Advertising as a Branding Tool: Industry Leaders on Catching the Consumer's Attention, Creating Economic and Emotional Value, and Developing Resonating Messages (Inside the Minds) Book

Advertising as a Branding Tool is an authoritative, insider s perspective on the key strategies for utilizing advertising to lead clients strategically and help them attain market share. Featuring presidents and CEOs representing some of the nation s leading advertising agencies, this book provides a broad, yet comprehensive overview of the key considerations involved in brainstorming and developing advertising campaigns that gain customer support and loyalty. Discussing the importance of connecting with the consumer on a personal level, these authors articulate the finer points of an industry in which sending a resonating message can expand your customer base and translate into increased revenues. From targeting the client's audience to measuring consumer opinions and response, these authorities offer practical and adaptable strategies for partnering with clients to build creative and attention-getting campaigns. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great innovative minds of today, as experts offer an insider s glimpse into this highly-competitive industry. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession, or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters Include: 1) Gordon Hochhalter, Partner, Mobium Creative Group - "Best Practices for the End of the World As We Know It" 2) Luis Vasquez-Ajmac, President, MAYA - "Building Strong Brands: New Ways to Reach Emerging U.S. Communities" 3) Nall Gearheard, Managing Partner, Highwire Advertising | Design - " Branding and New Media Change and Continuity" 4) Mark DiMassimo, CEO and Chief Brand Officer, DiMassimoGoldstein - "Winning the Brand Wars with BRAVE Marketers" 5) Larry Woodard, President and CEO, Vigilante Advertising - "Branding Basics for Ad Agencies" 6) Philippe Deschamps, President and CEO, GSW Worldwide - "Advertising Today: Big Ideas Are Not Enough" 7) Linda Lane González, President and CEO, ViVA Partnership Inc. - "Branding for the Hispanic Market"Read More