Winning the Advertising Game: Lessons from the Super Bowl AD Champions
暫譯: 贏得廣告遊戲：超級碗廣告冠軍的教訓

Raithel, Sascha, Taylor, Charles R., Stewart, David W.

Winning the Advertising Game: Lessons from the Super Bowl AD Champions
  • 出版商: Springer
  • 出版日期: 2025-01-17
  • 售價: $1,850
  • 貴賓價: 9.5 折 $1,758
  • 語言: 英文
  • 頁數: 214
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031775058
  • ISBN-13: 9783031775055
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

Unlock the secrets of advertising success with this comprehensive guide! Dive into practical insights and real-world data to enhance your campaigns. Explore the Super Bowl as a live advertising lab, dissecting branding strategies, creative elements, and societal impacts. Learn from advertisers, agencies, and experts, and apply these lessons to your own efforts. Perfect for marketing managers, advertisers, and educators looking to leverage the biggest advertising event in the world. This book provides actionable research findings and tools to transform your advertising approach, ensuring your ads stand out and resonate with audiences. Discover how the NFL and Super Bowl are expanding globally, reaching new audiences worldwide.

This book is ideal for marketing managers and advertisers seeking to apply key lessons from the Super Bowl to their campaigns. It's also a valuable resource for marketing and advertising educators who want to illustrate fundamental principles with real-world examples.

商品描述(中文翻譯)

解鎖廣告成功的秘密，這本全面的指南將帶您深入實用見解和真實數據，以提升您的廣告活動。探索超級碗作為一個現場廣告實驗室，剖析品牌策略、創意元素和社會影響。向廣告商、代理商和專家學習，並將這些教訓應用於您自己的努力。這本書非常適合希望利用全球最大廣告事件的行銷經理、廣告商和教育工作者。它提供可行的研究結果和工具，以改變您的廣告方法，確保您的廣告脫穎而出並與觀眾產生共鳴。了解NFL和超級碗如何在全球擴展，觸及全世界的新觀眾。

這本書非常適合希望將超級碗的關鍵教訓應用於其廣告活動的行銷經理和廣告商。對於希望用真實案例說明基本原則的行銷和廣告教育工作者來說，這也是一個寶貴的資源。

作者簡介

Sascha Raithel is a Full Professor of Marketing at Freie Universität Berlin in Germany. His work has appeared in prestigious academic and practitioner journals, such as Management Science, the Journal of Marketing Research, the Strategic Management Journal, and the Harvard Business Review. He also serves on the editorial board of the International Journal of Advertising.

Charles R. Taylor, the John A. Murphy Professor of Marketing at Villanova University in the United States, is the Editor-in-Chief of the International Journal of Advertising. With more than 100 peer-reviewed articles in top-tier publications, Taylor is a leading authority on Super Bowl advertising and contributes a column to Forbes.com.

David W. Stewart, Ph.D., holds the position of Professor Emeritus at Loyola Marymount University in the United States. He chairs the Marketing Accountability Standards Board and has previously served as editor for esteemed journals including the Journal of Marketing and the Journal of the Academy of Marketing Science. With over 350 published papers and twenty books to his name, he is a prolific author.

Alexander Mafael, Assistant Professor of Marketing at the Stockholm School of Economics in Sweden, focuses his research at the intersection of advertising and strategy. His work has been featured in leading academic journals, such as the Journal of the Academy of Marketing Science and the Journal of Consumer Psychology.

作者簡介(中文翻譯)

Sascha Raithel 是德國柏林自由大學的行銷學全職教授。他的研究成果發表於多本享有盛譽的學術及實務期刊，如《管理科學》（Management Science）、《行銷研究期刊》（Journal of Marketing Research）、《策略管理期刊》（Strategic Management Journal）以及《哈佛商業評論》（Harvard Business Review）。他同時擔任《國際廣告期刊》（International Journal of Advertising）的編輯委員會成員。

Charles R. Taylor 是美國維拉諾瓦大學的約翰·A·墨菲行銷學教授，並擔任《國際廣告期刊》的主編。Taylor 在頂尖期刊上發表了超過100篇經過同行評審的文章，是超級碗廣告的領先權威，並為Forbes.com撰寫專欄。

David W. Stewart 博士，擔任美國洛約拉瑪利蒙特大學的名譽教授。他是行銷問責標準委員會的主席，並曾擔任多本知名期刊的編輯，包括《行銷期刊》（Journal of Marketing）和《行銷科學學會期刊》（Journal of the Academy of Marketing Science）。他擁有超過350篇已發表的論文和二十本書籍，是一位多產的作者。

Alexander Mafael 是瑞典斯德哥爾摩經濟學院的行銷學助理教授，他的研究專注於廣告與策略的交集。他的研究成果曾發表於多本領先的學術期刊，如《行銷科學學會期刊》和《消費者心理學期刊》（Journal of Consumer Psychology）。

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