Strategic Advertising Campaigns - Formulating and Implementing Communications Campaigns (Fourth Edition)

Explains how to create and implement an advertising campaign, discusses marketing plans, research, budgets, pretests, media planning, sales promotion, direct marketing and campaign evaluation, and shares eighteen case studies. This completely revised and updated edition of the leading campaigns text provides the fundamentals of formulating and implementing comprehensive and contemporary communications campaigns. Chapter topics include: 1)Understanding the Changing Marketplace 2)Brands and Branding 3)Consumers and Advertising -A New Model for Advertising 4)How Consumers React to Advertising 5)Consumer Research 6)Consumers and Marketing 7)Communications Solutions to Marketing Problems 8)Advertising -Consumer Sales Promotion 9)Channel Messages and Trade Incentives 10)Marketing Public Relations 11)Direct Marketing 12)Media Planning 13)Implementing Campaign Plans 14)Measuring Campaign Effectiveness 15)Selling Management on Campaign Strategy 16)Ethical Issues in Marketing Communications. With a new focus on integrated communications strategy and consumer behavior, Strategic Advertising Campaigns reflects changes that are rapidly transforming the advertising industry. A proven, comprehensive guide for both the beginner and the communications professional.