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Author: Derek D. Rucker
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Suggested Retail Price: $66.00
Paperback: 316 pages
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About the Book
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 targets’ 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.
Table of Contents
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
About the Author
Dr. Rucker joined the Kellogg School of Management at Northwestern University’s marketing department in Fall of 2005. Currently, Dr. Rucker holds the Sandy & Morton Goldman Professorship of Entrepreneurial Studies in Marketing. His primary research focuses broadly on the topics of power, compensatory consumption, persuasion, and consumer behavior. His work asks, and seeks answers to, what makes for effective advertising and what motives underlies consumer consumption. To answer these questions Dr. Rucker draws on his rich training in social psychology. His work has appeared in numerous leading journals in psychology and marketing such as the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Consumer Psychology. In addition, his research has been covered in major media outlets such as The New York Times, Time Magazine, and ABC News.
Dr. Rucker currently teaches Advertising Strategy at Kellogg. The course focuses on basic psychological principles to better understand how to plan and execute successful advertising. In recognition of his commitment to excellence in teaching, Dr. Rucker was nominated as a finalist for the L.G. Lavengood Outstanding Professor of the Year Award and a recipient of the Top Elective Professor Award. In addition to his work in the classroom, Dr. Rucker is a co-instructor of the annual Kellogg Advertising Superbowl Review. The review is in the spirit of Kellogg’s focus on experiential learning and cultivates basic principals learned in the classroom to critically evaluate advertising in a real world and high stakes environment.