Cover image for Rapid response advertising
Title:
Rapid response advertising
Author:
Ayling, Geoff.
Publication Information:
Warriewood, N.S.W. : Business and Professional Publishing, 1998.
Physical Description:
xviii, 267 pages : illustrations ; 24 cm
Language:
English
Added Author:
ISBN:
9781875680573
Format :
Book

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HF5813.A8 R38 1998 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

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.


Table of Contents

Introductionp. IX
Chapter 1 The magic of the memep. 1
Chapter 2 The Inner Circlep. 45
Chapter 3 Activator One - Identityp. 59
Chapter 4 Activator Two - Emotionp. 87
Chapter 5 Activator Three - Influencep. 101
Chapter 6 Activator Four - Recallp. 139
Chapter 7 Activator Five - Communicationp. 165
Chapter 8 The psychology of the marketplacep. 187
Chapter 9 Conclusionp. 211
Appendix A The WAM Customer Acquisition Sequencep. 217
Appendix B The Five Hot Zonesp. 219
Appendix C The WAM Rapid Response Systemp. 221
Appendix D The WAM Reach Modelp. 225
Supplement How to create a genuine competitive advantage (even if you're not unique)p. 227
Reading Listp. 266