The Dentsu way: secrets of cross switch marketing from the world's most innovative advertising agency / Kotaro Sugiyama and Tim Andree
Material type:
TextPublication details: New York : McGraw Hill Education, c2011Description: xxiv, 310 pages : illustrations ; 24 cmISBN: - 9780071748124
- HF 6181.D4 .S84 2011
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National University - Manila | LRC - Annex II General Circulation | Marketing Management | GC HF 6181.D4 .S84 2011 (Browse shelf(Opens below)) | c.1 | Available | NULIB000016188 |
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Includes bibliographical references.
The origins of the Dentsu way -- Breadth and depth: an overview of Dentsu scope and services -- From AIDMA to AISAS: the growing importance of cross communication -- Cross communication: a look at what makes it work -- Creating scenarios for cross communication -- Case studies of the cross switch way -- The cross switch design process -- From insight to scenario creation -- Structure design and measurement for cross switch
The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields; introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST; provides nine of Dentsu's newest original tools and analysis methods.
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