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Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising,New
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How advertising and marketing managers can partner with their ad agenciesto achieve new levels of advertising success.'The vast majority of ads are mediocrebut don't blame it on your ad agency. Blame it on yourself.' This is the eyeopening 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 processor 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.
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This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.