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Strategic Advertising Mechanisms
It is the first time that the different strategic advertising mechanisms are explained in a single book. And this is also the first time that a book has brought together the most important and transcendent (for its applicability to the advertising market) strategic advertising mechanisms. The text explains from classic mechanisms such as Rosser Reeves's USP or Procter & Gamble's copy strategy to modern mechanisms such as Kevin Roberts's Lovemarks or Douglas Holt's iconic brands. It also considers European mechanisms such as Jacques Séguéla's star strategy or Henri Joannis's psychological axis. The book has the most complete academic review. Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands, integrates the most important strategic advertising mechanisms developed throughout the time: USP, brand image, positioning, Lovemarks... This is the first and only book to date that compiles the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Primary readership will be among practitioners, researchers, scholars and students in a range of disciplines, including communication, advertising, business and economic, information and communication, sociology, psychology and humanities. There may also be appeal to the more general reader with an interest in how advertising strategic planning works.
eBook
The language of cosmetics advertising
This title provides a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts.
Book
Consumer Behaviour and Advertising Management
About the Book: This book, Consumer Behaviour and Advertising Management, is addressed primarily to the students pursuing courses in management in universities and students in India. It explains the fundamentals of the subjects and is illustrated with practical examples in Indian environment . It covers almost all the topics required to be studied in the field of consumer behaviour and advertising management. It covers the syllabi of IET. The text on consumer behaviour has been amply made clear with case studies. The chapters on advertising, besides dealing with promotional tools, also expand the 5Ms of advertising, ethical and social issues. They are also illustrated with case studies.
eBook
The globalization of advertising : agencies, cities and spaces of creativity
This text unpacks the contemporary structure and spatial organization of global advertising agencies and reveals how global agencies operate as transnationally integrated organizations. It focuses on how the role of New York, Detroit and Los Angeles in advertising work has changed radically over the years.
Book
A Master Class in Brand Planning
In 1988, on Stephen King's retirement JWT published 'The King Papers' a small collection of Stephen King's published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King's most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today's more complex media environment. The book will serve as a valuable reference book for today's practitioners, as well as a unique source of sophisticated, contemporary thinking.
eBook
Examining digital advertising using an affect transfer hypothesis
Purpose
This paper aims to develop a framework for understanding consumers’ response to digital advertising using the affect transfer hypotheses and incorporating search behaviors. The paper also offers future research suggestions.
Design/methodology/approach
A quantitative approach is used in this paper by conducting survey research on a research panel. Structural equation model with multi-group comparisons is conducted. The research is conducted using a general US population sample.
Findings
Findings demonstrate that the affect transfer hypothesis is sufficient to enhance extant understanding of consumers’ response to digital advertising, but the incorporation of search intentions into the model improves the explanatory power.
Originality/value
To date, little research in digital marketing has studied search intentions and less has done so in the context of digital video advertising. Interestingly, theory from a more traditional domain can lends support for the authors hypotheses.
Journal Article