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Author :
Release : 1960
Genre : Advertising
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis How Advertising Works for Freedom of Enterprise by :
Download or read book How Advertising Works for Freedom of Enterprise written by . This book was released on 1960. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Release : 1973
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis Advertising and FTC, Role of Information in Free-enterprise Economy by :
Download or read book Advertising and FTC, Role of Information in Free-enterprise Economy written by . This book was released on 1973. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Nigel Hollis
Release : 2008-09-30
Genre : Business & Economics
Kind : eBook
Book Rating : 414/5 ( reviews)
Book Synopsis The Global Brand by : Nigel Hollis
Download or read book The Global Brand written by Nigel Hollis. This book was released on 2008-09-30. Available in PDF, EPUB and Kindle. Book excerpt: A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP
Author : Willis L. Winter
Release : 1958
Genre : Advertising
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis A Study of Some Aspects of Free Enterprise Advertising by : Willis L. Winter
Download or read book A Study of Some Aspects of Free Enterprise Advertising written by Willis L. Winter. This book was released on 1958. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Inger L Stole
Release : 2012-11-16
Genre : Business & Economics
Kind : eBook
Book Rating : 239/5 ( reviews)
Book Synopsis Advertising at War by : Inger L Stole
Download or read book Advertising at War written by Inger L Stole. This book was released on 2012-11-16. Available in PDF, EPUB and Kindle. Book excerpt: Advertising at War challenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more than the legislative battles of the 1930s, defined the role of advertising in U.S. postwar political economy and the nation's cultural firmament. She argues that Washington and Madison Avenue were soon working in tandem with the creation of the Advertising Council in 1942, a joint effort established by the Office of War Information, the Association of National Advertisers, and the American Association of Advertising Agencies. Using archival sources, newspapers accounts, and trade publications, Stole demonstrates that the war elevated and magnified the seeming contradictions of advertising and allowed critics of these practices one final opportunity to corral and regulate the institution of advertising. Exploring how New Dealers and consumer advocates such as the Consumers Union battled the advertising industry, Advertising at War traces the debate over two basic policy questions: whether advertising should continue to be a tax-deductible business expense during the war, and whether the government should require effective standards and labeling for consumer products, which would render most advertising irrelevant. Ultimately the postwar climate of political intolerance and reverence for free enterprise quashed critical investigations into the advertising industry. While advertising could be criticized or lampooned, the institution itself became inviolable.
