Media Selling. Warner Charles Dudley

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target="_blank" rel="nofollow" href="#ulink_e851129e-904c-53b2-af26-4f73832b807f">26 Thompson, Ben. 2015. Retrieved from https://stratechery.com/2015/aggregation‐theory/.

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      31 28 Levitt, Theodore. 1970. “The morality(?) of advertising.” Harvard Business Review, July–August.

      32 29 Ogilvy, David . 1989. Confessions of an Advertising Man , 2nd ed. New York: Atheneum.

      33 30 Levitt, Theodore. 1970. “The morality (?) of advertising.” Harvard Business Review, July–August.

      34 31 Miller, Claire Cain and Bui, Quoctrung. 2017. “Switching Careers Is Hard: It Doesn’t Have To Be.” New York Times. Retrieved from http://www.nytimes.com/2017/07/27/upshot/switching‐careers‐is‐hard‐it‐doesn't‐have‐to‐be.html.

       Charles Warner

        What Changed?

        Digital‐Era Media Are Still “The Media”

        New Assumptions for the Digital Era

        Approaches

        Mission, Objectives, Strategies, and Tactics

        Types of Selling

      Chapter 1 covered the Internet’s and Google’s disruption of the marketing/advertising/ media ecosystem. The Internet also disrupted the way media salespeople sell advertising. In his book Googled: The End of the World As We Know It, Ken Auletta writes about a July, 2003, meeting in Google’s Mountain View, CA offices with Viacom’s CEO Mel Karmazin and Google’s Larry Page, Sergey Brin, and Eric Schmidt, then CEO of Google.

      A 2018 article in the Harvard Business Review titled “Ads that don’t overstep” articulated how the Internet changed marketing and, thus, changed how media is sold:

      Mel Karmazin’s magic has been replaced by data, which some experts have called the new oil, and which has made buying and selling media infinitely more complicated than it was before the Internet allowed marketers to micro‐target consumers based on their Internet browsing and searching behavior and their intention to buy a product.

      Complex digital‐era selling requires new assumptions and approaches to media buying and selling, which we will examine in this chapter.

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