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Coordinating Advertising Strategy, Branding, and Positioning

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0012
Subject:
Business and Management, Marketing

This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ... More


Dramatizing a Bar of Soap: The Advertising Industry before Broadcasting

Cynthia B. Meyers

in A Word from Our Sponsor: Admen, Advertising, and the Golden Age of Radio

Published in print:
2013
Published Online:
September 2015
ISBN:
9780823253708
eISBN:
9780823268931
Item type:
chapter
Publisher:
Fordham University Press
DOI:
10.5422/fordham/9780823253708.003.0001
Subject:
Film, Television and Radio, Television

This chapter traces the development of the modern advertising industry. The advertising industry structured itself—forming agencies and a system of compensation by commission—to mediate among print ... More


Every Day People Judge You

Edwin L. Battistella

in Do You Make These Mistakes in English?: The Story of Sherwin Cody's Famous Language School

Published in print:
2008
Published Online:
January 2009
ISBN:
9780195367126
eISBN:
9780199867356
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195367126.003.0008
Subject:
Linguistics, English Language

Chapter Eight begins a survey of other popular self‐improvements products that drew on the same advertising themes and social anxieties as Cody's course.


They Sway Millions as If by Some Magic Wand: The Advertising Industry Enters Radio in the Late 1920s

Cynthia B. Meyers

in A Word from Our Sponsor: Admen, Advertising, and the Golden Age of Radio

Published in print:
2013
Published Online:
September 2015
ISBN:
9780823253708
eISBN:
9780823268931
Item type:
chapter
Publisher:
Fordham University Press
DOI:
10.5422/fordham/9780823253708.003.0003
Subject:
Film, Television and Radio, Television

This chapter explores how and why advertising agencies became program suppliers. Admen initially resisted radio because of their desire to maintain good relations with print publishers, who feared ... More


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