Part One: overview of Advertising and Promotion
1. What are Advertising and Promotion?
2. Perspectives on Advertising
3. Advertising across Cultural Borders
Part Two: Planning Considerations
4. What it Takes for Successful Advertising and Promotion
5. The
Strategic Planning Process
Part Three: Developing the Strategic Plan
6. Selecting the Target Audience
7. Understanding Target Audience Decision Making
8. Determining the Best Positioning
9. Developing a Communication Strategy
10. Media Strategy
11. Digital
Media
Part Four: Making it Work
12. Processing the Message
13. Creative Tactics
14. Creative Execution
Part Five: Integrating Advertising and Promotion
15. Sales Promotion and Broader Communication Mix
16. Campaign Strategy
There are no Instructor/Student Resources available at this time.
Larry Percy is Visiting Professor of Marketing at the Turku School of Economics at the University of Turku.
Richard Rosenbaum-Elliott is Professor Emeritus of Marketing and Consumer Research at the School of Management at the University of Bath.