By Dan Gillmor

We're in an age of data overload, and an excessive amount of of what we watch, pay attention and browse is flawed, deceitful or maybe risky. but you and that i can take keep watch over and make media serve us -- we all -- by means of being energetic shoppers and members. Here's how.

Show description

Read Online or Download Mediactive PDF

Similar marketing books

Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Times

What do Coca-Cola, McDonald's, IBM, Microsoft, and Virgin have in universal? they're all international giants, yet what they're much less famous for are the branded items they've introduced that experience bombed -- spectacularly and at nice cost.

Brand disasters takes a glance at how such failures take place. during this up-to-date variation of Matt Haig's ebook, we're given the interior tale of a hundred significant model mistakes. Haig describes the manufacturers that experience introduced with assistance from multi-million greenback advertisements campaigns simply to sink with no hint. From model errors made via winning blue-chip businesses to lesser-known yet hilarious bomb-shells, he explains what went improper in each case and gives a worthy list of classes realized. A travel of Matt Haig's corridor of failure will alert readers to strength hazards and describe find out how to make certain a protracted, fit existence for a brand.

Appears to be retail

Offentliches Beschaffungsmarketing: Ein Kennzahlensystem fur das Vergabemanagement

Constantin Blome entwickelt ein Grundmodell für das öffentliche Beschaffungsmarketing. Durch seine Einbettung in ein Kennzahlensystem wird es den besonderen Rahmenbedingungen der öffentlichen Beschaffung, z. B. dem Vergaberecht, gerecht und kann in der Praxis unmittelbar eingesetzt werden. Aufgrund der Modularität des Kennzahlensystems kann es an die Bedürfnisse von Verwaltungsbetrieben jeglicher Größenordnung und jeglichen Reformstands angepasst werden.

Vertrauen in der Unternehmensberatung : Einflussfaktoren und Konsequenzen

Larissa Greschuchna untersucht die Relevanz des Vertrauens im Vergleich zu anderen Kriterien bei der Auswahl eines Beratungsunternehmens. Sie entwickelt ein Modell, anhand dessen Einflussfaktoren des interpersonalen und des organisationalen Vertrauens zu Beginn einer Berater-KMU-Beziehung sowie die Auswirkung der beiden Vertrauensformen auf den Projektauftrag erklärt werden können.

Social Media Rules of Engagement: Why Your Online Narrative is the Best Weapon During a Crisis

Keep away from turning into a #PRFail with an excellent social media procedure Social Media principles of Engagement publications you within the improvement of a bullet-proof social media technique. you could deal with any trouble successfully through having a plan ahead of you really need one—and by way of realizing and influencing your viewers with army precision.

Extra info for Mediactive

Example text

Qxd 9/11/00 2:51 PM Page 23 Segmentation and Targeting 23 purchase their brand. By advertising to the channel as well as through the channel, the goal is to reinforce the same brand position to both resellers and ultimate consumers. Segmenting and Targeting to Leverage Competencies in a New Market To this point, our focus has centered on situations in which a firm has an established customer base. However, in an effort to grow, a firm may also seek to leverage its competencies or resources by entering new markets.

However, because the average age of a Cadillac owner is about 63, current users do not represent an attractive long-term target. Moreover, the image of Cadillac as the luxury car for a previous generation reduces the likelihood that the next generation of 65-year-olds will aspire to drive a Cadillac. ” However, the effectiveness of this approach was limited both by the profile of people seen driving Oldsmobiles and the conventional styling of the car. What is an appropriate strategy when faced with this situation?

One was the notion of freshness, which was depicted by open space and water falls. A second dimension was British, which was depicted using pictures of Prince Charles and Princess Diana. The third dimension was sex appeal, represented by young male fantasies such as “hot” women dressed in red. For women, a romantic embrace represented sex appeal. These investigations offered support for Altoids’ brand positioning. They suggested that Altoids was associated with empowerment in social situations.

Download PDF sample

Rated 4.50 of 5 – based on 7 votes