Advertising: Planning, Implementation, and Control

Abstract

Part 1: Framework for the advertising planning process. Advertising as a marketing management tool. Organizing the advertising department. Structuring the relationship with the advertising agency. The advertising plan. The role of advertising in the consumer decision process. Part 2: Setting direction for the advertising program. Consumer analysis-determining consumer needs. Consumer analysis-identifying prospects. Product analysis. Market analysis. Positioning the product and defining advertising objectives. Part 3: Programs for reaching advertising objectives. Setting the advertising budget. The media program-the media selection. The media program - newspapers and magazines. The media program - television and radio. The media program - direct advertising and out-of-home media. The creative program-determining content. The creative program - creating the advertisements. The creative program - producing the advertisements. The sales promotion program. The new product program. Part 4: Control and evaluation of the advertising programs. Evaluating advertising effectiveness. Techniques for measuring advertising effectiveness. Assuring advertising's contribution to the consumer. Meeting advertising's legal responsibilities.

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