Strategic Advertising Mechanisms is now available!
This is the first book that has brought together the most important and transcendent (for its applicability to the advertising market) strategic advertising mechanisms. The text explains classic mechanisms, from Rosser Reeves’s USP and Procter & Gamble’s copy strategy to modern mechanisms such as Kevin Roberts Lovemarks or Douglas Holt’s iconic brands. It also considers European mechanisms such as Jacques Séguéla’s star strategy and Henri Joannis’s psychological axis.
Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands, integrates the most important strategic advertising mechanisms developed throughout time: USP, brand image, positioning and Lovemarks. This book compiles the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising.