Strategic advertising campaigns /
| Основен автор: | Schultz, Don E. |
|---|---|
| Други автори: | Barnes, Beth E. |
| Формат: | Книга |
| Език: | English |
| Публикувано: |
Lincolnwood, Ill., USA :
NTC Business Books,
c1995.
|
| Издание: | 4th ed. |
| Предмети: | |
| Подобни документи: |
Online version::
Strategic advertising campaigns. |
Съдържание:
- Introduction: Change and the New Marketplace
- Discontinuous Change
- The Causes of Discontinuous Change in Advertising
- How These Changes Influence Advertising and Advertising Campaigns
- Responding to Change: The Development of a New Marketing Communications Model
- Learning How to Develop Advertising Campaigns for the Changing Market
- Before the Campaign Begins: Understanding Consumers and Consumer Power
- Advertising through the Eyes of the Consumer
- What "Advertising" Means to the Consumer
- Brand Contacts
- How Marketers and Consumers Have Traditionally Used Advertising
- Advertising in the Mature Marketplace
- How Consumers Process Information and Use Brand Contacts
- Advertising Clutter and Information Overload
- Customer Acquisition Versus Customer Retention
- Advertising Planning: From the Inside Out and from the Outside In
- Inside-Out Planning
- Outside-In Planning
- Inside-Out Versus Outside-In Planning
- Organizational Structures
- Developing the Inside-Out Advertising Plan
- Developing the Outside-In Advertising Plan
- How Consumers Act and React
- Traditional Buyer Behavior
- Explanation Versus Prediction
- Explaining Consumer Behavior
- The Role of Marketing Communications
- Consumer Research
- Secondary Research
- Using the Information
- Extrapolation of Data
- Other Types of Research
- Evaluating Research
- Campaign Strategy: The Elements of Effective Campaigns
- Budgeting for Advertising and Marketing Communications Campaigns
- Financial Objectives: Basic Concepts.