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首页> 外文期刊>Journal of advertising research >Research Implications Of the 'Beyond Advertising' Paradigm A Model and Roadmap for Creating Value Through All Media and Non-Media Touchpoints
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Research Implications Of the 'Beyond Advertising' Paradigm A Model and Roadmap for Creating Value Through All Media and Non-Media Touchpoints

机译：“超越广告”范式的研究意义通过所有媒体和非媒体接触点创造价值的模型和路线图

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摘要

"What if the most forward-thinking innovators from across disciplines and talents imagined what advertising and marketing could/should be, then provided steps to make it happen? What if all the forces of change now buffeting the advertising and marketing world came together to result in a far more desirable future?" These questions inspired authors Jerry Wind and Catharine Hays, creators of the Wharton Future of Advertising Program, to seek insight from more than 200 thought leaders from around the world in a massive project they called Advertising 2020. The responses, combined with Wind and Hays' own research, formed the basis for their book, Beyond Advertising: Creating Value Through All Customer Touchpoints (John Wiley & Sons, 2016; Hoboken, NJ).(1) We offer an adapted excerpt in the pages that follow.
机译：“如果跨学科和才华横溢的最有远见的创新者想象广告营销将/应该是什么，然后提供实现这一目标的步骤？如果现在阻碍广告营销世界的所有变革力量聚集在一起会怎么样？在更理想的未来？”这些问题启发了沃顿商学院广告未来计划的创建者杰里·温德和凯瑟琳·海斯，他们在一个名为“广告2020”的大型项目中寻求了来自世界各地200多名思想领袖的见解。自己的研究为他们的著作《超越广告：通过所有客户接触点创造价值》（John Wiley＆Sons，2016;新泽西州霍博肯）奠定了基础。（1）我们在随后的页面中提供了经过改编的摘录。

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