Consumer Behavior -12/E

Leon G. Schiffman, Joe Wisenblit

Informasi Dasar

20.21.2128
658.834 2
Buku - Elektronik (E-Book)

This book is to capture the impact of consumer behavior on the marketer’s ability to learn more about customers’ purchases in order to plan, develop, and implement a strategy with greater precision. For nearly one hundred years, marketers purchased advertising space within information and entertainment content produced by print and broadcast media. In the past, marketers used the media’s audience profiles in deciding where to place “one size fits all” ads. Today, dynamic ad servers customize ads based on consumers’ browsing online and other data, and marketers closely monitor consumers’ contacts and discussions on the internet. Marketers that once purchased advertising space in selected magazines and TV sitcoms now purchase space for their messages through ad exchanges and use predictive analytics that assess the effectiveness of their ads. Instead of targeting large segments, marketers are bidding on impression, which enables them to use their resources most effectively via real-time bidding.

Other forms of reaching consumers include native advertising, crosschannel marketing campaigns, consumer-generated advertising, and new media platforms, such as mobile and app advertising. Nevertheless, the loss of privacy has become a key social concern, and we have analyzed this matter and other ethical issues— such as the impact of extensive viewing of screens on children—in our chapter on social responsibility.

Subjek

CONSUMER BEHAVIOUR
 

Katalog

Consumer Behavior -12/E
978-0-13-473482-8
478p.: pdf file.; 17 MB
English

Sirkulasi

Rp. 0
Rp. 0
Tidak

Pengarang

Leon G. Schiffman, Joe Wisenblit
Perorangan
 
 

Penerbit

Pearson
New York
2019

Koleksi

Kompetensi

  • ELI1J2 - PERILAKU KONSUMEN DIGITAL

Download / Flippingbook

 

Ulasan

Belum ada ulasan yang diberikan
anda harus sign-in untuk memberikan ulasan ke katalog ini