Rapid Response Advertising

This comprehensive guide provides a new approach to developing and testing advertising concepts that enable users to optimise their advertising budgets. Readers will discover how a rudimentary understanding of the new science of memes - self-explanatory symbols that represent a complete idea and impact behaviour can be translated into successful campaigns, such as "Nike - just do it". It shows decision makers how to use the rapid response system - an advertising strategy based on memes - to engage the consumer through five key activators: identity, emotion, influence, recall and communication. Armed with the information in this book CEOs, advertising executives and marketing and brand managers will be able to better evaluate the potential response of any advertising, creative or strategic effort.