Does anyone still watch advertisements?

Author: (UK) Austen / (Australia) Ajison / Zheng Suonan
Publisher:
Publish Date: 2005-05-01
Features: The media has reached a point where it is seen as a source of pollution. Information piles up like garbage. And one of the ironies of the information age is that when we try to collectively eliminate this noise, we end up creating more of it. — Ken Schachter, author of the bestseller Attention.
Years ago, marketers could simply throw money at a handful of radio stations and newspapers to reach over 80% of their target consumers. But now, even with several times the budget, they cannot guarantee the same level of effectiveness: the convenience of remote devices has fostered consumers who are fickle, ever-changing, and prone to jumping from one brand to another. In an environment of information overload, consumers have become discerning about the messages they receive. The rise of the internet and the advent of the digital age have further provided consumers with numerous havens to escape the overwhelming pressure of traditional mainstream media.
Do people still watch ads? This question, which was once unquestioned, has now become a nightmare for marketers. This book is a comprehensive analysis of the marketing challenges of the 21st century, exploring how brands and consumers can achieve full integration. It cites classic case studies from globally renowned brands such as Coca-Cola, Nokia, Kodak film, Nestlé coffee, and more, revealing the subtle relationships between brands, consumers, and media. The book analyzes various marketing communication channels, including advertising, sales promotions, direct marketing, public relations, sponsorships, exhibitions, packaging, product transactions, word-of-mouth marketing, e-marketing, and CI.
With its rich examples and insightful yet accessible explanations, the book brings marketing communication to life, transforming it from a marketing puzzle into a profit-generating tool!