The Dentsu Way : Secrets of Cross Switch Marketing from the Worlds Most Innovative Advertising Agency / Sugiyama, Kotaro/ Andree, Tim/ Akai, Shun-ichi (CON)/ Haruta, Hideaki

『クロスイッチ：電通式クロスメディアコミュニケーションのつくりかた』（英訳）<br>The Dentsu Way : Secrets of Cross Switch Marketing from the Worlds Most Innovative Advertising Agency

『クロスイッチ：電通式クロスメディアコミュニケーションのつくりかた』（英訳）
The Dentsu Way : Secrets of Cross Switch Marketing from the Worlds Most Innovative Advertising Agency

Sugiyama, Kotaro/ Andree, Tim/ Akai, Shun-ichi (CON)/ Haruta, Hideaki

McGraw-Hill（2010/11発売）

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製本 Hardcover:ハードカバー版／ページ数 310 p.
言語 ENG
商品コード 9780071748124
DDC分類 658.8

基本説明

原書：2008年・ダイヤモンド社。
The Japanese bestseller on cross-media marketing - avaiable in English for the first time.

Full Description

The breakthrough marketing strategy from the world's most innovative advertising agencyOne of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on.The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set.This game-changing book:Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fieldsIntroduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFESTProvides nine of Dentsu's newest original tools and analysis methodsGain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

Part 1Dentsu Comes of Age1. The Origins of the Dentsu Way2. Breadth and Depth: An Overview of Dentsu Scope and ServicesPart 2The Cross Communication Imperative3. From AIDMA to AISAS: The Growing Importance of Cross Communication4. Cross Communication: A Look at What Makes It Work5. Creating Scenarios for Cross CommunicationPart 3Putting Cross Switch into Play6. Case Studies of the Cross Switch Way7. The Cross Switch Design Process8. From Insight to Scenario Creation9. Structural Design and Measurement for Cross SwitchEpilogueAppendix: Outline of Cross Communication Behavior SurveyNER(01): WOW