It is an amazing Business & Economics book written by Jorge David Fernández Gómez and published by Intellect Books. This book was released on 04 October 2021 with total pages 263. Read book in PDF, EPUB and Kindle directly from your devices anywhere anytime. Click Download button to get Strategic Advertising Mechanisms book now. This site is like a library, Use search box to get ebook that you want.
- Author : Jorge David Fernández Gómez
- Release Date : 04 October 2021
- Publisher : Intellect Books
- Genre : Business & Economics
- Pages : 263
- ISBN 13 : 9781789384321
- Total Download : 313
- File Size : 51,5 Mb
Strategic Advertising Mechanisms PDF Summary
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.