The Advertising Advantage


Book Description

This collection of "Harvard Business Review" articles argues that, beneath the glamour of advertising, lies the grit of hard-nosed management. There are articles on maintaining market share, the perils of comparative ads, when to advertise your company, and research on ad techniques that work.




The Advertising Advantage


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Authority Marketing


Book Description

Learn how to use Authority Marketing(R) to build thought leadership and dominate your competition by playing a game no one else knows is being played with this ground-breaking book! Are you the Authority in your field? Are you recognized as a stand-out thought leader, a published author, a keynote speaker, or a media personality? Are you viewed as a commodity? A hard-working expert who is a commodity and has to compete on every level, including price? One thing is for certain: Authority doesn't just happen; Authority is built through a systematic process called the Authority Marketing System. But how can you make this shift in an environment that is noisier and more crowded than ever before? If you are an entrepreneur, CEO, or professional who is frustrated with the traditional approach to marketing and wants to grow your business and make a bigger impact, this book will show you how to use the Authority Marketing System to create a clear and trackable blueprint to shift yourself from a commoditized expert to a highly visible Authority. In this book you will learn: - What Authority Marketing is and how to use it to grow your business - The 7 Pillars of Authority Marketing - How others have used Authority Marketing to create unimaginable success - Why thought leadership is your most important secret weapon Authority Marketing isn't about ego or attention--it's about accelerating the speed of trust so you are viewed not as an expert with something to sell, but as a thought leader with important insight to teach. Start growing your Authority today!




The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth


Book Description

An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.







The Media Advantage


Book Description

The mere fact that you are reading this back cover tells me that you have enormous power.I'm not trying to flatter you.You would not be here, reading this, if you were not interested in creating, or at a minimum contributing to, a total reimagination of how brands should behave in a new world.Your media budget and allocation is the most underutilized asset in your entire marketing arsenal. And your most powerful.Imagine this, what if you can no longer advertise.Why? Because most people hate advertising.We're on a globe without a map. Or perhaps we are in a snow globe. Wherever we are, in order to navigate the new world, you have to first face the multiple facets of "non-ad" value that give a brand its true meaning, from purpose to packaging and distribution to content creation and partnerships. The next question to ask is this: how can you create new customer benefits through brand behaviors, rather than interrupting them with ads?Envisioning such a place - which will disrupt our industry - requires us to reframe marketing entirely. This book shows you how.




Understanding Advertising


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The Secret Power of Paid Advertising: How Anyone (Including You!) Can Get the Attention of Millions with Social Media Marketing on Facebook, Youtube &


Book Description

If you have plan on Social Media Marketing and want to do paid advertisement to get the highest possible outcome, then keep reading... Social media advertising is the next big thing for brand awareness and promotion in 2019. 2019 is the time to embrace the change in the world of social media advertising and move with the tide. It is clear that paid social media advertising is offering incredible advantages to business, so if your business doesn't use paid advertising, then you should go for it as soon as possible. Could you be one of them? You see, most of the social media marketers make some mistakes on their strategy. They don't do paid advertisement which is must for getting success in this sector. Because, to some people, social media advertising is still just a buzzword that has no practical advantage. But according to social media marketers and specialists this is the most effective way to enhance your business. In this book you will get - Importance of paid advertisement in social media marketing Advertising methods on Facebook, Instagram, Youtube. How to manage and monitor paid ads. Copywriting for social media ads. Strategies of setting the budget of advertisement. How to manage and monitor paid ads. How to make creative ads on different platforms. How to get more audience for your ads. Benefit of hashtags. Strategies of setting the budget of advertisement And much, much more! Much of this advice goes against some social media advertising myths. In fact some of them sounds very complex. But time and again, the data shows that it works. Even applying one or two things inside could result in an evolutionary success in your business. So if you want to avoid all the backdated thoughts and ideas then be the topper of the social media marketers, click "add to cart"!




Taking Advantage


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The Future of Advertising


Book Description

Like you, marketing expert and author, Michael Steele has seen the advertising industry change dramatically over the last three decades. How do companies stay relevant in the burgeoning diversity that defines the new business-to-consumer paradigm?