Читать книгу Media Selling - Warner Charles Dudley - Страница 3

1 Chapter 1Figure 1.1 The value chain

2 Chapter 4Figure 4.1 Objective difficulty and motivationFigure 4.2 The Cycle of Success

3 Chapter 8Figure 8.1 The sales funnel – missionary sellingFigure 8.2 The sales funnel–service selling

4 Chapter 10Figure 10.1 Google Trends: search for yogurtFigure 10.2 Google Trends: search for pudding

5 Chapter 12Figure 12.1 Proposals

6 Chapter 15Figure 15.1 The Interchanging roles of traditional and digital marketing....Figure 15.2 Mapping the customer path through the Five As.Figure 15.3 Marketing decision treeFigure 15.4 Non‐scalable vs. scalable businessesFigure 15.5 The life cycle of a businessFigure 15.6 Generic competitive strategies.Figure 15.7 Relative effectiveness of marketing channelsFigure 15.8 Explosion in complexity and workload

7 Chapter 17Figure 17.1 Core functions of a programmatic trading desk

8 Chapter 19Figure 19.1 Digital’s contribution to traditional local media in $billions...Figure 19.2 Advertising across platforms delivers higher ROIFigure 19.3 Incremental cost of reachFigure 19.4 How ad spending aligns with media consumption, 2017

9 Chapter 21Figure 21.1 Social media timeline

10 Chapter 22Figure 22.1 Pay TV subscribers in the US (in millions)

11 Chapter 23Figure 23.1 Magazine growthFigure 23.2 Meredith magazine brands’ comparative ROIs Note: ROI = increment...