ý kiến bạn đọc

Winning the story wars : why those who tell--and live--the best stories will rule the future

Tác giả: Jonah Sachs

Part one. The broken world of storytelling. Part two. Shaping the future. Interlude: a creation myth for marketers.

The attention economy and how media works : simple truths for marketers

Tác giả: Karen Nelson-Field

This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will ...

Positioning : the battle for your mind

Tác giả: Al Ries, Jack Trout

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.

How to write an inspired creative brief : 3rd ed.

Tác giả: Howard Ibach

Fundamentals on thinking about and writing the creative brief, the first step in the development of advertising creative. The document, and the process of briefing with the creative brief, can make the difference between mediocre creative solutions and work that measurably improves ROI.

Selling the American people : advertising, optimization, and the origins of adtech

Tác giả: Lee McGuigan

Algorithms, data extraction, digital marketers monetizing "eyeballs": these all seem like such recent features of our lives. And yet, Lee McGuigan tells us in this eye-opening book, digital advertising was well underway before the widespread use of the Internet. Explaining how marketers have ...