How To Produce Successful Advertising A Guide to Strategy Planning and Targeting 3rd Edition by Farbey 0749436344 9780749436346
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Product details:
ISBN 10: 0749436344
ISBN 13: 9780749436346
Author: A. D. Farbey
This comprehensive handbook takes you step-by-step through planning and implementing a successful advertising campaign. Fully updated, and including new material on advertising on the Internet, the book discusses every stage of this exciting, but often daunting process.Topics covered include: * strategy; * developing the most effective message; * planning and targeting; * space buying and advertisement production; * online advertising; * evaluation and budgeting; * suppliers and agencies. Complete with advice on how to make the most of any advertising budget, “”How to Produce Successful Advertising”” will direct you towards professionalism and practical expertise. This book is aimed at those who will use advertising and who require insight into the day-to-day practice of producing advertisements and planning them skillfully.
How To Produce Successful Advertising A Guide to Strategy Planning and Targeting 3rd Table of contents:
Chapter 1: What Advertising Can Do and How It Operates
Why Advertising?
Its Place in the Marketing Mix
What Advertising Can Do
What Advertising Can’t Do
Categories of Advertising
How Advertising Works
The Parties to Advertising
The Media Partners
Chapter 2: Setting Objectives and Developing a Strategy
Always Set an Objective
Marketing Versus Communications
Timescale
Types of Objective
The Brief
The Next Step – A Strategy
A Strategy Kit
Chapter 3: How to Select Your Target
Get the Target Right
Who Is the Target?
Audience Definition
Intensity and Weighting
Sub-Markets
The Business-to-Business Target
The Corporate Audience
Chapter 4: How to Select Media
The Task
The Range of Options
The Media Brief
The Media Categories and Their Characteristics
The Factors to Consider
Information to Use
How to Select
Chapter 5: How to Buy Media Space
Who Does the Buying?
Deciding on a Schedule
Negotiating Space
Price Negotiation
The Purchase
Refining the Schedule
Monitoring
Evaluation
Invoicing
Media Relations
Chapter 6: Developing the Advertising Message
It Is the Message That Counts
The Process
Who Does What?
Briefing the Creative Work
The General Strategy
The Central Concept
The Offer
Talking About a Difference
The Finished Advertisement
Chapter 7: Practical Advertisement Production
How to Produce an Advertisement
Press Production
Poster Production
Print and Literature Production
TV Production
Radio Production
Cost Control
Timing
Quality Control
Chapter 8: Online Advertising
Electronic Media and Online Advertising
The Range of Electronic Communication
How the Web Works
Types of Electronic Activity
Online Advertising Opportunities and Limitations
Categories of Online Advertising
Advertising on the Web
Creating the Advertisement
Summary
Chapter 9: The Budget and the Plan
The Financial Imperative
Forming a Budget
A Total Budget
Controlling the Budget
How to Obtain Value
Planning the Timing
Combined Communications
Chapter 10: Evaluating the Effect
Trying to Find Out
What to Find Out
What Sources Are There for Information?
To Research or Not to Research
What Research?
Who Does the Research?
Using Sales Data
Direct Response Information
Intermediaries and Branches
Keep It in the Bank
Media Evaluation
Evaluating Creative Performance
Chapter 11: Recruitment Advertising
The General Need
Who Carries It Out?
When to Advertise
When Not to Advertise
The Scale of Activity
Selecting Recruitment Media
The Media Plan
The Elements of the Message
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