Strategic Advertising Mechanisms. From Copy Strategy to Iconic Brands

Abstract

Strategic Advertising Mechanisms is an academic and critical approach that brings together the most important classical strategic advertising mechanisms of the 20th century, from Copy Strategic to Iconic Brands. Paradox catalogues the different models and mechanisms while contextualising them, describing them and providing an extensive exposition of the various perspectives studied and transmitted by distinguished authors. Its publication coincides with the questioning of classical brand models and communication theories by the rise of social media and digital paradigms.