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Internet advertising. --- Internet advertising --- Adverteren

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La publicité digitale a considérablement évolué ces dernières années : nouveaux comportements de consommation, nouveaux outils, nouvelles technologies, nouveaux métiers. Ce marché en plein essor est aussi complexe à appréhender :Que représente le marché de la publicité digitale ? Quels sont ses leviers ?Qu'est-ce que la publicité programmatique et comment achète-t-on en RTB ?Comment utiliser les data et personnaliser les publicités ?Comment acquérir des leads ?Quelles stratégies mettre en œuvre sur les réseaux sociaux ?Quels sont les métiers et les compétences dans la publicité digitale ?L'objectif de cet ouvrage est de présenter, de manière concrète et pédagogique, tous les concepts fondamentaux et les nouvelles tendances de la publicité digitale. Chaque levier publicitaire (Search, e-mailing, affiliation, Display, réseaux sociaux) est analysé à la lumière des nouveaux acteurs, des modes d'achat et des nouvelles formes de communication. Une partie est réservée aux métiers et compétences à acquérir dans la publicité digitale.

Internet advertising. --- Internet marketing.

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Millions compete for exposure on Google, Yahoo!, and Bing, but 99% of them fail to get results. As the founder of leading digital intelligence firm, AdGooroo, search advertising authority Richard Stokes is in a unique position to reveal what's going wrong and provide solutions to fix it.Since the publication of the first edition, there have been a number of revolutionary changes in paid search. First, we are increasingly searching from our cell phones ? not just desktops. Mobile search now accounts for 15% of searches in the US (up from ~0% in 2009). Second, Google is no longer th

Internet marketing. --- Internet advertising.

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"Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including IMC objectives, budgets, and metrics, legacy media planning, B2B marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, instructor resource book, and interactive template for preparing an IMC Plan"--

Internet advertising. --- Internet marketing.

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Advertising --- Internet advertising