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Strategic Advertising Mechanisms

Author

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  • Gómez, Jorge David Fernández
  • Vallance, Charles

Abstract

An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves’s unique selling proposition and Procter & Gamble’s copy strategy to influential modern approaches including Kevin Roberts’s Lovemarks and Douglas Holt’s iconic brand framework. It also considers European mechanisms, including Jacques Séguéla’s star strategy and Henri Joannis’ psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.

Suggested Citation

  • Gómez, Jorge David Fernández & Vallance, Charles, 2022. "Strategic Advertising Mechanisms," University of Chicago Press Economics Books, University of Chicago Press, number 9781789384307, December.
    • Handle: RePEc:ucp:bkecon:9781789384307
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