Marketing Without Advertising

"Creativity in marketing communications is one of the most potent ways for companies to increase their productivity. This book contains case after case, which demonstrates the leveraging power of innovative thinking in advertising today." --Joseph E. DeDeo Chairman of Latin America, Young & Rubicam, Inc. The days of expensive network television rollouts of new advertising campaigns are over. Targeted, niche-driven selective marketing is less expensive, more profitable, and far more sensible in today's thriving culture of special-interest media. Here's your chance to learn all about this revolutionary new marketing strategy. Written by the advertising genius behind some of the most unforgettable campaigns of the past 30 years, "Divide and Conquer teaches you what you need to know to conduct your own successful selective-marketing campaigns. Fifteen fascinating and instructive case studies demonstrate how to identify your markets precisely, get to know them inside and out, fashion a message that they'll hear and respond to, and find the perfect media mix to deliver your message. No matter what size company you work for, in "Divide and Conquer you'll learn valuable lessons about how to find your customers, reach out to them, and forge profitable, long-term relationships with them. With the advent of cable TV, the Web, and other new platforms, media have become as diverse as the increasingly fragmented markets they serve --dangerous terrain for one-size-fits-all advertising. In the 1980s, a handful of visionaries began developing an alternative designed to take advantage of today's thriving culture of special-interest media. It's called selective marketing, and unlikemass-market advertising, it doesn't tell people what they want, it asks them. Selective marketing uses sophisticated intelligence-gathering techniques to pinpoint niche markets and learn all about them.

The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing.

Communal marketing - Communal marketing refers to a marketing practice that incorporates public involvement in the development of an advertising/marketing campaign. A "communal advertising" campaign invites consumers to share their ideas or express their articulation of what the brand means to them through their own personal stories, with the use of print media, film or audio.

Marketing decision support systems - MarKeting decision support systems (MKDSS) is an information system that helps with decision-making in the formation of a marketing plan. The reason for using a MKDSS is because it helps to support the software vendorsâ€™ planning strategy for marketing products; it can help to identify advantageous levels of pricing, advertising spending, and advertising copy for the firmâ€™s products (Arinze, 1990).

Opt-in e-mail advertising - Opt-in e-mail advertising or permission marketing is a method of advertising by electronic mail wherein the recipient of the advertisement has consented to receive it. It is one of several ways developed by marketers to eliminate the disadvantages of e-mail marketing.

Internet marketing - Internet marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, search engine marketing (including search engine optimization), blog marketing, and article marketing.

marketingwithoutadvertising

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