ISBN 9780071332491,The Dentsu Way : Secrets of Cross Switch Marketing from the World's Most Innovative Advertising Agency

The Dentsu Way : Secrets of Cross Switch Marketing from the World's Most Innovative Advertising Agency



Tata McGraw - Hill Education

Publication Year 2011

ISBN 9780071332491

ISBN-10 0071332499


Number of Pages 336 Pages
Language (English)


The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way. TABLE OF CONTENTS Part 1 Dentsu Comes of Age Chapter 1 The Origins of the Dentsu Way Chapter 2 Breadth and Depth: An Overview of Dentsu's Scope and Services Part 2 The Cross Communication Imperative Chapter 3 From AIDMA to AISAS: The Growing Importance of Cross Communication Chapter 4 Cross Communication: A Look at What Makes It Work Chapter 5 Creating Scenarios for Cross Communication Part 3 Putting Cross Switch into Play Chapter 6 Case Studies of the Cross Switch Way Chapter 7 The Cross Switch Design Process Chapter 8 From Insight to Scenario Creation Chapter 9 Structure Design and Measurement for Cross Switch Epilogue Appendix 1 Outline of Cross Communication Behavior Survey Appendix 2 Dentsu Group Trophy Case Appendix 3 Biographies of Key Dentsu Contributors References Index