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Home / Society / Issues / Business / Advertising / Insider Perspectives
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- Brand personality - A relationship with a brand can be like a relationship with another person.
haas.berkeley.edu/~market/PAPERS/AAKER/BOOKS/BUILDING/brand_personality.html
- Branding and bonding beyond the banner - The Proctor and Gamble vision of its role in serving people's needs through web marketing.
www.pg.com/speech.html
- Confessions of an undercover drink fink - Sometimes ads just aren't hip enough. PR firms are now employing undercover marketers to promote products by word of mouth. Article from Salon.
ww1.salonmagazine.com/media/1997/12/09media.html
- Gimme a Bud: The Feature Film Product Placement Industry - Thesis on the who and where of product placement in movies, with an examination of the legal and social issues involved.
advertising.utexas.edu/research/papers/Turcotte
- Give your brand in marriage - For a brand sell to be effective long-term, the advertising needs to create an emotional involvement between the consumer and the brand. Exponent, Jacque Chevron, describes brand loyalty as a form of marriage.
www.JRCandA.com/art_brandmarriage.html
- Keeping up with the Jonesness - An account planner describes the quest for brand essence. From Salon.
ww1.salonmagazine.com/media/feature/1999/06/24/brand/index.html
- Lexicon Branding, Inc. - Leading company presents its pitch on the commercial value of expertly crafted brand naming.
www.lexiconbranding.com
- Placing - the new wave in marketing - "Placing doesn't depict the future so much as portray the present." Satire? You decide.
www.placing.com/kisses.html
- Ruth Shalit - Salon column - A New York ad agency account planner and Salon columnist provides sardonic commentary on the trade.
ww1.salonmagazine.com/archives/1999/col_shal.html
- Semiotic Solutions - Cultural Creativity - Home - "Semiotic Solutions has pioneered the adaptation of cultural theory to the spheres of marketing and advertising in the UK."
www.semioticsolutions.com
- The Advertising Graveyard - Gallery of real advertisements the clients were too scared to run.
www.zeldman.com/ad.html
- The power of hype - Forbes magazine on new avenues for creating hype to serve brand marketing. Focuses on Bebe clothing.
www.forbes.com/forbes/99/1101/6411228a.htm
- The role of emotional impact in alcohol commercials - How theory and analysis are applied in the production of advertisements. From the Academy of Marketing Science Review.
www.amsreview.org/amsrev/theory/geuens01-98.html
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