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Andrea Paolo Ferraresi

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Sony XPERIA Tipo Sim Free Mobile Phone - Black (discontinued by manufacturer)
Sony XPERIA Tipo Sim Free Mobile Phone - Black (discontinued by manufacturer)
Offered by mobile phone island
Price: £73.00

2.0 out of 5 stars There is not enough memory: I could install just ..., 13 Dec 2014
Verified Purchase(What is this?)
There is not enough memory: I could install just very few (5) app, and I had to delete the factory ones.
The keyboard and touch-screen are often jammed


The Curious Incident of the Dog in the Night-time
The Curious Incident of the Dog in the Night-time
by Mark Haddon
Edition: Paperback
Price: £3.85

0 of 3 people found the following review helpful
1.0 out of 5 stars the worst book I've ever read, 19 Dec 2013
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After 2 pages (the 1st reasoning) I knew who the murderer was.
Useless book, because it's boring. As it starts, it ends


City of Djinns: A Year in Delhi
City of Djinns: A Year in Delhi
by William Dalrymple
Edition: Paperback
Price: £9.99

1 of 6 people found the following review helpful
1.0 out of 5 stars font size was too small, 6 Dec 2012
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I couldn't read it: the font size was too small. That's why it seemed a little boring? Buy yourself a e-book


What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
by Rex Briggs
Edition: Hardcover

2 of 2 people found the following review helpful
1.0 out of 5 stars few teachings, many repetitions, 19 Nov 2012
Save the money, this is just the useful content. The rest of the book is boring

Marketing: messy problem because variables such as competititive spending, unobserved fluctuations in demand, intersecting media
Experimentation is what solve this messy problem.
CRM: customer relation marketing
Continous tracking and design of experiments (A/B tests + control cells/groups needed to understand the impact of other variables).
COP: communication optimization process.
Problem in marketing: lack of accountability. A measure od success of the campaign must be established before the marketing campaign starts
Marketers need knowledge about and insights about the customers they try to reach, i.e. they need a database.
McDonald: time of the day when advertise.
4Ms of Marketing: Motivations, Message, Media mix, Maximization. Motivations: why consumers buy the product. Message: how to get heard by the consumers? Media mix: knowing the value of each media, their cost and effectiveness.
Data are used as a support rather than for insight: this is an error.
Why there is a culture that Resists Change in marketing: fear of failure, believing in magic, knowing vs doing gap.
Marketing perceived in low attention mode because customers are tired. 3 seconds on a magazine ad. Consumers' life experience matters a lot, it's different from the marketers' life.
Failures are treasures: analyze them is the path to increase quality.
Measuring attitude and emotions means measuring their effects, usually. Measure change, direction of change and magnitude of change in attitude.
Social motivation: what the brands communicate within society. Functional, emotional, social aspects. Understand common motivation and applying the understanding to messaging.Motivation discovery process: 3 levels: category, class, brand. Colgate: not gengivite problems but brushing at work as long lasting protection. linking a brand with motimation creates barriers for competitors.
Motivation can be understood by considering functional, emotional, social aspects
Measure ad recall is misleading if the aim is sales success. The meaning the people associate with a brand is important.
Branding measures: branding awareness, brand imagery, intent to purchase.
Imagery transfer: the radio ad triggers a mental replay of the tv ad
Halo effect: similar product/benefits or similar visual imagery produce a spillover on other brands
Touchpoints: places where you reach the consumer.
Non advertising communication: customer support, events, PR, ...
Better to show ads in different medias: our brain naturally looks for patterns to create meaning, ads in different environments create synergy.
Reach is an in-process measurement (insufficient for sales to go up). Better a diversified media plan than try to increase reach.
Medium is the message, because medium create different meaning: 5 star restaurant instead of fast food.


Almost French: Love and a New Life in Paris
Almost French: Love and a New Life in Paris
by Sarah Turnbull
Edition: Paperback

5.0 out of 5 stars astonishing! touching! clear description of French people, 11 Oct 2012
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if you stumble in an article written by Sarah in a newspaper, read it! I'm sure it would be insightful as this book. Complete review here:

[...]


Selenium Simplified
Selenium Simplified
by Alan John Richardson
Edition: Paperback
Price: £29.69

2 of 2 people found the following review helpful
4.0 out of 5 stars costly, but complete, 18 Jun 2012
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This review is from: Selenium Simplified (Paperback)
it's a great book. Great because it makes you able to use an important tool for testing even if you lack the knowledge of the technologies implied.
The downside is that it is too detailed for professional (you can skip tens of pages with granted well known details) and it is hard for me because I would prefer the book to start every explanation from the big picture down to the details, meanwhile usually it does the opposite.
anyway, you can squeeze the important details in few pages, so the cost is very high, but it is a good teaching book, and complete!


Head First PMP: A Brain-Friendly Guide to Passing the Project Management Professional Exam
Head First PMP: A Brain-Friendly Guide to Passing the Project Management Professional Exam
by Jennifer Greene
Edition: Paperback

4.0 out of 5 stars great way to learn the subject, 4 May 2012
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Yes, it's a great way to learn the subject. I'll advise any starter to read the book twice. Good worth for the money spent. Just few typos in the second part, so look for the following edition (I've got the 2009 one)


Fundamentals of Advertising
Fundamentals of Advertising
by John Wilmshurst
Edition: Paperback
Price: £34.27

3.0 out of 5 stars Touch and go on advertising, 5 July 2010
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It touches all the topics overall, so it's a complete overview about and of advertising.
Unfortunately, it doen't explore anything deeply, it just provides a superficial idea in each chapter and (almost) nothing more.
Sometimes it states some interesting and well thought points and analysis.


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