By Bobby J. Calder, Philip Kotler
ISBN-10: 0470119861
ISBN-13: 9780470119860
ISBN-10: 1118429117
ISBN-13: 9781118429112
ISBN-10: 1119198151
ISBN-13: 9781119198154
"This publication is the last word advisor to speaking with shoppers in latest advertisements and media climate." "Most agents this day face powerful festival from items which are good located and top quality. The activity of promoting communications is more and more to discover methods of not only providing an advert message but additionally of enticing the shopper, of having the shopper to believe the emblem is proper to their lives. �Read more...
summary: "This publication is the final word consultant to speaking with shoppers in trendy ads and media climate." "Most agents this day face powerful festival from items which are good located and fine quality. The activity of promoting communications is more and more to discover methods of not only supplying an advert message but additionally of enticing the patron, of having the shopper to suppose the logo is suitable to their lives. This state-of-the-art ebook from world-renowned Kellogg school and top practitioners explains the interesting new methods ads and media are doing simply that."--Jacket
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Additional resources for Kellogg on advertising & media : the Kellogg School of Management
Sample text
Both could measure these particular experiences in an à la carte fashion, measuring just the experiences that are relevant to them. For a magazine, let’s say, metrics might be added to an ongoing reader survey. The magazine would only have to add a set of questions specific to the experiences they are focusing on. If one of the experiences was the Timeout experience described in the previous section, measurement could be accomplished by asking survey participants to rate how much they agree or disagree on a five-point scale with three to five statements such as: • I like to kick back and wind down with [magazine name].
It helps me get my day started in the morning. For some, breakfast is not complete without watching a morning news program. Watching is part of a ritual: turn on the program, make coffee and breakfast, and watch or perhaps listen. For others, the morning newspaper is the habitual breakfast companion. com) or aggregators such as Yahoo as their homepage. These sites become a habitual way of checking news. Some people have a ritual of watching the late-night news before going to bed. They do not feel ready for bed until they have watched it.
After identifying the experiences, we conducted two studies in which online users were intercepted at various web sites in order to confirm that the scales factored properly and had acceptable reliabilities. The experience scales are thus useful for a variety of sites and data collection methods. Likewise, we have run multiple studies for newspapers, magazines, and TV news. An organization may wish to add or substitute statements that are more specific to their media product. Care should be taken, however, to find items that relate to the motivational experience of interest.
Kellogg on advertising & media : the Kellogg School of Management by Bobby J. Calder, Philip Kotler
by Paul
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