Table of contents for Planning for power advertising : a user's manual for students and practitioners / Anand Bhaskar Halve.

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.


Counter
CONTENTS
List of Figures
List of Tables
Dedication
Acknowledgements
Preface
Chaptert 1	Setting the context
Thinking about what is a strong brand
Chapter 2	Competition
The changing nature of markets 
Action Point: Assessment of market changes
Chapter 3	Communication in context
The marketing drivers of brands
Action Point: Leverage and Vulnerability Analysis
Chapter 4	Users and Usage
Identifying the source of business
Action Point: Source of Business Analysis
Chapter 5	Segmentation
Defining the dimensions of target groups
Action Point: Defining the Target Group
Chapter 6	Understanding the Consumer
Why they buy or don't buy
Action Point: Analysis of Consumer Roles and Barriers
Chapter 7	Differentiators and Motivators
Discovering what can change the consumers' mind
Action Point: Proposition Analysis
Chapter 8	Positioning
Identifying what can make your brand unique
Action Point: Positioning Grid and Brand Essence
Chapter 9	Beyond Positioning
Identifying what can make your brand unique
Action Point: Emotional bonds and Archetypes
Chapter 10	The Brief - The Creative Springboard
Pulling all the threads together
Action Point: Writing The Creative Brief
Chapter 11	Managing A Brand Over Time
Coping with a dynamic world
Index

Library of Congress Subject Headings for this publication:

Advertising.
Advertising -- India.