Planning for Power Advertising
Planning for Power Advertising

Author: Anand Halve

Publisher: SAGE

Published: 2005-11-05

Total Pages: 264

ISBN-13: 9780761933540

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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.

Truth, Lies, and Advertising
Truth, Lies, and Advertising

Author: Jon Steel

Publisher: John Wiley & Sons

Published: 1998-03-13

Total Pages: 330

ISBN-13:

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Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.

How to Produce Successful Advertising
How to Produce Successful Advertising

Author: David Farbey

Publisher:

Published: 2002

Total Pages: 0

ISBN-13: 9780749436346

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This highly practical text offers step-by-step guidance on making the most of your advertising budget by looking at setting precise objectives, defining the target, planning, selecting the best medium, developing the message etc.

Nutrition Science, Marketing Nutrition, Health Claims, and Public Policy
Nutrition Science, Marketing Nutrition, Health Claims, and Public Policy

Author: Dilip Ghosh

Publisher: Academic Press

Published: 2023-04-12

Total Pages: 402

ISBN-13: 0323856160

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Nutrition Science, Marketing Nutrition, Health Claims, and Public Policy explains strategies to guide consumers toward making informed food purchases. The book begins with coverage of nutrition science before moving into nutrition marketing, social marketing and responsibility, consumer perception and insight, public health policy and regulation, case studies, and coverage on how to integrate holistic health into mainstream brand marketing. Intended for food and nutrition scientists who work in marketing, manufacturing, packaging, as well as clinical nutritionists, health care policymakers, and graduate and post graduate students in nutrition and business-related studies, this book will be a welcomed resource. - Includes case studies, points-of-view, literature reviews, recent developments, data and methods - Explores intrinsic and extrinsic motivators for consumer purchasing behaviors - Covers each aspect of "Seed to Patient" pathway

Planning in the Face of Power
Planning in the Face of Power

Author: John Forester

Publisher: Univ of California Press

Published: 1989

Total Pages: 298

ISBN-13: 0520064135

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Power and inequality are realities that planners of all kinds must face in the practical world. In 'Planning in the Face of Power', John Forester argues that effective, public-serving planners can overcome the traditional--but paralyzing--dichotomies of being either professional or political, detached and distantly rational or engaged and change-oriented. Because inequalities of power directly structure planning practice, planners who are blind to relations of power will inevitably fail. Forester shows how, in the face of the conflict-ridden demands of practice, planners can think politically and rationally at the same time, avoid common sources of failure, and work to advance both a vision of the broader public good and the interests of the least powerful members of society.

Advertising Media Planning
Advertising Media Planning

Author: Larry D. Kelley

Publisher: Routledge

Published: 2012

Total Pages: 0

ISBN-13: 9780765626356

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Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.

Cases in Advertising Management
Cases in Advertising Management

Author: Kelley

Publisher: M.E. Sharpe

Published: 2015-05-18

Total Pages: 146

ISBN-13: 0765628767

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"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.