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Bestselling Series. Harry Potter. Popular Features. New Releases. Description One of the most critical factors in the success of a product or service is having a powerful brand identity. This work shows advertising and marketing managers how they can be sure that their branding is effective by establishing an efficient and creative relationship with their ad agency.
It provides managers with the four basics of highly successful advertising or branding, which are: establishing a strategic vision the positioning for the brand; providing clear ad development direction based on consumer insight ; nurturing an effective creative process; and coaching the ad agency to success. Product details Format Paperback pages Dimensions Table of contents Pre-production: "what think" about advertising.
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Building a brand through power positioning: positioning - the foundation for the brand; prospecting for pay dirt customer needs Managing really great advertising: defining what makes advertising really great; the surefooted way to setting ad direction with the customer insight and ad strategy; creating campaign ideas for more compelling communications; executing TV and print campaign ideas -all you need to know to showcase the campaign idea.
Building Better Benefits for a Compelling Payoff 69 7.
5 Major Benefits of a Strong Brand
Engineering Benefit--Credibility with the Reason-Why 85 8. Bullet-Proofing Your Positioning Getting the Big Picture with the Positioning Matrix See All Customer Reviews. Shop Books. Add to Wishlist. USD Sign in to Purchase Instantly.
[Best] Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising
Overview he vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself.
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This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process--or how to manage the delicate relationship with their agency. Product Details Table of Contents.
Show More. Average Review. Write a Review. Related Searches. Would you like to beat some unbeatable contracts? Would you like to make some unmakable Would you like to make some unmakable contracts? Would you like to become a bridge magician? This book will you the way to improve your game.