Focusing on the relationship between customer expectations and perceived service quality, the book provides a framework for managers to assess and understand these expectations. It emphasizes the importance of building a branded service culture that consistently surpasses what customers anticipate, thereby enhancing their overall experience.
How to Navigate the Media Flow
Seismic shifts in advertising are driven by new technologies and evolving consumer behaviors, challenging traditional media strategies for brand building. The authors introduce the 'F.A.I.P.A' model, offering a framework for selecting appropriate media channels and optimizing budget allocation across 'bought', 'owned', and 'earned' media. Drawing on data from the IPA Effectiveness Awards and insights from industry leaders, the book showcases successful campaigns that illustrate effective modern advertising strategies in the digital age.
Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business ― the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities,