From the Back Cover
The management of brands is very important to commercial success. And yet too many brands are still managed largely on the basis of subjective opinion and gut feel. While marketers and their agencies increasingly use research to test the effectiveness of their advertising, only a few exploit all the insights that research can offer. Brands & Advertising is a comprehensive and critical examination of the research methods now available to help advertisers and agencies develop more effective advertising. It covers such topics as pre-testing, brand equity research, market simulation and tracking. It also explains the Advertising Response Matrix - a ground breaking new model that provides an overview of all possible advertising responses and ways of researching them.
Edited by one of the industry's leading authorities, Brands & Advertising is both a practical manual for marketers and advertising agencies, but also an invaluable textbook for students and academics.
Brands & Advertising also features contributions by Cindy Goessens, Mary Hoogerbrugge, Cees Kappert, Reint Jan Schuring and Marnix Vogel.
About the Author
Giep Franzen has enjoyed a successful career as both an advertising practitioner and academic. He co-founded the advertising agency Franzen Hey & Veltman which later merged with BBDO. Franzen became chairman of BBDO Nederland and now runs Giep Franzen & Company which specialises in the development of branding and advertising know-how. he has published extensively on both subjects. He has written Advertising Effectiveness, also published by Admap.
