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Marketing y publicidad en internet / Marketing and Advertising on Internet: Basico / Basic (Spanish Edition)
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A Primer on the Future of PR, Marketing?and AdvertisingA new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven?t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy?growth hacking?to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they?re primed to generate explosive reactions.Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you?re responsible for building awareness and buzz for a product or service, this is your road map.
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Online ?There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. You might think that the public would resent this trick, but there is no evidence to suggest that they do.? ?David Ogilvy, founder, Ogilvy & MatherFrom Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It?s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed.Black Ops Advertising dissects this rapid rise of ?sponsored content,? a strategy whereby advertisers have become publishers and publishers create advertising?all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers ?engage? with us so that we share, share, SHARE?the ultimate subtle sell.Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make ?likes? and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. We are being manipulated to spend time with technology, to interact with ?friends,? to always be on, even when it is to our physical and mental detriment. For Online
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.