By Herschell Gordon Lewis, Carol Nelson

ISBN-10: 0844236705

ISBN-13: 9780844236704

"Think of advertisements Age instruction manual of advertisements as your convenient consultant during the bumps and curves of the recent advertisements panorama. . . . even if you are already in ads or considering making this attention-grabbing and dynamic box your profession . . . you can be blissful to have our advisor in your bookshelf." --Rance Crain, Editor-in-Chief, ads Age From the main authoritative ebook within the ads comes this definitive advisor to knowing and profiting from your advertisements opportunities--Advertising Age guide of advertisements by way of Herschell Gordon Lewis and Carol Nelson with a foreword by way of Rance Crain, editor-in-chief of advertisements Age. the last word consultant for navigating the dizzying array of possibilities and media to be had to modern-day agents, advertisements Age guide of ads deals functional, important recommendation and perception from essentially the most well-respected courses serving the company group.

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In the hyperspecialized marketing ambience of the twenty-first century, positioning becomes even more important than it has been in previous times. A marketer will appoint a separate advertising agency to establish a position with a specific ethnic or racial group, gender, or perceived time-in-life niche. Validating Desire: Exorcising the Specter of Buyer Remorse A venerable concept of almost any kind of salesmanship is that a product is what it is plus what the buyer thinks it is. Often, in a retail store, the salesperson will effect the sale of a suit based on brand Page 34 name rather than on fit.

Old-timers remember when Coca-Cola was available in six-ounce bottles, and only in six-ounce bottles. Pepsi-Cola tried to break the Coca-Cola stranglehold with one of the earliest memorable jingles: Pepsi-Cola hits the spot. Twelve full ounces, that's a lot. Twice as much for a nickel too. Pepsi-Cola is the drink for you. Pepsi's raison d'être, in its entirety, was a comparative: Pepsi-Cola offered twice as much cola. Yes, the taste was not identical, but the average persondespite the advertising claims each cola drink makesdid not regard this as a key determinant.

The benefit, if the points have quick value and, in greater numbers, have strong value, is that the customer is held in the program. Points closely parallel airline frequent flyer programs. Page 20 some of the company's technicians. " He pointed out that many Jeep owners who attended the event expressed great surprise that the parent company would underwrite this kind of one-to-one public relations. Jeep's activity parallels a relationship marketing program by Land Rover. Owners of Range Rovers, the top-of-the-line Land Rover, receive invitations to off-road activities.

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Advertising age handbook of advertising by Herschell Gordon Lewis, Carol Nelson

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