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Creating brand loyalty : the management of power positioning and really great advertising / Richard D. Czerniawski, Michael W. Maloney.

By: Contributor(s): Material type: TextTextPublisher: New York : AMACOM, [1999]Copyright date: ©1999Description: xxi, 298 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0814405010
  • 9780814405017
Subject(s): DDC classification:
  • 658.8343
LOC classification:
  • HF6161.B4 C94 1999
Contents:
Acknowledgments -- Foreword - The Client's View -- Foreword - The Creative Director's View -- Introduction -- Pre-Production -- 1. "What Think?" About Advertising -- Building a Brand Through Power Positioning -- 2. Positioning - The Foundation for the Brand -- 3. Prospecting for Pay Dirt - Customer Needs and Knowing When to "Lead with Need" -- 4. Sighting the Right Bull's-Eye Target Customer -- 5. Setting the Competitive Framework for a Competitive Edge -- 6. Building Better Benefits for a Compelling Payoff -- 7. Engineering Benefit - Credibility with the Reason-Why -- 8. Developing a Winning Personality Through Brand Character -- 9. Bullet-Proofing Your Positioning -- 10. Getting the Big Picture with the Positioning Matrix -- 11. Going Beyond Words to Establish Power Positioning -- Managing Really Great Advertising -- 12. Defining What Makes Advertising Really Great -- 13. The Surefooted Way to Setting Ad Direction -- 14. Creating Campaign Ideas for More Compelling Communications -- 15. Executing TV and Print Campaign Ideas: All You Need to Know -- Processes That Work -- 16. Moving ASAP from Strategy to Successful Advertising -- 17. Client-Agency Relationship: Practices for Making Beautiful Music Together -- 18. Mastering the Language of Storyboards and Coaching Creative Presentations -- Post-Production -- 19. "What Think?" Again -- App. A: Glossary of Key Terms -- App. B. Forms, Tools, Templates -- Index -- About the Authors.
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Includes index.

Acknowledgments -- Foreword - The Client's View -- Foreword - The Creative Director's View -- Introduction -- Pre-Production -- 1. "What Think?" About Advertising -- Building a Brand Through Power Positioning -- 2. Positioning - The Foundation for the Brand -- 3. Prospecting for Pay Dirt - Customer Needs and Knowing When to "Lead with Need" -- 4. Sighting the Right Bull's-Eye Target Customer -- 5. Setting the Competitive Framework for a Competitive Edge -- 6. Building Better Benefits for a Compelling Payoff -- 7. Engineering Benefit - Credibility with the Reason-Why -- 8. Developing a Winning Personality Through Brand Character -- 9. Bullet-Proofing Your Positioning -- 10. Getting the Big Picture with the Positioning Matrix -- 11. Going Beyond Words to Establish Power Positioning -- Managing Really Great Advertising -- 12. Defining What Makes Advertising Really Great -- 13. The Surefooted Way to Setting Ad Direction -- 14. Creating Campaign Ideas for More Compelling Communications -- 15. Executing TV and Print Campaign Ideas: All You Need to Know -- Processes That Work -- 16. Moving ASAP from Strategy to Successful Advertising -- 17. Client-Agency Relationship: Practices for Making Beautiful Music Together -- 18. Mastering the Language of Storyboards and Coaching Creative Presentations -- Post-Production -- 19. "What Think?" Again -- App. A: Glossary of Key Terms -- App. B. Forms, Tools, Templates -- Index -- About the Authors.

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