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Strategic Advertising Management


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Table of Contents

Part One: Overview of Advertising and Promotion 1: What are Advertising and Promotion 2: Perspectives on Advertising Part Two: Planning Considerations 3: What it Takes for Successful Advertising and Promotion 4: Understanding Cultural Differences 5: The Strategic Planning Process Part Three: Developing The Strategic Plan 6: Selecting the Target Audience 7: Understanding the Best Positioning 8: Determining the Best Positioning 9: Developing Communications Strategy 10: Setting the Media Strategy Part Four: Making it Work 11: Processing the Message 12: Creative Tactics 13: Creative Execution Part Five: Integrating Advertising and Promotion 14: Message Delivery Options 15: Putting it All Together

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