Strategic advertising management /
| Main Author: | |
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Oxford ; New York, N.Y. :
Oxford University Press,
c2005
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| Edition: | 2nd ed. |
| Subjects: |
Table of Contents:
- Overview of advertising and promotion
- What are advertising and promotion?
- Perspectives on advertising
- Planning considerations
- What it takes for successful advertising and promotion
- The strategic planning process
- Developing the strategic plan
- Selecting the target audience
- Understanding target audience decision making
- Determining the best positioning
- Developing a communication strategy
- Setting a media strategy
- Making it work
- Processing the message
- Creative tactics
- Creative execution
- Integrating advertising and promotion
- Promotion tactics
- Putting it all together