Cargando…
Strategic advertising mechanisms : from copy strategy to iconic brands /
"It is the first time that the different strategic advertising mechanisms are explained in a single book. And this is also the first time that a book has brought together the most important and transcendent (for its applicability to the advertising market) strategic advertising mechanisms. The...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bristol :
Intellect Books,
2021.
|
| Edición: | New edition. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Intro
- Half Title
- Title Page
- Copyright Page
- Contents
- Foreword
- Introduction
- 1 Procter & Gamble's Copy Strategy: When the Advertiser Made Products and Advertising
- 1.1. P&G or the prehistory of brand management
- 1.2. The birth of rationalist advertising
- 1.3. Reason-why copywriting and Hopkins as the pillars of rationalist advertising
- 1.4. The copy strategy
- 2 Rosser Reeves's USP: The Reality in Advertising Is the Product
- 2.1. The USP as a strategic advertising mechanism
- 2.2. What is the USP?
- 2.3. Characteristics of the USP or revamping the dominant idea
- 2.4. Critiques of the USP
- 3 David Ogilvy's Brand Image: The Rise of Emotion in Advertising Communication
- 3.1. The influence of motivation research on emotional strategic advertising mechanisms
- 3.2. Pierre Martineau: The ambassador of emotional advertising
- 3.3. David Ogilvy's brand image
- 3.4. Theoretical bases of brand image
- 3.5. Gardner and Levy's 'The product and the brand': The acknowledged forerunner of brand image
- 4 Henri Joannis's Psychological Axis: The Advent of Motivational Research in European Advertising
- 4.1. The psychological axis theory
- 4.2. Joannis's proposals as addendums to Reeves's theories
- 4.3. A mechanism for creating ads
- 5 Jacques Séguéla's 'Star Strategy': Selling the Hollywood Star System to Sell Brands
- 5.1. The 'star strategy': A brand image evolution
- 5.2. 'Star strategy' characteristics: The cinema world as an advertising metaphor
- 5.3. The Chevron model in 'give your brand in marriage': The 'star strategy' revisited
- 6 Kevin Roberts's Lovemarks: The Return of Emotional Mechanisms in the New Century
- 6.1. What is the Lovemarks effect?
- 6.2. The characteristics of the Lovemarks effect
- 6.3. Critiques of the Lovemarks effect
- 6.4. Creating Passionbrands: An example of updating personality branding on the basis of the redundancy principle
- 7 Jack Trout and Al Ries's Positioning: The Appearance of Cognitive Psychology in Advertising
- 7.1. The origins of positioning
- 7.2. What is positioning?
- 7.3. Theoretical bases of positioning
- 1. The problem of information saturation
- 2. The problem of the mind's limited capacity
- 3. The importance of being first
- 4. The need to become generic in a category
- 5. The importance of the reference brand
- 6. The principle of differentiation
- 7. The principle of difference beyond the product
- 8. The principle of simplicity
- 9. The principle of permanence
- 7.4. Positioning seen from afar
- 7.5. The USP as the forerunner of positioning
- 8 Douglas Holt's Iconic Brands: When Cognitive Psychology and Motivation Research Converge
- 8.1. Theoretical bases of iconic brands: The birth of cultural branding
- 8.2. The iconic brand concept
- 8.3. Principles underpinning the construction of iconic brands
- 8.4. Critiques of iconic brands.