Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands (Paperback)

Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands By Jorge David Fernández Gómez, Charles Vallance (Foreword by) Cover Image
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Description


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.

About the Author


Jorge David Fernández Gómez is a lecturer in communication at Universidad de Sevilla in Spain.


Product Details
ISBN: 9781789384307
ISBN-10: 1789384303
Publisher: Intellect Ltd
Publication Date: January 10th, 2022
Pages: 176