What's in a name? : advertising and the concept of brands / / John Philip Jones and Jan S. Slater

• Autore: Jones John Philip
• Pubblicazione: London ; ; New York : , : Routledge, , 2015
• Edizione: 2nd ed.
• Descrizione fisica: 1 online resource (334 p.)
• Disciplina: 658.8/343
• Soggetto topico: Advertising; Brand name products
• Altri autori: SlaterJan
• Note generali: First published 2003 by M.E. Sharpe.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Contents; List of Tables and Figures; Foreword: Advertising and Brand Planning; 1 Introduction; 2 Brands: What They Are and Why They Emerged; 3 Factors That Shape a Brand During Its Conception and Birth; 4 Factors That Shape a Brand During Its Growth and Maturity; 5 The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory; 6 Advertising Research: A Digression on Recall; 7 How Advertising Influences Sales; 8 How Advertising Builds Brands; 9 Giving a Brand Legs: Brands as Collectible Entities; 10 The Contribution of Advertising Strategy to Brand Building ; 11 From Advertising Strategy to Advertising Campaign12 How to Develop and Expose Better Advertising; Index
• Sommario/riassunto: This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.
• Titolo autorizzato: What's in a name
• ISBN: 1-317-45214-3; 1-315-69820-X; 1-317-45215-1; 1-280-91218-9; 9786610912186; 0-7656-2170-3
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910819498303321
• Lo trovi qui: Univ. Federico II