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Brands Advertising


Brands Advertising
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Strategic Advertising Mechanisms


Strategic Advertising Mechanisms
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Author : Jorge David Fernández Gómez
language : en
Publisher: Intellect Books
Release Date : 2021-10-04

Strategic Advertising Mechanisms written by Jorge David Fernández Gómez and has been published by Intellect Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-04 with Business & Economics categories.


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 text explains from classic mechanisms such as Rosser Reeves's USP or Procter & Gamble's copy strategy to modern mechanisms such as Kevin Roberts's Lovemarks or Douglas Holt's iconic brands. It also considers European mechanisms such as Jacques Séguéla’s star strategy or Henri Joannis’s psychological axis. The book has the most complete academic review. Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands, integrates the most important strategic advertising mechanisms developed throughout the time: USP, brand image, positioning, Lovemarks... This is the first and only book to date that compiles the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Primary readership will be among practitioners, researchers, scholars and students in a range of disciplines, including communication, advertising, business and economic, information and communication, sociology, psychology and humanities. There may also be appeal to the more general reader with an interest in how advertising strategic planning works.

How To Use Advertising To Build Strong Brands


How To Use Advertising To Build Strong Brands
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Author : John Philip Jones
language : en
Publisher: SAGE
Release Date : 1999-07-13

How To Use Advertising To Build Strong Brands written by John Philip Jones and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-07-13 with Business & Economics categories.


With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.

Excellence In Brand Advertising


Excellence In Brand Advertising
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Author : Jim Osterman
language : en
Publisher: Visual Reference Publications
Release Date : 2007

Excellence In Brand Advertising written by Jim Osterman and has been published by Visual Reference Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.




Advertising And Promotion


Advertising And Promotion
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Author : Chris Hackley
language : en
Publisher: SAGE
Release Date : 2005-02-16

Advertising And Promotion written by Chris Hackley and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-02-16 with Business & Economics categories.


This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.

Influencer Marketing For Brands


Influencer Marketing For Brands
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Author : Aron Levin
language : en
Publisher: Apress
Release Date : 2019-11-30

Influencer Marketing For Brands written by Aron Levin and has been published by Apress this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-30 with Business & Economics categories.


In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.

Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape


Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape
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Author : Miguélez-Juan, Blanca
language : en
Publisher: IGI Global
Release Date : 2023-01-09

Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape written by Miguélez-Juan, Blanca and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-09 with Business & Economics categories.


In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

The Effect Of Advertising And Display


The Effect Of Advertising And Display
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Author : Robert East
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-03-20

The Effect Of Advertising And Display written by Robert East and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-20 with Business & Economics categories.


Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.