| Description |
xxi, 374 pages ; 24 cm |
| Contents |
Ch. 1. The Changing World of Advertising -- Ch. 2. Deciding How Much to Spend, and Where -- Ch. 3. The Real World of Advertising Strategy -- Ch. 4. Persuasion and the Marketing Plan -- Ch. 5. Understanding Media -- Ch. 6. Cutting Through the Clutter -- Ch. 7. Reach, Frequency, and the Third Dimension -- Ch. 8. The Uses of Repetition -- Ch. 9. Defining the Target -- Ch. 10. The Concept of "Audience" -- Ch. 11. Cost-Per-Thousand What? |
| Summary |
Strategy in Advertising: Matching Media and Messages to Markets and Motivations ties the many different strands of a successful advertising/marketing communications program into a coherent, strategic whole. Rapidly evolving communications technology has driven great changes in marketing practice. But the "big job" of advertising remains the same - developing the right message and using the right medium to reach the right market in order to get the best possible return on an advertising investment. That's what a well-planned and well-executed advertising strategy provides. And Strategy in Advertising: Matching Media and Messages to Markets and Motivations gives you all the practical guidance you'll need to reach that goal |
| Analysis |
Advertising |
| Bibliography |
Includes bibliographical references (pages 315-361) and index |
| Subject |
Advertising.
|
| LC no. |
95011297 |
| ISBN |
0844230146 (alk. paper) |
|
