Management

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Social Media Strategy - Marketing, Advertising, And Public Relations In The Consumer Revolution

by Keith A. Quesenberry

~~59,61€~~ 53,65€ 10% OFF

 The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world. With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories. This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike. Features: Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates.Chapters end with a chapter checklist, key terms and definitions, and Experiential Learning sections with questions, exercises, and Discover and Explore activities.Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary.Template worksheets for key strategy components with business context examples.New to the Fourth Edition: Fully redesigned, robust graphics engage students visually.New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform.Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights.Recurring College Cupcakes business example allows students to follow a strategic process in context.Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society.Instructor Support Materials: https://textbooks.rowman.com/quesenberry4e Test banksTemplate worksheetsCase BriefsSample syllabiPowerPoint slidesStudent FlashcardsFind additional templates and social media strategy updates on the author’s blog: https://www.postcontrolmarketing.com

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Sell It Like Serhant - How To Sell More, Earn More, And Become The Ultimate Sales Machine

by Ryan Serhant

3,99€ + 10% CARD

 Discover how to become the ultimate sales machine.
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Consumer Behavior, Global Edition

by Cristel Antonia Russell e Michael R. Solomon

~~60,94€~~ 54,85€ 10% OFF

 Consumer Behavior: Buying, Having, and Being, Global Edition covers all of the processes involved when we select, purchase, use or dispose of products, services, ideas or experiences. It investigates the many factors that affect our consumption choices (and non-choices), especially in the era of social media and the digital age. Since we''re all consumers, many of the topics have both professional and personal relevance, making it easy to apply the theories outside of class. Featuring new co-author, Cristel Antonia Russell, the 14th Edition has been significantly revised to elevate its flow, focus, intentionality, freshness and attention to practice.
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Why People Buy - Motivation Research And Its Successful Application

by Louis Cheskin

30,41€ + 10% CARD

 <div>There are several competing brands on the store shelf. What will cause the shopper to purchase one product over another? Is it the brand name, the brand-identifying image, the design of the package, the color, or ads about the product that the consumer might have seen? In this 1959 classic, Cheskin answers these and many other questions by presenting his insights into human motivation as expressed in purchasing decisions. Bringing psychological insights to bear on market research, Cheskin shows how motivations that can indicate acceptance and value of brands, along with packaging, are the bearers of meaning for products. By investigating these deep connections, Cheskin demonstrates how marketers can effectively position products for sale in the marketplace. Louis Cheskin (1907-1981) was a marketing innovator who observed that people''s perceptions of products were directly related to aesthetic design. Cheskin discovered that most people make unconscious assessments of a product based on secondary sensory input associated with the product, such as its color or shape, which contribute to a general impression which he called "sensation transference." This concept revolutionized advertising and marketing.</div>
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Joosr Guide To... Contagious By Jonah Berger - Why Things Catch On

by Joosr

2,20€ + 10% CARD

 In today''s fast-paced world, it''s tough to find the time to read. But with Joosr guides, you can get the key insights from bestselling non-fiction titles in less than 20 minutes. Whether you want to gain knowledge on the go or find the books you''ll love, Joosr''s brief and accessible eBook summaries fit into your life. Find out more at joosr.com. What makes some messages go viral while others disappear without a trace? Is there a secret formula for creating contagious content? And how can you make people desperate to share your product, promotion, or idea with their friends? The truth is that anything has the potential to go viral and what''s more, that thing doesn''t have to be cool, glamorous, or fashionable. So whether you''re launching an advertising campaign, a brand new YouTube series, or a fundraising initiative, learn how to apply the secrets of viral content and make it contagious. You will learn:· The six special ingredients of viral content-and why they matter· How to tell a story to make your message more shareable· The specific types of emotion your content needs to provoke · The key psychological motivator that makes people share content with others.
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Joosr Guide To... To Sell Is Human By Daniel Pink - The Surprising Truth About Persuading, Convincing, And Influencing Others

by Joosr

2,20€ + 10% CARD

 In today's fast-paced world, it's tough to find the time to read. But with Joosr guides, you can get the key insights from bestselling non-fiction titles in less than 20 minutes. Whether you want to gain knowledge on the go or find the books you'll love, Joosr's brief and accessible eBook summaries fit into your life. Find out more at joosr.com. Whether we're marketing products, proposing a strategy to our colleagues, or suggesting an idea to our friends and family, we all sell things, all the time. But are we doing it as well as we could be? Daniel Pink thinks we could be better. And in To Sell Is Human he shows us that we've all got what it takes to become the best. Long gone are the days of the dodgy salesperson with their scripted spiels and pushy manner. Nowadays, it's more effective to take a human approach based on relationships and genuine connections with others. By embracing our inclination to relate to people, we can all learn to influence and move others and radically improve our selling skills. You will learn: Why accepting your failures can help you sell successfully How improvising can help you take advantage of unexpected opportunities Why honesty and openness may be the most important qualities in modern sales.
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Brand Activation: Implementing The Real Drivers Of Sales And Profit

by Alex Mckay, Graham Brown e Neale Skalberg

10,07€ + 10% CARD

 The days of brand activation are nearing an end. The future lies in customer activation. The concept of ‘brand activation’ has become an overused buzzword in the sales and marketing world. The term is becoming rapidly outdated, used to describe anything from mass media advertising and outdoor events to digital applications and in-store point of sale. Drawing on research, industry insights and real-life examples, the authors of Brand Activation: Implementing the Real Drivers of Sales and Profit argue that there is an urgent need to re-think the role and definition of activation in the modern marketplace. What is its link to actual purchases and, more importantly, how can it be measured? In an environment of unrelenting retail disruption in which the gap between brands and consumers is continually widening how do marketers identify - and measure - those factors that create the all important ‘moment of sale’? This is, after all, where real value begins for both the brand and the consumer. In their previous book, Death of the Salesman, the authors argued that the sales function is ripe for reinvention. In this book they take a deeper look at the sales process and how consumers are navigating the purchase journey in the current environment.
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Launch Your Book! An Entrepreneur'S Guide To Reviews That Drive Revenue

by Robbie Samuels

~~2,87€~~ 2,58€ 10% OFF

 A book shouldn't just be a business card; it should be a business development tool.Too many nonfiction books fade into obscurity, not because they're poorly written, but because the author didn't have a clear plan for what happens after publication. A well-crafted book deserves more than a quiet release. Without a launch team strategy, it may never reach the people it's meant to help or create the business results the author hoped for.In LAUNCH Your Book! An Entrepreneur's Guide to Reviews That Drive Revenue, award-winning author and book launch strategist Robbie Samuels shares the proven approach he's used to coach entrepreneurs through launching nonfiction books, attracting Amazon reviews, and turning their books into a pipeline for business growth.This isn't about gaming algorithms or chasing #1 Best Seller banners that quickly disappear. It's about practical book marketing rooted in launch strategy, so your business book builds credibility, activates your network, and creates long-term value.You'll learn how to:<ul><li>Build a launch team filled with likely prospects and referral partners</li><li>Invite people into your launch without feeling awkward or transactional</li><li>Reach a goal of 50+ written Amazon reviews to increase credibility and support buying decisions</li><li>Use a soft launch to turn your book into a business asset before your public launch</li><li>Plan a virtual book launch party that creates momentum beyond launch day</li></ul>Whether you're launching a new book or relaunching one that didn't get the attention it deserved, this guide offers a clear, repeatable book marketing process that prioritizes business outcomes over vanity metrics.Includes free tools to help you put the strategy into action:<ul><li>How Ready Are You to Launch? checklist</li><li>Launch and relaunch timelines</li><li>Wake Up Your Network workbook for authors</li><li>Launch team invite email template</li><li>Virtual book launch party run of show template</li><li>Speaker A/V prep checklist</li></ul>You already wrote the book. Now it's time to make sure it works for you.
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Humanizing Digital Experience - Converging Cognitive Ergonomics And Technology In Modern Marketing

by Rajagopal

~~17,28€~~ 15,55€ 10% OFF

 Humanizing Digital Experience explores how technology-driven business environments can be designed around human cognition, behavior, and values to enhance customer engagement and marketing performance. Grounded in a customer-centric philosophy, the book examines how organizations can motivate consumers and co-create value through humancomputer interaction, interpersonal experience, cognitive reasoning, and interactive communication.Bringing together insights from digital experience design, cognitive ergonomics, and consumer psychology, the author addresses the growing need for human-centered digital design in modern marketing systems. It analyzes how technologiesincluding artificial intelligenceshape consumer behavior across virtual and cyber-physical environments.This book presents contemporary perspectives on collective engagement in virtual business settings and demonstrates how firms can improve digital and platform-based marketing performance. Structured into two thematic parts and five chapters, each chapter includes real-world case studies, introductory overviews, and concluding summaries to support learning and practical application.Designed for academics, researchers, and marketing practitioners, Humanizing Digital Experience offers a rigorous yet accessible framework for understanding the convergence of technology, psychology, and marketing in todays digital economy.
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Tales Of The Road

~~1,06€~~ 0,95€ 10% OFF

 Tales of the road presents a reflective exploration of salesmanship through practical observation and lived experience, focusing on the professional life shaped by constant travel and human interaction. The narrative examines the daily realities of persuasion, negotiation, and trust, portraying sales as a discipline grounded in character rather than manipulation. Emphasis is placed on integrity, adaptability, and resilience as essential qualities for long-term success, showing how ethical conduct strengthens professional relationships. The book highlights the many roles assumed on the road, from communicator to problem solver, revealing how emotional intelligence and preparation influence outcomes. Personal reflection blends with instructional insight, offering guidance rooted in experience rather than theory. Broader ideas such as fairness, reputation, and personal responsibility recur throughout, presenting salesmanship as a reflection of values carried into every interaction. The writing balances anecdotal storytelling with practical wisdom, encouraging readers to view commerce as a human-centered exchange shaped by trust, consistency, and self-discipline. Overall, the work frames sales not merely as a profession, but as a continuous learning process shaped by encounters, choices, and ethical commitment.
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Lean For Sales - Bringing The Science Of Lean To The Art Of Selling

by Sean Gillespie, Sr. Michael V. Testani e Sreekanth Ramakrishnan

67,56€ + 10% CARD

 This groundbreaking book describes the Lean journey as it extends to a business area that is mission critical, yet has been virtually untouched by the Lean transformation. Lean for Sales: Bringing the Science of Lean to the Art of Selling provides sales professionals, and their management teams, with a structured, fact-based approach to boosting sales close rates and delivering improved business value to customers.The time-tested Lean selling techniques described in this book have been proven to deliver profound results. In fact, it is not uncommon for sales close rates to see a threefold increase over current rates as a result of using the techniques described in this book. After reading the book, you will understand how to integrate the science of Lean with the art of sales to: Create winning sales proposals Use Lean selling storyboards to confirm what is truly valuable to your client and their business Improve sales team collaboration Define and qualify a client's unique business problems and goals Manage sales process performance using a multi-dimensional measurement system that looks beyond sales revenue to include client value and process effectiveness This book outlines an innovative and proven approach to creating a common language with your customers that is based on waste elimination, root cause analysis, and time to value. Making the management of the sales cycle fact-based, rather than leaving it to intuition, this Lean selling manual presents tools that will enable sales professionals, and their managers, to collect sales opportunity data early and discard those leads that will ultimately waste valuable time and resources.
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Building Billion Dollar Brands - Spectacular Successes & Cautionary Tales: The Lure Of Brand Response From Both Sides Of The Marketing Fence

by Barb Westfield e Rick Cesari

10,18€ + 10% CARD

 Better Branding, Better Benefits Marketing techniques, retailers, and distribution channels have changed dramatically since authors RICK CESARI and BARB WESTFIELD started in the business of brand building and direct response advertising twenty-five-plus years ago, and they will continue to change, but over their combined years of experience, Rick and Barb have found that five key strategies have remained constant: 1 Utilizing your ';unique selling proposition,' or USP; 2 Creating a name and market position for your product or business; 3 Under-promising and over-delivering; 4 Listening to your customers to develop world-class customer service and powerful testimonials that will sell for you 24/7, and 5 Direct branding sellingthe best way to brand for most small businesses and startups. In this book, Rick and Barb will expand on these simple brand-building keys and show you how they built brands like GoPro, the George Foreman Grill, Sonicare, and others using these keys, and how you, too, can put them to use immediately in your business or new product launch.
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All-Inclusive Tv - How Booming Brands Are Reimagining Tv Advertising

by Chuck Hengel

10,18€ + 10% CARD

 IS TELEVISION ADVERTISING YOUR NEXT BOLD MOVE?Americans are watching more video content than evernearly six hours a day on average. A closer look at how audiences are consuming content reveals that video is a broad category including streaming, digital, and linear TV and that these alternatives are much more integrated than many acknowledge.All-Inclusive TV reframes the conversation about video content to prove that traditional TV inventory not only fits within the current media marketplace but retains the power to transform brands and businesses beyond expectation. Chuck Hengel shows how data science, automation, and artificial intelligence help linear TV measure and optimize ad campaigns, achieve the accountability sought by modern marketers, and create a targeted, rich advertising opportunity.If you're trying to build a brand, gain visibility, or attract new customers, linear TV continues to be a smart bet for the big impact it can have on both performance marketing and brand building.
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Sales Stampede - How To Sell More Of Your Products Or Services In 75 Minutes Than You Now Do All Year

by Dave Dee

10,18€ + 10% CARD

 Imagine You Could Wave A Magic Wand And... Sell more of your products or services with ONE presentation than you now do in an entire year. Now imagine you could put the entire process on autopilot so you had a sales machine working for you twenty-four hours a day, seven days a week. How would that transform your business and your life? You don't need a magic wand. You just need Dave Dee's new book. In Sales Stampede: How to Sell More of Your Products or Services in 75 Minutes Than You Do All Year, Davethe world's foremost expert at one-to- many sellingshares with you his step-by-step system for crafting and delivering presentations for in person delivery or online that will at least double your sales with less work, in less time, and with less effort. You will discover: *; The precise formula for creating an offer that makes your audience CRAVE what you're selling. (It's not only what's IN your offer but HOW it is presented that makes a huge difference in your results.) *; How to use ethical mind-control strategies to make your audience do what you want, elegantly overcome objections, and close the saleall without old-fashioned, high-pressure sales techniques. *; How to generate A-List customers, clients, or patients with, ';set it and forget it' automated webinars. *; How you can use one-to-many selling in your business, in a step-by- step, scientific way, so you see results in your bank account in 30 days or less. You are about to discover how to make more money, become a person of power and influenceand make a meaningful difference in the lives of otherslike never before. Forget the magic wand. All the secrets you need to create sales stampedes are right here in this book.
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Lead The Field - How To Become An Authority And Dominate Your Competition

by Adam D. Witty

10,18€ + 10% CARD

 HOW IMPORTANT IS IT TO BE THE GO-TO PERSON AND BUSINESS IN YOUR FIELD? As the leader in your industry, community, or marketplace you can position yourself and your business as the undisputed expert, influential authority, and in-demand celebrity that everyone wants to work with. This authority position moves you to new heights and makes marketing, selling, and building trust with customers dramatically easier and quicker than ever before. Inside, you will learn: *; What Authority Marketing actually is *; Four reasons Authority Marketing makes growing a business much easier *; The pillars of Authority Marketing *; Examples of Authority Marketing in business today *; How to implement Authority Marketing into your business for gain, fame, and fortune
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Blend Out - From Ordinary To Irresistible: How Advisors Can Market Like The Greatest Brands In The World

by Robert Sofia

15,27€ + 10% CARD

 DO YOU BLEND OUT?You're skilled, you're smart, and you know how much you can accomplish, so why aren't prospects beating down your door? It's because they don't know who you are.In BLEND OUT, Snappy Kraken CEO Robert Sofia dives into the marketing history of some of the world's most successful companies, exploring the steps they took that left an unshakable impression with their target audiences and then applying those steps in such a way that any small business can recreate them.But this isn't a book for financial advisors who are looking for a quick fix or marketing hack. As with every company that has gone on to lasting success, successful marketing and long-term customer retention takes concerted effort, persistent reinforcement, and an unrelenting desire to be better than you were the day before. It's not easy, but it's exactly how you take your company from meager growth to exceptional success.
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Business Of Vegan Luxury

by Camila Lee Park e Mauro Fracarolli Nunes

~~31,79€~~ 28,61€ 10% OFF

 This book is the first in-depth, holistic examination of the vegan movement within the luxury industry. It will appeal to a wide range of readers, from academics and students in luxury and fashion management, marketing, consumer behaviour and business ethics, to professionals in the luxury industry.
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Ai Powered Insight - Marketing Research Reconfigured

by Michalis A. Michael e Nicos Rossides

~~43,71€~~ 39,34€ 10% OFF

 This book sheds light on the untapped potential of AI-driven analytics in market research, so that businesses can better understand and interact with their customers.
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The Relationship Revolution - Mastering 1:1 Account-Based Management

by Sloan Newman

~~17,28€~~ 15,55€ 10% OFF

 The Relationship Revolution is a practical, behind-the-scenes look at what it truly takes to build, scale, and sustain high-impact 1:1 Account-Based Marketing. In an era defined by complexity, crowded markets, and rapidly shifting expectations, organizations need more than campaigns—they need meaningful, human-centered engagement with the accounts that matter most.Grounded in nearly two decades of global marketing experience, this book blends proven frameworks, personal stories, award-winning programs, and modern innovations like AI. Newman shows readers how to adopt the mindset of "CMO of your accounts," build trust with stakeholders, co-create with clients, and elevate marketing from a service function to a strategic drive.Whether you’re launching your first Strategic 1:1 or scaling a global ABM engine, this book provides the mindset and creative inspiration needed to accelerate growth with purpose and precision.
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Strategic Marketing Management In Asia - Case Studies And Lessons Across Industries

~~112,63€~~ 101,37€ 10% OFF

 Completely revised and updated to match current needs, especially after COVID, Strategic Marketing Management in Asia was written with the special purpose of creating a unique marketing management offering that would be contextually relevant, adding value for Asian students interested in understanding the basics of marketing. Asia comprises more than 60 percent of the global population, living in 51 sovereign nations. According to the World Bank's financial forecasts, Asia is the fastest growing economic region, and the largest continental economy in terms of Purchasing Power Parity (PPP), in the world. The continent is currently undergoing rapid growth and industrialization spearheaded by China and India, the two fastest growing major economies in the world.With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses. Featuring top academics and practitioners, this book helps academics and students understand key issues, especially in the context of changing economic and related challenges in the Asian markets. Multi-industry case studies address how market opportunities need to be created, how to leverage constrained capabilities, and how to create sustainable, competitive advantage to pursue profitable growth in Asia. The case studies are drawn from across Asia, including Bangladesh, India, Sri Lanka, Malaysia, Myanmar, Pakistan, Vietnam and Singapore.
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Place Marketing And Branding - Symbols And Representations

by Dominic Medway e Gary Warnaby

~~33,13€~~ 29,82€ 10% OFF

 Taking a multi-disciplinary perspective, this book analyses how places are represented in marketing and branding activities. In an increasingly competitive global contest to attract business investment, residents, and tourist visitors, the authors offer a critical evaluation of the different approaches adopted to represent places at various spatial scales.The book identifies consequent issues relating to the control, consistency, and clarity of place representation by synthesising the potential scope and breadth of such activities in a detailed and accessible way. Using a variety of case studies, Dominic Medway and Gary Warnaby consider the different symbolic forms which can be used for place representation including the toponym (i.e., the place name), flag, map, and icon. From a more managerial perspective they also discuss how places are represented via logos, experience, and the use of immersive technologies. Forward looking, Place Marketing and Branding examines current applications of emerging technologies and how these will be used in the future.This insightful book is an excellent resource for academics and researchers in a variety of fields including business and management, marketing, geography, urban studies and tourism, and place management. Practitioners in branding agencies, local public administration, and economic development will also find this book's content informative and instructive.
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Elgar Encyclopedia Of Retailing

~~63,60€~~ 57,24€ 10% OFF

 The Elgar Encyclopedia of Retailing is a groundbreaking resource that presents a comprehensive overview of the retail sector. It covers the forms and history of the industry as well as topics such as employment, supply chain logistics, sustainability and other contemporary challenges. Interdisciplinary in scope, entries provide readers with a far-reaching analysis, encompassing economics, management, geography, regional and urban planning, history and political science.Split into nine thematic sections, contributors explore topics relating to retail forms and formats, retail management and marketing, supply chain management, institutional change and retail innovation. They examine the position of the consumer and the economics of retailing, as well as retail spaces and common misconceptions surrounding retailing. Key Features:Fills a significant gap in the literature on commerceComprises 238 entries by 262 authors from 35 countriesIncludes contributions from internationally renowned experts in retailing and consumptionAccessible insights into a wide range of concepts, methods and perspectives that expand the boundaries of the field This Encyclopedia is an essential reference for scholars and students of marketing, strategic management, industrial economics, and business and management. It will also prove invaluable to practitioners in the private and public sector as well as consultants in the field.
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Damaging Effect Of Brand Overexposure. On Brand Equity Dimensions Of Luxury Streetwear Brands

by Marten Anton Wolters

~~41,29€~~ 37,16€ 10% OFF

 Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Glasgow Caledonian University (GCU London), language: English, abstract: This study provides valuable recommendations for brand managers and media planners for controlling brand related content in social networks, and for future researchers when exploring the effects of social interactions on brand equity elements. Brand managers and researchers have limited understanding of overexposure and its impact on consumer s perception of the brand. Particularly the segment of streetwear in fashion has not been assessed by research much, despite its commercial success and impact on the fashion market. This insightful book explores how excessive visibility and saturation in the market can adversely impact brand perception, customer loyalty, and overall brand equity. Drawing on comprehensive research and case studies, the author dissects the nuanced interplay between visibility, exclusivity, and authenticity in the realm of luxury streetwear. Readers can expect to gain a deep understanding of the challenges faced by these brands in maintaining a delicate balance between accessibility and exclusivity, shedding light on the potential pitfalls of overexposure that can erode the unique allure of luxury streetwear labels.
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Analysis Of The Impact Of Targeted Advertising Methods On Consumer Buying Behavior In The B2c Segment

by Niklas Jakob

~~41,29€~~ 37,16€ 10% OFF

 Bachelor Thesis from the year 2023 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, University of Applied Sciences Hof (Business Department), course: International Management, language: English, abstract: Targeted advertising methods are essential tools for marketers who aim to tailor their marketing communication to specific target groups. The impact of such targeting methods on consumer buying behavior, however, is contentious, as data privacy concerns on behalf of the consumers threaten to impair the effectiveness of targeted advertisements. Against this background, this thesis investigates how targeted advertising methods affect online buying behavior in the B2C segment. In this context, the thesis particularly examines technical targeting methods, as the comprehensive review of literature and prior research revealed a research gap in this field. To answer the research question and test the associated hypotheses, the thesis resorted to an online survey, encompassing two questionnaires distributed to German- and English-speaking sample groups. The quantitative data obtained through this online survey was subsequently analyzed using statistical methods such as descriptive statistics, group statistics, correlations, and T-Tests. Eventually, the findings gained from this procedure enabled the derivation of theoretical contributions to the field of strategic marketing and practical recommendations for B2C companies. Targeted advertising has evolved into a significant part of the global advertising ecosystem, making it feasible to target consumers based on an analysis of data gathered online. The appeal of targeted advertising is anchored in the ability to provide consumers with a tailor-made advertising experience. According to German economist Bernd W. Wirtz, targeted advertising methods are essential elements in the targeting process, as these methods enhance the effectiveness and efficiency by which target consumers can be addressed. Consequently, Wirtz identifies the selection of appropriate targeting methods to be critical to the communication success of companies. A study conducted by IHS Markit validates the claim of Wirtz that targeted advertising methods have a positive impact on advertising effectiveness, indicating that specific targeting methods achieve click-through rates [CTR] that are up to 5.3 times higher than the CTR of non-targeted advertising formats. In light of the elevated propensity of consumers to click on a targeted advertisement, Michael Bailey and Ayman Farahat argue that targeting reduces the cost-per-click [CPC] of an advertising campaign.
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