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| Preface | ||
| Acknowledgments | ||
| Ch. 1 | Advertising Strategy: Who Needs It? | 1 |
| Ch. 2 | How Consumers Buy | 11 |
| Ch. 3 | Marketing Planning | 23 |
| Ch. 4 | From Marketing to Promotion Planning | 39 |
| Ch. 5 | How to Develop a Creative Strategy | 49 |
| Ch. 6 | Thinking through Creative Strategies | 69 |
| Ch. 7 | From Strategy to Execution | 85 |
| Ch. 8 | Judging Advertising Executions | 127 |
| Appendix: Case Study: The Global Best Practices Initiative of Arthur Andersen | 141 | |
| Index | 151 | |
| About the Author | 154 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
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Add Essentials of Advertising Strategy, This book is about how to develop effective advertising. Since the first edition, I've learned a great deal about what makes effective advertising. I've learned from consumers. From students. From consulting projects with major advertising companies and a, Essentials of Advertising Strategy to the inventory that you are selling on WonderClubX
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Add Essentials of Advertising Strategy, This book is about how to develop effective advertising. Since the first edition, I've learned a great deal about what makes effective advertising. I've learned from consumers. From students. From consulting projects with major advertising companies and a, Essentials of Advertising Strategy to your collection on WonderClub |