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

Czerniawski, Richard D.; Maloney, Michael W.

ISBN 10: 0814405010 / ISBN 13: 9780814405017

Published by Amacom Books, 1999

About this Item

There is handwriting, stickers or numbers inside the front cover There is some highlighting through out the book. Cover Case has some rubbing and edgewear. Access codes, CD's, slipcovers and other accessories may not be included.

Seller Inventory # 2Y6RVP004VB9_ns

Bibliographic Details

• Title: Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising
• Publisher: Amacom Books
• Publication Date: 1999
• Language: English
• ISBN 10: 0814405010
• ISBN 13: 9780814405017
• Binding: Soft cover
• Condition: acceptable

About this title

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 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.