Essentials of Advertising Strategy

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Overview

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 agencies. But in a great measure, I have learned from Stan Tannenbaum. Stan is more than the coauthor of this text. He is a like mind, and, as such, it's almost impossible to tell where my work stops and his starts. As a result, this book is truly the work of both...
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More About This Book

Overview

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 agencies. But in a great measure, I have learned from Stan Tannenbaum. Stan is more than the coauthor of this text. He is a like mind, and, as such, it's almost impossible to tell where my work stops and his starts. As a result, this book is truly the work of both of us. Where credit is due, we have tried to give it. Where there are errors or omissions, they are ours alone.
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Editorial Reviews

Booknews
Provides strategic insights and tools for professionals and advanced students in advertising and marketing, with chapters on how consumers buy, marketing planning, developing a creative strategy, and judging advertising executions. Includes discussion questions, b&w photos, and a case study. This third edition is updated to include new concepts in the field resulting from new technology, and shows how to evaluate strategies and programs for the entire range of advertising and marketing communications media. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780071392631
  • Publisher: McGraw-Hill/Contemporary
  • Publication date: 1/28/1996
  • Edition number: 3

Table of Contents

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
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