TY  - BOOK
AU  - Czerniawski,Richard D.
AU  - Maloney,Michael W.
TI  - Creating brand loyalty: the management of power positioning and really great advertising 
SN  - 0814405010
AV  - HF6161.B4 C94 1999
U1  - 658.8343 
PY  - 1999///]
CY  - New York
PB  - AMACOM
KW  - Advertising
KW  - Brand name products
KW  - Brand loyalty
N1  - 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
ER  -