Planning for Power Advertising: A User's Manual for Students and Practitioners

✍ Scribed by Anand Halve

• Publisher: SAGE Publications
• Year: 2005
• Tongue: English
• Leaves: 261
• Edition: 1
• Category: Library

✦ Synopsis

This book is a sound and comprehensive introduction to advertising planning and branding. Intended for students of and beginners in advertising and marketing, it discusses key issues and market realities, many of which are ignored and neglected in developing markets. The structure of this book follows a stepwise process, which starts from the beginning of the advertising planning process to the end product, which is the creative brief. Each chapter discusses a conceptual principle, which is illustrated by relevant examples. Some key issues discussed in this book are: - planning for communication in a context; - Segmentation: studying and understanding the dimensions, demographics, and psychographics of the target group; - Differentiators and Motivators: discovering what can change the consumers' mind; " managing a brand over time, looking at the entire life-cycle of a brand. Each chapter ends with an `Action Point', which helps the reader to apply the principles discussed through an exercise.

✦ Table of Contents

Contents......Page 8
Preface......Page 14
Acknowledgements......Page 16
Setting the Context......Page 18
Competition......Page 32
Communication in Context......Page 62
Users and Usage......Page 81
Segmentation......Page 107
Understanding Consumers......Page 128
Motivators and Differentiators......Page 141
Positioning......Page 164
Beyond Positioning......Page 186
The Brief: The Creative Springboard......Page 217
Managing a Brand Over Time......Page 232
Index......Page 255