UID:
almafu_9959327921402883
Format:
1 online resource (xxv, 278 pages) :
,
illustrations
ISBN:
9781119209232
,
1119209234
,
9780470511879
,
0470511877
,
9780470687413
,
047068741X
,
1280855991
,
9781280855993
,
9780470026014
,
0470026014
Content:
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.
Note:
The heart of the matter -- The evolution of magic -- With an eye on execution -- With an eye on the contextual -- With an eye to strategy -- Beyond strategic vs executional -- Inventing a brand : the 'KR bar' -- Communication combinations -- Knowing your 'HOCOs' -- Generating ideas -- Judging brand ideas : trout or trolley? -- Epilogue : the era of rigorous magic.
Additional Edition:
Print version: Taylor, Jim, 1964- Rigorous magic. Chichester, England ; Hoboken, NJ : Wiley, ©2007 ISBN 9780470026014
Additional Edition:
ISBN 0470026014
Language:
English
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209232
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209232
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209232
