Strategic advertising mechanisms : from copy strategy to iconic brands /: from copy strategy to iconic brands. (2021)

• Record Type: Book
• Further Information: Note: Jorge David Fernández Gómez.
• Authors: Fernández Gómez, Jorge David
• Contents: Foreword <p style="padding-left: 30px;">Javier Suso Introduction 1. Procter & Gamble’s Copy Strategy: When the Advertiser Made Products and Advertising <p style="padding-left: 30px;">1.1. P&G or the prehistory of brand management <p style="padding-left: 30px;">1.2. The birth of rationalist advertising <p style="padding-left: 30px;">1.3. Reason why copywriting and Hopkins as the pillars of rationalist advertising <p style="padding-left: 30px;">1.4. The copy strategy 2. Rosser Reeves’s USP: The Reality in Advertising Is the Product <p style="padding-left: 30px;">2.1. The USP as a strategic advertising mechanism <p style="padding-left: 30px;">2.2. What is the USP? <p style="padding-left: 30px;">2.3. Characteristics of the USP or revamping the dominant idea <p style="padding-left: 30px;">2.4. Critiques of the USP 3. David Ogilvy’s Brand Image: The Rise of Emotion in Advertising Communication <p style="padding-left: 30px;">3.1. The influence of motivation research on emotional strategic advertising mechanisms <p style="padding-left: 30px;">3.2. Pierre Martineau: The ambassador of emotional advertising <p style="padding-left: 30px;">3.3. David Ogilvy’s brand image <p style="padding-left: 30px;">3.4. Theoretical bases of brand image <p style="padding-left: 30px;">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 <p style="padding-left: 30px;">4.1. The psychological axis theory <p style="padding-left: 30px;">4.2. Joannis’s proposals as addendums to Reeves’s theories <p style="padding-left: 30px;">4.3. A mechanism for creating ads 5. Jacques Séguéla’s ‘Star Strategy’: Selling the Hollywood Star System to Sell Brands <p style="padding-left: 30px;">5.1. The ‘star strategy’: A brand image evolution <p style="padding-left: 30px;">5.2. ‘Star strategy’ characteristics: The cinema world as an advertising metaphor <p style="padding-left: 30px;">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 <p style="padding-left: 30px;">6.1. What is the Lovemarks effect? <p style="padding-left: 30px;">6.2. The characteristics of the Lovemarks effect <p style="padding-left: 30px;">6.3. Critiques of the Lovemarks effect <p style="padding-left: 30px;">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 <p style="padding-left: 30px;">7.1. The origins of positioning <p style="padding-left: 30px;">7.2. What is positioning? <p style="padding-left: 30px;">7.3. Theoretical bases of positioning <p style="padding-left: 30px;">7.4. Positioning seen from afar <p style="padding-left: 30px;">7.5. The USP as the forerunner of positioning 8. Douglas Holt’s Iconic Brands: When Cognitive Psychology and Motivation Research Converge <p style="padding-left: 30px;">8.1. Theoretical bases of iconic brands: The birth of cultural branding <p style="padding-left: 30px;">8.2. The iconic brand concept <p style="padding-left: 30px;">8.3. Principles underpinning the construction of iconic brands <p style="padding-left: 30px;">8.4. Critiques of iconic brands
• Edition: New edition
• Publisher Details: Bristol : Intellect Books
• Publication Date: 2021
• Extent: 1 online resource
• Subjects: 659.1; Advertising -- Management; Strategic planning
• Languages: English
• ISBNs: 9781789384321; 9781789384314
• Related ISBNs: 9781789384307
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.