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008 990322s1999 nyua 001 0 eng d
010 _a 99026211
011 _aBIB MATCHES WORLDCAT
020 _a0814405010
020 _a9780814405017
035 _a(ATU)b10154176
035 _a(DLC) 99026211
035 _a(OCoLC)41049727
040 _aDLC
_beng
_erda
_dATU
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
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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
650 0 _aBrand loyalty
_9328841
700 1 _aMaloney, Michael W.,
_eauthor.
_91038811
907 _a.b10154176
_b26-11-20
_c27-10-15
942 _cB
945 _a658.8343 CZE
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