Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands

Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands Gómez, Jorge David Fernández

An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves’s unique selling proposition and Procter & Gamble’s copy strategy to influential modern approaches including Kevin Roberts’s Lovemarks and Douglas Holt’s iconic brand framework. It also considers European mechanisms, including Jacques Séguéla’s star strategy and Henri Joannis’ psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them. Categories:
Business & Economics – Sales & Marketing
Year:
2021
Publisher:
Intellect Ltd
Language:
english
Pages:
176
ISBN 10:
1789384303
ISBN 13:
9781789384307
File:
1.56 MB