Advertising Age Article Abstract
Understanding Marketing Psychology and the Halo Effect
What Apple's iPod and Motorola's Razr Can Teach Us
ATLANTA (AdAge.com) -- Although a hard sell in the corporate boardroom, the strategy of concentrating the lion's share of the ad budget on a single iconic brand can have a dramatic "halo effect" on a marketer's entire line of products. Look no further than the iPod or Razr to see this phenomenon in action. ...