INDEX

Aaker, David, 7, 169

Absolut Vodka, 276

accessibility of brand, 97

measurement, 238

acquisitions, impact on brands, 241

ad agency, 108110, 124

ad form concepts, for brand extension, 204

Ad Preview Tool, 159

advertising, 108132, 216

business-to-business, 117

checklist, 131132

effectiveness, 112115, 127

false or deceptive, 265266

frequency vs. reach, 125

importance of well-designed brand, 110

marketing objective for, 110111

media planning, 129131

negative impact, 117118

online resources, 302305

quick assessment tool, 129

ranking order of magazine size impact, 114

reducing, 273

research, 123124

role of, 128

rules of thumb, 124129

successful approaches, 115118

see also online brand advertising

Advertising Research Foundation,

Get Brand Aid, 2nd Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.