000			03628nam a2200469 i 4500
001			10899235
003			CaPaEBR
005			20240726104640.0
008			140804s2014 nyu foab 001 0 eng d
020			_a9781606498699 _q((electronic)l(electronic)ctronic)-book
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050	0	4	_aHF5415 _b.E344 2014
100	1		_aLi, Cong., _e1
245	1	0	_aEffective advertising strategies for your business /Cong Li.
250			_aFirst edition.
260			_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c(c)2014.
300			_a1 online resource (122 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aMarketing strategy collection,
500			_aPart of: 2014 digital library.
504			_a1 (pages 109-120) and index.
505	0	0	_a1. How does advertising function in general? -- _t2. What are the three advertising strategies? -- _t3. How does standardized advertising strategy work? -- _t4. How does targeted advertising strategy work? -- _t5. How does individualized advertising strategy work? -- _t6. How to gather consumer insights for advertising -- _t7. How to incorporate consumer insights into advertising -- _t8. How to integrate different advertising strategies together -- _tNotes -- _tReferences -- _tIndex.
520	3		_aAs 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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF title page (viewed on August 4, 2014).
650		0	_aTarget marketing.
650		0	_aAdvertising.
653			_aadvertising strategy
653			_acustomization
653			_aindividualization
653			_apersonalization
653			_astandardization
653			_atargeting
856	4	1	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000300.html _zClick here to access this RESOURCE ONLINE | Login using your my.ciu username & password
942			_c1 _D _eBEP _hHF5415.127 _m(c)2014 _QOB _R _x _8NFIC _dCynthia Snell
999			_c73669 _d73669
902			_a1 _bCynthia Snell _c1 _dCynthia Snell