Effective advertising strategies for your business / (Record no. 197942)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03755nam a2200529 i 4500 |
| 001 - CONTROL NUMBER | |
| control field | ebr10899235 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | CaPaEBR |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180830115348.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS | |
| fixed length control field | m eo d |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr cn |||m|||a |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140804s2014 nyu foab 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781606498699 |
| Qualifying information | e-book |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9781606498682 |
| Qualifying information | paperback |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | CaBNVSL |
| Language of cataloging | eng |
| Description conventions | rda |
| Transcribing agency | CaBNVSL |
| Modifying agency | CaBNVSL |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)885204190 |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.127 |
| Item number | .L54 2014 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.802 |
| Edition number | 23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Li, Cong., |
| Relator term | author. |
| 245 10 - TITLE STATEMENT | |
| Title | Effective advertising strategies for your business / |
| Statement of responsibility, etc. | Cong Li. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | First edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | New York, New York (222 East 46th Street, New York, NY 10017) : |
| Name of producer, publisher, distributor, manufacturer | Business Expert Press, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2014. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource (122 pages) |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Source | rdacarrier |
| 490 1# - SERIES STATEMENT | |
| Series statement | Marketing strategy collection, |
| International Standard Serial Number | 2150-9662 |
| 500 ## - GENERAL NOTE | |
| General note | Part of: 2014 digital library. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references (pages 109-120) and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 1. How does advertising function in general? -- 2. What are the three advertising strategies? -- 3. How does standardized advertising strategy work? -- 4. How does targeted advertising strategy work? -- 5. How does individualized advertising strategy work? -- 6. How to gather consumer insights for advertising -- 7. How to incorporate consumer insights into advertising -- 8. How to integrate different advertising strategies together -- Notes -- References -- Index. |
| 506 1# - RESTRICTIONS ON ACCESS NOTE | |
| Terms governing access | Access restricted to authorized users and institutions. |
| 520 3# - SUMMARY, ETC. | |
| Summary, etc. | As 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 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | Also available in print. |
| 538 ## - SYSTEM DETAILS NOTE | |
| System details note | Mode of access: World Wide Web. |
| 538 ## - SYSTEM DETAILS NOTE | |
| System details note | System requirements: Adobe Acrobat reader. |
| 588 ## - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Title from PDF title page (viewed on August 4, 2014). |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Target marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | advertising strategy |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | customization |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | individualization |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | personalization |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | standardization |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | targeting |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| International Standard Book Number | 9781606498682 |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| Uniform title | 2014 digital library. |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| Uniform title | Marketing strategy collection. |
| International Standard Serial Number | 2150-9662 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="http://site.ebrary.com/lib/daystar/Doc?id=10899235">http://site.ebrary.com/lib/daystar/Doc?id=10899235</a> |
| Public note | An electronic book accessible through the World Wide Web; click to view |
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