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Download as PDF; Printable version ... This list includes notable authors of books on marketing and/or advertising. David Aaker ... This page was last edited on 22 ...
Big Idea in marketing and advertising is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers.
Most corporate advertisements are short, memorable phrases, often between three and five words. [2] Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability. [3] Slogans often unify diverse corporate advertising pieces across different mediums. [2]
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Franck blends the "Economy of Attention" with Christopher Lasch's culture of narcissism into the mental capitalism: [18] In his essay "Advertising at the Edge of the Apocalypse", Sut Jhally writes: "20th century advertising is the most powerful and sustained system of propaganda in human history and its cumulative cultural effects, unless ...
Laermer, Richard; Simmons, Mark, Punk Marketing, New York: Harper Collins, 2007. ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007) Lears, Jackson, Fables of Abundance: A Cultural History of Advertising in America, Basic Books, 1995, ISBN 0-465-09075-3
The book is cited as being the original description of the process of split testing and of coupon-based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied.
Word-of-mouth marketing (WOMM, WOM marketing, also called word-of-mouth advertising) is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort (e.g. 'seeding' a message in a network rewarding regular consumers to engage in WOM ...