Achieving Customer Mindshare through Advertising
Industry Leaders on Creating Awareness, Making a Lasting Impression, and Achieving Bottom-Line Results
By Chris Houchens, et. al.
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.
Written by a group of 11 advertising experts from around the country, the 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.
Chris Houchens wrote the second chapter entitled “Crossroads for Mindshare”. The chapter deals with the current changes in media, marketing, and the public and how those changes need to be addressed in capturing customer mindshare.