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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: Sugiyama, Kotaro [author]Contributor(s): Andree, Tim [co-author]Material type: Text

TextPublication details: New York: McGraw-Hill, c2011Description: xxiv, 310 pages : illustrations ; 24 cmISBN: 9780071748124Subject(s): MARKETING -- MANAGEMENT | JAPAN | DENTSU | ADVERTISING | ADVERTISING AGENCIES -- MANAGEMENTLOC 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.

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Marketing Management	General Circulation	GC HF 6181.D4 .S84 2011 (Browse shelf (Opens below))	c.1	Available		NULIB000016188

Includes references and index.

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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