Format:
1 online resource (335 pages)
Edition:
1st ed.
ISBN:
9780765609731
,
9781317452157
Content:
This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands 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. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising
Note:
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of Tables and Figures -- Foreword: Advertising and Brand Planning -- 1. Introduction -- 2. Brands: What They Are and Why They Emerged -- A Shopping Trip and Some Conclusions Therefrom -- The Economist's View of Oligopoly-and a Different Hypothesis -- Oligopolistic Competition in the Real World -- The Emergence of Brands -- Oligopoly, Price, and the Consumer -- The Argument in Brief -- 3. Factors That Shape a Brand During Its Conception and Birth -- The Importance of Innovation and the Belief in Decline -- Five Influences on a New Brand -- The Importance of Market Testing -- The Argument in Brief -- 4. Factors That Shape a Brand During Its Growth and Maturity -- Initial Growth -- Five Influences on a Growing Brand -- Beyond the Primary Growth Cycle -- The Argument in Brief -- 5. The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory -- Consumer Sales Defined in Consumer Terms -- Predictive Models in Action -- Four Myths -- How Brands Grow -- How Advertising Strategy Should Be Influenced by Repeat-Buying Theory -- The Argument in Brief -- 6. Advertising Research: A Digression on Recall -- Reading-and-Noting: Its Fall from Grace -- The Twentieth-Century Philosophers' Stone -- Learn-Feel-Do" and "Learn-Do-Feel -- The Limited Circumstances When Recall Testing Can Be Useful -- Pretesting Based on Simulating Consumer Behavior -- Tracking Studies -- The Argument in Brief-and a Footnote on Aggregated Data -- 7. How Advertising Influences Sales -- Advertising's Short-Term Effect and How It Is Measured -- Medium-Term Effect as a Repetition of Short-Term Effects -- The Advertising Response Function -- Continuity in the Marketplace -- Medium-Term Effects Measured Econometrically -- The Argument in Brief -- 8. How Advertising Builds Brands
,
Six Measures of the Long-Term Effects of Advertising -- Penetration and Purchase Frequency -- Price and Price Elasticity -- Advertising Elasticity -- Advertising Intensiveness -- Accountability -- The Argument in Brief -- 9. Giving a Brand Legs: Brands as Collectible Entities -- The Case for Collectible Brands -- Collecting Coca-Cola: It's the Real Thing -- Hallmark Collecting: When You Care Enough -- The Loyal Relationship with Collectible Brands -- Building Brand Loyalty -- Linking the Collectible to the Company -- The Argument in Brief -- 10. The Contribution of Advertising Strategy to Brand Building -- Putting Advertising in Perspective -- What Advertising Cannot Do -- What Advertising Can Do -- The Development of a Strategy -- Formulating the Strategy -- The Brand Audit -- The Strategy Itself -- Target Group -- Proposition -- Role of the Advertising -- Can an Old Brand Be Reintroduced with a New Strategy? -- The Argument in Brief -- 11. From Advertising Strategy to Advertising Campaign -- The Campaign -- The Contribution of the Media -- The Campaign for Louisiana: "Come As You Are. Leave Different. -- The Argument in Brief -- 12. How to Develop and Expose Better Advertising -- First Recommendation: The Case for More Market Experiments -- Second Recommendation: How to Close Some of the Gaps in Our Knowledge -- The Argument in Brief -- Index -- About the Authors
Additional Edition:
Print version Jones, David M. What's in a Name? London : Taylor & Francis Group,c2002 ISBN 9780765609731
Language:
English
Keywords:
Electronic books
URL:
FULL
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