The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
The document provides information about an upcoming conference on online engagement marketing to be held from January 27-29, 2010 in Washington, DC. The conference will provide workshops and sessions to teach attendees how to generate customer engagement, develop customer-centric marketing approaches, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. Attendees will learn how to increase consumer engagement, create positive brand sentiment, and identify measures to gauge marketing campaign effectiveness.
The document provides information about the "Online Engagement Marketing" conference to be held from January 27-29, 2010 in Washington, DC. The conference will provide training on generating customer engagement, developing customer-centric marketing approaches, utilizing analytics to evaluate engagement, and connecting creativity with engagement. Attendees will learn how to increase consumer engagement, create positive brand sentiment, develop engagement marketing strategies, and measure engagement effectiveness. The conference includes keynote speakers, workshops, and sessions on various engagement topics over the course of two and a half days.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Arlington, VA and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement. The conference includes keynote speeches, workshops, and sessions on topics such as social media, websites, brand sentiment, and measuring the impact of engagement.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate consumer engagement, develop customer-centric marketing approaches, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, contextual relevancy, brand sentiment, and measuring the impact of engagement.
The document provides advice on using social media marketing effectively and avoiding common pitfalls. It recommends that companies engage authentically with customers, understand their audiences and where they interact online, create engaging content as part of a content strategy, and respond to customer feedback in a timely manner. Companies that follow these recommendations can see increased brand awareness, reach, and loyal customer advocates through social media.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, websites, brand sentiment, and garnering management buy-in for engagement initiatives.
Integrated Marketing Communication (IMC) needs to be updated to account for changes in the digital era. The consumer journey is now more complex, with many new touchpoints influencing consumers. Consistency across touchpoints is still important, but campaigns need to leverage each touchpoint's unique strengths rather than using the same execution everywhere. Successful campaigns now synchronize different creative executions across touchpoints, with media and creative planned together. They also allow two-way engagement with consumers to co-create the brand narrative. The new approach of "orchestrated marketing" coordinates all elements like an orchestra for maximum impact.
This document discusses the importance of engagement marketing for B2B companies. Engagement marketing involves developing two-way dialogues between organizations and their markets to build brand value, customer loyalty, and drive revenue. It allows companies to participate in conversations occurring in the marketplace and treat customers as partners. While many marketers recognize the importance of customer engagement, few have defined engagement strategies. The document argues that engagement marketing will become increasingly important for B2B companies to remain competitive by listening to customers and turning them into brand advocates.
The document provides information about an upcoming conference on online engagement marketing to be held from January 27-29, 2010 in Washington, DC. The conference will provide workshops and sessions to teach attendees how to generate customer engagement, develop customer-centric marketing approaches, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. Attendees will learn how to increase consumer engagement, create positive brand sentiment, and identify measures to gauge marketing campaign effectiveness.
The document provides information about the "Online Engagement Marketing" conference to be held from January 27-29, 2010 in Washington, DC. The conference will provide training on generating customer engagement, developing customer-centric marketing approaches, utilizing analytics to evaluate engagement, and connecting creativity with engagement. Attendees will learn how to increase consumer engagement, create positive brand sentiment, develop engagement marketing strategies, and measure engagement effectiveness. The conference includes keynote speakers, workshops, and sessions on various engagement topics over the course of two and a half days.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Arlington, VA and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement. The conference includes keynote speeches, workshops, and sessions on topics such as social media, websites, brand sentiment, and measuring the impact of engagement.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate consumer engagement, develop customer-centric marketing approaches, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, contextual relevancy, brand sentiment, and measuring the impact of engagement.
The document provides advice on using social media marketing effectively and avoiding common pitfalls. It recommends that companies engage authentically with customers, understand their audiences and where they interact online, create engaging content as part of a content strategy, and respond to customer feedback in a timely manner. Companies that follow these recommendations can see increased brand awareness, reach, and loyal customer advocates through social media.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, websites, brand sentiment, and garnering management buy-in for engagement initiatives.
Integrated Marketing Communication (IMC) needs to be updated to account for changes in the digital era. The consumer journey is now more complex, with many new touchpoints influencing consumers. Consistency across touchpoints is still important, but campaigns need to leverage each touchpoint's unique strengths rather than using the same execution everywhere. Successful campaigns now synchronize different creative executions across touchpoints, with media and creative planned together. They also allow two-way engagement with consumers to co-create the brand narrative. The new approach of "orchestrated marketing" coordinates all elements like an orchestra for maximum impact.
This document discusses the importance of engagement marketing for B2B companies. Engagement marketing involves developing two-way dialogues between organizations and their markets to build brand value, customer loyalty, and drive revenue. It allows companies to participate in conversations occurring in the marketplace and treat customers as partners. While many marketers recognize the importance of customer engagement, few have defined engagement strategies. The document argues that engagement marketing will become increasingly important for B2B companies to remain competitive by listening to customers and turning them into brand advocates.
Dsa brand activation model how to measure your activation performanceStambouli Karim
The document discusses Dr. Shehzad Amin's Brand Activation Model. It defines brand activation as marketing interactions between consumers and brands that help consumers better understand and accept brands as part of their lives. The model explains that brand activation generates product trials through awareness campaigns, and builds brand loyalty through subsequent brand experiences. It provides formulas to measure the impact of activation programs on trials and loyalty. Overall, the model presents brand activation as a process of moving consumers from awareness to trials to loyalty.
2010 Outlook: Doom and Gloom for DTC? 10 Points for Winning with PatientsAdvanceMarketWoRx LLC
Now is the time to re-think DTC marketing in the 21st Century. With all of the new ways to engage with patients, here are 10 prescriptions that can help marketers improve their DTC efforts in 2010.
(As originally published in DTC Perspectives, December 2009)
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...BMAChicago
The document discusses strategies for building a highly recommended B2B business through word-of-mouth and social media recommendations. It outlines a distinct path to building brand recommendations by knowing where the brand is discussed, planning the brand strategy, identifying influential recommenders, activating compelling experiences, protecting the brand, and continuously measuring success. The importance of transparency, owning mistakes, and engaging customers is emphasized. A case study shows how Dell implemented a global social media influencer program to drive recommendations of a new laptop.
Advertising a drive for promoting brands and sales as wellHs Prince
Advertising is a key driver for promoting brands and increasing sales. A brand represents the sum of what consumers know, think, and feel about a product or service. Advertising helps build brand awareness, shape brand attitudes, and position brands in consumers' minds in a way that differentiates brands from competitors. Effective advertising emphasizes benefits that are important to consumers and positions the brand as uniquely able to deliver those benefits. Proper advertising planning involves setting objectives, determining budgets, creating persuasive messages, and selecting appropriate media to efficiently reach target audiences. The goal is to use advertising to nurture positive brand attitudes that create strong brand equity and drive consumer purchasing decisions.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
The document discusses the importance of building a brand through a holistic approach that involves all stakeholders within a company. It provides examples of how marketing departments often fail by focusing only on advertising without coordinating with other departments. A successful brand is built through consistent communication of core values across the entire customer experience, from product to sales and service. Marketers must understand customers thoroughly to position the brand in a way that meets their needs and builds emotional attachment to the brand over time.
Engagement is an important concept for marketers seeking to connect with customers in meaningful ways. The document defines engagement as "creating a heightened state where a customer connects with a brand through a true experience related to shared core values" that is reciprocated by the customer and nurtured over time.
It discusses how engagement should be viewed as a strategy to achieve specific marketing objectives like awareness, consideration, interaction, etc. rather than an end goal itself. Measuring engagement effectively requires looking at both customer behaviors and emotions, using multiple metrics tailored to different objectives, and considering engagement across various marketing channels and the customer journey.
The document provides insight into defining engagement, understanding how it can help achieve marketing goals, and
Engagement! Everyone is talking about it, everyone believes it's vital -- but finding a defined, measurable, and actionable go-to source on it has been challenging..so we addressed all that!
This white paper from Nutlug and Junta42 will help you understand Engagement as a strategy to be leveraged, measured, and embraced throughout your marketing efforts! Great tactical ideas and a free tool to measure engagement, too!
This document summarizes the results of a survey of over 130 beauty executives about their top concerns. The number one research concern was determining why consumers rejected certain retail channels. Knowing how their brand compares to others and connecting emotionally with consumers were the top branding concerns. The executives ranked new product concepts and a powerful online presence as their biggest strategy concerns. Overall, executives were confident in their brands but recognized the need to adapt to changes in how consumers shop.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
Creative strategy: planning and developmentRahul Barwe
The document discusses various aspects of developing creative advertising strategies and tactics. It describes creative strategy as generating unique ideas to solve communication problems. It then outlines several creative processes models, including Young's which involves immersion, digestion, incubation and illumination. Wallas' model includes preparation, incubation, illumination and verification. The document also discusses account planning, the role of the creative brief, positioning and finding a unique selling proposition.
Today small businesses are facing a number of unique challenges when trying to grow business.
From shorter attention spans, higher expectations, and a need for instant gratification amongst customers ― even down to market clutter from the waves rising competition.
Here's a few big tips every small business should know to help you rise to the challenge and grow business.
Trade shows won't help you achieve all of your marketing and business objectives. But they are an important milestone to getting there. A win on the trade show floor can reverberate throughout all your marketing efforts.
Here are seven tips to help your brand score points, win customers and be awesome:
1, Define your strategy for getting to the next level
2. Earn points by playing to win
3. Understand your arsenal and bring the right equipment
4. Know the rules
5. The game begins when you start playing
6. The game doesn't stop when the whistle blows
7. Refine your strategy to advance to the next level
This document discusses 8 ways that brands can inspire word-of-mouth conversation: 1) Make new rules, 2) Market a belief, 3) Create a sense of belonging, 4) Enable expression, 5) Create or curate culture, 6) Leverage tension, 7) Use scarcity, 8) Encourage play. It provides examples for each way and discusses when and how brands can implement these strategies to inspire consumers to talk about the brand.
This document discusses strategies for instigating consumer behavior change to overcome barriers facing brands. It provides examples of behaviors that may inhibit adoption of new products or services, such as preferences for cheaper alternatives, ingrained habits, infrastructure issues, cultural mindsets, usage patterns, demographics, price sensitivity, gender norms, negative word-of-mouth, perceived parity between products, and reluctance of internal stakeholders to embrace new strategies. The document advocates considering behaviors beyond surface preferences and emphasizes discovering the "strategic dissonance" needed to drive the desired changes through tactics like leveraging social influences, targeting specific usage occasions, and addressing underlying attitudes, ego needs or fears.
Advertising & Sales Management (VV2)
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call: 9971223030
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
This document discusses the need to move beyond traditional advertising metrics and instead focus on measuring relevance and engagement with consumers. It advocates connecting how brand communications can meet consumer needs and interests at different moments in their lifecycle. A new measurement framework is proposed that profiles opportunity moments, the consumer context, and aligns brand and customer goals. Metrics would holistically assess attitudinal, behavioral and experiential factors. The goal is to facilitate customer-brand experiences that benefit both parties.
Diretrizes para o Manejo da Histoplasmose 2007Flávia Salame
This document provides guidelines for the management of patients with histoplasmosis. It summarizes recommendations for treating various clinical manifestations of histoplasmosis, including acute and chronic pulmonary histoplasmosis, mediastinal lymphadenitis, mediastinal granuloma, mediastinal fibrosis, and broncholithiasis. It recommends antifungal therapies like amphotericin B and itraconazole for moderate to severe cases. Corticosteroids are recommended for severe pulmonary disease or symptoms lasting over a month. Most mild or asymptomatic cases do not require treatment.
Chronic obstructive pulmonary disease (COPD) is a leading cause of morbidity and mortality worldwide. While tobacco smoking is a major risk factor, emerging evidence suggests other factors are also important, especially in developing countries. An estimated 25-45% of COPD patients have never smoked. About 3 billion people worldwide are exposed to biomass fuel smoke, which may be a bigger global risk factor for COPD than the 1.01 billion who smoke tobacco. The document reviews the evidence linking COPD to biomass fuel exposure, occupational exposures, tuberculosis, childhood infections, outdoor pollution, and low socioeconomic status in addition to smoking.
Ulrassonagrafia de tórax em derrames pleuraisFlávia Salame
This document discusses a study that assessed the diagnostic accuracy of thoracic ultrasound (TUS) in differentiating malignant and benign pleural disease. The study involved 52 patients with suspected malignant pleural effusion who underwent both TUS and contrast-enhanced CT (CECT). TUS correctly diagnosed malignancy in 26 of 33 patients and benign disease in 19 of 19 patients, demonstrating a sensitivity of 73% and specificity of 100% for diagnosing malignant pleural disease. Pleural thickening over 1 cm, pleural nodularity, and diaphragmatic thickening over 7 mm identified on TUS were highly suggestive of malignancy. The study concludes that TUS is useful for differentiating malignant and benign pleural disease in
Dsa brand activation model how to measure your activation performanceStambouli Karim
The document discusses Dr. Shehzad Amin's Brand Activation Model. It defines brand activation as marketing interactions between consumers and brands that help consumers better understand and accept brands as part of their lives. The model explains that brand activation generates product trials through awareness campaigns, and builds brand loyalty through subsequent brand experiences. It provides formulas to measure the impact of activation programs on trials and loyalty. Overall, the model presents brand activation as a process of moving consumers from awareness to trials to loyalty.
2010 Outlook: Doom and Gloom for DTC? 10 Points for Winning with PatientsAdvanceMarketWoRx LLC
Now is the time to re-think DTC marketing in the 21st Century. With all of the new ways to engage with patients, here are 10 prescriptions that can help marketers improve their DTC efforts in 2010.
(As originally published in DTC Perspectives, December 2009)
BMA Chicago: Becoming Recommended - Word of Mouth Marketing as the Center of ...BMAChicago
The document discusses strategies for building a highly recommended B2B business through word-of-mouth and social media recommendations. It outlines a distinct path to building brand recommendations by knowing where the brand is discussed, planning the brand strategy, identifying influential recommenders, activating compelling experiences, protecting the brand, and continuously measuring success. The importance of transparency, owning mistakes, and engaging customers is emphasized. A case study shows how Dell implemented a global social media influencer program to drive recommendations of a new laptop.
Advertising a drive for promoting brands and sales as wellHs Prince
Advertising is a key driver for promoting brands and increasing sales. A brand represents the sum of what consumers know, think, and feel about a product or service. Advertising helps build brand awareness, shape brand attitudes, and position brands in consumers' minds in a way that differentiates brands from competitors. Effective advertising emphasizes benefits that are important to consumers and positions the brand as uniquely able to deliver those benefits. Proper advertising planning involves setting objectives, determining budgets, creating persuasive messages, and selecting appropriate media to efficiently reach target audiences. The goal is to use advertising to nurture positive brand attitudes that create strong brand equity and drive consumer purchasing decisions.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
The document discusses the importance of building a brand through a holistic approach that involves all stakeholders within a company. It provides examples of how marketing departments often fail by focusing only on advertising without coordinating with other departments. A successful brand is built through consistent communication of core values across the entire customer experience, from product to sales and service. Marketers must understand customers thoroughly to position the brand in a way that meets their needs and builds emotional attachment to the brand over time.
Engagement is an important concept for marketers seeking to connect with customers in meaningful ways. The document defines engagement as "creating a heightened state where a customer connects with a brand through a true experience related to shared core values" that is reciprocated by the customer and nurtured over time.
It discusses how engagement should be viewed as a strategy to achieve specific marketing objectives like awareness, consideration, interaction, etc. rather than an end goal itself. Measuring engagement effectively requires looking at both customer behaviors and emotions, using multiple metrics tailored to different objectives, and considering engagement across various marketing channels and the customer journey.
The document provides insight into defining engagement, understanding how it can help achieve marketing goals, and
Engagement! Everyone is talking about it, everyone believes it's vital -- but finding a defined, measurable, and actionable go-to source on it has been challenging..so we addressed all that!
This white paper from Nutlug and Junta42 will help you understand Engagement as a strategy to be leveraged, measured, and embraced throughout your marketing efforts! Great tactical ideas and a free tool to measure engagement, too!
This document summarizes the results of a survey of over 130 beauty executives about their top concerns. The number one research concern was determining why consumers rejected certain retail channels. Knowing how their brand compares to others and connecting emotionally with consumers were the top branding concerns. The executives ranked new product concepts and a powerful online presence as their biggest strategy concerns. Overall, executives were confident in their brands but recognized the need to adapt to changes in how consumers shop.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
Creative strategy: planning and developmentRahul Barwe
The document discusses various aspects of developing creative advertising strategies and tactics. It describes creative strategy as generating unique ideas to solve communication problems. It then outlines several creative processes models, including Young's which involves immersion, digestion, incubation and illumination. Wallas' model includes preparation, incubation, illumination and verification. The document also discusses account planning, the role of the creative brief, positioning and finding a unique selling proposition.
Today small businesses are facing a number of unique challenges when trying to grow business.
From shorter attention spans, higher expectations, and a need for instant gratification amongst customers ― even down to market clutter from the waves rising competition.
Here's a few big tips every small business should know to help you rise to the challenge and grow business.
Trade shows won't help you achieve all of your marketing and business objectives. But they are an important milestone to getting there. A win on the trade show floor can reverberate throughout all your marketing efforts.
Here are seven tips to help your brand score points, win customers and be awesome:
1, Define your strategy for getting to the next level
2. Earn points by playing to win
3. Understand your arsenal and bring the right equipment
4. Know the rules
5. The game begins when you start playing
6. The game doesn't stop when the whistle blows
7. Refine your strategy to advance to the next level
This document discusses 8 ways that brands can inspire word-of-mouth conversation: 1) Make new rules, 2) Market a belief, 3) Create a sense of belonging, 4) Enable expression, 5) Create or curate culture, 6) Leverage tension, 7) Use scarcity, 8) Encourage play. It provides examples for each way and discusses when and how brands can implement these strategies to inspire consumers to talk about the brand.
This document discusses strategies for instigating consumer behavior change to overcome barriers facing brands. It provides examples of behaviors that may inhibit adoption of new products or services, such as preferences for cheaper alternatives, ingrained habits, infrastructure issues, cultural mindsets, usage patterns, demographics, price sensitivity, gender norms, negative word-of-mouth, perceived parity between products, and reluctance of internal stakeholders to embrace new strategies. The document advocates considering behaviors beyond surface preferences and emphasizes discovering the "strategic dissonance" needed to drive the desired changes through tactics like leveraging social influences, targeting specific usage occasions, and addressing underlying attitudes, ego needs or fears.
Advertising & Sales Management (VV2)
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call: 9971223030
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
This document discusses the need to move beyond traditional advertising metrics and instead focus on measuring relevance and engagement with consumers. It advocates connecting how brand communications can meet consumer needs and interests at different moments in their lifecycle. A new measurement framework is proposed that profiles opportunity moments, the consumer context, and aligns brand and customer goals. Metrics would holistically assess attitudinal, behavioral and experiential factors. The goal is to facilitate customer-brand experiences that benefit both parties.
Diretrizes para o Manejo da Histoplasmose 2007Flávia Salame
This document provides guidelines for the management of patients with histoplasmosis. It summarizes recommendations for treating various clinical manifestations of histoplasmosis, including acute and chronic pulmonary histoplasmosis, mediastinal lymphadenitis, mediastinal granuloma, mediastinal fibrosis, and broncholithiasis. It recommends antifungal therapies like amphotericin B and itraconazole for moderate to severe cases. Corticosteroids are recommended for severe pulmonary disease or symptoms lasting over a month. Most mild or asymptomatic cases do not require treatment.
Chronic obstructive pulmonary disease (COPD) is a leading cause of morbidity and mortality worldwide. While tobacco smoking is a major risk factor, emerging evidence suggests other factors are also important, especially in developing countries. An estimated 25-45% of COPD patients have never smoked. About 3 billion people worldwide are exposed to biomass fuel smoke, which may be a bigger global risk factor for COPD than the 1.01 billion who smoke tobacco. The document reviews the evidence linking COPD to biomass fuel exposure, occupational exposures, tuberculosis, childhood infections, outdoor pollution, and low socioeconomic status in addition to smoking.
Ulrassonagrafia de tórax em derrames pleuraisFlávia Salame
This document discusses a study that assessed the diagnostic accuracy of thoracic ultrasound (TUS) in differentiating malignant and benign pleural disease. The study involved 52 patients with suspected malignant pleural effusion who underwent both TUS and contrast-enhanced CT (CECT). TUS correctly diagnosed malignancy in 26 of 33 patients and benign disease in 19 of 19 patients, demonstrating a sensitivity of 73% and specificity of 100% for diagnosing malignant pleural disease. Pleural thickening over 1 cm, pleural nodularity, and diaphragmatic thickening over 7 mm identified on TUS were highly suggestive of malignancy. The study concludes that TUS is useful for differentiating malignant and benign pleural disease in
This document discusses whether deep neural networks really need to be deep. It presents a method called model compression that trains a single-layer neural network (SNN) to mimic the functionality of a deeper network by learning from the outputs of the deeper network on unlabeled data. The document shows that SNNs trained this way can match the accuracy of deeper networks on two datasets, suggesting that depth may not be as important as the learning process for neural networks.
O documento discute os conceitos de redes centralizadas, descentralizadas e distribuídas. Propõe que esses termos descrevem graus em um contínuo, ao invés de categorias distintas, e que a maioria das redes reais se encontra entre os extremos de total centralização e total distribuição. Também apresenta uma fórmula para calcular um "Índice de Distribuição de Rede" que quantifica o grau de distribuição de uma rede.
This document from the American Thoracic Society provides treatment guidelines for fungal infections in adult pulmonary and critical care patients. It was approved by the ATS Board of Directors in May 2010. The document focuses on 3 areas: endemic mycoses like histoplasmosis; fungal infections in immunocompromised patients like cryptococcosis and aspergillosis; and rare/emerging fungal infections. It reviews antifungal drug classes, provides treatment recommendations graded by evidence quality, and offers guidance for challenging clinical situations. The goal is to provide a concise clinical summary of current therapeutic approaches for fungal infections relevant to pulmonary and critical care practice.
1) The document discusses the importance of product branding and how products can help navigate and strengthen a company's core brand. It argues that products should manifest a company's values and ambitions and tell a story that keeps the brand fresh.
2) It provides examples like Volkswagen and Burberry that have successfully kept their brands relevant by developing new products based on their core DNA. Their products have communicated reliability and a consistent brand personality.
3) The document emphasizes that the product, not just advertising, is the most important medium for a brand as it allows the brand's story to come to life in a credible way when customers interact with it. Products should unite a brand's past and present to point to the future
The document discusses the importance of developing a strong brand story. It states that in today's competitive environment, it is not enough to just provide facts about a company - you need to be compelling and memorable. A good brand story answers the question of what makes your brand so special. The document then provides guidance on key elements that make up a powerful brand such as defining a big idea that matters to people, reflecting customers, engaging customers, and enabling customers to do more. It emphasizes that powerful brands are about people, not products, and reflect customers' aspirations.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
1) Over the past 10 years, the document discusses lessons learned about understanding and engaging prosumers, who are influential early technology adopters that can help predict future market trends.
2) It emphasizes the importance of constant innovation, collaboration, and pushing brands forward in new ways to engage consumers and retain market share in a changing environment.
3) One lesson is that the best ideas are those that can be widely and rapidly shared, so marketers must be willing to cede some control and collaborate with partners.
What's the Future of Business Bonus Chapter by Brian SolisBrian Solis
After releasing, "What's the Future of Business: Changing the Way Businesses Create Experiences," Brian Solis published a secret "bonus" chapter for those who finished the book and found the Easter egg at the end.
What is the true value of a customer?
In this special section, Brian shares a new methodology for measuring the value of shared experiences aka "The Ultimate Moment of Truth."
In a social economy, customer value takes on a new dimension. Customers are sharing their intentions, experiences and outcomes in online communities, social networks and mobile apps for others to discover at every step of the dynamic customer journey. Because of the discoverability of these shared experiences, what turns up from other customers affects the journey of the next consumer. In this dynamic ecosystem, decisions are made for and against you in real-time. Understanding the state of these shared experiences introduces previously unforeseen windows of opportunity for customer engagement and ultimately opportunities within emerging platforms.
How customers feel when interacting with or around your business, at every stage of the journey, will dictate what they share about you online. Businesses need to monitor and assess these experiences, and ensure to craft experiences their customers enjoy. One of the key challenges facing businesses in a social economy, however, is that the behaviors of connected customers are no longer congruent with that of the traditional customers they were originally built to serve. In many organizations, customer service is still operated out of a call center; marketing is spread across multiple, yet siloed functions that follow the linear path within a traditional sales funnel; and product development follows a roadmap that looks so far ahead that it inevitably splits from evolving customer realities and expectations.
WTF: www.amazon.com/WTF-Business-Changing-Businesses-Experiences/dp/111845653X
BrianSolis.com
Service Quotations from Valuing Your CustomersAngus Jenkinson
The document summarizes key ideas from the book "Valuing Your Customers" about evolving approaches to quality, customer relationships, and marketing in order to meet the needs of individual customers. It discusses concepts like developing relationships rather than just transactions, understanding individual customers to provide personalized experiences, building communities around brands, and cooperating with customers to co-create value. The overall message is that marketing and business must transform from impersonal mass approaches to personalized relationships in order to remain relevant and profitable.
Purpose and leadership, an idea of sustainability Andrea Mennillo
Article on the importance of the sense of "purpose" for the consumer and the new generations, with a view to enriching the qualities of a leader and sustainability.
The document discusses brand communications and integrated marketing communications (IMC). It notes that communication is key when consumers interact with a brand and must build the brand. IMC is introduced as a concept that evaluates various communication disciplines to provide consistency, clarity and maximum impact. IMC forces companies to consider how customers interact with the brand across thousands of touchpoints and improves the ability to reach customers with the right messages. An effective communication plan sets goals, considers alternative strategies, and aids in priority setting and evaluation.
Customer experience is basically a universal
consequence of the association between a brand and
its client. All subdivisions of an organization
communicate with their clienteles from its individual
viewpoint. Customer Experience Management is a
course of observing and inventing the communication
with consumers from their point of view.
Evolutionising Islamic Brand Advocacy through successful Relationship Marketi...Joy Abdullah
As competition heightens, Islamic brands need to adopt more strategic customer-centric approaches to meet the pace of change. Enhancing personal relationships with customers is critically important in order to attract and retain customer loyalty, and to secure competitive success.
Creating value for consumer brands: The implications of multi-touchpoint adve...Darya Loban
This document summarizes research on how multi-touchpoint advertising campaigns can create brand value for consumer brands. The research was based on interviews with senior advertising practitioners and analyzed four key facilitators of brand value creation: co-creation, effective communications ecosystems, valuable content, and multisensory experiences. It introduces an upgraded model of brand value creation in multi-touchpoint campaigns and provides recommendations for practitioners, such as encouraging co-creation through hedonic experiences and insights, segmenting customers, and using storytelling and immersive technologies to deliver value and sensory experiences.
This document discusses new brand management techniques, focusing on measuring relationships between consumers and brands. It describes Millward Brown's Brand Dynamics model, which measures consumer attitudes, opinions, and beliefs about brands over time to observe how marketing activities impact the brand-consumer relationship. Content marketing is also discussed, noting that today consumers generate content and brands communicate directly with consumers through their own channels on social media. The importance of engagement programs is explained, noting they allow brands to build communities and reward loyal customers with memorable experiences.
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
The document discusses the need for agencies to transform from traditional advertising agencies to organizations focused on strategic problem solving, insights generation, and digital marketing. It argues that agencies must make five key changes: 1) have cross-functional teams work together throughout the entire process; 2) be genuinely interdisciplinary; 3) start with understanding the user; 4) rethink the traditional creative brief; and 5) become a learning organization that cultivates fresh thinking. This new approach is necessary to engage audiences in an interactive way and get them to tell brand stories, rather than simply broadcasting messages.
Richard Bates argues that:
1) Overly relying on "best practice" branding processes can result in unengaging brand ideas, as the focus becomes process compliance rather than creative thinking.
2) True brand differentiation comes from understanding customers' emotional needs, not functional benefits of the product. This requires a creative mindset rather than strict adherence to templates.
3) Marketers should be given freedom from rigid processes to pursue insightful thinking that challenges customers and creates imperative for them to change behavior.
Richard Bates argues that truly differentiated brand ideas in pharmaceuticals come from creative thinking, not rigid processes. He makes three key points:
1) While processes provide structure, great brands stem from creative minds, not diligent following of templates. Freeing creativity from constraints results in more impactful positioning.
2) Understanding customers' emotional needs, not just functional product benefits, requires a problem-solving approach beyond linear research.
3) Giving marketers freedom to pursue insights, rather than relying on templates, can make branding more inventive and reduce costs. Enabling creativity leads to stronger, differentiated brands.
8 Critical Success Factorsfor Lead GenerationGil.B
Until now, "lead generation" was associated with direct mail campaigns, sometimes supported by a flashy website, sporadic trade show appearances, intense email blasts or stabs at telemarketing, but with very little, if any, special attention brought to bear on the complex sale.
Meanwhile, marketers are constantly reminded that the company needs more sales leads NOW. Unfortunately, that immediacy often means sacrificing quality for sheer quantity.
A flood of ordinary, low-quality leads doesn\'t mean better sales - so why waste your time? The challenge is to adopt lead generation programs that will increase the odds of creating better sales leads, ultimately resulting in long-term, happy and profitable customers.
Using online community to optimize the customer experience provides some of the most innovative and collaborative ways organizations can leverage their consumers to meet business goals.
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Relevance and accountability in the age of distraction
1. Advertising Agencies at the Crossroads
Relevance and accountability in the age of disruption
By Tod Frincke, February, 2011
It’s tough to be an ad person in 2011. Not only do clients demand far greater accountability of their
marketing investment’s impact on the bottom line than in the past, but advertisers must
demonstrate these results in ever more fragmented and constantly evolving venues, with distracted
and finicky consumers, and amid a tremendous din of commercial messaging. In this world, who
could possibly hope to build meaningful brands and effective campaigns, consistently and with
demonstrable results?
A big part of the answer is as it ever was: knowing the consumer and being relevant to him or her.
This was always an industry best practice, and a brand message that lacks relevance is still a
marketing investment poured down the drain. Achieving and maintaining relevance is no easy task
today, but with an eye on the ball and a bit of talent, it can be done.
But relevance and breakthrough aren’t enough. Today, resonance and engagement are king and
queen, and successful ideas are experiential and social, not static
In today’s world of
or one-directional. A static idea, if it resonates at all, will not be
distraction, successful transformational: there’s simply too much distraction about.
ideas are experiential Experiential ideas engage consumers in their own groups and
activities. Experiential ideas seek to foster a conversation with
and social, not static
the consumer, as opposed to disrupting the conversation.
Experiential ideas are not limited to digital, but digital is usually at their heart. Experiential ideas
are intimate en masse, one consumer conversation at a time. Experiential ideas create an
engaging platform for consumer action, growth, bonding, or sharing.
And finally, while it’s great to deliver experiential work that engages the consumer, we are still left
with the question “does it serve the needs of the brand?” Brand values that resonate profoundly
with the consumer are winners only if they also position the brand for commercial success. Building
brand awareness or favorability is only as important as the role
of those metrics toward the brand’s business goals. And an Successful advertisers
experiential idea that attracts and activates a million Facebook and brand marketers in
fans is only as valuable as the customer loyalty and sharing today’s world are, in
generated from it.
effect, facilitators who
In the past, some traditional advertisers would have taken
find the common ground
exception to all of this, and the supposed co-opting of the
creative process. But the successful ones never did. They
and shared interests of
embraced their commercial role, and the best creative and brands and consumers.
2. planning talent in advertising has always been squarely focused on their clients’ needs.
And advertisers should embrace client accountability and experiential planning for another reason:
it's simply more meaningful, more creatively challenging, and more fun to create an effective
dialogue between the consumer and the brand than it is to create an eye-catching ad that garners
short-lived attention but doesn’t address the customers’ and clients’ respective needs. Successful
advertisers and brand marketers in today’s world are, in effect, facilitators who find the common
ground and shared interests of brands and their consumers.
So ideas and creative output in the age of distraction have a higher bar to cross: they must be
relevant and impactful as always, they must be experiential and transformational, and they must
clearly serve the needs of the brand. Challenging, yes, but for advertisers who take pride in their
creative chops, the challenge should be a welcome one. But how?
Experiential Ideas and the Consumer Behavior Path
The primacy of experiential ideas and of marketing
an agency that has the
accountability marks a crossroads for the advertising
industry, and woe to the agency that does not reinvent organizational will to
itself specifically for the task. But an agency that has the reorient itself to the task
organizational will to reorient itself can build winning, high
can build winning
impact experiential ideas, repeatedly and effectively, by
focusing on clear goals, on consumer behavior, and on rapid experiential ideas,
collaboration centered on the consumer’s behavior and repeatedly and effectively
experience.
A Framework for Accountable, Experiential Ideas
Focus on the customer-brand relationship and behavioral journey
Map out the path taken by a consumer with regard to the brand or its category, and use
that path as the contextual and experiential template for the idea.
Rally the team around the goal at hand
Clearly define brand success, and then align the work around the behavioral and
attitudinal metrics that ladder to that ultimate brand success. The #1 question at hand is:
“what is the behavior or attitudinal transformation that we’re trying to accomplish?”
Produce ideas via iterative collaboration around customer experience
Joining creative expression, customer experience and communications planning, build
and manage experiences that are relevant to the transformational goal and to the
context around it.
3. The consumer behavior path is elevated to such a fundamental role in this model because it serves
effectively as a linchpin between business accountability, customer needs & attitudes, and
behavioral & experiential context. It positions specific customer behaviors and attitudinal shifts to
be the master of the insights, the strategy, and the ideas. And it frames marketing opportunities
in a way that advertising and all types of marketing communications can address them:
experientially, dynamically, and effectively.
This is so because the wants, needs, and behavior of the consumer evolve as he or she progresses
through a long-term relationship with the brand. This evolving dialogue and set of needs
progresses from initial awareness, to various phases of consideration and shopping, through a
more intimate customer experience, and ultimately (when
things go very well) to loyalty and advocacy. The experiential ideas are
experiential and social context also evolves, as the consumer formed integrally, with
becomes more willing to engage and to share.
the context, the creative
These moments in a consumer dialogue, and the shifting expression, and the
needs and context, become the focus of the collaborative
effort to create experiential ideas relevant to the experiential and social
conversation. This is not a traditional creative challenge, design all joining forces
where the idea is formed in a tissue session and is then to bring the idea to life
scaled to suit the scope of work. Instead, experiential ideas
are formed integrally, with the context, the creative
expression, and the experiential and social design all joining forces to bring the idea to life. This
must be so: lacking any of those components, the idea is fundamentally incomplete.
And what about the Brand Itself?
The brand itself, of course, must live above this fray of the fleeting whims of a given moment or a
given customer experience, and to some extent branding may exempt from the revolutionary
experiential and contextual changes that are emphasized in this paper. But the brand must
support all of them; the brand must represent the sum of the client’s side of the dialogue with the
customer. The brand and its core values are its character, and they are the persona that
represents the client through the long experiential dialogue with the consumer. So brand planners
and creatives must ask themselves, "what is this persona, and what are the core values that we
want to bring to the customer conversation and experience?"
4. Putting it into Practice: Changing the way Agencies Approach Problems
At a high level, the process for taking on this complex task is simple. Advertisers can turn theory
into practice via four easily measurable steps.
1. Choose the Moments
What are moments in the customer lifecycle dialogue that are the keys to building
brand success?
2. Identify the North Star
What behaviors, and what attitudinal shifts, do we want to produce at those
moments?
3. Discover what Matters
What matters to the consumer at these moments? What barriers, motivators,
wants and needs are the keys? What’s the behavioral and experiential context?
4. Craft the message & the experience
What is the creative expression and the set of customer experiences that will most
effectively address what matters, and impact the desired behavioral and attitudinal
shifts for the benefit of the brand?
Again, if an organization aligns itself properly, this is not an impossible process by any means. But
the devil, of course, is in the execution, which requires a deep embrace of change within an
agency, accompanied by fundamental cultural shifts. To thrive in this new world, and to execute a
process that engages consumers and influences them to the benefit of the brand, both agency
leadership and every discipline must actively divorce itself from traditional, linear advertising
processes.
Account teams and agency leadership must be The devil is in the execution,
champions of the new approach, and take ownership which requires a deep
of facilitating the required collaboration.
embrace of change within
Planners and creatives must engage in a holistic
conversation with experiential and contextual
an agency, accompanied by
planners. The brief is no longer a creative brief. It’s a fundamental cultural shifts.
customer dialogue and experience brief.
Digital strategy, experiential design & digital production must be grown and embedded in the
agency such that digital experience is integral to every step of the process. A “digital department”
5. is doomed to failure, and the term “digital agency” will soon become an anachronism. There will
be agencies that successfully rebuild themselves around digital, and there will be failed agencies.
Media and communications planning must embrace a more strategic role, and must be a core
contributor to the experiential dialogue strategy from its inception.
Research and measurement, similar to key digital roles, must become deeply embedded and
actively involved, developing the measurement framework to connect the experiential design with
the context and the brand’s goals. In a nutshell: effective measurement doesn’t constrain winning
experiential ideas, it makes them possible.
As discussed before, the model for interaction and collaboration must similarly change. One
model used effectively for Facebook initiatives is essentially a publishing model, with daily
intelligence briefings and content reviews. There are many such models for interaction, but they
share one common trait: they are laser focused on the nurturing of consumer behavior and
experience with the brand.
These are difficult and often painful changes for any agency, and particularly for those with deeply
ingrained legacy cultures. But they are also essential to every agency’s survival, because in 2011
we are at the crossroads marking the end of the early digital age. Moving forward, it’s simply not
enough to be smart. It’s not enough to have a brilliant consumer insight. It’s not enough to have a
great idea. And it’s no longer about a creative or a communications strategy.
It’s about a customer-brand dialogue. It’s about producing effective ideas that engage and
transform. It’s about connecting the needs of the brand and the consumer.
And it’s about the agency having the will and the wisdom to embrace change. Change that
empowers great ideas.