What's In A Name?: Advertising And The Concept Of Brands

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This is a completely updated version of one of the true classic books in the field of marketing and advertising-once described as "pure gold" by advertising guru David Ogilvy. The book analyzes brands from the point of view of modern marketing theory, and deals, in detail, with the role of advertising in creating, building and maintaining strong brands-the lifeblood of any long-term marketing compaign. The work has ample empirical support and includes the latest research findings from both professional and academic fields. The authors also discuss the factors operating during a brand's conception, birth, growth and maturity, and dissect the patterns of repeat purchase of fast moving consumer goods. This new edition also provides detailed coverage of the short-, medium- and long-term effects of advertising on sales of brands, and offers recommendations on how to develop and expose better advertising. Intended as a textbook for courses in marketing and advertising at the graduate level, the book will also benefit the entrepreneurs, brand managers in manufacturing companies and executives in advertising agencies.

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JOHN PHILIP JONES is an Advertising Professor at Syracuse University. He has twenty-five years of experience at international operations with J. Walter Thompson Company, and is an adjunct Professor at the Royal Melbourne Institute of Technology, Australia. His published work includes fire books andmore than seventy journal articles. JAN S. SLATER is an Associate Professor of Advertising at the E.W. Scripps School of Journalism at Ohio University, having sixteen years of teaching experience. She has also worked for twenty years in the advertising industry, including her own agency in Omaha, Nebraska. She is a member of the Academic Division of the American Advertising Federation and has published articles in several leading journals. Table of Contents List of Tables and Figures. Foreword: Advertising and Brand Planning. 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 Entities. 10. The Contribution of Advertising Strategy to Brand Building. 11. From Advertising Strategy to Advertising Campaign. 12. How to Develop and Expose Better Advertising. Index.