Roger Ortuno: Feedback: direct and interactive marketing
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Жанр : Index Book
Издательство : Index Book
Год издания : 2008
Аннотация:
»Feedback» offers a selection of the best actions in direct and interactive marketing sent directly to the general public or to a segmented audience, with the purpose of obtaning a direct response or interaction from the targeted persons. «Feedback» presents several examples of direct response marketing bringing together projects from various disciplines in a single book, including: relational marketing, direct marketing, guerrilla marketing, interactive marketing, etc. These specialities are illustrated with projects by agencies such as Mr. John Sample, Remo D6, Taxi Studio Ltd., Ros & Asociados, Villarrosàs, Herederos de Rowan, among others, based on direct marketing, together with others based on interactive marketing by agencies such as Wieden+Kennedy, OgilvyInterative, Forsman & Bodenfors, Big Spaceship, Cuatic, Minnim… The pieces of work shown here belong to clients such as Sony, Amnesty International, Electronic Arts, Fila, Starbucks, Nike, Toyota, IKEA, Mango, etc., but one may also find examples of work for more modest clients, such as self-promotion campaigns by the agencies themselves or even wedding invites. The purpose of «Feedback» is to illustrate the philosophy of integral marketing — also known as 360º marketing — to which most agencies and studios are currently turning to. That is why the book is divided in 5 chapters, i.e. «Low Cost», «Concept», «360º», «Technique» and «Strategy».