David M Jones, Jan S. Slater

What's in a Name?

Advertising and the Concept of Brands

• Gebundenes Buch

Produktbeschreibung

This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 336
• Erscheinungstermin: 31. Dezember 2002
• Englisch
• Abmessung: 235mm x 157mm x 23mm
• Gewicht: 640g
• ISBN-13: 9780765609731
• ISBN-10: 0765609738
• Artikelnr.: 21630900

Autorenporträt

David M Jones, Jan S. Slater

Inhaltsangabe

Foreword, Advertising and Brand Planning, Don Johnston and Harold F. Clark,
Jr. 1. Introduction 2. Brands: What They Are and Why They Emerged 3.
Factors That Shape a Brand During Its Conception and Birth 4. Factors That
Shape a Brand During Its Growth and Maturity 5. The Mature Brand and the
Consumer: The Nature of Repeat-Buying Theory 6. Advertising Research: A
Digression on Recall 7. How Advertising Influences Sales 8. How Advertising
Builds Brands 9. Giving a Brand Legs - Brands as Collectible Phenomena 10.
The Contribution of Advertising Strategy to Brand Building 11. From
Advertising Strategy to Advertising Campaign 12. How to Develop and Expose
Better Advertising