Rigorous magic : communication ideas and their application / Jim Taylor & Steve Hatch.
Material type:
TextPublication details: Chichester, England ; Hoboken, NJ : Wiley, �2007.Description: 1 online resource (xxv, 278 pages) : illustrationsContent type: - text
- computer
- online resource
- 9781119209232
- 1119209234
- 9780470511879
- 0470511877
- 9780470687413
- 047068741X
- 1280855991
- 9781280855993
- 9780470026014
- 0470026014
- 658.8/101 22
- HF5415.123 .T388 2007eb
Includes bibliographical references (pages 269-270) and index.
The heart of the matter -- The evolution of magic -- With an eye on execution -- With an eye on the contextual -- With an eye to strategy -- Beyond strategic vs executional -- Inventing a brand : the 'KR bar' -- Communication combinations -- Knowing your 'HOCOs' -- Generating ideas -- Judging brand ideas : trout or trolley? -- Epilogue : the era of rigorous magic.
Print version record.
In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions.
John Wiley and Sons Wiley Online Library: Complete oBooks
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