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Branding and Advertising 1st Edition by Flemming Hansen, Lars Bech Christensen ISBN 8763099608 9788763099608

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Branding and Advertising 1st Edition Flemming Hansen Digital Instant Download

Author(s): Flemming Hansen; Lars Bech Christensen
ISBN(s): 9788763099608, 8763099608
Edition: 1
File Details: PDF, 7.24 MB
Year: 2003
Language: english
SKU: EB-51414074 Category: Tags: ,

Branding and Advertising 1st Edition by Flemming Hansen, Lars Bech Christensen – Ebook PDF Instant Download/Delivery: 8763099608, 9788763099608
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ISBN 10: 8763099608 
ISBN 13: 9788763099608
Author: Flemming Hansen, Lars Bech Christensen

Branding and Advertising presents a wide spectre of recent studies and works in the fields of branding, advertising and communication effects. This book presents a series of interesting papers related to advertising and branding, presented at the Copenhagen Conference last year. The material selected shows a wide coverage of the entire topic available for the reader. Material is organized into four main areas: Branding and Communication, Advertising Effects, Media and Targets, and Low Involvement and Emotional Responses. In the first main part of the book, Branding and Communication, a number of chapters are concerned with the branding of corporations and the use of branding in advertising communication. The second main part of the book gives insights into different aspects of advertising effects; methods of measurement, and results of advertising and commercial communication in different settings. Media and Targets presents research concerning genres of advertising, audience reactions, attitudes towards the ads, and the role of advertising in relation to children as a target group.The fourth and final part of the book is concerned with the role of information processing and memory creation in advertising communication. The book addresses itself to the advertising professionals, to advertising and communication researchers, as well as to graduate and undergraduate students of advertising and communication, who want to be informed about the latest research within these areas.

Branding and Advertising 1st Table of contents:

  • Introduction to Branding and Advertising
    1.1 What is Branding?
    1.2 What is Advertising?
    1.3 The Relationship Between Branding and Advertising
    1.4 Evolution of Branding and Advertising

  • Core Concepts of Branding
    2.1 Brand Identity
    2.2 Brand Image
    2.3 Brand Equity
    2.4 Brand Positioning
    2.5 Rebranding and Brand Revitalization

  • Types of Brands and Branding Strategies
    3.1 Personal Branding
    3.2 Corporate Branding
    3.3 Product and Service Branding
    3.4 Global vs Local Branding
    3.5 Brand Architecture (Monolithic, Endorsed, Freestanding)

  • Understanding Advertising Fundamentals
    4.1 Purpose and Objectives of Advertising
    4.2 Types of Advertising (Print, Digital, Broadcast, Outdoor)
    4.3 Advertising Appeals and Messages
    4.4 AIDA Model and Advertising Psychology

  • The Advertising Industry
    5.1 Key Players: Advertisers, Agencies, Media, Consumers
    5.2 Structure of an Advertising Agency
    5.3 Roles in the Advertising Process
    5.4 Client–Agency Relationships

  • Developing a Branding Strategy
    6.1 Market Research and Brand Insights
    6.2 Target Audience and Brand Persona
    6.3 Brand Voice and Visual Identity
    6.4 Brand Guidelines and Consistency

  • Crafting Effective Advertising Campaigns
    7.1 Setting Advertising Objectives
    7.2 Creative Development and Messaging
    7.3 Media Planning and Buying
    7.4 Budgeting and Scheduling

  • Digital Branding and Advertising
    8.1 Social Media Marketing
    8.2 Influencer and Content Marketing
    8.3 SEO and SEM
    8.4 Data-Driven Advertising (Analytics, Targeting, Retargeting)

  • Measuring Brand and Advertising Effectiveness
    9.1 KPIs and Metrics for Branding
    9.2 Evaluating Advertising Campaigns
    9.3 ROI in Branding and Advertising
    9.4 Tools and Techniques for Assessment

  • Ethics and Legal Issues in Branding and Advertising
    10.1 Ethical Concerns in Ad Messaging
    10.2 Consumer Privacy and Data Use
    10.3 Regulatory Bodies and Guidelines
    10.4 Social Responsibility in Branding

  • Case Studies and Contemporary Trends
    11.1 Successful Branding Campaigns
    11.2 Advertising Failures and What We Learn
    11.3 Trends in Branding and Advertising (AI, Personalization, Sustainability)
    11.4 The Future of Branding and Advertising

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Tags: Flemming Hansen, Lars Bech Christensen, Branding, Advertising