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Advertising strategy examines how to plan and execute
advertising campaigns. The initial chapters examine the planning
of advertising strategy. This analysis begins with an assessment
of how to select the target for an advertising campaign and
describes how insight about the target's knowledge and beliefs are
used to guide the development of a brand position. Insight about
how consumers use advertising content to make decisions is
described and strategies for sustaining the impact of a position
over time are evaluated. This is followed by a discussion of the
execution of an advertising plan. Approaches to the selection of
the media used to transmit the advertising message and the
development of creative strategy are detailed and the criteria
used to evaluate the effectiveness of a campaign are outlined. In
the appendices, the structure of brand and agency organizations
and the history of advertising are presented.
Brian Sternthal is the Kraft Professor of Marketing at the Kellogg School of
Management, Northwestern University. He holds a PhD in Consumer Research from
the Ohio State University. His research focuses on assessing how consumers
process advertising information and how messages can be designed to enhance the
persuasive impact of these communications. Derek Rucker is Associate Professor
of Marketing at the Kellogg School of Management. His work focuses on factors
that influence the persuasive impact of messages, how consumer confidence
influences persuasion, and consumers’ perception of their power on their
consumption choices. He is a co-host of the annual Kellogg Super Bowl
advertising review.
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