| Description |
xiv, 141 pages ; 25 cm |
| Contents |
pt. 1. Advertising in context. 1. A functional definition -- pt. 2. Situation analysis. 2. Your firm. 3. Your product or service. 4. Your market. 5. Your marketing policy. 6. Previous activity. 7. Constraints. 8. Competition. 9. Background. 10. Where to begin? -- pt. 3. Deciding your advertising strategy. 11. Deciding your advertising objective -- pt. 4. Deciding how much to spend. 12. Budgetary methods. 13. Contingency reserves -- pt. 5. The advertising interlock. 14. The marketing, messages and media interface. 15. The message and media interlock -- pt. 6. Preparation of proposals -- messages. 16. The creative intention. 17. The buying decision process. 18. Models of communication. 19. What to say. 20. How to say it: text. 21. How to say it: graphics. 22. Sources of message content. 23. Translations -- pt. 7. Preparation of proposals -- media. 24. The media available. 25. Media comparison criteria. 26. Overall planning. 27. Media scheduling: the basic variables. 28. Other variables. 29. Multi-media campaigns. 30. The final schedule -- pt. 8. Alternative messages and media. 31. Alternative communications -- pt. 9. Approval of proposals. 32. Mistakes to avoid. 33. The correct criteria -- pt. 10. Execution of proposals. 34. Implementing proposals. 35. Follow-through -- pt. 11. Evaluation of results. 36. Evaluating results -- App. A. In-house or external services? -- App. B. Business-to-business campaigns -- App. C. Advertising and database marketing -- App. D.A personal work sheet |
| Analysis |
Advertising |
| Notes |
Includes index |
| Subject |
Advertising -- Management.
|
|
Advertising.
|
| LC no. |
98119894 |
| ISBN |
0304700967 (hardback) |
|
0304700975 (paperback) |
|
