This comprehensive guide provides a new approach to developing and testing advertising concepts that enable you to optimise your advertising dollars. You will discover how a rudimentary understanding of the new science of memes - self-explanatory symbols that represent a complete idea and impact behaviour - can be translated into successful campaigns, such as "Nike - just do it!" It shows decision-makers how to use the rapid response system - an advertising strategy based on memes - to engage the consumer through five key activators: identity, emotion, influence, recall, and communication. Armed with the information in this book, CEOs, advertising executives, and marketing and brand managers will be able to better evaluate the potential response of any advertising, creative or strategic effort.
