Reviewed by: Shannon McCloud PRCA 3711. About the author David Meerman Scott is a marketing...
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Transcript of Reviewed by: Shannon McCloud PRCA 3711. About the author David Meerman Scott is a marketing...
![Page 1: Reviewed by: Shannon McCloud PRCA 3711. About the author David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649dcf5503460f94ac35e0/html5/thumbnails/1.jpg)
Reviewed by: Shannon McCloud
PRCA 3711
![Page 2: Reviewed by: Shannon McCloud PRCA 3711. About the author David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author.](https://reader030.fdocuments.net/reader030/viewer/2022032600/56649dcf5503460f94ac35e0/html5/thumbnails/2.jpg)
About the author
David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author who differentiates himself from other David Scott’s by using his middle name Meerman.
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What I learned from reading the book
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I. How the Web Has Changed the Rules of Marketing and PR
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One Way Interruption
This video is an example of how the old way of marketing and PR invades our lives when we least expected it.
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Old rules of Marketing and PR
Company-to-Consumer
KEEP SENDING THOSE UNSOLICITED PRESS RELEASES
Branding
Clip Books = Effectiveness
Sell, Sell,SellMass Appeal
Interruption
J a rgon i s A O.K
You need some ink! 3rd Party quotes
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New Rules of Marketing and PR
The Long Tail of Marketing= the consumers shift from mainstream products (head) towards more niche markets/products (tail).
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Buyer Persona
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II. Web-Based Communications to Reach Buyers Directly
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Blogs, News Releases, Forums
Authenticity =
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III. Action Plan for Harnessing the Power of the New Rules
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Your Are What You Publish
Scott states that Marketers and PR people are like children playing soccer, we focus on the wrong thing(the ball) instead of the goal.
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Implementing the Plan
Look for new was of presenting old concepts, like the new compact florescent light bulb.
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Would I Recommend This Book?
I would recommend this book for its thorough explanation of web-based content and its reference/ implementation section.
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What Surprised Me & What I Want to Know More of?
The amount of information pertaining to blogs.
Professor Nixon uses quite a few of the web-based platforms mentioned in this book.
I really like the platform of blogging. I would love to have more information on successfully presenting the use and potential of blogs to my boss and others at my job.
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References
http://www.youtube.com/watch?v=GT8nY18GKLg&feature=player_embedded#
http://dvice.com/archives/2007/03/how_to_get_rid_of_the_incandes.php
http://www.youtube.com/watch?v=kH7CTzbMWec
http://www.tradeshowweek.com/articles/blog/1620000362/20081130/z%20HIGH%20RES%20David%20Meerman%20Scott.jpg
http://www.flyingcoffin.com/_fullsize_image.php?fullsize=../blog_detail/C8B45C_detail.JPG
http://www.werealotlikeyou.com/
Scott, David. (2008). The New rules of marketing and pr. Wiley.
http://humourcafe.blogspot.com/2007/12/bizarre-long-eared-jerboa.html