tailieunhanh - Advertising, Promotion, Intergrated Marketing Communications

Tham khảo sách 'advertising, promotion, intergrated marketing communications', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Advertising and Promotion RASIC TRAINING MM M 4 George E. Belch ft Michael A. Belch Belch Advertising and Promotion Sixth Edition Front Matter Preface The McGraw-Hill Companies 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes market political candidates and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides clients demanding better results from their advertising and promotional dollars lean but highly creative smaller ad agencies sales promotion and direct-marketing firms as well as interactive agencies which want a larger share of the billions of dollars companies spend each year promoting their products and services consumers who no longer respond to traditional forms of advertising and new technologies that may reinvent the very process of advertising. As the new millennium begins we are experiencing perhaps the most dynamic and revolutionary changes of any era in the history of marketing as well as advertising and promotion. These changes are being driven by advances in technology and developments that have led to the rapid growth of communications through interactive .