Cover may vary - this is a stock image
Brands & AdvertisingHow advertising effectiveness influences brand equity
Format: Paperback
What do the conditions mean?
Our conditions mean the following:
- New - a brand new book
- Almost New - appears new but is actually secondhand.
- Very Good - only minor imperfections such as minor scuffs to edge or cover or a price written in pencil or shop sticker.
- Standard Secondhand - Clearly been read before, but not too bad. We do not recommend these for gifting. Spines usually creased. Could also include creases or folds to cover, some writing such as in the cover or elsewhere, underlining or highlighting, but might not do. Possibly some stains or marks. Similar in general to books in any secondhand shop or charity shop.
- Poor Condition - Usually this will have a specific problem such as writing inside, water damage, missing dust jacket, heavy staining, large creases or cuts. These are readable copies but not nice ones. On other websites this condition is called 'Acceptable' or 'Fair' , but we want to be more honest.
Low stock: 1 left
From the Back Cover
The management of brands is very important to commercial success. And yet too many brands are still managed largely on the basis of subjective opinion and gut feel. While marketers and their agencies increasingly use research to test the effectiveness of their advertising, only a few exploit all the insights that research can offer. Brands & Advertising is a comprehensive and critical examination of the research methods now available to help advertisers and agencies develop more effective advertising. It covers such topics as pre-testing, brand equity research, market simulation and tracking. It also explains the Advertising Response Matrix - a ground breaking new model that provides an overview of all possible advertising responses and ways of researching them.
Edited by one of the industry's leading authorities, Brands & Advertising is both a practical manual for marketers and advertising agencies, but also an invaluable textbook for students and academics.
Brands & Advertising also features contributions by Cindy Goessens, Mary Hoogerbrugge, Cees Kappert, Reint Jan Schuring and Marnix Vogel.
About the Author
Giep Franzen has enjoyed a successful career as both an advertising practitioner and academic. He co-founded the advertising agency Franzen Hey & Veltman which later merged with BBDO. Franzen became chairman of BBDO Nederland and now runs Giep Franzen & Company which specialises in the development of branding and advertising know-how. he has published extensively on both subjects. He has written Advertising Effectiveness, also published by Admap.
Format: Paperback
Published: 1999
Pages: 400
Publisher: NTC Publications
ISBN: 9781841160429
Payment method
Condition Descriptions
Our conditions mean the following:
- New - a brand new book
- Almost New - appears new but is actually secondhand.
- Very Good - only minor imperfections such as minor scuffs to edge or cover or a price written in pencil or shop sticker.
- Standard Secondhand - Clearly been read before, but not too bad. We do not recommend these for gifting. Spines usually creased. Could also include creases or folds to cover, some writing such as in the cover or elsewhere, underlining or highlighting, but might not do. Possibly some stains or marks. Similar in general to books in any secondhand shop or charity shop.
- Poor Condition - Usually this will have a specific problem such as writing inside, water damage, missing dust jacket, heavy staining, large creases or cuts. These are readable copies but not nice ones. On other websites this condition is called 'Acceptable' or 'Fair' , but we want to be more honest.
Shipping and Delivery
- Free UK shipping over £10.
- Under £10, shipping is £1.99.
- Express shipping £2.99.
- Choose 10 £1 books for £10 including shipping!
- International shipping available to select countries, proceed to checkout to see prices.
Return
Return books within 14 days if not happy.
