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Belch: Advertising and
Promotion, Sixth Edition

Front Matter


© The McGraw−Hill
Companies, 2003

The Changing World
of Advertising and Promotion
Nearly everyone in the modern world is influenced to
some degree by advertising and other forms of promotion. Organizations in both the private and public sectors
have learned that the ability to communicate effectively
and efficiently with their target audiences is critical to
their success. Advertising and other types of promotional
messages are used to sell products and services as well
as to promote causes, market political candidates, and
deal with societal problems such as alcohol and drug
abuse. Consumers are finding it increasingly difficult to
avoid the efforts of marketers, who are constantly
searching for new ways to communicate with them.
Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they
will also tell you that the field is undergoing dramatic
changes that are changing advertising and promotion forever. The changes are coming from all sides—clients
demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad
agencies; sales promotion and direct-marketing firms, as
well as interactive agencies, which want a larger share of
the billions of dollars companies spend each year promoting their products and services; consumers who no
longer respond to traditional forms of advertising; and
new technologies that may reinvent the very process of
advertising. As the new millennium begins, we are experiencing perhaps the most dynamic and revolutionary
changes of any era in the history of marketing, as well as
advertising and promotion. These changes are being
driven by advances in technology and developments that
have led to the rapid growth of communications through
interactive media, particularly the Internet.
For decades the advertising business was dominated
by large, full-service Madison Avenue–type agencies.
The advertising strategy for a national brand involved
creating one or two commercials that could be run on
network television, a few print ads that would run in
general interest magazines, and some sales promotion
support such as coupons or premium offers. However, in
today’s world there are a myriad of media outlets—print,
radio, cable and satellite TV, and the Internet—competing for consumers’ attention. Marketers are loo...
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