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Brand Advertising

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by: Stephen Martin
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Publication Date: September 30, 2013
Book Size: 6" x 9"
Pages: 138
Binding: Perfect Bound
Color: Black and White

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Book Synopsis
It goes without that astounding changes have taken place in marketing communications over the past 30 years. Back then, a company without at least a few million dollars to spend on what is now known as traditional media––radio, television, magazines, newspaper ads, or billboards––was pretty much out of luck.

Nowadays, with some artful search engine optimization, or a cool video that goes viral, many thousands, perhaps even many millions of customers can be reached for as little as a few hundred dollars. That’s good news because it gives a fighting chance to those trying to get a business off the ground on a shoestring.

But one result is that the leaders of small budget businesses typically work with people who know a fair amount about the Internet, websites and apps, but very little if anything at all about branding and connecting on an emotional level with potential customers. The communications they create may reach a lot of people, but not actually lead to sales.

To be effective, marketing communications must do more than simply get attention. They have to create a bond between the customer and the product. They have to create, as Martin Agency founder David Martin used to say, “An expectation of performance,” a phrase he used often to sum up his definition of a brand.

This book will condense what two advertising professionals have learned over the past 30+ years about creating what has been dubbed “Brand Advertising.” The term applies in this book to all forms of marketing communications, from websites and webinars to viral videos. If it helps build a bond with prospective customers, a bond that creates an expectation of performance, it’s Brand Advertising.
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