Advertising Strategy (Third Edition)

About this book

Drawing on research in psychology sociology and behavioral science this book serves as a strategists guide for constructing an advertising campaign. In doing so this book helps the reader to understand how advertising can be subjected to sound frameworks related to its planning execution and evaluation. 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 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 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. Advertising Strategy Table of Contents: Chapter 1 - Objectives of Advertising Chapter 2 - Segmentation and Targeting Chapter 3 - Process-based Consumer Insight Chapter 4 - Insight about Consumers Knowledge and Beliefs Chapter 5 - Insights about Sharing Brand Information Chapter 6 - Building a Brand Positioning Statement Chapter 7 - Sustaining a Brand s Position Chapter 8 - The Media Landscape Chapter 9 - Media Scheduling Chapter 10 - Creative Strategy: Amplification Chapter 11 - Evaluating Creative Chapter 12 - Empirical Measurements of Effectiveness Appendix A - A Brand and Agency Structure and Interaction Appendix B - The History of Advertising