The first overview of the revolutionary advertising techniques and media needed to successfully reach today's consumer.
Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats, and the power that media fragmentation and technology give to consumers to tune out the noise.
The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:
• the four driving forces for getting close to the consumer: be personal; go where the competition isn't; make the brand invisible; be unpredictable;
• the eight techniques—from consumer involvement to harnessing the power of the senses—for employing these driving forces, illustrated with campaigns from across the world;
• the four types of campaign that make use of this new knowledge. 435 color illustrations.
具體描述
讀後感
評分
評分
評分
評分
用戶評價
不少Ambient的好廣告
评分不少Ambient的好廣告
评分不少Ambient的好廣告
评分不少Ambient的好廣告
评分不少Ambient的好廣告
相關圖書
本站所有內容均為互聯網搜索引擎提供的公開搜索信息，本站不存儲任何數據與內容，任何內容與數據均與本站無關，如有需要請聯繫相關搜索引擎包括但不限於百度，google,bing,sogou 等
© 2025 book.quotespace.org All Rights Reserved. 小美書屋 版权所有