This book provides a compelling new start point for developing better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations? How can we best use this knowledge to build brand equity?
This book gives everyone connected with the advertising budget – marketing directors, finance directors, chief executives, advertising agency account managers and planners – the tools they need to make properly informed decisions.
This book showcases 18 imaginative, successful campaigns from around the United Kingdom. The case studies are all prize winners from the IPA’s Effectiveness Awards 2007.