欢迎来到天天文库
浏览记录
ID:34565779
大小:7.02 MB
页数:819页
时间:2019-03-08
《Mcgraw.Hill.Advertising.And.Promotion.Integrated.Marketing.Communication.pdf》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、Belch:AdvertisingandFrontMatterPreface©TheMcGraw−HillPromotion,SixthEditionCompanies,2003PrefaceTheChangingWorldfinallybeguntoacknowledgethatthisisn’tarecessionwe’rein,andthatwe’renotgoingbacktothegoodoldofAdvertisingandPromotiondays.”NearlyeveryoneinthemodernworldisinfluencedtoInadditi
2、ontoredefiningtheroleandnatureoftheirsomedegreebyadvertisingandotherformsofpromo-advertisingagencies,marketersarechangingthewaytion.Organizationsinboththeprivateandpublicsectorstheycommunicatewithconsumers.Theyknowtheyarehavelearnedthattheabilitytocommunicateeffectivelyoperatinginanenvi
3、ronmentwhereadvertisingmessagesandefficientlywiththeirtargetaudiencesiscriticaltoareeverywhere,consumerschannel-surfpastmostcom-theirsuccess.Advertisingandothertypesofpromotionalmercials,andbrandspromotedintraditionalwaysoftenmessagesareusedtosellproductsandservicesaswellfail.New-ageadv
4、ertisersareredefiningthenotionofastopromotecauses,marketpoliticalcandidates,andwhatanadisandwhereitruns.Stealthmessagesaredealwithsocietalproblemssuchasalcoholanddrugbeingwovenintothecultureandembeddedintomoviesabuse.ConsumersarefindingitincreasinglydifficulttoandTVshowsormadeintotheiro
5、wnformofentertain-avoidtheeffortsofmarketers,whoareconstantlyment.Manyexpertsarguethat“brandedcontent”isthesearchingfornewwaystocommunicatewiththem.waveofthefuture,andthereisagrowingmovementtoMostofthepeopleinvolvedinadvertisingandpromo-reinventadvertisingandotherformsofmarketingcom-tio
6、nwilltellyouthatthereisnomoredynamicandfasci-municationtobemoreakintoentertainment.Companiesnatingafieldtoeitherpracticeorstudy.However,theysuchasBMW,LeviStraus&Co.,Nike,andSkyySpiritswillalsotellyouthatthefieldisundergoingdramaticareamongthemarketersusing“advertainment”asawaychangestha
7、tarechangingadvertisingandpromotionfor-ofreachingconsumers:Theycreateshortfilmsorcom-ever.Thechangesarecomingfromallsides—clientsmercialsthatareshownontheirwebsites.demandingbetterresultsfromtheiradvertisingandpro-Marketersarealsochangingthewaystheyallocatemotionaldollars;leanb
此文档下载收益归作者所有
点击更多查看相关文章~~