Bring back the fizz. (brand experience in advertising): An article from: Chief Executive (U.S.)
Book Details
Author(s)Martin Puris
PublisherChief Executive Publishing
ISBN / ASINB00097KZAE
ISBN-13978B00097KZA8
AvailabilityAvailable for download now
Sales Rank11,711,882
MarketplaceUnited States 🇺🇸
Description
This digital document is an article from Chief Executive (U.S.), published by Chief Executive Publishing on March 1, 1997. The length of the article is 2371 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Traditional advertising has become obsolete and unable to achieve its main goal of developing relationships between consumers and companies. Owing to its success in the past, advertising agencies became complacent and maintained the status quo despite the many changes in business. To get out of this rut, the advertising industry should strive to broaden its thinking so that all forms of communication are embraced. This helps ensure that only the right idea is used at the right time and in the most suitable manner. The key to this is the so-called brand experience, an activity that enables consumers to emotionally respond to the qualities of a brand, which make them more likely to accept the brand's values as their own. This approach has been effectively adopted in the promotion of Walt Disney, Vesta, Peperami, Saturn, Texaco and 'Evita.'
Citation Details
Title: Bring back the fizz. (brand experience in advertising)
Author: Martin Puris
Publication:Chief Executive (U.S.) (Magazine/Journal)
Date: March 1, 1997
Publisher: Chief Executive Publishing
Issue: n121 Page: p28(6)
Distributed by Thomson Gale
From the supplier: Traditional advertising has become obsolete and unable to achieve its main goal of developing relationships between consumers and companies. Owing to its success in the past, advertising agencies became complacent and maintained the status quo despite the many changes in business. To get out of this rut, the advertising industry should strive to broaden its thinking so that all forms of communication are embraced. This helps ensure that only the right idea is used at the right time and in the most suitable manner. The key to this is the so-called brand experience, an activity that enables consumers to emotionally respond to the qualities of a brand, which make them more likely to accept the brand's values as their own. This approach has been effectively adopted in the promotion of Walt Disney, Vesta, Peperami, Saturn, Texaco and 'Evita.'
Citation Details
Title: Bring back the fizz. (brand experience in advertising)
Author: Martin Puris
Publication:Chief Executive (U.S.) (Magazine/Journal)
Date: March 1, 1997
Publisher: Chief Executive Publishing
Issue: n121 Page: p28(6)
Distributed by Thomson Gale
