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Exposure!: How to Market So Your Message is Unavoidable

Exposure!: How to Market So Your Message is Unavoidable

          
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About the Book

So how do you get a product or service exposed? How do you position your message so it is unavoidable to the consumer? Through a coordinated approach to marketing in which your message is uniformly presented to target audiences through a variety of media, events, and practices -- in other words, through a well-coordinated, multichanneled communication strategy.Loaded with case studies and real-life examples, "Exposure!" provides step-by-step, practical guidelines and proven examples of how multichanneled marketing moves products and services, while controlling costs. Kevin B. Tynan defines this powerful selling tool and shows how to assess a marketing problem, evaluate media options, and design a hard-hitting strategy to make your product stand out in a crowded field. In the process, this timely book takes readers on a fascinating tour of up-to-the-minute marketing practices, where low-cost tactics and innovation are more effective than mass-media, big-budget advertising campaigns. Drawing on his broad experiences as a practitioner and consultant, Tynan weaves marketing theory with entertaining anecdotes to produce a highly readable, practical guide for all companies and nonprofit organizations with a product or message to sell. Among the key topics examined in "Exposure!": -- Extensive case studies of multichannel marketing "winners" -- Tapping the booming Hispanic market -- Setting up a database marketing program and utilizing the data for maximum results -- Strategies for baffling competitive giants -- Benefits of sponsorship marketing -- Turning your local story into a national event -- Producing more business from existing customers -- Creating aninternational presence and creating new business from the Web Anyone involved in marketing -- from CEOs and entrepreneurs to public relations practitioners and agency executives -- will take away a wealth of ideas for blending traditional marketing with "new media" to create dynamic results.


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Product Details
  • ISBN-13: 9780850132717
  • Publisher: Kaizen Works
  • Publisher Imprint: Kaizen Works
  • Height: 260 mm
  • No of Pages: 300
  • Spine Width: 23 mm
  • Weight: 726 gr
  • ISBN-10: 0850132711
  • Publisher Date: 01 Jun 1997
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Sub Title: How to Market So Your Message is Unavoidable
  • Width: 183 mm


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