Advertising ManagementSpanning advertising management, communication, production and promotion, this text looks at the necessary decisions--in the order in which they must be made--involved in the development and execution of an advertising campaign. The "Fifth Edition" has been both updated, to include current research and readings, and improved, to encompass more of the advertising process. |
Contents
INTRODUCTION | 3 |
Advertising Planning | 38 |
The Marketing Plan | 44 |
Copyright | |
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adver Advertising Age advertising agency advertising plan Advertising Research analysis approach associated AT&T attributes audience awareness BBDO beer behavior benefits brand attitudes brand equity brand name brand personality budget buying called Chapter claims client cognitive commercial communication companies competitive competitors conjoint analysis Consumer Research copy testing copy-testing cost coupon create creative customers deceptive decision developed direct marketing discussed effect emotional endorser evaluation example exposure feelings Figure Frank Perdue global impact important increase industry involved Journal of Advertising Journal of Consumer Journal of Marketing Leo Burnett magazine Marketing Research measure ment million Nike percent persuasion positive Procter & Gamble product category purchase radio recall response retail role sales promotions segment situations specific strategy sumer target television tion tising TurboTax users vertising York