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Celebrity Sells
Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation
Brand Spirit
Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a product, service or corporate brand.
Brand Immortality
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers.Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.
Celebrity Sells
Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation
Spending Advertising Money in the Digital Age
Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.
Brand Manners
How to create an organizational culture that promotes brand image and builds customer loyalty Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty. Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture, previously Andersen Consulting, in London.
The Ultimate Secrets of Advertising
Represents the first attempt to demonstrate, with the use of a substantial database, the full panoply of advertising's effect on consumer purchasing of a brand. John Philip Jones provides 'inside' information about how advertising works, if it works, and how much of it works. In addition, he explains how to present, determine, measure, and analyze the medium- and long-term effects of advertising--COVER.
The Face-to-Face Book
The world's preeminent word-of-mouth marketing experts demonstrate how in-person social networking, not online marketing, is the secret to soaring revenues.
Marketing Genius
The little black book of marketing is here. Marketing guru Peter Fisk's inspirational manual of marketing shows you how to inject marketing genius into your business to stand out from the crowd and deliver exceptional results. Marketing Genius is about achieving genius in your business and its markets, through your everyday decisions and actions. It combines the deep intelligence and radical creativity required to make sense of, and stand out in today's markets. It applies the genius of Einstein and Picasso to the challenges of marketing, brands and innovation, to deliver exceptional impact in the market and on the bottom line. Marketers need new ways of thinking and more radical creativity....
The SAGE Handbook of Advertising
′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. N...
