Aspatore Books: Achieving Customer Mindshare through Advertising: Industry Leaders on Creating Awareness, Making a Lasting Impression, and Achieving Bottom-Line Results (Inside the Minds)

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Achieving Customer Mindshare through Advertising: Industry Leaders on Creating Awareness, Making a Lasting Impression, and Achieving Bottom-Line Results (Inside the Minds)

Author: Multiple Authors
Published Month: May 2007
Media: Paperback
Length: 148 pages
ISBN: 9781596227583
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Description

Achieving Customer Mindshare through Advertising is an authoritative, insider’s perspective on the key strategies for gaining, measuring, and maintaining the evolving concept of mindshare. Featuring presidents and CEOs representing some of the nation’s leading advertising agencies, this book provides a broad, yet comprehensive overview of the process involved in trying to become a dominant brand in the marketplace. Discussing the difficulty of reaching the consumer through today’s barrage of media, these authors articulate the finer points of an industry focused on translating mindshare and brand reputation into market share and increased revenue. From the role of memory and emotion in gaining brand stakeholders to the use of new media and technology to attract consumers, these authorities offer practical and adaptable strategies for creating brand awareness through quality products and authentic messaging. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great innovative minds of today, as experts offer an insider’s glimpse into this consumer-driven industry.

Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world’s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession, or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.

Chapters Include:

1. Charles S. Weaver, Chairman and Chief Executive Officer, Smith-Winchester Inc. - "The New Mindshare: Rise of the Customer-Created Brand"

2. Chris Houchens, Owner, Shotgun Concepts - "Crossroads for Mindshare"

3. Christopher C. Ray, Chief Executive Officer, The Ramey Agency - "Mindshare – The Path to Market Share"

4. Dan Gearon, Chief Executive Officer, Gearon Hoffman Inc. - "The Mindshare Metric"

5. Kathy Broniecki, President; Chris Doyle, Penny Hatchell, Barb Ivey, Senior Vice Presidents, Envoy Inc. - "Customer Mindshare: Where Marketing & Reality Meet"

6. Mark D. Johnson, President and Chief Executive Officer, DRGM Advertising - "How to Gain Customer Mindshare in an Increasingly Crazy World"

7. Michael P. Smith, Owner and Principal, The Renard Group Advertising - "The Art of Advertising"

8. Mindy Hedges, President, Media Solutions Inc. - "Increasing Customer Mindshare"

9. Orson Munn, Chief Executive Officer, Munn Rabôt - "Creating Awareness through Mindshare"

10. Patrick Goodness, Chief Executive Officer, The Goodness Company - "Customer Mindshare – Consequence of Intimacy"

11. Valerie Moul, President and Chief Executive Officer, Godfrey - Effective Mindshare: Transforming Top-of-Mind Awareness into Bottom-Line Results"