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Advertising Strategy examines how to plan and execute advertising campaigns. The initial chapters examine the planning of advertising strategy, beginning with an assessment of how to select the targets for an advertising campaign and also discussion of how insight about the targetsâ€™ 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 strategies are detailed, as well as outlines of the criteria used to evaluate the effectiveness of a campaign. In the appendices, the structure of brand and agency organizations and the history of advertising are presented.
Chapter 1 — The Creative Brief
Chapter 2 — Setting Objectives
Chapter 3 — Segmentation and Targeting
Chapter 4 — Consumer Insights
Chapter 5 — Paths to Persuasion
Chapter 6 — Insights about Information Diffusion
Chapter 7 — Brand Positioning
Chapter 8 — Sustaining a Brand's Position
Chapter 9 — Media Landscape and Channel Selection
Chapter 10 — Media Scheduling
Chapter 11 — Creative Strategy
Chapter 12 — Evaluation of Creative
Chapter 13 — Measuring and Testing Effectiveness
Appendix A — Brand and Agency Structure and Interaction
Appendix B — The History of Advertising