Effective advertising strategies for your business /

Effective advertising strategies for your business /

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Bibliographic Details
Author / Creator:	Li, Cong author.
Edition:	First edition.
Imprint:	New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Description:	1 online resource (122 pages)
Language:	English
Series:	Marketing strategy collection, 2150-9662 2014 digital library. Marketing strategy collection.
Subject:	Target marketing. Advertising. Advertising. Target marketing.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/10321136

Hidden Bibliographic Details
ISBN:	9781606498699 9781606498682
Notes:	Part of: 2014 digital library. Includes bibliographical references (pages 109-120) and index. Access restricted to authorized users and institutions. Also available in print. Mode of access: World Wide Web. System requirements: Adobe Acrobat reader. Title from PDF title page (viewed on August 4, 2014).
Summary:	As 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.
Other form:	Print version: 9781606498682

Description
Summary:	As the media landscape has evolved over the past fewyears, especially with the emergence of interactive andsocial media, the philosophy of advertising is significantlychanging. Most businesses realize that the dayswhen they relied on three national networks (ABC, NBC,and CBS) and a few national newspapers to advertise aregone; thus, they begin to find alternatives to standardizedadvertising. Many of them begin to adopt moreindividualized advertising approaches, empowered byInternet technologies.This book outlines three fundamental strategies of advertising:standardized, targeted, and individualized. Itdescribes each strategy in detail and discusses the prosand cons of each. The importance of collecting consumerinsights and incorporating those insights into advertisingmessages are also highlighted. Although a few high-technologycompanies, such as Google, Facebook, andAmazon, are showing success in delivering individualizedadvertising messages to consumers, this approach (includingboth personalization and customization) is not suitablefor all businesses. No single strategy is absolutely moreeffective than the others; however, inside you are given areal strategy based on a scrutiny of the value proposition ofthe business and expectations of consumers.
Item Description:	Part of: 2014 digital library.
Physical Description:	1 online resource (122 pages)
Format:	Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
Bibliography:	Includes bibliographical references (pages 109-120) and index.
ISBN:	9781606498699 9781606498682
ISSN:	2150-9662
Access:	Access restricted to authorized users and institutions.