Influence consumer choices, build brands, pre-sell new products or services, and add value to your company in the minds of customers and investors -- simply by treating company image as your number one product. Based on exclusive interviews with successful image-makers, this book skillfully analyzes the advertising strategies of top corporations like General Electric and GTE. Also explores the concept of "advocacy advertising" -- campaigns that ally the company with political, social, or environmental issues that affect its ...
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Influence consumer choices, build brands, pre-sell new products or services, and add value to your company in the minds of customers and investors -- simply by treating company image as your number one product. Based on exclusive interviews with successful image-makers, this book skillfully analyzes the advertising strategies of top corporations like General Electric and GTE. Also explores the concept of "advocacy advertising" -- campaigns that ally the company with political, social, or environmental issues that affect its markets. You'll discover how to: -- Use image advertising to support your products -- Change outdated images -- Control crises -- Establish a unified public identity in the wake of mergers, takeovers, and other dramatic corporate changes
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