Рубрика: Маркетинг. Реклама

Как оценить эффективность рекламы

Как оценить эффективность рекламы

В книге рассматриваются различные современные подходы к оценке эффективности рекламы, а также методы повышения этой оценки. Представлен широкий обзор методик измерения эффективности рекламы. Описаны основные модели рекламной коммуникации. Рассмотрены все виды социологических исследований, используе­мых в изучении эффективности рекламы. Систематизированы влияющие на эффективность рекламы фак­торы: контролируемые (т.е. решения, которые принимает создатель рекламного послания) и не контролируемые рекламистами (т.е. такие, которые рекламист не в силах изменить, но их также следует учиты­вать). Отдельно подробно проанализированы виды, методы и крите­рии рекламного тестирования на различных этапах рекламной кам­пании и для разных рекламоносителей. Представлены наглядные примеры практического использования описанных подходов для по­вышения эффективности рекламы. Книга рассчитана на широкий круг читателей: как на профессио­нальных рекламистов (представителей рекламодателей,…

Раздел: Маркетинг. Реклама

Relationship Marketing

Relationship Marketing

Relationship Marketing

Раздел: Маркетинг. Реклама

CIM Handbook of Strategic Marketing

CIM Handbook of Strategic Marketing

CIM Handbook of Strategic Marketing

Раздел: Маркетинг. Реклама

Developing Corporate Image in Higher Education Sector

Developing Corporate Image in Higher Education Sector

This book analyses the strategic intent behind the University of the East Anglia’s corporate identity program by using the one corporate identity model and corporate visual identity. As branding has become a very instrumental way for organizations to communicate to the customers in a very competitive business environment. This means of communication has got very much strategic importance to create values and differentiation for organizations in the long run. The purpose of this study is to provide better understanding of how corporate visual identity is developed in organizations particularly in higher education sector. This book has been designed for professionals, students, practitioners and researchers in the field of Corporate Communications. We hope that the concepts and ideas presented in this book will stimulate further research in this field.

Раздел: Маркетинг. Реклама

Rod Cook’s How To Start Your Network Marketing Or Internet Multi-Affiliate Company

Rod Cook’s How To Start Your Network Marketing Or Internet Multi-Affiliate Company

«How to Start Your Network Marketing or Internet Multi-Affiliate Company! «NEW — 14th Edition Jan 2004 by Consultant Rod Cook; B.S., M.A., M.B.A. Certified Consultant by the National Bureau of Certified Consultants. Honest MLM consulting and free MLM software come with this book. We have over 30 years of industry executive experience. The best way to quickly grow sales using NetWork Marketing (MLM) or Web Multi-Affiliate Marketing. This MLM Startup Book gives you detailed information in easy to understand consulting format, almost 300 pages 8.5″ x 11» and you get the 200 page MLM Internet University with «Internet Multi-Affiliate Killer Marketing Tactics!» There are over 500-diagramed pages of pure, distilled, powerful illustrated information! Moreover,you get an hour of personal complimentary consulting from the industry’s top consultant! Your market? Over 5 million new people joined Multi-Affiliate Marketing on the Internet from 2001 to 2003. A new «boom» in Web and conventional…

Раздел: Маркетинг. Реклама

Implications of Incomplete Factor Markets on Tobacco Contract Farming

Implications of Incomplete Factor Markets on Tobacco Contract Farming

This study investigates factors that determine farmers participation in tobacco contract farming schemes and the benefits that farmers obtain from participating. The results revealed that contracted farmers owned more of the productive and valuable assets(tractors,ploughs and etc). Farm implement ownership, education, farming experience, extension and land size, were found to be the major determinants of participation in tobacco contract farming schemes.The policy implications from the findings were that the government should encourage tobacco production and marketing through the contract farming system since it was proved to have a positive effect on tobacco production and also on the participating grower»s economic returns. The government should set policies which encourage the formation of an efficient tobacco input and credit market as it was also proved to have a positive effect on the farmers economic returns and to lessen pressure on contract farming schemes

Раздел: Маркетинг. Реклама

Marketing Strategy : A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing)

Marketing Strategy : A Decision Focused Approach (McGraw-Hill/Irwin Series in Marketing)

Book DescriptionMarketing Strategy 5/e is a flexible, short, paper-back text which can be used on its own or packaged with a case book. It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. This book helps the student integrate what they have learned about analytical tools and the 4Ps of marketing within a broader framework of competitive strategy.

Раздел: Маркетинг. Реклама

Trademark. Как бренд-менеджеры делают это

Trademark. Как бренд-менеджеры делают это

Издание будет полезно в первую очередь начинающим бренд-менеджерам, а также другим специалистам, ответственным за управление ассортиментом и оптовые продажи. Оно поможет организовать рабочий процесс и адаптировать теоретические знания к бизнес-процессам типичной российской оптовой компании. Кроме того, книга описывает те части бизнес-процесса, которые напрямую не относятся к компетенции бренд-менеджера. Хотя зачастую ими приходится заниматься, потому что функционал данной профессии в разных компаниях понимается по-разному. Работу бренд-менеджера, пока не начались продажи, трудно контролировать и оценивать. Использование авторского шаблона отчетности позволит отследить логические связи в решениях бренд-менеджера еще на этапе их разработки, когда убытков можно избежать. Ведь именно логические ошибки в разработке торговой марки и процесса ее продаж — самые распространенные причины неудач. В основу издания легли материалы многолетних наработок и методик автора. Процесс работы…

Раздел: Маркетинг. Реклама

Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today’s Consumer-Driven World

Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today’s Consumer-Driven World

In June 2006, a man named Vincent Ferrari had a shockingly combative conversation with an AOL sales rep; he recorded it and posted it on YouTube. More than 62,827 viewings later, AOL’s reputation was irretrievably damaged. In the digital age, disgruntled customers are now in the driver’s seat, argues Blackshaw in this thoughtful and engaging book. With the advent of Consumerist.com and other venues where customers can blow off steam about bad service or deficient products, consumer generated media is a force to be reckoned with. Since consumers trust other consumers above companies or brands, a company’s success depends on its credibility and its ability to gain the trust and support of Web-savvy, outspoken and influential customers. Through remarkable stories of mass consumer advocacy and the power of bloggers and ordinary Joes with an Internet connection and a bone to pick, Blackshaw advises executives on how to build credibility into their businesses through blogs, Web sites and…

Раздел: Маркетинг. Реклама

Dry fish consumption in Bangladesh

Dry fish consumption in Bangladesh

Dry fish is the low-cost dietary protein source in Bangladesh. As far the concern of the researcher, this study is the first of its kind to explore the dry fish consumption behavior in Bangladesh. The general purpose of this study is to apply the general framework of the Theory of Planned Behaviour (TPB), explain attitudes, intention and dry fish consumption in Chittagong city and to extend the traditional TPB-model with some additional variables; perceived risk, knowledge, price and cost. The findings showed that attitude, norms and procedural knowledge emerge as the key determinants of intention, while intention, attitude, norms and perceived risk effect on the consumption frequency. PBC, price and cost had no significant effect on intention and dry fish consumption. Perceived quality is found as the most important attribute to forming consumers’ attitude towards dry fish consumption. The proposed TPB and the extended model both of them fit well with the data and proved the…

Раздел: Маркетинг. Реклама