How to produce successful advertising: a guide to strategy, planning and targeting
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2002
|
| Edition: | 3. ed. |
| Series: | Marketing in action series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | VIII, 200 S. |
| ISBN: | 0749436344 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
Introduction 1
Chapter 1 What Advertising Can Do and How it 3
Operates
Why advertising? 3
Its place in the marketing mix 4
What advertising can do 7
What advertising can t do 9
Categories of advertising 10
How advertising works 11
The parties to advertising 11
The media partners 12
Chapter 2 Setting Objectives and Developing a Strategy 14
Always set an objective 14
Marketing versus communications 16
Timescaie 18
Types of objective 18
The brief 20
The next step a strategy 20
A strategy kit 22
Chapter 3 How to Select your Target 25
Get the target right 25
Who is the target? 26
vi ¦ Contents
Audience definition 28
Intensity and weighting 33
Sub markets 34
The business to business target 36
The corporate audience 37
Chapter 4 How to Select Media 40
The task 40
The range of options 41
The media brief 43
The media categories and their characteristics 46
The factors to consider 59
Information to use 62
How to select 63
Chapter 5 How to Buy Media Space 68
Who does the buying? 68
Deciding on a schedule 70
Negotiating space 72
Price negotiation 72
The purchase 74
Refining the schedule 75
Monitoring 76
Evaluation 76
Invoicing 78
Media relations 79
Chapter 6 Developing the Advertising Message 81
It is the message that counts 81
The process 82
Who does what? 84
Briefing the creative work 86
The general strategy 86
The central concept 88
The offer 91
Talking about a difference 92
The finished advertisement 94
Chapter 7 Practical Advertisement Production 97
How to produce an advertisement 97
Contents ¦ vii
Press production 101
Poster production 104
Print and literature production 105
TV production 105
Radio production 108
Cost control 108
Timing 109
Quality control 111
Chapter 8 Online Advertising 114
Electronic media and online advertising 114
The range of electronic communication 116
How the Web works 118
Types of electronic activity 120
Online advertising opportunities and 122
limitations
Categories of online advertising 125
Advertising on the Web 127
Creating the advertisement 130
Summary 133
Chapter 9 The Budget and the Plan 135
The financial imperative 135
Forming a budget 136
A total budget 140
Controlling the budget 142
How to obtain value 145
Planning the timing 147
Combined communications 148
Chapter 10 Evaluating the Effect 150
Trying to find out 150
What to find out 150
What sources are there for information? 152
To research or not to research 154
What research? 156
Who does the research? 158
Using sales data 159
Direct response information 159
Intermediaries and branches 160
viii ¦ Contents
Keep it in the bank 162
Media evaluation 162
Evaluating creative performance 163
Chapter 11 Recruitment Advertising 165
The general need 165
Who carries it out? 166
When to advertise 167
When not to advertise 170
The scale of activity 171
Selecting recruitment media 172
The media plan 175
The elements of the message 176
Using an agency 177
Chapter 12 Selecting Suppliers and Agencies 180
The suppliers needed 180
When to contract and subcontract 183
What to pay 188
When to pay 190
Type of supplier 190
How to select 192
Further Reading ^95
Index 196
|
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| author | Farbey, A. D. |
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| ctrlnum | (OCoLC)47939665 (DE-599)BVBBV017234971 |
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:15:22Z |
| institution | BVB |
| isbn | 0749436344 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010386447 |
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| physical | VIII, 200 S. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Kogan Page |
| record_format | marc |
| series2 | Marketing in action series |
| spelling | Farbey, A. D. Verfasser aut How to produce successful advertising a guide to strategy, planning and targeting A. D. Farbey 3. ed. London Kogan Page 2002 VIII, 200 S. txt rdacontent n rdamedia nc rdacarrier Marketing in action series Advertising campaigns Handbooks, manuals, etc Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010386447&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Farbey, A. D. How to produce successful advertising a guide to strategy, planning and targeting Advertising campaigns Handbooks, manuals, etc Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | How to produce successful advertising a guide to strategy, planning and targeting |
| title_auth | How to produce successful advertising a guide to strategy, planning and targeting |
| title_exact_search | How to produce successful advertising a guide to strategy, planning and targeting |
| title_full | How to produce successful advertising a guide to strategy, planning and targeting A. D. Farbey |
| title_fullStr | How to produce successful advertising a guide to strategy, planning and targeting A. D. Farbey |
| title_full_unstemmed | How to produce successful advertising a guide to strategy, planning and targeting A. D. Farbey |
| title_short | How to produce successful advertising |
| title_sort | how to produce successful advertising a guide to strategy planning and targeting |
| title_sub | a guide to strategy, planning and targeting |
| topic | Advertising campaigns Handbooks, manuals, etc Advertising Handbooks, manuals, etc Werbung (DE-588)4065541-6 gnd |
| topic_facet | Advertising campaigns Handbooks, manuals, etc Advertising Handbooks, manuals, etc Werbung |
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