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Author: Julia Weber
Publisher:
ISBN: 9783346161383
Category :
Languages : en
Pages : 16
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Book Description
Academic Paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Kadir Has University, language: English, abstract: This paper analyses the "Six-Segment Strategy Message Wheel by Ronald Taylor". In the course of the paper, three advertising campaigns are being analysed using Taylor's Six-Segment Strategies. The advertisements are "Volvo -Life Paint", "Homecoming - Edeka" and "Immortal Fans - Club do Recife". In advertisement, many strategies are used to catch the potential consumers eye, draw his/hers attention to a product or service and to appeal to an unfulfilled need, the consumer might not even be aware of. Try to sell your product, spotlight its features and make the consumer want it. There are many psychoanalytical theories how humans function and how we, as consumers, react to different incentives. From Freud's psychoanalytic theory of personality which argues that human behavior "is the result of the interactions among three component party of the mind: the Id, Ego and Superego" to the Veblenian Social-Psychological Model which portrays man as "social animals". Veblen is convinced that economic consumption is motivated by prestige-seeking and not as one would expect, satisfaction of needs. He assumes that "attitudes and behavior are influenced by several levels of society: culture, subculture, social classes, reference groups, and face-to-face groups". The key of any advertisement is to create a message which engages the consumer.
Author: Julia Weber
Publisher:
ISBN: 9783346161383
Category :
Languages : en
Pages : 16
Get Book Here
Book Description
Academic Paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Kadir Has University, language: English, abstract: This paper analyses the "Six-Segment Strategy Message Wheel by Ronald Taylor". In the course of the paper, three advertising campaigns are being analysed using Taylor's Six-Segment Strategies. The advertisements are "Volvo -Life Paint", "Homecoming - Edeka" and "Immortal Fans - Club do Recife". In advertisement, many strategies are used to catch the potential consumers eye, draw his/hers attention to a product or service and to appeal to an unfulfilled need, the consumer might not even be aware of. Try to sell your product, spotlight its features and make the consumer want it. There are many psychoanalytical theories how humans function and how we, as consumers, react to different incentives. From Freud's psychoanalytic theory of personality which argues that human behavior "is the result of the interactions among three component party of the mind: the Id, Ego and Superego" to the Veblenian Social-Psychological Model which portrays man as "social animals". Veblen is convinced that economic consumption is motivated by prestige-seeking and not as one would expect, satisfaction of needs. He assumes that "attitudes and behavior are influenced by several levels of society: culture, subculture, social classes, reference groups, and face-to-face groups". The key of any advertisement is to create a message which engages the consumer.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522551883
Category : Business & Economics
Languages : en
Pages : 1755
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Book Description
Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 179989021X
Category : Computers
Languages : en
Pages : 1865
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Book Description
Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.
Author: Julia Weber
Publisher: GRIN Verlag
ISBN: 3346161374
Category : Business & Economics
Languages : en
Pages : 16
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Book Description
Academic Paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Kadir Has University, language: English, abstract: This paper analyses the "Six-Segment Strategy Message Wheel by Ronald Taylor". In the course of the paper, three advertising campaigns are being analysed using Taylor's Six-Segment Strategies. The advertisements are "Volvo -Life Paint", "Homecoming - Edeka" and "Immortal Fans - Club do Recife". In advertisement, many strategies are used to catch the potential consumers eye, draw his/hers attention to a product or service and to appeal to an unfulfilled need, the consumer might not even be aware of. Try to sell your product, spotlight its features and make the consumer want it. There are many psychoanalytical theories how humans function and how we, as consumers, react to different incentives. From Freud's psychoanalytic theory of personality which argues that human behavior "is the result of the interactions among three component party of the mind: the Id, Ego and Superego" to the Veblenian Social-Psychological Model which portrays man as "social animals". Veblen is convinced that economic consumption is motivated by prestige-seeking and not as one would expect, satisfaction of needs. He assumes that "attitudes and behavior are influenced by several levels of society: culture, subculture, social classes, reference groups, and face-to-face groups". The key of any advertisement is to create a message which engages the consumer.
Author: Dadwal, Sumesh Singh
Publisher: IGI Global
ISBN: 1799801330
Category : Business & Economics
Languages : en
Pages : 532
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Book Description
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.
Author: Robert W. Palmatier
Publisher: Springer
ISBN: 3319619853
Category : Business & Economics
Languages : en
Pages : 332
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Book Description
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Author: Karen Nelson-Field
Publisher: Springer Nature
ISBN: 9811515409
Category : Business & Economics
Languages : en
Pages : 161
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Book Description
This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer’s divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control.
Author: Geoffrey Colon
Publisher: AMACOM
ISBN: 0814437400
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
With 75 percent of screen time being spent on connected devices, digital strategies have moved front and center of marketing plans. Getting a message through to customers, and not just in front of them for a second before being thrown away, requires radical rethinking. What if that’s not enough? How often does consumer engagement go further than the “like” button? With the average American receiving close to 50 phone notifications a day, do the company messages get read or just tossed aside? The reality is that technology hasn’t just reshaped mass media; it’s altering behavior as well. Disruptive Marketing challenges you to toss the linear plan, strip away conventions, and open your mind as it takes you on a provocative, fast-paced tour of our changing world, where you’ll find that: Selling is dead, but ongoing conversation thrives Consumers generate the best content about brand People tune out noise and listen to feelings Curiosity leads the marketing team Growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, Disruptive Marketing is the solution you’ve been looking for to boost your brand into new territory!
Author: Kevin Popovic
Publisher: CRC Press
ISBN: 1482256150
Category : Business & Economics
Languages : en
Pages : 234
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Book Description
Satellite marketing uses multiple social media sites as a series of marketing sub-stations or "satellites." Each satellite is a stand-alone marketing effort, which means that if and when your prospects are engaged, they are being introduced to your brand, your product and services, and your community of users. Prospects presented with a call to action through satellite marketing are more likely to act because they are actively engaged with your message. Identifying opportunities for social media within integrated marketing communications, Satellite Marketing outlines a proven process to help you create an actionable strategic plan based on measurable goals. It provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics. Traditional marketing is still important, and the context of social media will make traditional tactics more effective. Dispelling many of the myths surrounding social media, this book will help you: Develop an effective social media strategy to boost sales and brand awareness Identify and target relevant markets Create, deploy, and maintain effective satellites Measure the success of your satellite marketing campaigns The book explains why successful marketing has evolved from product-centric to customer-centric. It presents valuable lessons learned from established communications channels that apply to social media. It also details a step-by-step process to help you identify measurable goals, better understand your audience, create a strategy, select the appropriate social media, build engagement, develop a communications plan, and monitor performance. This book is written by Kevin Popović, the Founder of Ideahaus®. Mr. Popovic is a speaker, educator, and was recently named a Top 20 Digital Marketing Strategist for 2015 by the Online Marketing Institute.
