, Learnings, Creative Work, and Results; Chapter 12: Compensation; Consumers; Employees; Partners; Rule 1: Agencies Are Businesses and Should Be Allowed to Make a Profit Rule 2: Agencies Should Not Be Allowed to Profit from the Client's Significant Investments in Media, Digital, or Production |
| Record Nr. | UNINA-9910536679203321 |
|
Jaffe Joseph
|
||
| Hoboken, New Jersey : , : John Wiley and Sons, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
