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Hello. As a guest, you only have access to sample talk extracts from the Latest Thinking in Mobile Marketing series. Click the PLAY button below to watch the sample extract. To obtain full access go to series price & order information. Existing subscribers may just login.

Dr. Alex Wang - Associate Professor of Communication Sciences, University of Connecticut, USA

Dr. Alex Wang is an Associate Professor of Communication Sciences at University of Connecticut, Stamford. His research focuses on integrated marketing communications, information processing psychology and corporate social responsibility. Dr. Wang's industry experience in advertising, public relations, and electronic publishing took place in Taipei, Taiwan and in Boston. His works have been published in The Journal of Advertising Research, Journal of Public Relations Research, Journal of Behavioral Finance, Management Research News, Corporate Reputation Reviews, Journal of Marketing Communications, International Journal of Mobile Marketing, International Journal of Strategic Communication, Journal of Promotion Management, Journal of Website Promotion and elsewhere. In addition to his research, Dr. Wang serves as a member on the editorial board of the Journal of Website Promotion and International Journal of Mobile Marketing.

Talk Online Publication: Apr 2009

How to cite this talk:
Wang, A. (2009), "Building brands through mobile-enhanced communities", in Becker, M. and Hanley, M. (eds), Latest Thinking in Mobile Marketing: How to leverage the mobile channel for marketing, The Marketing & Management Collection, Henry Stewart Talks Ltd, London (online at http://hstalks.com/go)

Direct talk access link:
http://hstalks.com/lib.php?t=HST58.1972_1_2&c=250

TOPICS COVERED IN BUILDING BRANDS THROUGH MOBILE-ENHANCED COMMUNITIES

What is cross-media integration? | How to build brands through cross-media integration | Essential strategies | Evidence of using cross-media integration in the mobile marketing environment | Applications of using cross-media integration in building brands in the mobile marketing environment

    DETAILED SLIDE INDEX

1. Introduction
2. Popular trend
3. Example of cross-media integration
4. The benefits
5. What you are going to see
6. What is cross-media integration?
7. Example of mobile and internet advertising
8. The theoretical foundation
9. The theoretical foundation - repetition
10. The theoretical foundation - different sources
11. The relevance
12. Evidence
13. Research
14. Research - American Express
15. Methodology
16. Procedure
17. Without cross-media integration
18. With cross-media integration
19. Measures
20. Analysis
21. Results (1)
22. Mediation
23. Results (2)
24. So what?
25. Branding
26. Implications
27. Applications from the communities
28. Image recognition opt-in (1)
29. Image recognition opt-in (2)
30. Image recognition opt-in (3)
31. Image recognition opt-in (4)
32. Outdoor signs and billboards
33. Outdoor signs and billboards carried by trailers
34. Outdoor signs and billboards - GPS
35. Interactive advertisements
36. Other considerations
37. The future
38. Conclusion
39. References
40. END