Consumer Marketing and Advertising 2024.

Format:

Book

Author/Creator:

Miller, Richard.

Contributor:

Washington, Kelli.

Series:

RKMA Market Research Ebook Series

RKMA Market Research Ebook Series ; v.3

Language:

English

Subjects (All):

Advertising.

Marketing.

Physical Description:

1 online resource (266 pages)

Edition:

8th ed.

Place of Publication:

Miramar, FL : Richard K. Miller & Associates, 2023.

Summary:

Consumer Marketing & Advertising2023 assesses leading approaches for marketing to consumers - from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing. Consumer marketing tactics are categorized into 60 topics, each presented in a separate chapter. Current market research and statistics, an analysis of effectiveness, surveys of marketers and consumers, and discussions of trends are presented for each. The handbook also examines overall marketing strategies including analytics for ROI, budget distribution, and prioritization. Over 1,200 embedded website links will direct you to raw data, additional market research, and other resources.

Contents:

PART I: OVERVIEW

1 MARKET ASSESSMENT

1.1 Overview

1.2 Winterberry Group

1.3 Media Advertising Spending

2 MARKET RESEARCH

2.1 Competitor Intelligence

2.2 Consumer Surveys

2.3 Customer Satisfaction Surveys

2.4 Focus Groups

2.5 Geodemographic Segmentation

2.6 Market Research Companies

2.7 Market Research Reports

2.8 Media Consumption Research

2.9 Mystery Shopping

2.10 Neuroscience Research

2.11 Online Activities

2.12 Public Opinion Polls

2.13 Retail Foot Traffic

2.14 Retail Sales Reporting

2.15 Market Resources

3 B2C MARKETING BENCHMARKS

3.1 Overview

3.2 B2B CMO Survey

3.3 Market Resources

PART II: AGENCIES

4 TOP ADVERTISING AGENCIES

4.1 Largest Agencies

4.2 Creativity Awards

4.3 Small Agency Awards Generated by AI.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Other Format:

Print version: Miller, Richard Consumer Marketing and Advertising 2024

ISBN:

9781577833307

1577833309

OCLC:

1392342661