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008 | 990322s1999 nyua 001 0 eng d | ||
010 | _a 99026211 | ||
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_aDLC _beng _erda _dATU |
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042 | _apcc | ||
050 | 0 | 0 |
_aHF6161.B4 _bC94 1999 |
082 | 0 | _a658.8343 | |
100 | 1 |
_aCzerniawski, Richard D., _eauthor. _91038809 |
|
245 | 1 | 0 |
_aCreating brand loyalty : _bthe management of power positioning and really great advertising / _cRichard D. Czerniawski, Michael W. Maloney. |
264 | 1 |
_aNew York : _bAMACOM, _c[1999] |
|
264 | 4 | _c©1999 | |
300 |
_axxi, 298 pages : _billustrations ; _c23 cm |
||
336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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500 | _aIncludes index. | ||
505 | 0 | 0 |
_tAcknowledgments -- _tForeword - The Client's View -- _tForeword - The Creative Director's View -- _tIntroduction -- _tPre-Production -- _g1. _t"What Think?" About Advertising -- _tBuilding a Brand Through Power Positioning -- _g2. _tPositioning - The Foundation for the Brand -- _g3. _tProspecting for Pay Dirt - Customer Needs and Knowing When to "Lead with Need" -- _g4. _tSighting the Right Bull's-Eye Target Customer -- _g5. _tSetting the Competitive Framework for a Competitive Edge -- _g6. _tBuilding Better Benefits for a Compelling Payoff -- _g7. _tEngineering Benefit - Credibility with the Reason-Why -- _g8. _tDeveloping a Winning Personality Through Brand Character -- _g9. _tBullet-Proofing Your Positioning -- _g10. _tGetting the Big Picture with the Positioning Matrix -- _g11. _tGoing Beyond Words to Establish Power Positioning -- _tManaging Really Great Advertising -- _g12. _tDefining What Makes Advertising Really Great -- _g13. _tThe Surefooted Way to Setting Ad Direction -- _g14. _tCreating Campaign Ideas for More Compelling Communications -- _g15. _tExecuting TV and Print Campaign Ideas: All You Need to Know -- _tProcesses That Work -- _g16. _tMoving ASAP from Strategy to Successful Advertising -- _g17. _tClient-Agency Relationship: Practices for Making Beautiful Music Together -- _g18. _tMastering the Language of Storyboards and Coaching Creative Presentations -- _tPost-Production -- _g19. _t"What Think?" Again -- _tApp. A: Glossary of Key Terms -- _gApp. B. _tForms, Tools, Templates -- _tIndex -- _tAbout the Authors. |
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aAdvertising _xBrand name products _9313425 |
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650 | 0 |
_aBrand loyalty _9328841 |
|
700 | 1 |
_aMaloney, Michael W., _eauthor. _91038811 |
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