By William H. Davidow
Advertising is civilized war. And as high-tech items develop into more and more standardized -- virtually exact, from the customer's perspective -- it really is advertising that spells existence or demise for brand spanking new units or whole corporations. In a e-book that's as attention-grabbing because it is pragmatic, William H. Davidow, a legend in Silicon Valley, the place he used to be defined as "the driver in the back of the micro processor explosion," tells the right way to struggle the promoting conflict within the intensely aggressive international of high-tech businesses -- and win.
Blunt, pithy, and an expert, Davidow attracts on his winning advertising adventure at Intel company to create a whole software for advertising victory. He drives domestic the fundamentals, resembling the right way to move head-on opposed to the contest; the way to "plan items, now not devices"; tips on how to provide items a "soul"; and the way to engineer promotions, industry across the world, inspire salespeople, and rally vendors. certainly, he demonstrates the serious significance of servicing and assisting clients. overall buyer pride, Davidow makes transparent, has to be each high-tech marketer's final goal.
The basically entire business plan e-book via an insider, advertising excessive expertise seems to be backstage at industry-shaking clashes related to Apple and IBM, Visicorp and Lotus, Texas tools and nationwide Semiconductor. He recounts his personal involvement in weigh down, Intel's leading edge advertising offensive opposed to Motorola, to illustrate, step by step, the way it turned an prototype for a successful high-tech campaign.
Davidow basically spells out sixteen rules which bring up the effectiveness of promoting courses. From examples as different as a Rolling Stones live performance and a microprocessor chip, he defines a real "product." He analyzes and explains in new methods the strategic significance of distribution because it pertains to marketplace quarter, pricing, and the pitfalls it involves. He demanding situations a few conventional advertising thought and gives certain and demanding insights built from over two decades within the high-tech box. From an all-encompassing philosophy that groovy advertising and marketing is a campaign requiring overall dedication, to a cautious research of the price of attacking a competitor, this e-book is a necessary instrument for survival in today's high-risk, quickly- altering, and extremely profitable high-tech arena.
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Grundsätzlich kann festgehalten werden, dass Werbewirkung sowohl unter Effizienz- als auch unter Effektivitätsaspekten analysiert werden kann. Die Effizienzmessung betrachtet dabei die Wirtschaftlichkeit einer Kommunikationsmaßnahme, und die Effektivitätsmessung untersucht den Zielerreichungsgrad. 39 Einige für den weiteren Verlauf dieser Arbeit besonders relevante Dimensionen der Werbewirkung werden nachfolgend im Detail vorgestellt und beschrieben. Diese sind: Aufmerksamkeit und Akzeptanz, Wiedererkennung und Erinnerung, Glaubwürdigkeit, Einstellung und Kaufabsicht.
6 Rechtliche Aspekte Werbliche Kommunikationsmaßnahmen, wie Advertorials und klassische Printwerbung, unterliegen einer Kennzeichnungspflicht, welche durch rechtliche Rahmenbedingungen sowohl national als auch EU-weit geregelt ist. Im Sinne des Verbraucher- und Konsumentenschutzes muss Werbung für die Rezipienten als solche klar erkennbar sein. Aus diesem Grund ist Schleichwerbung, in welcher Art und Weise bzw. in welchem Medium auch immer, die nicht als Werbung erkennbar ist, EU-weit verboten.
20. 102 Vgl. E. (2008): Integrated Marketing Communications: Practice Leads Theory, in: Journal of Advertising Research, Vol. 48, No. 4, pp. 531-546, p. 531. 103 Vgl. H. (2009): The evolution of IMC: IMC in a customer-driven marketplace, in: Journal of Marketing Communications, Vol. 15, No. 2/3, pp. 75-84, p. 81. 104 Vgl. W. (2007): Conceptualization and Measurement of Multidimensionality of Inte-grated Marketing Communications, in: Journal of Advertising Research, Vol. 47, No. 3, pp. 222-236, pp.
Marketing High Technology by William H. Davidow