Behind Powerful Brands-From strategy to Campaign addresses the perennial concern of marketing and advertising professionals-how to create advertising that makes the cash registers ring!
It contains insights on
How to create advertising that sells
Advertising and salesmanship
How to spend media budgets
An inventory of knowledge about advertising
As advertising by its very nature involves wastage, this book addresses the issue succinctly and focuses on increasing efficiency by reducing wastage in advertising.
The book develops a number of ideas described in Professor Jones's earlier book How Much is Enough? and adapts them to the Indian environment. It also has some thoughts on:
the contribution of advertising to economic development
fifty proposals for action
Surely a must for all marketing and advertising professionals who are passionate about building brands?
TABLE OF CONTENTS
Chapter 1. Are Advertising and Salesmanship Related
Chapter 2. Strategy in Advertising
Chapter 3. Advertising Arguments - The Rational Versus the Emotional
Chapter 4. How Much Should You Spend on Advertising
Chapter 5. Advertising Versus Sales Promotions
Chapter 6. How to Spend Media Budgets
Chapter 7. The Heart of the Advertising Agency Business
Chapter 8. An Inventory of Knowledge About Advertising
Chapter 9. Advertising and The Economic System
Chapter 10. Fifty Proposals for Action