Strategic Advertising Mechanisms

From Copy Strategy to Iconic Brands

Strategic Advertising Mechanisms
Jorge David Fernandez Gomez
RRP:
NZ$ 83.99
Our Price:
NZ$ 79.79
Paperback
h244 x 170mm - 176pg
24 Sep 2021 UK
International import eta 7-19 days
9781789384307
Out Of Stock
Currently no stock in-store, stock is sourced to your order
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 Seguela' 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.
PhD (with distinction) in Brand Managament, is a lecturer in Communication at Universidad de Sevilla, Spain, and he has been a member of Department of Business Economics in the UCA. He collaborates with different universities such as Bryant University (USA) or Nova (Portugal). He has published thirteen books (McGraw-Hill, Hachette Livre, etc. ) and papers in European and American academic journals. His research interests include brand management, popular culture, advertising strategy and advertising business. He has worked in advertising for clients like Google, Microsoft, Bankia, P&G, Tio Pepe, or Telefonica.
Status: No local stock, title imported to order
ISBN-13: 9781789384307
Published: 24 Sep 2021
Published In: United Kingdom
Imprint: Intellect Books
Publisher: Intellect Books
Format: Paperback
Height: 244mm
Width: 170mm
Pages: 176

In stock - for items in stock we aim to dispatch the next business day. For delivery in NZ allow 2-5 business days, with rural taking a wee bit longer.

Locally sourced in NZ - stock comes from a NZ supplier with an approximate delivery of 7-15 business days.

International Imports - stock is imported into NZ, depending on air or sea shipping option from the international supplier stock can take 10-30 working days to arrive into NZ. 

Pre-order Titles - delivery will vary depending on where the title is published, if local stock is available in NZ then 5-7 business days, for international imports it can be 10-30 business days. In all cases we will access the quickest supply option.

Delivery Packaging - we ship all items in cardboard sleeves or by box with either packing paper or corn starch chips. (We avoid using plastics bubble bags)

Tracking - Orders are delivered by track and trace courier and are fully insured, tracking information will be sent by email once dispatched.

View our full Order & Delivery information