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Kellogg on Advertising and Media by Philip Kotler, Bobby J. Calder
English | 2008 | ISBN: 0470119861 | 304 pages | EPUB | 4 MB
How to use advertising and media more effectively is perhaps the number one issue in marketing today. Marketers are increasingly turning away from traditional mass advertising to online and mobile ads, alternative media, product placement, branded entertainment, and other "marketing services." Yet most marketers have a sense of being in uncharted territory. This book is the ultimate guide to communicating with consumers in today's advertising and media climate.
Did you know that advertising agencies now generate more revenue from "marketing services" than from traditional media? Companies like P&G are creating online shows. Traditional media are taking on new life as well. Interactive televisionand television ads customized for con-sumers are growing in popularity. ESPN is a television network but it is also a magazine, online site, radio network, mobilenetwork, and more. It is a "media brand." And like National Geographic and many others, it offers myriad ways of communicating with consumers. All of these developments offer new opportunities for marketers to engage consumers.
Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that.
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