The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising AgencyMcGraw Hill Professional, 10 Des 2010 - 240 halaman The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book:
Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way. |
Isi
Part 2 The Cross Communication Imperative | 49 |
Part 3 Putting Cross Switch into Play | 161 |
Epilogue | 265 |
Appendix 1 Outline of Cross Communication Behavior Survey | 273 |
Appendix 2 Dentsu Group Trophy Case | 277 |
Appendix 3 Biographies of Key Dentsu Contributors | 285 |
References | 291 |
Index | 295 |
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The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most ... Kotaro Sugiyama,Tim Andree Pratinjau tidak tersedia - 2010 |
Istilah dan frasa umum
achieve activities adver agency AIDMA AISAS model approach ATTIK blogs breadth campaign Cannes Lions International cation Chapter clients Communication Behavior Survey concept consumer’s Contact Point Management Core Idea core readers corporate creative Cross Communication Behavior Cross Communication Planning Cross Switch Cup Noodles d-camp DENTSU Bronze Dentsu Cross Dentsu Inc depth effective Contact Points example Figure FREEDOM-PROJECT global goal Horizontal T model important Information Barriers Innovation interactive interest International Advertising Festival Internet involvement Japan Japanese Jump Square Lions International Advertising magazine manga marketing mass media McGarryBowen media insight media mix mobile phone Mobile Suica Monthly Shonen Jump munication PDCA perspective planning process sales promotions Scenario Idea Scion xD Sheeple short scenario Shueisha social networking services story strategy Structure Design sumers target consumers Target Visualizer television commercials today’s Tokyo Toyota UNIQLO users Word-of-Mouth communications