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The Dentsu way: secrets of cross switch marketing from the world's most innovative advertising agency / Kotaro Sugiyama and Tim Andree

By: Contributor(s): Material type: TextTextPublication details: New York : McGraw Hill Education, c2011Description: xxiv, 310 pages : illustrations ; 24 cmISBN:
  • 9780071748124
Subject(s): LOC classification:
  • HF 6181.D4 .S84 2011
Contents:
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
Summary: 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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II General Circulation Marketing Management GC HF 6181.D4 .S84 2011 (Browse shelf(Opens below)) c.1 Available NULIB000016188

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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