Information Asymmetry in Online Advertising, Wiktor Jan W., Sanak-Kosmowska Katarzyna
Автор: Barnes, Susan B. Название: Branding as Communication ISBN: 1433128039 ISBN-13(EAN): 9781433128035 Издательство: Peter Lang Рейтинг: Цена: 11400.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Once only a sign, technologies have helped to transform brands into symbols that we constantly encounter in our natural and mediated environments. Moreover, the branding of culture marks a commercialization of society. Almost everywhere we look, a brand name or logo appears. By combining a scholarly approach with case studies and examples, this text bridges the worlds of communication and business by providing a single vocabulary in which to discuss branding. It brings these ideas together into a coherent framework to enable discussions on the topic to occur in a variety of disciplines. A number of perspectives are also provided, including brands as signs and symbols, brand personality, history, communication, cognitive factors, loyalty, personal branding, community, and social issues. Providing a comprehensive overview of the branding process – from the creation of brands to analysis of their messages – readers will begin to understand the communicative impact of branding.
Описание: As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today's consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success.
The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
Автор: Xingquan Zhu; Haicheng Tao; Zhiang Wu; Jie Cao; Kr Название: Fraud Prevention in Online Digital Advertising ISBN: 3319567926 ISBN-13(EAN): 9783319567921 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud.
Автор: Kluge, Philipp Nikolaus Название: Marketing luxury goods online ISBN: 3631678657 ISBN-13(EAN): 9783631678657 Издательство: Peter Lang Рейтинг: Цена: 12829.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today’s digital world, this trade-off has become even more challenging. A luxury brand’s fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First, the author conceptually examines the specific marketing-mix for luxury goods in terms of product, price, communications, and distribution management. Second, this marketing-mix is applied to the online environment. Third, the author empirically tests the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.
Автор: Tereza Semeradova, Petr Weinlich Название: Impacts of Online Advertising on Business Performance ISBN: 1799816184 ISBN-13(EAN): 9781799816188 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 30215.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority.
Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.
Автор: Tereza Semeradova, Petr Weinlich Название: Impacts of Online Advertising on Business Performance ISBN: 1799816192 ISBN-13(EAN): 9781799816195 Издательство: Mare Nostrum (Eurospan) Цена: 24948.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Creating a brand??s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority. Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.
Автор: Okazaki, Shintaro Название: Fundamentals of mobile marketing ISBN: 143311562X ISBN-13(EAN): 9781433115622 Издательство: Peter Lang Рейтинг: Цена: 23473.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. This book offers coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced.
Автор: Okazaki, Shintaro Название: Fundamentals of mobile marketing ISBN: 1433115611 ISBN-13(EAN): 9781433115615 Издательство: Peter Lang Рейтинг: Цена: 6267.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. This book offers coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced.
Описание: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood.
Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.
Book 1- Social Media Marketing Do you dream of becoming an influencer of millions around the world? Are you looking for new ways for your business to reach its customers? Social media marketing is something that more and more businesses are turning to, in the sure knowledge that they have a reach unlike any other medium available. Any business can benefit from this explosion of opportunity and all that is required is a little knowledge of how it can work for you. In this book, Social Media Marketing 2019, you will discover the secret strategies that will promote your business to these millions, with advice and tips on:
Choosing the social media platforms best suited to you Getting started with LinkedIn Facebook basics Preparing for Twitter marketing How to be found on Instagram YouTube and what you can do with it And much more...
As digital marketing continues to evolve at a rapid pace, it is imperative that you and your business learn how to keep up. By reading Social Media Marketing 2019, you will be able to do just that and stay one step ahead of the competition at the same time.
Get a copy today and make sure you are ready to keep your business at the top of its game Book 2 Personal Branding Many people would like to further their career, create a successful blog, work as a personality on YouTube, and so much more. But all of this is going to take some time and some effort, and many will five up before they even start. But creating a good personal brand will be able to help you reach your goals in no time at all, you just need to know the right steps to use to get started. This guidebook is going to take some time to explore how you can make your own personal brand as well. If you are willing to take your time, and really explore all that there is with creating this kind of brand, you will be amazed at the results that you can get as well Whether you want to increase your chances of getting a job, you want to start your own career, or you are looking to become a type of celebrity with enough work, you will find that personal branding is going to help you get there. Some of the topics that we are going to explore when it comes to personal branding will include: - - The basics of having your own personal brand - How you can have the right mentality to help you start your own personal brand. - The tools that you need to build up your own personal brand. - The steps that you need to take to get started. - Remembering the importance of being yourself. - How to choose your audience to get the best return on your time. - The importance of using a mentor during this time. - Why you should consider having a good team behind you, to ensure you get started on the right track. - How to create a brand on Facebook, YouTube, Instagram, and Twitter. - How you can grow your personal brand over time.
Creating a personal brand is going to be similar to what you would see when working on a brand for a company or for a product. It is going to take some time, and it won't happen overnight. But with the right mindset, and some hard work, you will be able to see some amazing results with your personal brand today.
Автор: Zackariasson Название: Video Game Marketing ISBN: 1138812277 ISBN-13(EAN): 9781138812277 Издательство: Taylor&Francis Рейтинг: Цена: 8114.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
The video game industry has been one of the fastest-growing cultural phenomena of our times with market conditions that demand a specific skill set from its marketers. To a new generation of "indie gamers," being a game developer isn't just about design and production, a successful video game demands entrepreneurial skills and astute business acumen. The creators need to know what their customers want, how to reach those customers and how to sell to them.
Video Game Marketing: A student textbook is for development students or aspiring developers who want to know how to promote and sell the results of their efforts. This book is a much-needed guide to:
- the essentials of marketing strategy;
- video games as products or services;
- marketing research for game development;
- branding video games;
- marketing through game: gamification, advergames.
Replete with pedagogy to aid learning such as objectives and discussion questions for each chapter, this book is all that aspiring video game developers will need to unleash the potential of their games.
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