附註:Includes bibliographical references (pages 315-361) and index.
The changing world of advertising -- Deciding how much to spend, and where -- The real world of advertising strategy -- Persuasion and the marketing plan -- Understanding media -- Cutting through the clutter -- Reach, frequency, and the third dimension -- The uses of repetition -- Defining the target -- The concept of "Audience" -- Cost-per-thousand what?
摘要:Strategy in Advertising: Matching Media and Messages to Markets and Motivations ties the many different strands of a successful advertising/marketing communications program into a coherent, strategic whole. Rapidly evolving communications technology has driven great changes in marketing practice. But the "big job" of advertising remains the same - developing the right message and using the right medium to reach the right market in order to get the best possible return on an advertising investment. That's what a well-planned and well-executed advertising strategy provides. And Strategy in Advertising: Matching Media and Messages to Markets and Motivations gives you all the practical guidance you'll need to reach that goal.
