Consumer Marketing & Advertising 2024

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $385	266 Pages	Richard K. Miller & Associates	July, 2023	RKM18090015

Best Price Guarantee
Price	from $385
Length	266 Pages
Publisher	Richard K. Miller & Associates
Published Date	July, 2023
SKU	RKM18090015

Consumer Marketing & Advertising 2024

Consumer Marketing & Advertising 2024 assesses leading approaches for marketing to consumers – from media advertising to social media marketing, from direct mail to email, and from customer service to experiential marketing. Consumer marketing tactics are categorized into 60 topics, each presented in a separate chapter. Current market research and statistics, an analysis of effectiveness, surveys of marketers and consumers, and discussions of trends are presented for each. The handbook also examines 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 MARKET ASSESSMENT: 1.1 Overview; 1.2 Winterberry Group; 1.3 Media Advertising Spending
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 Online Activities; 2.12 Public Opinion Polls; 2.13 Retail Foot Traffic; 2.14 Retail Sales Reporting; 2.15 Market Resources
3 B2C MARKETING BENCHMARKS: 3.1 Overview; 3.2 B2B CMO Survey; 3.3 Market Resources
PART II: AGENCIES
4 TOP ADVERTISING AGENCIES: 4.1 Largest Agencies; 4.2 Creativity Awards; 4.3 Small Agency Awards; 4.4 Market Resources
5 MARKETING AGENCIES: 5.1 Top 200 Marketing Agencies; 5.2 Market Resources
PART III: ADVERTISING
6 MAGAZINE ADVERTISING: 6.1 Readership; 6.2 Circulation; 6.3 Advertising Spending; 6.4 Ad Spending By Sector; 6.5 Top Advertisers; 6.6 Interactive Media; 6.7 Market Resources
7 NEWSPAPER ADVERTISING: 7.1 Readership; 7.2 Circulation; 7.3 Advertising Spending; 7.4 Ad Spending By Sector; 7.5 Top Advertisers; 7.6 Alternative Weeklies; 7.7 Market Resources
8 OUT-OF-HOME ADVERTISING: 8.1 Market Assessment; 8.2 OAA Formats; 8.3 Market Leaders; 8.4 Ad Spending By Sector; 8.5 Top Advertisers; 8.6 High Mileage Drivers; 8.7 Market Resources
9 RADIO ADVERTISING: 9.1 Audience; 9.2 Market Assessment; 9.3 Ad Spending by Sector; 9.4 Top Radio Advertisers; 9.5 Digital Radio Advertising; 9.6 Market Resources
10 TELEVISION ADVERTISING: 10.1 Audience; 10.2 Market Assessment; 10.3 Upfront; 10.4 Ad Spending By Sector; 10.5 Top Advertisers; 10.6 Market Resources
11 TOP ADVERTISERS: 11.1 Overview; 11.2 Top Spending Advertisers
PART IV: DIGITAL MARKETING
12 DIGITAL ADVERTISING: 12.1 Internet Advertising Revenue; 12.2 Market Leaders; 12.3 Digital Agencies; 12.4 Top Advertisers; 12.5 Real-Time Bidding On Ad Exchanges; 12.6 Market Resources
13 EMAIL MARKETING: 13.1 Market Assessment; 13.2 Marketer Use Of Email; 13.3 Email Analytics; 13.4 Day- and Time-Of-Delivery Effectiveness; 13.5 Strategies, Tactics, And Trends; 13.6 Email Marketing Services
14 MOBILE GAME ADVERTISING: 14.1 Overview; 14.2 Market Assessment; 14.3 Mobile Game Networks
15 MOBILE MARKETING: 15.1 Market Penetration; 15.2 Market Assessment; 15.3 Mobile Formats; 15.4 Mobile Marketing Agencies; 15.5 Mobile Marketing Tactics; 15.6 Mobile Banner Ads; 15.7 QR Codes; 15.8 Mobile Shopping Apps; 15.9 Market Resources
16 PODCAST ADVERTISING: 16.1 Podcast Listeners; 16.2 Market Assessment; 16.3 Market Leaders; 16.4 Top Advertisers; 16.5 Market Resources
17 SEARCH: 17.1 Organic Vs. Paid Search; 17.2 Market Assessment; 17.3 Market Leaders; 17.4 Search Agencies; 17.5 Top Advertisers; 17.6 Market Resources
18 SOCIAL MEDIA MARKETING: 18.1 Use Of Social Networking Sites; 18.2 Social Media Ad Spending; 18.3 Social Media Marketing Tactics; 18.4 Social Media Posts; 18.5 Challenges In Social Media Marketing
19 DIGITAL VIDEO ADVERTISING: 19.1 Market Assessment; 19.2 Native Video Ads; 19.3 In-App And Social Media Video Ads; 19.4 Video Ad Engagement; 19.5 Video Ad Completion Rates; 19.6 Assessing Effectiveness; 19.7 Market Resources
20 DIGITAL PLACE-BASED VIDEO ADVERTISING: 20.1 Market Assessment; 20.2 Video Ads In Public Venues; 20.3 DPB Video Ad Networks; 20.4 Market Resources
21 RETAIL MEDIA NETWORKS: 21.1 Overview; 21.2 Market Assessment; 21.3 Market Leaders; 21.4 Characteristics Of Retail Media Networks
22 WEBSITES: 22.1 Overview; 22.2 Professional-Looking Sites; 22.3 Engaging New Visitors; 22.4 Domain Names; 22.5 Landing Page Optimization; 22.6 Product Detail Pages; 22.7 Site Search; 22.8 Confirmation Page; 22.9 Market Resources
PART V: ANALYSES
23 ARTIFICIAL INTELLIGENCE IN MARKETING: 23.1 Applications In Marketing; 23.2 AI-Powered Chatbots; 23.3 AI Use By Ad Agencies
24 AFFILIATE MARKETING: 24.1 Market Assessment; 24.2 Advantages Of Affiliate Marketing; 24.3 Marketing Tools; 24.4 Market Resources
25 BRANDING: 25.1 Overview; 25.2 Brand Names; 25.3 Logo; 25.4 Brand Purpose; 25.5 Brand Reputation; 25.6 Favorite Brands; 25.7 Market Resources
26 BUY AMERICAN INITIATIVES: 26.1 Preference For U.S.-Made Products; 26.2 Buy American Initiatives; 26.3 Maker’s Row; 26.4 Market Resources
27 BUY LOCAL INITIATIVES: 27.1 Buying Local; 27.2 Select Initiatives; 27.3 Impact Of Initiatives; 27.4 Market Resources
28 CAUSE MARKETING: 28.1 Overview; 28.2 Effectiveness; 28.3 Cause Marketing Halo Awards; 28.4 Compassionate Consumerism; 28.5 Market Resources
29 CELEBRITY ENDORSEMENTS: 29.1 Effectiveness of Celebrity Endorsements; 29.2 Best Celebrity Ads; 29.3 Influence By Age Demographic; 29.4 Top Celebrity Endorsement Deals; 29.5 Celebrity-Branded Merchandise
30 CONTENT MARKETING: 30.1 Overview; 30.2 Content Spending; 30.3 Content Marketing Trends; 30.4 Blogs; 30.5 Market Resources
31 COUPONS: 31.1 Use Of Coupons; 31.2 Redemption
32 CUSTOMER ANALYTICS: 32.1 Overview; 32.2 Customer Databases; 32.3 Sharing Customer Data; 32.4 Data Brokers; 32.5 Consumer Valuation Scores; 32.6 Product Use Insight; 32.7 Data Integration; 32.8 Regulatory Oversight; 32.9 Key Players
33 CUSTOMER COMMUNICATIONS: 33.1 Preferred Communications By Sector; 33.2 Promotions; 33.3 Customer Service; 33.4 Text Message Communications; 33.5 Social Media Communications
34 CUSTOMER RELATIONSHIP MANAGEMENT: 34.1 Overview; 34.2 Benefits Of CRM; 34.3 The State Of CRM; 34.4 CRM Technology Products; 34.5 Market Resources
35 CUSTOMER RETENTION: 35.1 The Importance of Customer Retention; 35.2 Retention Strategies; 35.3 Retention Of Online Customers; 37.4 Benefits Of Customer Retention Programs
36 CUSTOMER SERVICE: 36.1 Overview; 36.2 State Of Customer Service; 36.3 Perspectives On Customer Service; 36.4 Customer Service Channels; 36.5 Impact By Segment
37 DATA-DRIVEN MARKETING: 37.1 Overview; 37.2 Market Assessment; 37.3 Customer Data Platforms; 37.4 Metrics For Data Driven Marketing; 37.5 Measuring ROI; 37.6 Challenges In Data-Driven Marketing; 37.7 Market Resources
38 DIRECT MARKETING: 38.1 Market Assessment; 38.2 Direct Mail; 38.3 Effectiveness; 38.4 Direct Marketing Agencies; 38.5 Direct Marketing List Providers; 38.6 Market Resources
39 DIRECT SELLING: 39.1 Overview; 39.2 Market Assessment; 39.3 Market Leaders; 39.4 Market Resources
40 EVENT & EXPERIENTIAL MARKETING: 40.1 Overview; 40.2 Market Assessment; 40.3 Event Specialists; 40.4 Effectiveness; 40.5 Music Festivals; 40.6 Market Resources
41 GREEN MARKETING: 41.1 Impact On Consumer Spending; 41.2 Green Initiatives; 41.3 Credibility Of Green Marketing Claims; 41.4 Green Ad Agencies; 41.5 Market Resources
42 HISPANIC MARKETING: 42.1 Overview; 42.2 Spending; 42.3 Multicultural Agencies; 42.4 Hispanic Media Ad Spending; 42.5 Market Resources
43 INCLUSIVE MARKETING: 43.1 Overview; 43.2 Impact Of Inclusive Marketing; 43.3 Diversity In Advertising Campaigns; 43.4 Market Resources
44 INFLUENCER MARKETING: 44.1 Overview; 44.2 Market Assessment; 44.3 Implementation; 44.4 Response To Influencer-Sponsored Posts; 44.5 Market Resources
45 LOCAL MARKETING: 45.1 Market Assessment; 45.2 Sources Of Local Search Information; 45.3 Top Local Search Categories; 45.4 Local Marketing By National Brands; 45.5 Market Resources
46 LOCATION-BASED MARKETING: 46.1 Overview; 46.2 Market Assessment; 46.3 Use Of Location-Based Apps; 46.4 Beacons; 46.5 Smartphone Tracking; 46.6 Location Data Brokers; 46.7 Barriers To Implementation
47 LOYALTY PROGRAMS: 47.1 Participation; 47.2 Member Demographics; 47.3 Customer Incentives; 47.4 Member Satisfaction; 47.5 Top Loyalty Programs
48 MARKETING TECHNOLOGY: 48.1 Overview; 48.2 Market Assessment; 48.3 Goals For Implementing MarTech
49 NAMING RIGHTS: 49.1 Overview; 49.2 Professional Sports Stadiums And Arenas; 49.3 College Stadiums; 49.4 Performing Arts Centers
50 NATIVE ADVERTISING: 50.1 Overview; 50.2 Market Assessment; 50.3 Online Media Branded Content; 50.4 Print Media; 50.5 Television
51 ONLINE TRACKING: 51.1 Behavioral Targeting; 51.2 Tracking Cookies; 51.3 First Party Data; 51.4 ‘Do Not Track’ Options
52 PACKAGING: 52.1 Overview; 52.2 Smart Packaging; 52.3 Market Resources
53 PERSONALIZATION: 53.1 Personalized Marketing; 53.2 Personalization Tactics; 53.3 Implementation; 53.4 Customer Response To Personalization; 53.5 Top Brands In Personalization
54 POLITICAL ADVERTISING: 54.1 Market Assessment; 54.2 Spending Distribution By Media; 54.2 Presidential Election Spending
55 PRICING: 55.1 Overview; 55.2 In-Store Vs. Online Pricing; 55.3 Dynamic Pricing; 55.4 Pricing Market Research; 55.5 Pricing Research Centers; 55.6 Market Resources
56 PRIVACY REGULATIONS: 56.1 Overview; 56.2 Privacy Concerns; 56.3 Impact On Consumer Marketing; 56.4 California Consumer Privacy Act; 56.5 General Data Protection Regulation; 56.6 Market Resources
57 PRODUCT PLACEMENT: 57.1 Market Assessment; 57.2 Product Placement Agencies; 57.3 Product Placement In Streaming Shows; 57.4 Market Resources
58 PROGRAMMATIC ADVERTISING: 58.1 Overview; 58.2 Market Assessment; 58.3 Benefits Of Programmatic Advertising; 58.4 Challenges For Advertisers; 58.5 Conversion Rates And Offline Sales; 58.6 Programmatic Ad Pricing
59 PROMOTIONS: 59.1 Market Assessment; 59.2 Types of Promotions; 59.3 Methods of Promotions; 59.4 Rewards-Based Promotions; 59.6 Giveaways; 59.7 Promotions Agencies; 59.8 Market Resources
60 SHOPPER [IN-STORE] MARKETING: 60.1 Overview; 60.2 In-Store Decision-Making; 60.3 In-Store Promotions; 60.4 Sampling; 60.5 In-Store TV; 60.6 Market Resources
61 SOCIAL RESPONSIBILITY: 61.1 Overview; 61.2 Survey On Social Responsibility; 61.3 Prioritizing Brand Values; 61.4 Market Resources
62 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING . . 232: 62.1 Overview; 62.2 Market Assessment; 62.3 SMB Marketing Tactics; 62.4 Most Effective SMB Marketing; 62.5 Social Media Marketing
63 SPONSORSHIPS: 63.1 Market Assessment; 63.2 Top Sponsors; 63.3 Sports Sponsorships; 63.4 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