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The Activation Imperative
Book

The Activation Imperative

How to Build Brands and Business by Inspiring Action

Rowman & Littlefield Publishing Group, Inc., 2018 más...


Editorial Rating

8

Qualities

  • Applicable
  • Well Structured
  • Concrete Examples

Recommendation

In today’s fragmented marketing landscape, advertisers must choose among social media, print, broadcast, mobile, Internet and database marketing – and more. Despite this expanding complexity, consumers expect a seamless experience across all marketing channels. Marketing experts William Rosen and Laurence Minsky offer the “Activation Imperative Method” for achieving “cross-functional synergies” in all of your promotional efforts across every channel. The text shows marketers how to leverage and align various media channels to enhance the impact of their marketing and offers a logical, helpful approach to consumer-centric marketers.

Take-Aways

  • Use the “Activation Imperative Method” (AIM) to consolidate your long-term brand-building activities and your short-term sales-building activities.
  • AIM aligns different marketing efforts across media channels to ensure that all of your promotions achieve the best possible impact on consumer behavior. 
  • Maximum integration means interconnecting mobile, social, retail, experiential and database marketing efforts.

About the Authors

William Rosen, CEO at VSA Partners, a branding and marketing firm, is a former president and chief creative officer at Arc Worldwide, the global marketing arm of Leo Burnett Worldwide. Laurence Minsky, associate advertising professor at Columbia College, Chicago, authored or co-authored many books, including How to Succeed in Advertising When All You Have Is Talent.


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