Strategic advertising campaigns / Don E. Schultz.
Publication details: Lincolnwood, Ill., USA : NTC Business Books, c1990.Edition: 3rd edDescription: xix, 630 p. : ill. ; 25 cmISBN:- 0844230553
- 659.1/13 20 SCH
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Audio Visual
|
Engineering Library | 659.1/13 SCH 1 (Browse shelf(Opens below)) | 1 | Available | 0025915 |
CONTENTS
INTRODUCTION: ADVERSTISING AND THE CHANGING MARKETPLACE
The key to the 1990s is integrated marketing communications
An advertising plan is more vital than ever
Advertising: A sales message for the product
e.tc
CHAPTER 1: MARKETING, THE MARKETING PLAN, AND ADVERTISING
what is marketing
the origin of marketing
marketing in the organization
planning for marketing
e.tc
CHAPTER 2: ADVERTISING AS COMMUNICATION
ways of looking at communication
your audience: active or passive?
theories of how advertising works
e.tc
CHAPTER 3: MARKETING, ADVERTISING, AND THE CONSUMER
what is consumer behaviour?
types of consumers and influences on consumer purchases
demand
e.tc
CHAPTER 4: DEVELOPING AN INTEGRATED ADVERTISING PLAN
Developing an integrated communication plan
developing an advertising plan
what is an advertising plan
elements of the advertising plan
e.tc
CHAPTER 5: RESEARCH: THE FOUNDATION FOR THE ADVERTISING CAMPAIGN
The reasons for research
types of research
developing a research plan
e.tc
CHAPTER 6: ADVERTISING STRATEGY RESEARCH
some definitions
where to start
conducting advertising strategy research
e.tc
CHAPTER 7: IDENTIFYING AND ESTABLISHING OBJECTIVES
The purpose of advertising objectives
how to establish advertising objectives
marketing objectives
e.tc
CHAPTER 8: DETERMINING THE ADVERTISING AND PROMOTION BUDGET
What marketing communications is supposed to do
The concept of marginal economic returns
budgeting based on advertising effects
e.tc
CHAPTER 9: THE ADVERTISING STRATEGY: KEY TO ADVERTISING SUCCESS
Advertising that's strategic and integrated
some definitions for clarification
a strategy is the advertising road map
e.tc
CHAPTER 10: FROM STRATEGY TO EXECUTION
Getting people to act and react to advertising
how to judge advertising execution
e.tc
CHAPTER 11: PRETESTING THE ADVERTISING CAMPAIGN
To test or not to test
when to pre-test
what to measure
how to pre-test advertising
e.tc
CHAPTER 12: MEDIA PLANNING: OPTIMIZING MESSAGE DELIVERY
The changing media world
media building blocks: basic media concepts
building media strategy
e.tc
CHAPTER 13: SALES PROMOTION
What is sales promotion
why sales promotion has grown
the basics of consumer sales promotion
e.tc
CHAPTER 14: DIRECT MARKETING
What is direct marketing
forms of direct marketing
structure of the direct marketing works
e.tc
CHAPTER 15: EVALUATING THE ADVERTISING CAMPAIGN
What to measure and why
measuring the advertising campaign
e.tc
Includes bibliographical references (p. 619) and index.
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