Strategic Advertising Mechanisms From Copy Strategy to Iconic Brands

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File Name:Strategic Advertising Mechanisms From Copy Strategy to Iconic Brands
Books Type:Digital Version
Genre / Category:E-BOOKS & AUDIO BOOKS
File Size :1.56MB
Publisher:KitFiles.com
Updated and Published:December 11, 2021

Strategic Advertising Mechanisms From Copy Strategy to Iconic Brands — Free download

English | 2021 | ISBN: 1789384303 | 187 pages | True EPUB | 1.56 MB
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.

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