Consumer Marketing & Advertising 2023

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $385	293 Pages	Richard K. Miller & Associates	July, 2022	RKM17291369

Best Price Guarantee
Price	from $385
Length	293 Pages
Publisher	Richard K. Miller & Associates
Published Date	July, 2022
SKU	RKM17291369

Consumer Marketing & Advertising 2023

Consumer Marketing & Advertising 2023 assesses leading approaches for marketing toconsumers – from media advertising to social media marketing, from direct mail toemail, and from customer service to experiential marketing. Consumer marketingtactics are categorized into 60 topics, each presented in a separate chapter. Currentmarket research and statistics, an analysis of effectiveness, surveys of marketers andconsumers, and discussions of trends are presented for each. The handbook alsoexamines overall marketing strategies including analytics for ROI, budget distribution,and prioritization. Over 1,200 embedded website links will direct you to raw data,additional market research, and other resources.

PART I: OVERVIEW
1 CONSUMER MARKETING: 1.1 Scope; 1.2 Market Assessment; 1.3 Consumer Behavior
2 MARKET RESEARCH: 2.1 Competitor Intelligence; 2.2 Consumer Surveys; 2.3 Customer Satisfaction Surveys; 2.4 Focus Groups; 2.5 Geodemographic Segmentation; 2.6 Market Research Companies; 2.7 Market Research Reports; 2.8 Media Consumption Research; 2.9 Mystery Shopping; 2.10 Neuroscience Research; 2.11 Public Opinion Polls; 2.12 Retail Sales Reporting; 2.13 Web Traffic Analysis; 2.14 Market Resources
3 B2C MARKETING BENCHMARKS: 3.1 Overview; 3.2 B2C CMO Survey; 3.3 Market Resources
PART II: ADVERTISING
4 TOP ADVERTISERS: 4.1 Overview; 4.2 Top Spending Advertisers; 4.3 Market Resources
5 TOP ADVERTISING AGENCIES: 5.1 Largest Agencies; 5.2 Creativity Awards; 5.3 Small Agency Awards; 5.4 Market Resources
6 ADVERTISING SPENDING: 6.1 Overview; 6.2 eMarketer Assessment; 6.3 Winterberry Group; 6.4 Market Resources
7 IN-CINEMA ADVERTISING: 7.1 Market Assessment; 7.2 Moviegoer Demographics; 7.3 Cinema Advertising Vendors; 7.4 Market Resources
8 MAGAZINE ADVERTISING: 8.1 Readership; 8.2 Circulation; 8.3 Advertising Spending; 8.4 Ad Spending By Sector; 8.5 Top Advertisers; 8.6 Interactive Media; 8.7 Market Resources
9 NEWSPAPER ADVERTISING: 9.1 Readership; 9.2 Circulation; 9.3 Advertising Spending; 9.4 Ad Spending By Sector; 9.5 Top Advertisers; 9.6 Alternative Weeklies; 9.7 Market Resources
10 OUT-OF-HOME ADVERTISING: 10.1 Market Assessment; 10.2 Spending By Format; 10.3 Market Leaders; 10.4 Ad Spending By Sector; 10.5 Top Advertisers; 10.6 High Mileage Drivers; 10.7 Digital Place-Based Advertising; 10.8 Market Resources
11 RADIO ADVERTISING: 11.1 Audience; 11.2 Market Assessment; 11.3 Ad Spending by Sector; 11.4 Top Radio Advertisers; 11.5 Digital Radio; 11.6 Market Resources
12 TELEVISION ADVERTISING: 12.1 Audience; 12.2 Market Assessment; 12.3 Upfront; 12.4 Ad Spending By Sector; 12.5 Top Advertisers; 12.6 Market Resources
PART III: DIGITAL MARKETING
13 DIGITAL ADVERTISING: 13.1 Internet Advertising Revenue; 13.2 Market Leaders; 13.3 Spending By Sector; 13.4 Digital Agencies; 13.5 Top Advertisers; 13.6 Real-Time Bidding On Ad Exchanges; 13.7 Market Resources
14 EMAIL: 14.1 Market Assessment; 14.2 Marketer Use Of Email; 14.3 Email Analytics; 14.4 Day- and Time-Of-Delivery Effectiveness; 14.5 Promotional Emails; 14.6 Email Marketing Services; 14.7 Market Resources
15 IN-GAME ADVERTISING: 15.1 Overview; 15.2 Market Assessment
16 MOBILE MARKETING: 16.1 Market Penetration; 16.2 Market Assessment; 16.3 Mobile Formats; 16.4 Mobile Marketing Agencies; 16.5 Mobile Marketing Tactics; 16.6 Mobile Banner Ads; 16.7 Mobile Shopping Apps; 16.8 Market Resources
17 PODCAST ADVERTISING: 17.1 Podcast Listeners; 17.2 Market Assessment; 17.3 Market Leaders; 17.4 Top Advertisers
18 SEARCH: 18.1 Organic Vs. Paid Search; 18.2 Market Assessment; 18.3 Search Agencies; 18.4 Top Advertisers; 18.5 Market Resources
19 VOICE SEARCH: 19.1 Use Of Digital Voice Assistants; 19.2 Voice Search Shopping; 19.3 Local Business Queries
20 SOCIAL MEDIA MARKETING: 20.1 Use Of Social Networking Sites; 20.2 Social Media Ad Spending; 20.3 Social Media Marketing Tactics; 20.4 Social Media Posts; 20.5 Challenges In Social Media Marketing; 20.6 Market Resources
21 DIGITAL VIDEO ADVERTISING: 21.1 Market Assessment; 21.2 Video Ads On Social Networks; 21.3 In-App Video Ad Spending; 21.4 Video Ad Engagement; 21.5 Video Ad Completion Rates; 21.6 Assessing Effectiveness; 21.7 Market Resources
22 DIGITAL PLACE-BASED VIDEO ADVERTISING: 22.1 Market Assessment; 22.2 Video Ads In Public Venues; 22.3 DPB Video Ad Networks; 22.4 Market Resources
23 DIGITAL AUDIO ADVERTISING: 23.1 Audience; 23.2 Advertising Spending
24 RETAIL MEDIA NETWORKS: 24.1 Market Assessment; 24.2 Market Leaders; 24.3 Characteristics Of Retail Media Networks
25 WEBSITES: 25.1 Overview; 25.2 Professional-Looking Sites; 25.3 Engaging New Visitors; 25.4 Domain Names; 25.5 Landing Page Optimization; 25.6 Product Detail Pages; 25.7 Site Search; 25.8 Confirmation Page
PART IV: ANALYSES
26 ARTIFICIAL INTELLIGENCE IN MARKETING: 26.1 Overview; 26.2 Applications In Marketing; 26.3 AI Tactics; 26.4 AI-Powered Chatbots
27 BRANDING: 27.1 Overview; 27.2 Brand Names; 27.3 Logo; 27.4 Brand Purpose; 27.5 Brand Reputation; 27.6 Favorite Brands; 27.7 Market Resources
28 BUY AMERICAN INITIATIVES: 28.1 Preference For U.S.-Made Products; 28.2 Buy American Initiatives; 28.3 Maker’s Row; 28.4 Market Resources
29 BUY LOCAL INITIATIVES: 29.1 Buying Local; 29.2 Select Initiatives; 29.3 Impact Of Initiatives; 29.4 Market Resources
30 CAUSE MARKETING: 30.1 Overview; 30.2 Effectiveness; 30.3 Cause Marketing Halo Awards; 30.4 Compassionate Consumerism; 30.5 Market Resources
31 CELEBRITY ENDORSEMENTS: 31.1 Effectiveness of Celebrity Endorsements; 31.2 Influence By Age Demographic; 31.3 Top Celebrity Endorsement Deals; 31.4 Celebrity-Branded Merchandise
32 CONTENT MARKETING: 32.1 Overview; 32.2 Content Spending; 32.3 Content Marketing Trends; 32.4 Blogs; 32.6 Market Resources
33 COUPONS: 33.1 Consumer Use Of Coupons; 33.2 Redemption; 33.3 Influence On Purchases
34 CUSTOMER ANALYTICS: 34.1 Overview; 34.2 Customer Databases; 34.3 Sharing Customer Data; 34.4 Data Brokers; 34.5 Consumer Valuation Scores; 34.6 Product Use Insight; 34.7 Data Integration; 34.8 Regulatory Oversight; 34.9 Key Players
35 CUSTOMER COMMUNICATIONS: 35.1 Preferred Communications By Sector; 35.2 Promotions; 35.3 Customer Service; 35.4 Text Message Communications; 35.5 Social Media Communications; 35.6 Market Resources
36 CUSTOMER RELATIONSHIP MANAGEMENT: 36.1 Overview; 36.2 Benefits Of CRM; 36.3 CRM Spending; 36.4 CRM Technology Products; 36.5 Market Resources
37 CUSTOMER RETENTION: 37.1 The Importance of Customer Retention; 37.2 Retention Strategies; 37.3 Retention Of Online Customers; 37.4 Benefits Of Customer Retention Programs
38 CUSTOMER SERVICE: 38.1 Overview; 38.2 Perspectives On Customer Service; 38.3 Customer Service Channels; 38.4 Consumer Opinions Of Customer Service; 38.5 Impact By Segment
39 DATA-DRIVEN MARKETING: 39.1 Overview; 39.2 Market Assessment; 39.3 Customer Data Platforms; 39.4 Metrics For Data Driven Marketing; 39.5 Measuring ROI; 39.6 Challenges In Data-Driven Marketing; 39.7 Market Resources
40 DIRECT MARKETING: 40.1 Market Assessment; 40.2 Direct Mail; 40.3 Effectiveness; 40.4 Direct Marketing Agencies; 40.5 Direct Marketing List Providers; 40.6 Market Resources
41 DIRECT SELLING: 41.1 Overview; 41.2 Market Assessment; 41.3 Market Leaders; 41.4 Market Resources
42 EVENT & EXPERIENTIAL MARKETING: 42.1 Overview; 42.2 Market Assessment; 42.3 Event Specialists; 42.4 Effectiveness; 42.5 Music Festivals; 42.6 Market Resources
43 GENERATIONAL MARKETING: 43.1 Overview; 43.2 Marketing To Baby Boomers; 43.3 Marketing To Generation X; 43.4 Marketing To Millennials; 43.5 Marketing To Generation Z
44 GENDER-SPECIFIC MARKETING: 44.1 Purchasing Decision-Making; 44.2 Engaging Moms; 44.3 Blurring Gender Roles; 44.4 Avoiding Gender Stereotypes; 44.5 Gender-Specific Blogs And Websites
45 GREEN MARKETING: 45.1 Impact On Consumer Spending; 45.2 Green Initiatives; 45.3 Credibility Of Green Marketing Claims; 45.4 Green Ad Agencies; 45.5 Market Resources
46 HISPANIC MARKETING: 46.1 Overview; 46.2 Spending; 46.3 Multicultural Agencies; 46.4 Hispanic Media Ad Spending; 46.5 Market Resources
47 IN-STORE TRACKING: 47.1 Overview; 47.2 Beacons; 47.3 Smartphone Tracking; 47.4 Facial Recognition; 47.5 RFID Tracking
48 INCLUSIVE MARKETING: 48.1 Overview; 48.2 Impact Of Inclusive Marketing; 48.3 Diversity In Advertising Campaigns; 48.4 Top Brands In Advertising Diversity
49 INFLUENCER MARKETING: 49.1 Overview; 49.2 Market Assessment; 49.3 Top Influencers; 49.4 Viewership; 49.5 Response To Influencer-Sponsored Posts; 49.6 Market Resources
50 LOCAL MARKETING: 50.1 Market Assessment; 50.2 Sources Of Local Search Information; 50.3 Top Local Search Categories; 50.4 Local Marketing By National Brands; 50.5 Market Resources
51 LOCATION-BASED MARKETING: 51.1 Overview; 51.2 Use Of Location-Based Apps; 51.3 Market Assessment; 51.4 Location Data Brokers; 51.5 Barriers To Implementation
52 LOYALTY PROGRAMS: 52.1 Participation; 52.2 Member Demographics; 52.3 Customer Incentives; 52.4 Member Satisfaction; 52.5 Top Loyalty Programs
53 NAMING RIGHTS: 53.1 Overview; 53.2 Professional Sports Stadiums And Arenas; 53.3 College Stadiums; 53.4 Performing Arts Centers
54 NATIVE ADVERTISING: 54.1 Overview; 54.2 Market Assessment; 54.3 Online Media Branded Content; 54.4 Print Media; 54.5 Television
55 ONLINE TRACKING: 55.1 Behavioral Targeting; 55.2 Tracking Cookies; 55.3 First Party Data; 55.4 ‘Do Not Track’ Options
56 PACKAGING: 56.1 Overview; 56.2 Smart Packaging; 56.3 Market Resources
57 PERSONALIZATION: 57.1 Personalized Marketing; 57.2 Personalization Tactics; 57.3 Implementation; 57.4 Customer Response To Personalization; 57.5 Top Brands In Personalization
58 POLITICAL ADVERTISING: 58.1 Market Assessment; 58.2 Spending Distribution By Media; 58.2 Presidential Election Spending
59 PRICING: 59.1 Overview; 59.2 Price Sensitivity; 59.3 In-Store Vs. Online Pricing; 59.4 Dynamic Pricing; 59.5 Pricing Market Research; 59.6 Pricing Research Centers; 59.7 Market Resources
60 PRIVACY REGULATIONS: 60.1 Overview; 60.2 Privacy Concerns; 60.3 Impact On Consumer Marketing; 60.4 California Consumer Privacy Act; 60.5 General Data Protection Regulation; 60.6 Market Resources
61 PRODUCT PLACEMENT: 61.1 Market Assessment; 61.3 Product Placement Agencies; 61.4 Product Placement In Streaming Shows; 61.5 Market Resources
62 PROGRAMMATIC ADVERTISING: 62.1 Overview; 62.2 Market Assessment; 62.3 Benefits Of Programmatic Advertising; 62.4 Challenges For Advertisers; 62.5 Conversion Rates And Offline Sales; 62.6 Programmatic Ad Pricing
63 PROMOTIONS: 63.1 Market Assessment; 63.2 Types of Promotions; 63.3 Methods of Promotions; 63.4 Rewards-Based Promotions; 63.6 Giveaways; 63.6 Promotions Agencies; 63.7 Market Resources
64 SHOPPER [IN-STORE] MARKETING: 64.1 Overview; 64.2 In-Store Decision-Making; 64.3 In-Store Promotions; 64.4 Sampling; 64.5 In-Store TV; 64.6 Market Resources
65 SOCIAL RESPONSIBILITY: 65.1 Overview; 65.2 Survey On Social Responsibility; 65.3 Market Resources
66 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING: 66.1 Overview; 66.2 Market Assessment; 66.3 SMB Marketing Tactics; 66.4 Most Effective SMB Marketing; 66.5 Social Media Marketing
67 SPONSORSHIPS: 67.1 Market Assessment; 67.2 Spending By Sector; 67.3 Top Sponsors; 67.4 Sports Sponsorships; 67.5 Market Resources
APPENDIX A - ACADEMIC CENTERS
APPENDIX B - ANALYSTS
APPENDIX C - ASSOCIATIONS
APPENDIX D - MARKETING BLOGS
APPENDIX E - MARKETING TECHNOLOGY VENDORS
APPENDIX F - ONLINE RESOURCES
APPENDIX G - PERIODICALS
REFERENCES