What's in a Name?: Advertising and the Concept of Brands
Author:   David M Jones ,  Jan S. Slater ,  Jan S. Slater (Ohio University, USA)
Publisher:   Taylor & Francis Ltd
Edition:   2nd Revised edition
ISBN:  

9780765609731


Pages:   334
Publication Date:   31 December 2002
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Our Price $378.00 Quantity:  
Add to Cart

Share |

What's in a Name?: Advertising and the Concept of Brands


Add your own review!

Overview

This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

Full Product Details

Author:   David M Jones ,  Jan S. Slater ,  Jan S. Slater (Ohio University, USA)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd Revised edition
Dimensions:   Width: 15.20cm , Height: 2.70cm , Length: 22.90cm
Weight:   0.612kg
ISBN:  

9780765609731


ISBN 10:   0765609738
Pages:   334
Publication Date:   31 December 2002
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Foreword, Advertising and Brand Planning, Don Johnston and Harold F. Clark, Jr. 1. Introduction 2. Brands: What They Are and Why They Emerged 3. Factors That Shape a Brand During Its Conception and Birth 4. Factors That Shape a Brand During Its Growth and Maturity 5. The Mature Brand and the Consumer: The Nature of Repeat-Buying Theory 6. Advertising Research: A Digression on Recall 7. How Advertising Influences Sales 8. How Advertising Builds Brands 9. Giving a Brand Legs - Brands as Collectible Phenomena 10. The Contribution of Advertising Strategy to Brand Building 11. From Advertising Strategy to Advertising Campaign 12. How to Develop and Expose Better Advertising

Reviews

Author Information

David M Jones, Jan S. Slater

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions
Latest Reading Guide

MRG2025CC

 

Shopping Cart
Your cart is empty
 Shopping cart
Mailing List

 

Sign up now