Searching for a new pulling technique

Mitchell, Alan
September 2004
Brand Strategy;Sep2004, Issue 185, p9
Trade Publication
No abstract available.


Related Articles

  • Planning's Top 5 Questions. Baron, Roger // Television Week;3/24/2003, Vol. 22 Issue 12, p23 

    Discusses the most commonly asked media questions in planning an advertising message. Number of times needed by a person to see an advertisement to be effectively communicated to; Most effective advertising medium; Best advertising environment.

  • It's all in the toning. Shoebridge, Neil // BRW;2/18/2010, Vol. 32 Issue 6, p46 

    The article presents the author's insights regarding the significance of using the right tone for advertising as an affective business marketing strategy.

  • The Troupe: Celebrities as Dramatis Personae in Advertisements. Scott, Linda M. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p355 

    The article offers insights on celebrity advertising as a phenomenon. Celebrity advertising should be culturally and historically linked to other times, other forms, other practices, but reinterpreted in the styles and norms of the present. Viewing celebrity advertising in this manner requires...

  • A First Step to Identify the Meaning in Celebrity Endorsers. Langmeyer, Lynn; Walker, Mary // Advances in Consumer Research;1991, Vol. 18 Issue 1, p364 

    Typical studies on celebrity endorsement have focused on source credibility and source attractiveness rather than symbolic properties of the celebrity endorser or associated "meaning movement." This study uses a response elicitation format, with a celebrity endorser, Cher, a celebrity endorsed...

  • Addressable Advertising Gets Closer to Reality. Cummings, Betsy // Brandweek;5/5/2008, Vol. 49 Issue 18, p6 

    The article reports on addressable advertising on television, focusing on the proximity of the commencement of such advertising techniques. Addressable advertising, the article indicates, is when advertisers have the ability to target television advertisements by household, such that different...

  • Drunk on the Channel. Farr, Ashley // B&T Weekly;6/2/2006, Vol. 56 Issue 2566, p14 

    The article emphasizes the importance of channel planning implementation in the media business. Strategic channel planners work towards the improvement of their agency's creative product and effectively provide the customer with a brand message. According to the author, channel planning opens...

  • Neutralize Clutter to Set Off Message. Dominiak, Mark // Television Week;5/9/2005, Vol. 24 Issue 19, p33 

    Focuses on strategies employed by marketing professionals to achieve brand differentiation in television broadcasting. Role of media planners in the process of helping brand messages stand out; Importance of technology to advertising; Ways to neutralize the effect of clutter in the message...

  • CASE STUDY. Wills, Roy // Travel Weekly (UK);12/15/2006, p67 

    The article comments on the benefits from an interactive shop front screens. The interactive screen enables shops to have a much more visibility. Cards can look very tacky and this gives shops more impact. The display attracts people to the screens and then into the store to buy a product. It...

  • Advertising as a Public Relations Tool; A Distinction Without a Difference? Buchwald, Elias // Journal of Advertising;1975, Vol. 4 Issue 1, p11 

    The author discusses using advertising as a public relations tool. He notes that nearly every sound marketing communication plan is built around a solid advertising program. The author explains that sales promotion and public relations supplement and complement advertising and round out...


Read the Article

Other Topics