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What's in a Name? : Advertising and the Concept of Brands.
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertisi...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 1. Introduction; 2. Brands: What They Are and Why They Emerged; A Shopping Trip and Some Conclusions Therefrom; The Economist's View of Oligopoly-and a Different Hypothesis; Oligopolistic Competition in the Real World; The Emergence of Brands; Oligopoly, Price, and the Consumer; The Argument in Brief; 3. Factors That Shape a Brand During Its Conception and Birth; The Importance of Innovation and the Belief in Decline.
- Five Influences on a New BrandThe Importance of Market Testing; The Argument in Brief; 4. Factors That Shape a Brand During Its Growth and Maturity; Initial Growth; Five Influences on a Growing Brand; Beyond the Primary Growth Cycle; The Argument in Brief; 5. The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; Consumer Sales Defined in Consumer Terms; Predictive Models in Action; Four Myths; How Brands Grow; How Advertising Strategy Should Be Influenced by Repeat-Buying Theory; The Argument in Brief; 6. Advertising Research: A Digression on Recall.
- Reading-and-Noting: Its Fall from GraceThe Twentieth-Century Philosophers' Stone; Learn-Feel-Do and Learn-Do-Feel
- The Limited Circumstances When Recall Testing Can Be Useful; Pretesting Based on Simulating Consumer Behavior; Tracking Studies; The Argument in Brief-and a Footnote on Aggregated Data; 7. How Advertising Influences Sales; Advertising's Short-Term Effect and How It Is Measured; Medium-Term Effect as a Repetition of Short-Term Effects; The Advertising Response Function; Continuity in the Marketplace; Medium-Term Effects Measured Econometrically; The Argument in Brief.
- 8. How Advertising Builds BrandsSix Measures of the Long-Term Effects of Advertising; Penetration and Purchase Frequency; Price and Price Elasticity; Advertising Elasticity; Advertising Intensiveness; Accountability; The Argument in Brief; 9. Giving a Brand Legs: Brands as Collectible Entities; The Case for Collectible Brands; Collecting Coca-Cola: It's the Real Thing; Hallmark Collecting: When You Care Enough; The Loyal Relationship with Collectible Brands; Building Brand Loyalty; Linking the Collectible to the Company; The Argument in Brief.
- 10. The Contribution of Advertising Strategy to Brand BuildingPutting Advertising in Perspective; What Advertising Cannot Do; What Advertising Can Do; The Development of a Strategy; Formulating the Strategy; The Brand Audit; The Strategy Itself; Target Group; Proposition; Role of the Advertising; Can an Old Brand Be Reintroduced with a New Strategy?; The Argument in Brief; 11. From Advertising Strategy to Advertising Campaign; The Campaign; The Contribution of the Media; The Campaign for Louisiana: Come As You Are. Leave Different.
- The Argument in Brief.