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Strategic advertising mechanisms : from copy strategy to iconic brands / Jorge David Fernandez Gomez.

By: Fern�andez G�omez, Jorge David [author.].
Publisher: Bristol : Intellect Books, ©2021Edition: New edition.Description: 163 p.Content type: text Media type: computer Carrier type: online resourceISBN: 9781789384307.Subject(s): Advertising -- Management | Strategic planning | Advertising -- Management | Strategic planningGenre/Form: Print books.
Contents:
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 S�egu�ela'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 -- Notes -- Introduction.
Summary: Integrates the most important strategic advertising mechanisms developed throughout time: USP, brand image, positioning, Lovemarks. This is the first book to bring together the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Available in English for the first time.
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Current location Call number Status Date due Barcode Item holds
On Shelf HF5823 .F47 2021 (Browse shelf) Available AU00000000019478
Total holds: 0

Procter & Gamble's Copy Strategy: When the Advertiser Made Products and Advertising.

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 S�egu�ela'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 -- Notes -- Introduction.

Integrates the most important strategic advertising mechanisms developed throughout time: USP, brand image, positioning, Lovemarks. This is the first book to bring together the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Available in English for the first time.

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