https://www.masiesdelpenedes.com/13h71ox1a 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 […]

Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands

Length: 176 pages
Edition: 1
Language: English
Publisher: Intellect Ltd
Publication Date: 2022-01-07
ISBN-10: 1789384303
ISBN-13: 9781789384307
Sales Rank: #0 (See Top 100 Books)

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follow https://musicboxcle.com/2025/04/zrjyt0wbja An academic review of the major marketing techniques that transformed advertising communication forever.

https://reggaeportugal.com/bt4fxypyn0p 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 source 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.

https://www.annarosamattei.com/?p=txzqgw0 Cover 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 Séguéla’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 Procter & Gamble’s Copy Strategy: When the Advertiser Made Products and Advertising Rosser Reeves’s USP: The Reality in Advertising Is the Product David Ogilvy’s Brand Image: The Rise of Emotion in Advertising Communication Henri Joannis’s Psychological Axis: The Advent of Motivational Research in European Advertising Jacques Séguéla’s ‘Star Strategy’: Selling the Hollywood Star System to Sell Brands Kevin Roberts’s Lovemarks: The Return of Emotional Mechanisms in the New Century Jack Trout and Al Ries’s Positioning: The Appearance of Cognitive Psychology in Advertising Douglas Holt’s Iconic Brands: When Cognitive Psychology and Motivation Research Converge References Index