From Strategy To Advertising

Part 1: Branding

Brand Retrieval Cues
Brand Name
Logo [1] [2]
Key Visual [1]
Slogan
Uniformity in Design
Jingle and Brand Anthem
Corporate Fonts
Corporate Design
Corporate Mission
Brand Extension
Brand Architecture
Types of Brand Extensions [1] [2] [3] [4] [5] 
Brand Dilution [1]
Partner
Advertising Alliance [1]
Ingredient Branding
Co-Branding [1]
Franchising & Licencing
Brand-Named Prizes [1]
Brand Bundling [1]

Part 2: Brand Love

Baby Schema in Ads
Intimate Love
Animal Testimonials
Humorous Ads [1]
Visual Artwork: Artist-Created Ads, Art Infusion, Parodies [1] [2]
Music in Ads
Nostalgic Advertising [1] [2]
Disclosing the Ethical Orientation 
CSR and Sponsoring [1] [2[3] [4] 
Atmosphere Value of the Font [1]
Narratives in Ads [1]
Unpleasant Emotions [1] [2]

Part 3: Artificial Differentiation

Fictitious Attributes [1]
Dilution-Effect [1] [2] [3]
Imply-Benefit Attributes [1] [2] [3] [4] [5] 
Target-Group-Irrelevant Attributes [1]
Fancy Names and Shapes [1]
Embellished Labels
Unneeded Attributes

Part 4: Ad Execution

Self Referencing
Feelings of Targetedness
Similarity Cues
Imagery-Instructions [1] [2] [3] [4]
For-You Statement [1]
Self Integration
Plausibility [1] 
Cultural Markers [1]

Created by Customer [1] [2]

Metaphorical Associations [1] [2

Fluency [1] [2]

Repetition and Variation [1] [2]

Context
Competitor Environment [1]
Editoral Environment [1]
Consumer Mood [1]

Part 5: People

Testimonials
Beauty [1] [2]
Dynamics [1]
Age [1]
Gender [1]
Ethnicity [1]
Body-Shape [1]
Eroticism [1] [2]
Consumatory Image [1]

Celebrities [1] [2] [3] [4] [5] [6] [7]

Sales People
Selling Styles [1]
Credibility [1] [2]
Mood [1] [2] [3]

Company Managers and Founders [1] [2]

Word-of-Mouth [1] [2]

Part 6: Market Oriented Management

Tools for Increasing Brand Awareness & Beliefs [1] [2] [3] [4] [5]

Tools for Improving Brand Attitudes 
Toward Economy Brands
Toward Value Brands
Toward Premium Brands
Toward Luxury Brands

Tools for Strengthening Customer Satisfaction
Confirmation/Disconfirmation Paradigm [1]
Assessment [1] [2]
Strategy 1: Quality Management [1] [2]
Strategy 2: Influencing Expectancies [1]
Strategy 3: Influencing Attributions [1] [2]
Strategy 4: Recovery Management [1] [2]
Consumer Variety Seeking
Optimum Stimulation Level [1] [2] [3] [4]

Tools for Enhancing Customer Loyalty 
Consumer Commitment [1] [2] [3] [4]
Commitment in B2B-Relationships [1]
Customer Value [1] [2]

Tools for Avoiding Customer Opportunism
Antecedents [1]
Contractual Safeguards [1]
Relationship Quality [1]
Customer Networks [1]
Offsetting Investments [1]

Part 7: Special Aspects

Components of Advertisements [1]

Heuristic Cues
Credibility [1][1][2][3]
Authority 
Consensus Claims [1] [2]
Scarcity 
[1][2][3][4][5]
Trust 
[1]

Quality Signals 
Company Growth [1] 
Country of Origin [1] [2] 
„New“ [1] 
Website Quality [1] 
Quality Marks [1] 

Part 8: Positioning

Need-Oriented Possitioning [1]
Issue-Related Arguments
Visualization   
Involvement
Comparability [1] [2]
Framing [1] [2] [3] [4]
Narratives [1]
Regulatory Fit [1] [2]
Green Advertising [1]
Symbolic Positioning
Brand Humanization