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| Book Tasting 好 書 品 評 |TheDentsu Way打 破界 限 :跨 媒 體溝 通 策 略電 通 式Secrets of cross switchmarketing from theworld’s most innovativeadvertising agency全 球 最 具 創 意 廣 告 公 司 的跨 媒 體 溝 通 市 場 營 銷 秘 訣One of the largestand mostsuccessful advertisingcompanies inthe world, Dentsu haspioneered a sophisticatednew cross-communicationstrategy – and nowit’s being revealed for thefirst time. In a world saturatedwith marketing messages, makingyour offering relevant is your biggestchallenge. Dentsu’s Cross Switch modelmeets it head on.The Dentsu Way shares proven tacticsfor getting your message to consumersand creating “scenarios” to move themthrough calibrated Contact Points tomeet whatever specific goal you set.This game-changing book is full offun diagrams, case studies and messagesthat make the book hard to putdown – but what else could you expect?The book also:• Explains Dentsu’s 110-year historyand unique service structure, as wellas its broad range of business fields;• Introduces ten case studies of successfulcampaigns, which have woninternational advertising awards atevents such as the Cannes Lions InternationalAdvertising Festival andADFEST;• Provides nine of Dentsu’s newestoriginal tools and analysis methods;Gain broader, more meaningful customerinvolvement and penetrate moredeeply than ever into your market byfollowing the Dentsu Way.For over 100 years, Dentsu has spearheadedmarketing innovation aroundthe world. In The Dentsu Way, two ofthe company’s highest-level executivesreveal the organization’s groundbreakingstrategy for meeting the challengesof today’s fragmented media landscape,populated by consumers who are increasinglyselective about where, when,and how they retrieve information.© Michael Brown | Dreamstime.comToday, Dentsu is employing a newmodel to promote a fresh way of thinkingabout marketing and remove theguesswork from the decision-makingprocesses. That model is called CrossSwitch.The Dentsu Way provides a comprehensivedescription of Cross Switch andexplains how you can use it to create“scenarios” to move targets and capturetheir hearts through appropriately calculatedContact Points. It is a highly effectivestrategy to:• Get consumers’ attention in an era ofoverwhelming information• Gain broader and deeper consumerinvolvement46 January 2012 The Bulletin 工 商 月 刊