Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands

The book "Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands" is the first to explain various strategic advertising mechanisms in a single book. It covers classic and modern mechanisms, including USP, brand image, positioning, Lovemarks, and European strategies. The book is a comprehensive academic review and is intended for practitioners, researchers, scholars, and students in communication, advertising, business, and economics. It also appeals to the general reader interested in how advertising strategic planning works.

Format: Paperback / softback
Length: 176 pages
Publication date: 10 December 2021
Publisher: Intellect Books

Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands

In a groundbreaking achievement, this book presents a comprehensive exploration of diverse strategic advertising mechanisms, offering a singular resource that elucidates these concepts for the first time within a single volume. Moreover, it stands as a pioneering effort, bringing together the most significant and influential strategic advertising mechanisms, making them accessible and applicable to the advertising market.

The text delves into a range of classic and contemporary mechanisms, encompassing renowned frameworks such as Rosser Reeves's USP (Unique Selling Proposition) and Procter & Gamble's copy strategy. It also delves into modern mechanisms, such as Kevin Roberts's Lovemarks and Douglas Holt's iconic brands. Additionally, the book takes into account European mechanisms, such as Jacques Séguélas's star strategy and Henri Joanniss's psychological axis.

This comprehensive book boasts the most thorough academic review, drawing upon extensive research and expertise from esteemed scholars and practitioners in the field of advertising. Its primary readership encompasses a diverse spectrum of individuals, including practitioners, researchers, scholars, and students across various disciplines, including communication, advertising, business, economics, information and communication, sociology, psychology, and humanities. Furthermore, it may also hold appeal to the broader readership with an interest in understanding the intricacies of strategic advertising planning and its impact on the marketing landscape.

In summary, Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands is a groundbreaking work that revolutionizes our understanding of strategic advertising. By consolidating and presenting a diverse array of mechanisms, it empowers practitioners, researchers, and scholars to enhance their advertising strategies and achieve greater success in the competitive marketplace.

Weight: 342g
Dimension: 170 x 244 x 14 (mm)
ISBN-13: 9781789384307
Edition number: New ed