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TitleHow To Produce Successful Advertising
Author
LanguageEnglish
File Size1.0 MB
Total Pages209
Table of Contents
                            Contents
Introduction
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
	USING AN AGENCY
Chapter 12 Selecting Suppliers and Agencies
	THE SUPPLIERS NEEDED
	WHEN TO CONTRACT – AND SUBCONTRACT
	WHAT TO PAY
	WHEN TO PAY
	TYPE OF SUPPLIER
	HOW TO SELECT
Further Reading
Index
                        

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