Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising

by Richard D. Czerniawski, Michael W. Maloney
     
 

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he vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself. 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. See more details below

Overview

he vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself. 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.

In this breakthrough book, frustrated managers can learn the four basics that build highly effective, highly targeted advertising. The book shows how to:

  1. establish the strategic vision (the positioning) for the brand
  2. provide clear ad development direction (that's based on consumer insight)
  3. provide and nurture an effective creative process
  4. coach the ad agency to success.

Editorial Reviews

Booknews
The authors, principals with a marketing consulting firm, provide the marketing manager with the tools needed to set a product apart from its competitors and build brand loyalty, even when the difference between competing products is virtually nonexistent. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9781587768149
Publisher:
Hudson House Publishing
Publication date:
12/28/1999
Pages:
298
Product dimensions:
7.56(w) x 9.04(h) x 0.78(d)

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