The end of advertising as we know it:
The former chief marketing offcer at Coca-Cola laments the demise of advertising--an art killed by over-emphasis on art and entertainment.
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2002
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Inhaltsverzeichnis |
| Zusammenfassung: | The former chief marketing offcer at Coca-Cola laments the demise of advertising--an art killed by over-emphasis on art and entertainment. |
| Beschreibung: | 239 S. |
| ISBN: | 0471225819 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804129600237731840 |
|---|---|
| adam_text | CONTENTS
Introduction 1
CHAPTER 1
The First Casualty: How We Killed Traditional Advertising 9
CHAPTER 2
Success Can Be Deadly—Don t Take Your Brand Awareness for Granted 33
CHAPTER 3
Fish Where the Fish Are 75
CHAPTER 4
Celebrity Endorsers, Spokespeople, and Icons:
When to Use Em, When Not To 101
CHAPTER 5
Packaging Matters: It s Your Last, Best Shot, So Make It a Good One 125
CHAPTER 6
To Sponsor or Not to Sponsor: That Is the Question 145
CHAPTER 7
Free Media—Your Best Friend or Your Worst Enemy 173
CHAPTER 8
Making Your Employees Part of Your Message and Your Product 187
CHAPTER 9
The Proof Is in the Pudding 219
CHAPTER 10
Never Miss Another Opportunity 229
Index 235
|
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| author | Zyman, Sergio Brott, Armin A. |
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| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
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| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV014826676 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:07:43Z |
| institution | BVB |
| isbn | 0471225819 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010033757 |
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| physical | 239 S. |
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| spelling | Zyman, Sergio Verfasser aut The end of advertising as we know it Sergio Zyman with Armin Brott Hoboken, NJ Wiley 2002 239 S. txt rdacontent n rdamedia nc rdacarrier The former chief marketing offcer at Coca-Cola laments the demise of advertising--an art killed by over-emphasis on art and entertainment. Reclame gtt Advertising Wandel (DE-588)4234987-4 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s Wandel (DE-588)4234987-4 s DE-604 Brott, Armin A. Verfasser aut http://www.loc.gov/catdir/description/wiley038/2002512916.html Publisher description http://www.loc.gov/catdir/toc/wiley031/2002512916.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010033757&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zyman, Sergio Brott, Armin A. The end of advertising as we know it Reclame gtt Advertising Wandel (DE-588)4234987-4 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4234987-4 (DE-588)4065541-6 |
| title | The end of advertising as we know it |
| title_auth | The end of advertising as we know it |
| title_exact_search | The end of advertising as we know it |
| title_full | The end of advertising as we know it Sergio Zyman with Armin Brott |
| title_fullStr | The end of advertising as we know it Sergio Zyman with Armin Brott |
| title_full_unstemmed | The end of advertising as we know it Sergio Zyman with Armin Brott |
| title_short | The end of advertising as we know it |
| title_sort | the end of advertising as we know it |
| topic | Reclame gtt Advertising Wandel (DE-588)4234987-4 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Reclame Advertising Wandel Werbung |
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