Strategic Advertising Management Book

List of tables

List of figures

List of adverts

List of plates

Pt. 1 Overview of Advertising and Promotion 1

1 What are Advertising and Promotion? 3

2 Perspectives on Advertising 24

3 Advertising across Cultural Borders 39

Pt. 2 Planning Considerations 63

4 What it Takes for Successful Advertising and Promotion 65

5 The Strategic Planning Process 82

Pt. 3 Developing the Strategic Plan 107

6 Selecting the Target Audience 109

7 Understanding Target Audience Decision Making 138

8 Determining the Best Positioning 161

9 Developing a Communication Strategy 192

10 Setting a Media Strategy 228

Pt. 4 Making it Work 249

11 Processing the Message 251

12 Creative Tactics 284

13 Creative Execution 320

Pt. 5 Integrating Advertising and Promotion 345

14 Sales Promotion and Broader Communication Mix 347

15 Putting it All Together 376

Glossary 411

Index 415