Strategic Advertising Mechanisms

Jorge David Fernández Gómez

Description

It is the first time that the different strategic advertising mechanisms are explained in a single book. And this is also the first time that a book has brought together the most important and transcendent (for its applicability to the advertising market) strategic advertising mechanisms.

The text explains from classic mechanisms such as Rosser Reeves's USP or Procter & Gamble's copy strategy to modern mechanisms such as Kevin Roberts's Lovemarks or Douglas Holt's iconic brands. It also considers European mechanisms such as Jacques Séguéla’s star strategy or Henri Joannis’s psychological axis. The book has the most complete academic review.

Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands, integrates the most important strategic advertising mechanisms developed throughout the time: USP, brand image, positioning, Lovemarks... This is the first and only book to date that compiles the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising.

Primary readership will be among practitioners, researchers, scholars and students in a range of disciplines, including communication, advertising, business and economic, information and communication, sociology, psychology and humanities. There may also be appeal to the more general reader with an interest in how advertising strategic planning works.

Foreword 

Javier Suso

Introduction

1. Procter & Gamble’s Copy Strategy: When the Advertiser Made Products and Advertising

1.1. P&G or the prehistory of brand management

1.2. The birth of rationalist advertising

1.3. Reason why copywriting and Hopkins as the pillars of rationalist advertising

1.4. The copy strategy

2. Rosser Reeves’s USP: The Reality in Advertising Is the Product

2.1. The USP as a strategic advertising mechanism

2.2. What is the USP?

2.3. Characteristics of the USP or revamping the dominant idea

2.4. Critiques of the USP

3. David Ogilvy’s Brand Image: The Rise of Emotion in Advertising Communication

3.1. The influence of motivation research on emotional strategic advertising mechanisms

3.2. Pierre Martineau: The ambassador of emotional advertising

3.3. David Ogilvy’s brand image

3.4. Theoretical bases of brand image

3.5. Gardner and Levy’s ‘The product and the brand’: The acknowledged forerunner of brand image

4. Henri Joannis’s Psychological Axis: The Advent of Motivational Research in European Advertising

4.1. The psychological axis theory

4.2. Joannis’s proposals as addendums to Reeves’s theories

4.3. A mechanism for creating ads

5. Jacques Séguéla’s ‘Star Strategy’: Selling the Hollywood Star System to Sell Brands

5.1. The ‘star strategy’: A brand image evolution

5.2. ‘Star strategy’ characteristics: The cinema world as an advertising metaphor

5.3. The Chevron model in ‘give your brand in marriage’: The ‘star strategy’ revisited

6. Kevin Roberts’s Lovemarks: The Return of Emotional Mechanisms in the New Century 

6.1. What is the Lovemarks effect?

6.2. The characteristics of the Lovemarks effect

6.3. Critiques of the Lovemarks effect

6.4. Creating Passionbrands: An example of updating personality branding on the basis of the redundancy principle

7. Jack Trout and Al Ries’s Positioning: The Appearance of Cognitive Psychology in Advertising

7.1. The origins of positioning

7.2. What is positioning?

7.3. Theoretical bases of positioning

7.4. Positioning seen from afar

7.5. The USP as the forerunner of positioning

8. Douglas Holt’s Iconic Brands: When Cognitive Psychology and Motivation Research Converge

8.1. Theoretical bases of iconic brands: The birth of cultural branding

8.2. The iconic brand concept

8.3. Principles underpinning the construction of iconic brands

8.4. Critiques of iconic brands

Sujets

• Communication persuasive
• Marketing
• Cultural Studies
• Promotion
• General
• Business
• Advertising
• Economics
• General officer
• Consumerism
• Market research
• Marketing et communication
• Marketing de contenu

Informations

• Publié par: Intellect Books
• Date de parution: 04 octobre 2021
• Nombre de lectures: 0
• EAN13: 9781789384321
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Strategic Advertising Mechanisms

Strategic Advertising Mechanisms

From Copy Strategy to Iconic Brands
Jorge David Fernández Gómez
First published in the UK in 2021 by
Intellect, The Mill, Parnall Road, Fishponds, Bristol, BS16 3JG, UK
First published in the USA in 2021 by
Intellect, The University of Chicago Press, 1427 E. 60th Street,
Chicago, IL 60637, USA
Copyright © 2021 Intellect Ltd
Originally titled: Mecanismos estratégicos en publicidad. De la USP a las Lovemarks
Original work copyright © Advook Editorial S. L.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission.
A catalogue record for this book is available from the British Library.
Copy editor: Newgen KnowledgeWorks
Cover designer: Aleksandra Szumlas
Production manager: Naomi Curston
Typesetting: Newgen KnowledgeWorks
Print ISBN 978-1-78938-430-7
ePDF ISBN 978-1-78938-431-4
ePUB ISBN 978-1-78938-432-1
Printed and bound by Hobbs.
To find out about all our publications, please visit www.intellectbooks.com There you can subscribe to our e-newsletter, browse or download our current catalogue, and buy any titles that are in print.
This is a peer-reviewed publication.
Contents
Foreword
Charles Vallance
Introduction
1. Procter & Gamble’s Copy Strategy: When the Advertiser Made Products and Advertising
1.1 P&G or the prehistory of brand management
1.2 The birth of rationalist advertising
1.3 Reason-why copywriting and Hopkins as the pillars of rationalist advertising
1.4 The copy strategy
2. Rosser Reeves’s USP: The Reality in Advertising Is the Product
2.1 The USP as a strategic advertising mechanism
2.2 What is the USP?
2.3 Characteristics of the USP or revamping the dominant idea
2.4 Critiques of the USP
3. David Ogilvy’s Brand Image: The Rise of Emotion in Advertising Communication
3.1 The influence of motivation research on emotional strategic advertising mechanisms
3.2 Pierre Martineau: The ambassador of emotional advertising
3.3 David Ogilvy’s brand image
3.4 Theoretical bases of brand image
3.5 Gardner and Levy’s ‘The product and the brand’: The acknowledged forerunner of brand image
4. Henri Joannis’s Psychological Axis: The Advent of Motivational Research in European Advertising
4.1 The psychological axis theory
4.2 Joannis’s proposals as addendums to Reeves’s theories
4.3 A mechanism for creating ads
5. Jacques Séguéla’s ‘Star Strategy’: Selling the Hollywood Star System to Sell Brands
5.1 The ‘star strategy’: A brand image evolution
5.2 ‘Star strategy’ characteristics: The cinema world as an advertising metaphor
5.3 The Chevron model in ‘give your brand in marriage’: The ‘star strategy’ revisited
6. Kevin Roberts’s Lovemarks: The Return of Emotional Mechanisms in the New Century
6.1 What is the Lovemarks effect?
6.2 The characteristics of the Lovemarks effect
6.3 Critiques of the Lovemarks effect
6.4 Creating Passionbrands: An example of updating personality branding on the basis of the redundancy principle
7. Jack Trout and Al Ries’s Positioning: The Appearance of Cognitive Psychology in Advertising
7.1 The origins of positioning
7.2 What is positioning?
7.3 Theoretical bases of positioning
7.4 Positioning seen from afar
7.5 The USP as the forerunner of positioning
8. Douglas Holt’s Iconic Brands: When Cognitive Psychology and Motivation Research Converge
8.1 Theoretical bases of iconic brands: The birth of cultural branding
8.2 The iconic brand concept
8.3 Principles underpinning the construction of iconic brands
8.4 Critiques of iconic brands
Notes
References
Index
Foreword
Like many good things, this book is a paradox. It is a book that catalogues the classic mechanisms of branding. Yet its publication coincides with a moment when classical branding models and communication theories are being challenged by the ascendancy of social media and new digital paradigms.
The question the reader must ask is whether this makes the book more or less relevant? The answer for me is emphatically the former. For two reasons.
First, we cannot challenge or question what we do not know or understand. Or, at least, we cannot do so meaningfully. To deconstruct any idea properly, we must first know how to construct it. Otherwise, we do not achieve disruption, but merely destruction.
The second reason is arguably more profound. In terms of human interaction and communication, what really changes? As Bill Bernbach famously observed,

It took millions of years for man’s instincts to develop. It will take millions more for them to even vary [...] a communicator must be concerned with unchanging man. With his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.
(Bernbach in Boches 2014)
Ultimately, brands and marketing serve very basic needs – our need for certainty, fair value, simplicity, esteem, identity, accountability and quality. Like human instinct, these needs are unlikely to vary dramatically over time. This implies that the models and mechanisms on which the brands that serve them are built will endure and evolve no matter what new channels, platforms or interfaces come our way. Coca-Cola, Mercedes and Heinz were great brands before TV was invented. They remain so now in the internet age. And, with good management, will continue to flourish in the media eras to come.
As Tancredi memorably puts it in Tomasi di Lampedusa’s The Leopard ([1958] 2002), ‘everything must change so that everything can remain the same’. I suspect that the models and mechanisms explored in this book will provide lessons and learning for many years to come. I commend it to you accordingly.
Charles Vallance
Chairman and Founding Partner at VCCP
Introduction
Although this book addresses such diverse concepts as advertising, commercial communication, corporate communication, marketing and branding, it is above all about advertising strategy. There are not many books in the advertising literature that have taken a communication approach to this strategic area per se. By our reckoning, creativity, design, new technologies and the industry’s trends have tended to be the focus of current works and, therefore, the main objects of study for researchers, scholars and advertising communication professionals. Certainly, most of the literature published, for example, in Europe and the United States generally addresses topics of this type. To confirm this, suffice it to glance through the most recent publications on the subject on the online sales portal of any distribution company in the publishing industry or in the most recent catalogue of a more or less specialized publishing house.
In addition, the few books on advertising strategy that have been published lately either put the focus on strategy from the perspective of advertising structure and activity – addressing the history of strategic planning and recuperating the figure of some planner or other – or have a clearly functionalist objective and, therefore, a know-how-based approach. In both cases, any exercise of a conceptual or reflective nature from an academic viewpoint tends to be systematically ignored. As to the former, there are works such as the meritorious 98% Pure Potato (2016) by John Griffiths and Tracey Follows, who track the origins of the discipline, highlighting the founding fathers and their immediate adherents. It is precisely some of these pioneers in strategic planning, like Stephen King and Stanley Pollitt, who have received literary tributes, usually in the shape of compilations of their most relevant works. This is the case with the essential A Master Class in Brand Planning: The Timeless Works of Stephen King (2008), a book edited by Judie Lannon and Merry Baskin, who compile some of the writings of the father of planning, accompanied by the reflections of some of the most eminent experts on the subject. Briefer but just as indispensable is Pollitt on Planning ( 2000 ), edited by Paul Feldwick and published by APG and BMP DDB, which includes three now-classic articles written by the other father of planning, a prologue by Baskin and an introduction by Feldwick himself. Also noteworthy is How to Plan Advertising (1997), a collective book coordinated by Alan Cooper with contributions from the most eminent experts in international planning.
As regards the latter, Margo Berman’s The Blueprint for Strategic Advertising ( 2017 ) deserves a mention for its extreme pragmatism. Some professionals have also bequeathed their strategic approaches, for pedagogical purposes, in book form with more or less success. Those standing out in this group include the interesting Disruption: Overturning Conventions and Shaking Up the Marketplace ( 1996 ) by Jean-Marie Dru, chairman of the BDDP Group in Paris, which does not only offer lessons but where there is also room for reflection. Just as notable is A Handbook of Advertising Techniques ( 1989 ), by Tony Harrison, creative director of Saatchi & Saatchi in Frankfurt (a misleading title because it is a study of positioning). All in all, in this category there are plenty of works that lack rigour, originality or relevance, and which are largely characterized by being a cross between self-congratulatory and self-help books.
Likewise, after a careful reading of some books whose covers are emblazoned with the words ‘advertising strategy’, it is clear that, albeit placing the spotlight on the topic from a conceptual angle, they do not strictly deliver on the promise of their titles. Many books on advertising that broach subjects relating to technology, business or creativity and which contain the word ‘strategy’ in their titles do not usually dwell on the concept and only address the core topic – technology, business or creativity – using the term ‘s