Perspectives on marketing: [get both sides of the story]
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Course technology
2009
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Enth.: The agency perspective / Jason I. Miletsky. The client perspective / Michael Hand |
| Beschreibung: | XVII, 377 S. Ill. |
| ISBN: | 9781598638714 1598638718 |
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Perspectives on marketing
Autor: Miletsky, Jason I.
Jahr: 2009
Table of Contents
Introduction xiii
Opening Remarks xv
Part One
The Relationship 1
1 What Makes an Agency a Good Agency? 2
2 What Makes a Client a Good Client? 7
3 What Are the Most Important Elements of a New Business Pitch? 11
4 How Do You Prepare Yourself for the RFP (Request for Proposal)
Process? 13
5 Should an Agency Be Expected to Do Spec Work or Present
Creative as Part of the Pitch? 16
6 Does It Matter Whether an Agency Has Previous Experience
in a Client s Industry? 19
7 What Are the Most Important Issues to Consider When
Negotiating the Contract? 22
8 Is It Better to Work Together on a Project Basis or on an Ongoing
Retainer? 25
9 What s the Best Way to Determine a Fair Project Price or
Retainer Rate? Should Large Clients be Punished with
Higher Prices for Being Large? 28
10 Who Should Be the Face of the Agency? Does the Agency Executive
Who Landed the Account Need to Be Involved After It s Signed? 31
11 How Involved Should Senior Management from the Agency
Be in the Day-to-Day Business? 34
12 How Involved Should Senior Management from the Client Be
in the Day-to-Day Business? Does This Slow Down or Speed Up
the Creative Process? 37
13 Should the Agency Present Creative They Believe the Market
Wants, or Creative They Believe the Client Wants? 41
14 Should Clients Be In on the Brainstorming Process? 44
15 The Client Insists on Making a Move the Agency Knows
Is a Mistake. Should the Agency Do It Anyway? 48
16 How Important Is Winning Awards? 51
17 How Do You Deal with the Payment Process and Issues Such
As Severely Overdue Payments? 55
18 Is a Single Serious Mistake the End of the Relationship? 58
19 Is Any Relationship Ever Really Secure? 61
20 How Important Is It for the Client to Verbally Express
Appreciation for Quality Work? 65
21 Is the Agency a Partner or a Vendor? Is There a Difference? 67
22 Can All Meetings Happen Over the Phone? How Important
Are Face-to-Face Meetings? 70
23 When Does Complacency Set In? 73
24 Does a New Marketing Director or CMO on the Client Side
Mean the End of the Relationship? 77
25 Is It Okay for Clients and Agency Partners to Be Friends Outside
the Office? Or Does This Strain the Professional Relationship? 80
26 What Role Will the Client s Legal Department Play
in the Relationship? 84
27 Is the Client Always Right? 87
Part Two
The Foundations 91
28 What Is the Best Way to Define a Brand ? 92
29 What Matters Most to Consumers? Brand, Price, Availability,
or Something Else? 96
30 How Firm Is the Brand Guide? When, If Ever, Can the
Agency Break the Rules? 99
31 Does the Personality of a Brand Need to Be Reflected in
All Marketing Efforts? 103
32 Should the Brand Personality Reflect What the Market Wants,
the Company History, or the Personality of the Key Executives? 107
33 Does a Client s Mission Statement Play a Role in Marketing
the Brand? Or Are Mission Statements Just Meaningless Crap? Ill
34 How Much Research Should Be Done Prior to Development
of a New Campaign? 115
35 How Do You Determine the Target Audience? 118
36 Is There Value in Focus Groups? 122
37 Is a Long-Term Strategy a Necessity? 125
38 Should Internet Marketing Strategies Be Part of the General
Strategy, or Kept Separate? 128
39 How Important Is the Web to Any Marketing Effort? 131
40 What Are the Best Objectives Based On? Who Ultimately
Determines Specific Goals? 136
41 The Creative Brief: Who Writes It, and What s Needed
to Make It Useful? 141
42 What Is the Difference Between a Project and a Campaign? 147
43 Is a Risky Concept Worth Trying If Failure Means Potentially
Losing the Account (or, for a Marketing Director, Losing Your Job)? 150
44 Who Has Better Objective Insight and Opinions into the
Brand and the Marketing Needs? 153
45 Is There True Value in a Campaign That Builds the Brand
Rather Than Promote a Specific Call to Action? Can a Positive
ROI Be Measured on a Branding Campaign? 156
46 Who Should Present the Creative Work Outputs
to Final Decision Maker? 159
Part Three
Getting to Work 163
47 Do You Need TV Advertising to Build a Brand? 164
48 How Does the Fragmentation of Television Change
How Brands Reach Their Audiences? What Role Does
Streaming Media Play in This? 167
49 The Dirtiest Four-Letter Word: TiVo. What Does It Mean to
Marketers, and How Can You Plan Around It? 171
50 Five Minutes of Fame: How Is Obsession with Reality
Changing the Face of Television? 174
51 With Satellite and HD Radio Segmenting Audiences, What s the
Future of Radio, and How Will It Affect Marketing Strategies? 178
52 Is Print Advertising Dead? 180
53 What Role Does Promotion Play in Effective Marketing? 184
54 How Can a Marketer Best Leverage the Online Space? 188
55 How Powerful Is Viral Marketing? Can Viral Marketing
Be a Planned Effort, Given That It Relies So Heavily on
Consumer Involvement? 193
56 What Will the Online Space Look like in Five Years? How
About 20 Years? 197
57 Taking the Show on the Road: How Valuable Are Mobile Units
in Creating a Brand Experience? 203
58 What Role Does Public Relations Play in a Marketing Strategy?
How Connected Should PR Efforts Be to Marketing Efforts? 206
59 On the Retail Level, What Do Effective In-Store Campaigns
Look like? 211
60 With Retailers Demanding Clean Stores, How Can You Break
Through at the Point of Purchase? 215
61 How Much Power Does Wal-Mart Have in the Development of
Ideas/Marketing Plans? 219
62 Many Companies Have Started Creating Their Own Retail Outlets or
Building Pop-Up Outlets for Three-Four Weeks. Is This Effective? 222
63 How Valuable Are Loyalty Programs? What s Needed to Make
One a Success? 226
64 Is Sampling the Best Way to Drive Trial of a New Product? 231
65 What Role Can Marketers Play in Pricing, and How Does
the Product Price Affect the Marketing Plan? 234
66 What s the Best Measure of a Good Media Plan: Reach,
Frequency, or Something Else? 237
67 What Does Packaging Say About a Brand? 242
68 When Is a Packaging Change Needed? 246
69 What s the Best Way to Approach Growth Markets, Such as the
Hispanic Audience? 249
70 How Aggressive Should You Be in Marketing Tactics That
Mention or Ambush a Competitor? 253
71 Are There Any Special Considerations That Should Be Taken
When Marketing to Kids? 258
72 Should Brands Create Line Extensions? How Many Is Too Many? 262
73 Is Going Green for Real? Or Is It Just a Fad? 265
74 From a Marketing Perspective, Is It Important for a Brand
to Connect with the Local Community? 269
75 Is Sports Sponsorship Worth the Cost? 272
76 Are Celebrity Endorsements Worth the Expense? 277
77 Four out of Five Dentists Agree.... How Much Do Third-Party
Endorsements Add to Brand Credibility? 281
78 How Far Can We Stretch the Truth in Marketing? 284
79 Are There Any Ethical Issues in the Use of Scare Tactics in
Marketing? ( You Will Lose Your Money If... or It Could
Harm Your Family Unless... ) 288
80 From a Creative/Conceptual Perspective, How Different Is B2B
Marketing from B2C Marketing? 291
81 Internal Marketing: What s the Best Way to Jazz Up the
Workforce, and Is It Even Worth the Effort? 295
82 Key Changes (Such as Materials or Ingredients) Have Been
Made to a Product in Mid-Campaign. Now What? 300
83 Can You Take the Message Global? Should You? 303
Part Four
Evaluation 307
84 Is the Integrated Agency Model Something That
Works for Everybody? 308
85 How Honest Is Too Honest? 311
86 How Often Should the Client/Agency Relationship Be Assessed? 314
87 How Do You Move Forward When You re Not Seeing Eye-to-Eye? 317
88 What Is the Role of Third-Party Research in Evaluating
Marketing Success? 320
89 When an Effort Fails, Are Clients Expected to Take a
Blame the Agency Approach, Regardless of Circumstances? 322
90 When an Effort Fails, Are Agencies Expected to Put the Best Spin
on the Results? How Does This Affect True Success Evaluation? 325
91 It s Time to Sign the Next Year of Your Agreement.
How Do You Address Changes in the Business Plan and the
Timeframe for Getting Things Done? 327
92 Do You Need to Defend Your Relationship Every Day
from Competitive Agencies? 330
93 When Is It Time to End the Relationship and Move On? 334
94 Can We Really Determine an ROI? 337
95 Brand Recognition and Customer Sentiment Have Improved,
but Sales Haven t. Is the Campaign Still a Success? 340
Part Five
Just for Fun 343
96 Is Super Bowl Advertising Worth the Money? 344
97 What Is the Best Viral Campaign Ever Run? 347
98 What Is the Best Use of Athlete or Celebrity Endorsement? 349
99 What Is the Best Single Ad Ever Produced? 352
100 What Is the Worst Campaign Ever Run? 355
101 What Is the Best Campaign Ever Run? 358
Closing Remarks 361
Index 363
|
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| spelling | Perspectives on marketing [get both sides of the story] Boston, Mass. Course technology 2009 XVII, 377 S. Ill. txt rdacontent n rdamedia nc rdacarrier Enth.: The agency perspective / Jason I. Miletsky. The client perspective / Michael Hand Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s DE-604 Miletsky, Jason I. aut The agency perspective Hand, Michael aut The client perspective HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017593313&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Miletsky, Jason I. Hand, Michael Perspectives on marketing [get both sides of the story] Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4144679-3 |
| title | Perspectives on marketing [get both sides of the story] |
| title_alt | The agency perspective The client perspective |
| title_auth | Perspectives on marketing [get both sides of the story] |
| title_exact_search | Perspectives on marketing [get both sides of the story] |
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| title_fullStr | Perspectives on marketing [get both sides of the story] |
| title_full_unstemmed | Perspectives on marketing [get both sides of the story] |
| title_short | Perspectives on marketing |
| title_sort | perspectives on marketing get both sides of the story |
| title_sub | [get both sides of the story] |
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| topic_facet | Markenpolitik |
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