Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising - Softcover

Czerniawski, Richard D.; Maloney, Michael W.

Softcover

ISBN 10: 0814405010 ISBN 13: 9780814405017

Publisher: Amacom Books, 1999

Synopsis

How advertising and marketing managers can partner with their ad agencies--to achieve new levels of advertising success.

"The vast majority of ads are mediocre--but don't blame it on your ad agency. Blame it on yourself." This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process--or how to manage the delicate relationship with their agency.

In this breakthrough book, frustrated managers can learn the four basics that build highly effective, highly targeted advertising. The book shows how to: 1. establish the strategic vision (the positioning) for the brand 2. provide clear ad development direction (that's based on consumer insight) 3. provide and nurture an effective creative process 4. coach the ad agency to success.

About this title

About the Author:

Richard D. Czerniawski (Kenilworth, IL) and Michael W. Maloney (Austin, TX) are managing directors of Business Development Network, a marketing consulting firm whose highly successful advertising seminar attracts clients from PepsiCo, Johnson & Johnson, Bristol-Myers Squibb, and numerous other companies.

Review:

"...a guide to the best practices and thinking in the industry." -- Peter N. Larson, Chairman and CEO, Brunswick Corperation

"The best friend a smart, aspiring marketing manager or creative director can have is this smart book to work with!" -- Hank Seiden, Chairman, The Seiden Group

About this edition

• Publisher: Amacom Books
• Publication date: 1999
• ISBN 10: 0814405010
• ISBN 13: 9780814405017
• Binding: Paperback
• Edition number: 1
• Number of pages: 298