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.

List of Figures
List of Tables
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

Library of Congress Subject Headings for this publication:

Advertising -- India.