By Don E. Schultz

ISBN-10: 084423527X

ISBN-13: 9780844235271

Get the strategic insights and instruments you must make your subsequent advertisements or advertising and marketing communications software extra efficient and ecocnomic. 8 concise chapters, up-to-date to incorporate the latest techniques, help you: -- comprehend your client better-- combine advertising and communications ideas into a good advertising and marketing plan-- increase on-target artistic methods and executions-- overview thoughts and courses for the total variety of media

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Extra resources for Essentials of advertising strategy

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We're moving from the linear world of reading and writing to the all-encompassing visual bazaar of the twenty-first century. And there has been revolution. The communications revolution has and is occurring primarily in the technological developments by which and how we deliver those messages to customers and prospects. While we now consider multi-media, CD ROM and the famed World Wide Web legitimate and alternative forms of media, the digital revolution has really just begun. So, what we present here are only glimpses of what lies ahead.

The advertising execution translated the strategy to achieve the objective. In this case, the objective was to create awareness, preference, and trial by the consumer. The strategy was the promise of natural-looking hair color. " and supporting copy. As mentioned, the Clairol campaign is a classic. Over the years numerous ads and campaigns have achieved the same goal: clearly defining an objective, thinking through a strategic statement, and carrying it out with great creative execution. A more recent example is the campaign for Energizer batteries.

Evolution has occurred primarily in the areas of how we identify, think about and determine what persuasive messages can or should be delivered to customers and prospects. We're in the midst of an information evolution or transition in terms of how consumers and customers recognize, take in and process information. We're moving from the linear world of reading and writing to the all-encompassing visual bazaar of the twenty-first century. And there has been revolution. The communications revolution has and is occurring primarily in the technological developments by which and how we deliver those messages to customers and prospects.

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Essentials of advertising strategy by Don E. Schultz


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