Strategic Advertising Mechanisms

From Copy Strategy to Iconic Brands

Jorge David Fernández Gómez, Charles Vallance

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English

Intellect Books
10 January 2022

Cognition & cognitive psychology; Advertising; Market research; Advertising industry

An academic review of the major marketing techniques that transformed advertising communication forever.

This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves’s unique selling proposition and Procter & Gamble’s copy strategy to influential modern approaches including Kevin Roberts’s Lovemarks and Douglas Holt’s iconic brand framework. It also considers European mechanisms, including Jacques Séguéla’s star strategy and Henri Joannis’ psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.

By: Jorge David Fernández Gómez
Foreword by: Charles Vallance
Imprint: Intellect Books
Country of Publication: United Kingdom
Edition: New edition
Dimensions: Height: 244mm, Width: 170mm,
ISBN: 9781789384307
ISBN 10: 1789384303
Pages: 176
Publication Date: 10 January 2022
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

PhD (with distinction) in Brand Managament, is a lecturer in Communication at Universidad de Sevilla, Spain, and he has been a member of Department of Business Economics in the UCA. He collaborates with different universities such as Bryant University (USA) or Nova (Portugal). He has published thirteen books (McGraw-Hill, Hachette Livre, etc.) and papers in European and American academic journals. His research interests include brand management, popular culture, advertising strategy and advertising business. He has worked in advertising for clients like Google, Microsoft, Bankia, P&G, Tio Pepe, or Telefonica.