Brand Advertising: How to Create Work that Connects with Customers Every Time

by Stephen Hawley Martin and Bruce Goldman

To be effective, marketing communications must do more than simply get attention. It must create a bond between the customer and the product. The goal is to create, as Martin Agency founder David Martin used to say, "An expectation of performance," a phrase he used often to sum up his definition of a brand. This book condenses what two advertising professionals have learned over the past 30+ years about creating what has been dubbed "Brand Advertising."...

• Format: Paperback
• Language: English
• ISBN: 1537048627
• ISBN13: 9781537048628
• Release Date: August 2016
• Publisher: Createspace Independent Publishing Platform
• Length: 140 Pages
• Weight: 0.43 lbs.
• Dimensions: 0.3" x 6.0" x 9.0"