Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
*OUTLINE CONTENTS DETAILED CONTENTS ix LIST OF TABLES xiii LIST OF FIGURES xv LIST OF ADVERTS xvii PART ONE Overview of Advertising and Promotion 1 What are Advertising and Promotion? 3 2 Perspectives on Advertising 21 PART TWO Planning Considerations 3 What it Takes for Successful Advertising and Promotion 35 4 The Strategic Planning Process49 PART THREE Developing the Strategic Plan 5 Selecting the Target Audience 63 6 Understanding Target Audience Decision Making 87 7 Determining the Best Positioning 105 8 Developing a Communication Strategy 131 9 Setting a Media Strategy 163 PART FOUR Making it Work 10 Processing the Message 181 11 Creative Tactics 211 12 Creative Execution 225 PART FIVE Integrating Advertising and Promotion 13 Promotion Tactics 271 14 Putting it All Together 298 GLOSSARY 323 INDEX 000
Library of Congress Subject Headings for this publication:
Advertising -- Management.
Communication in marketing.