Opis: Planning for Power Advertising - Anand Halve, A Halve

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.Setting the Context Thinking About What is a Strong Brand Competition The Changing Nature of Markets Communication in Context The Marketing Drivers of Brands Users and Usage Identifying the Source of Business Segmentation Defining the Dimensions of Target Groups Understanding the Consumers Why They Buy or Don't Buy Motivators and Differentiators Discovering What Can Change the Consumers' Mind Positioning Identifying What Can Make Your Brand Unique Beyond Positioning More on Identifying What Can Make Your Brand Unique The Brief The Creative Springboard Pulling all the Threads Together Managing a Brand Over Time Coping With a Dynamic World

Szczegóły: Planning for Power Advertising - Anand Halve, A Halve

Tytuł: Planning for Power Advertising
Autor: Anand Halve, A Halve
Producent: SAGE Publications Ltd
ISBN: 9780761933540
Rok produkcji: 2005
Ilość stron: 260
Oprawa: Miękka
Waga: 0.5 kg

Recenzje: Planning for Power Advertising - Anand Halve, A Halve