Advertising Strategy (new updated Fith Edition)

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. 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