Getting attention : leading-edge lessons for publicity and marketing / Susan Y. Kohl.

Format:

Book

Author/Creator:

Kohl, Susan, 1959-

Language:

English

Subjects (All):

Internet marketing.

Marketing.

Public relations.

Physical Description:

1 online resource (197 p.)

Place of Publication:

Boston : Butterworth Heinemann, c2000.

Language Note:

English

Summary:

Getting Attention: Leading-Edge Lessons for Publicity and Marketing is a savvy and innovative guide to getting your message heard in today's dynamic and noisy markets. It's an insider's look at what works and what doesn't in the fast-paced, high-tech world of communications. You'll learn to leverage a spectrum of new and often free technologies, not only the Internet, to distinguish your product or service and reach customers and influencers. Getting Attention reveals how to tailor a message for a specific or multiple media so that it has the best chance of reaching and informing your target m

Contents:

Front Cover; Getting Attention: Leading-Edge :Lessons for Publicity and Marketing; Copyright Page; TABLE OF CONTENTS; ACKNOWLEDGMENTS; FOREWORD; INTRODUCTION; CHAPTER 1 THE TWENTIETH CENTURY-THE ADVENTURE BEGINS; Marketing Tools; Diskettes and CD-ROM; Electronic Mail; Websites; Banner Advertisements; Public Relations; Reality Check; Television News Scams; More News, More News Opportunities; See and Be Seen-Tradeshows; Twentieth-Century Trends; Radio; News; Extranets; CHAPTER 2 THE INTERNET-A FORCE TO BE DEALT WITH IN THE NEW MILLENNIUM; What Is the Internet?; The World Wide Web

Evolution of the Web Page: ATrip to the Grocery StoreFirst Came Presence; Let's Integrate, ""Can We Talk?""; Enable Me. Can I Give You My Credit Card?; Where Do We Go From Here,and How About Some Groceries?; Where Do You Live? Tips for Website Success; The Need for Speed; The Eight-Second Rule; How Fast is Fast and How Soon Will it be Available?; Broadband; Case Study: Redefining Interactivity; CHAPTER 3 EFFECTIVE MARKETING ON THE WEB; Research on the Web; Message Boards and Newsgroups; Video on the Web; Streaming Media; Case Study: Streaming Helps Improve Brand Awareness; Portals

Internet AdvertisingOnline Seminars; Case Study: WebEx Hosts World's-Largest Interactive Meeting; Search Engines: Getting Visitors to Your Site; If the Shoe Fits; Get Me to the Top; Tools of the Trade; Competing for Position; Tips That Can Help You Stay on Top; Publicity Using the Web; CHAPTER 4 ELECTRONIC MAIL-LET'S COMMUNICATE; Permission-Based Marketing and Opt-In Advertising; E-mail Newsletters; Case Study: Viva Las Vegas and E-mail Marketing; Case Study: Permission Fades; E-commercials; Signature Advertising; Publicity Through Media Relations; CHAPTER 5 PUSH TECHNOLOGY; Pointcast

Push Rises from the AshesCase Study: The Company Jerk; Push Technology and Advertising; Keeping Customers Happy; Closed-Loop Delivery; Push and Portals; The Future of Push Technology; CHAPTER 6 WIRELESS TECHNOLOGY-THE ""ANYTIME, ANYWHERE"" FACTOR; Changing the Way We Live, Again; No Wires, Mobile and Fast; The Future is Wireless; Case Study: Wireless Santa Stations; No Restraints; News Coverage; CHAPTER 7 INFLUENCING THE GENERAL PUBLIC; Online Communities; What Is a Community?; Newsletters on Your Website; Electronic and Online Surveys; Electronic Postcards; Incentives and Promotions

Case Study: Webstakes.com and the Sharper Image Launch Integrated Promotional Sweepstakes on the WebTelevision; An Integrated Marketing Mix; Moving the Herd; The Power of the URL; The Quadruple Whammy; Politics; Case Study: GartnerGroup's Dataquest Sees Pivotal Role for Internet in Presidential Election in 2000, But Only if Candidates Learn from Portals, E-commerce Sites; CHAPTER 8 APPROACHING THE NEWS MEDIA; E-mail; How to Use E-mail Effectively with the News Media; Some More Tips; Press Kits; Overnight Deliveries and Snail Mail; More About Voice Mail; Editorial Calendars; News Wire Services

Cyber Media Tours

Notes:

Includes index.

ISBN:

1-138-44108-2

1-136-40088-5

0-08-050734-4

1-282-32929-4

0-585-24131-7

9780080507347

OCLC:

635293550