Strategic advertising: a practitioner's handbook
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u. a.
Heinemann
1990
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 216 S. Ill., graph. Darst. |
| ISBN: | 0434902446 |
Internformat
MARC
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-003840008 | ||
Datensatz im Suchindex
| _version_ | 1804120304864198656 |
|---|---|
| adam_text | Contents
Preface vii
Acknowledgements x
1 Introduction 1
The advertising market 1
Market led advertising and creativity 5
Market influence on the advertising development
process 7
2 Understanding marketing strategy 11
The marketing concept 11
Needs and motivations 15
Segmentation 24
Positioning 44
3 Advertising strategy 57
Definition of an advertising strategy 57
How does advertising work? 66
Finding an advertising strategy 84
Handling alternative advertising strategies 105
4 Creative briefing 109
What is a creative brief? 110
The key component structure 114
Five golden rules 119
Examples of creative briefs 121
5 Creative development (pre testing) 129
Expert opinion vs objective tests 129
vi Strategic Advertising
The constructive approach 135
The difference between qualitative and quantitative
research 149
Sample size in advertising research 152
Reacting to the pre testing results 155
6 Feedback from the marketplace 162
Feedback vs evaluation 162
Econometrics 177
Experiments 186
Turbo charged guesswork 198
7 Endwords 204
Delicate strategy 204
Creating the culture that encourages strategic thinking 205
Physical support material 209
Over to you 211
Index 213
|
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| id | DE-604.BV006082694 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:39:58Z |
| institution | BVB |
| isbn | 0434902446 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003840008 |
| oclc_num | 440305095 |
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| physical | IX, 216 S. Ill., graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Heinemann |
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| spelling | Corstjens, Judith Verfasser aut Strategic advertising a practitioner's handbook 1. publ. Oxford u. a. Heinemann 1990 IX, 216 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Werbestrategie (DE-588)4133682-3 gnd rswk-swf Werbeplanung (DE-588)4130474-3 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Werbestrategie (DE-588)4133682-3 s DE-188 Werbeplanung (DE-588)4130474-3 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003840008&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Corstjens, Judith Strategic advertising a practitioner's handbook Werbestrategie (DE-588)4133682-3 gnd Werbeplanung (DE-588)4130474-3 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4133682-3 (DE-588)4130474-3 (DE-588)4065541-6 |
| title | Strategic advertising a practitioner's handbook |
| title_auth | Strategic advertising a practitioner's handbook |
| title_exact_search | Strategic advertising a practitioner's handbook |
| title_full | Strategic advertising a practitioner's handbook |
| title_fullStr | Strategic advertising a practitioner's handbook |
| title_full_unstemmed | Strategic advertising a practitioner's handbook |
| title_short | Strategic advertising |
| title_sort | strategic advertising a practitioner s handbook |
| title_sub | a practitioner's handbook |
| topic | Werbestrategie (DE-588)4133682-3 gnd Werbeplanung (DE-588)4130474-3 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Werbestrategie Werbeplanung Werbung |
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