Creating brand loyalty: the management of power positioning and really great advertising
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
Amacom
1999
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXI, 298 S. Ill., graph. Darst. |
| ISBN: | 0814405010 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
Acknowledgments ix
Foreword—The Client s View xiii
Foreword—The Creative Director s View xvi
Introduction xix
Pre-Production 1
1. What Think? About Advertising 3
Building a Brand Through Power Positioning 15
2. Positioning—The Foundation for the Brand 17
3. Prospecting for Pay Dirt—Customer Needs and
Knowing When to Lead with Need 26
4. Sighting the Right Bull s-Eye Target Customer 35
5. Setting the Competitive Framework for a
Competitive Edge 57
6. Building Better Benefits for a Compelling Payoff 69
7. Engineering Benefit—Credibility with the
Reason-Why 85
8. Developing a Winning Personality Through
Brand Character 95
vii
viii Contents
9. Bullet-Proofing Your Positioning 109
10. Getting the Big Picture with the Positioning Matrix 116
11. Going Beyond Words to Establish Power Positioning 126
Managing Really Great Advertising 139
12. Defining What Makes Advertising Really Great 141
13. The Surefooted Way to Setting Ad Direction 147
14. Creating Campaign Ideas for More Compelling
Communications 173
15. Executing TV and Print Campaign Ideas: All You
Need to Know 194
Processes That Work 217
16. Moving ASAP from Strategy to Successful Advertising 219
17. Client-Agency Relationship: Practices for Making
Beautiful Music Together 230
18. Mastering the Language of Storyboards and
Coaching Creative Presentations 241
Post-Production 249
19. What Think? Again 251
Invitation 264
Appendix A: Glossary of Key Terms 265
Appendix B: Forms, Tools, Templates 269
Index 291
About the Authors 297
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T23:10:08Z |
| institution | BVB |
| isbn | 0814405010 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-021927082 |
| oclc_num | 246608594 |
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| physical | XXI, 298 S. Ill., graph. Darst. |
| publishDate | 1999 |
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| publisher | Amacom |
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| spelling | Czerniawski, Richard D. Verfasser aut Creating brand loyalty the management of power positioning and really great advertising Richard D. Czerniawski ; Michael W. Maloney New York [u.a.] Amacom 1999 XXI, 298 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Produktpositionierung (DE-588)4224734-2 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Produktpositionierung (DE-588)4224734-2 s DE-188 Markenartikel (DE-588)4037584-5 s Werbung (DE-588)4065541-6 s Maloney, Michael W. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021927082&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Czerniawski, Richard D. Maloney, Michael W. Creating brand loyalty the management of power positioning and really great advertising Produktpositionierung (DE-588)4224734-2 gnd Werbung (DE-588)4065541-6 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
| subject_GND | (DE-588)4224734-2 (DE-588)4065541-6 (DE-588)4144679-3 (DE-588)4037584-5 |
| title | Creating brand loyalty the management of power positioning and really great advertising |
| title_auth | Creating brand loyalty the management of power positioning and really great advertising |
| title_exact_search | Creating brand loyalty the management of power positioning and really great advertising |
| title_full | Creating brand loyalty the management of power positioning and really great advertising Richard D. Czerniawski ; Michael W. Maloney |
| title_fullStr | Creating brand loyalty the management of power positioning and really great advertising Richard D. Czerniawski ; Michael W. Maloney |
| title_full_unstemmed | Creating brand loyalty the management of power positioning and really great advertising Richard D. Czerniawski ; Michael W. Maloney |
| title_short | Creating brand loyalty |
| title_sort | creating brand loyalty the management of power positioning and really great advertising |
| title_sub | the management of power positioning and really great advertising |
| topic | Produktpositionierung (DE-588)4224734-2 gnd Werbung (DE-588)4065541-6 gnd Markenpolitik (DE-588)4144679-3 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Produktpositionierung Werbung Markenpolitik Markenartikel |
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