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Advertising Campaign Strategy : A Guide to Marketing Communication Plans

by: Parente, Donald

Advertising Campaign Strategy : A Guide to Marketing Communication Plans

by: Parente, Donald

ISBN 13:
9780324322712
ISBN 10:
0324322712
Edition: 4th
Format: Paperback
Copyright: 09/13/2005
Publisher: Cengage Learning
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Summary

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succed in the class now and get your project chosen in the future.

CHAPTER 1 Advertising from a Marketing Communications Perspective

(28)

Process Orientation

(2)

Developing Strategy within the Process

(1)

Opportunity and the Communication Revolution

(1)

The New Marketing Environment

(6)

The Right Product

(1)

The Right Price

(1)

The Right Place

(1)

The Right Promotion

(1)

Postmodern Advertising

(1)

The Right Attitude

(1)

The Marketing Concept

(5)

Consumer Orientation

(1)

Market Segmentation

(1)

Niche Marketing

(1)

Mass Customization/Personalization

(1)

Marketing Integration

(1)

Other Emphases

(1)

The Communication Concept

(2)

Integrated Marketing Communication

(1)

The Advertising Campaign Concept

(2)

Characteristics of an Advertising Campaign

(1)

Campaign Continuity

(1)

Strategic Orientation

(1)

A Corporate Strategic Plan

(3)

A Campaign Outline

(5)

CHAPTER 2 The Research Foundation Part One: Understanding Clients and Consumers

(36)

Developing a Research Plan

(3)

The Search for Information Starts with the Company

(3)

Separating the Search into Sections

(1)

Gathering the Information

(1)

Processing the Information

(1)

The Situation Analysis

(3)

Characteristics of Background Information

(1)

Choosing the Analytical Format

(1)

The Company Analysis

(5)

Sales and Profits: A Good Place to Start

(2)

Internal Information

(1)

External Information

(1)

Starting the Library Search

(1)

Using the Library

(1)

Words of Advice

(1)

Moving Forward in the Analysis

(1)

Consumer Analysis

(21)

Who Are the Consumers?

(1)

Product Usage

(6)

How to Read Columns A, B, C, and D

(6)

When and How Often Consumers Buy

(1)

What Motivates Consumers to Buy?

(1)

What Do Consumers Look for in a Product?

(2)

How Do Consumers Look at Life?

(2)

Ethnography

(2)

Other Qualitative Research Techniques

(1)

The Account Planning Revolution

(9)

Role of Qualitative Research

(7)

Survey Research

(2)

A Rationale for Conducting the Research in Sequence

(1)

Completing the Company and Consumer Analyses

(4)

CHAPTER 3 The Research Foundation, Part Two: Market, Product, and Competitive Analyses

(30)

The Market Analysis

(8)

Product-Usage Data

(4)

Index Numbers

(3)

Demographic and Psychographic Data

(1)

Geodemographic Data

(4)

Product/Brand Analysis

(14)

Looking at the Product

(1)

Product Attributes

(1)

Product Functions

(1)

Brand Personality

(1)

Product Testing

(5)

Monadic Tests

(2)

Projective Tests

(2)

Searching for Product/Brand Opportunities

(1)

Evaluating the Rest of the Marketing Mix

(1)

Competitive Analysis

(8)

Product Comparisons

(3)

Perceptual Mapping

(2)

Comparative Rating Scales

(1)

Double-Checking Prices and Distribution

(1)

Promotion Comparisons

(1)

Completing the Analysis

(4)

CHAPTER 4 Appraising Opportunities and Setting Objectives

(24)

Pursuing Brand Equity

(3)

Avoiding Price Competition

(1)

Competing on the Basis of Quality

(1)

Brand Names Remain Important

(1)

Defining Problems and Identifying Opportunities

(2)

External Factors

(1)

Internal Factors

(1)

Financial Resources

100

(1)

Production Resources

100

(1)

Marketing Resources

100

(1)

Opportunities

100

(3)

The Target Market Decision

102

(1)

Delineating the Target Market

103

(1)

Setting Objectives

103

(16)

Definition of Objectives

104

(1)

Function of Objectives

105

(1)

Marketing versus Advertising Goals

105

(1)

Planning the Objectives

106

(3)

Communication Tasks

107

(2)

Writing the Objectives

109

(1)

A Conceptual Foundation for Setting Objectives

109

(4)

Testing for Sound Objectives

113

(1)

The Impact of the Whole versus the Pieces

113

(2)

Setting Objectives and Myopia

115

(1)

Accountability and ROI

115

(1)

Reviewing Key Decisions

115

(4)

CHAPTER 5 Building the Marketing Communication Strategy

119

(36)

Thinking about Strategy

119

(2)

The Way Advertising Works Best

119

(7)

The Classic Approach versus Building the Brand

120

(1)

Why the Classic Approach Is Not as Effective as It Used to Be

120

(1)

Building a Foundation for the Development of Strategy

121

(3)

Determining the Selling Focus

124

(2)

Managing Brand Equity

126

(14)

Brand Loyalty

127

(4)

Cultivating Brand Loyalty

129

(1)

Relationship Marketing

130

(1)

Name Awareness

131

(2)

Awareness and Value

132

(1)

Stages of Awareness

132

(1)

Top-of-Mind Awareness

133

(1)

Perceived Quality

133

(2)

Brand Associations

135

(3)

Other Proprietary Brand Assets

138

(1)

Patents and Trademarks

138

(1)

Characters

138

(1)

Channel Relationships

139

(1)

Protecting Brand Equity

139

(1)

Short-Term Thinking versus Long-Term Investment

140

(1)

Who Protects the Names?

141

(1)

Spelling Out Brand Protection

142

(1)

Determining the Right Strategic Focus to Build the Brand

143

(1)

Positioning the Message

143

(2)

Positioning a Product

145

(1)

Funding the Marketing Communication Program

145

(3)

Traditional Approaches to Determine the Appropriation

146

(2)

All You Can Afford

146

(1)

Percentage of Sales

147

(1)

Competitive Parity

147

(1)

Objective and Task

147

(1)

Targeting and Delivering the Message

148

(7)

Developing a Marketing Communication Mix

149

(7)

Media-Oriented Approach

149

(1)

Message-Oriented Approach

150

(1)

Advertising Media Strategy

150

(5)

CHAPTER 6 Developing a Creative Strategy That Moves People

155

(32)

Elements Essential to a Creative Plan

156

(3)

The Creative Target Audience

156

(1)

Creative Objectives

156

(1)

Creative Strategy

157

(2)

Critical Elements of the Creative Strategy

157

(2)

Optional Elements of the Creative Strategy

159

(3)

Physical Continuity

160

(1)

Psychological Continuity

161

(1)

Creative Tactics

162

(1)

Appraising the Creative Opportunity

162

(3)

The FCB Grid

163

(2)

Using the FCB Grid

163

(2)

Knowing Your Creative Approach

165

(8)

On Being Creative

169

(7)

What Makes Strategy Creative Is That It Is Both Special and Different

169

(1)

Disrupting Expectations

170

(3)

Implementing the Creative Strategy

173

(3)

Traditional Approaches to Creating Advertising

176

(3)

Attributes, Features, and Benefits

176

(1)

Branding

177

(2)

Brand Image

177

(2)

Brand Positioning

179

(1)

New Rules for Talking to Today's Consumer

179

(6)

Don't Say It. Demonstrate It

179

(1)

Don't Look or Sound Like an Ad

180

(1)

Make the Ad the Logo

180

(1)

Treat Brands Like People

180

(1)

Be Honest to a Fault

180

(1)

Involve the Consumer

181

(1)

Use Humor to Create Camaraderie with Consumers

181

(1)

Sex Still Sells, but Be Careful

181

(1)

Don't Chestbeat

181

(3)

Now Break Rules

184

(1)

Unifying the Ads

185

(2)

CHAPTER 7 Communication Planning: Media Strategy and Tactics

187

(38)

Media Decisions and the Campaign Process

188

(1)

The Basic Media Decisions: Objectives, Strategy, and Tactics

188

(4)

Understanding Media Objectives

189

(1)

Understanding Media Strategy

190

(2)

Target Audience

190

(1)

Media Classes

190

(1)

Media Mix

191

(1)

Media Timing/Scheduling

191

(1)

Understanding Media Tactics

192

(1)

Implementing the Media Plan

192

(33)

Setting Media Objectives

192

(23)

Quantitative Media Objectives

193

(3)

Setting Objectives in Terms of Reach and Frequency

196

(1)

Setting Objectives in Terms of Gross Impressions, GRPs, and TRPs

197

(2)

Which to Use: Reach? Frequency? Gross Impressions? GRPs? or TRPs?

199

(1)

Qualitative Media Objectives

200

(1)

Determining the Media Strategy

200

(1)

Variables for Profiling Target Audiences

201

(4)

Matching Target Audiences with Media Choices

205

(1)

Choosing Media Classes

205

(2)

Establishing the Media Mix

207

(1)

Factors to Consider for Media Weighting

207

(2)

Linking the Media Mix with Other Strategies

209

(2)

Media Timing

211

(4)

Determining the Media Tactics

215

(12)

Making the Media Buys

215

(4)

Contingencies and Alternative Plans

219

(2)

Finishing the Media Effort

221

(4)

CHAPTER 8 Integrated Communications

225

(30)

Developing Integrated Marketing Communications

225

(2)

Sales Promotions

227

(12)

Sales Promotions Defined

229

(2)

Sales Promotion Objectives

231

(1)

Sales Promotion Techniques

231

(8)

Consumer Promotions

232

(5)

Trade Promotions

237

(2)

Public Relations

239

(3)

Marketing Public Relations

240

(1)

Product Publicity

241

(1)

Direct Marketing

242

(9)

Database Marketing

243

(2)

Direct Marketing Objectives and Strategy

245

(11)

Copy Guidelines

247

(1)

Media Alternatives

248

(3)

Finishing the Marketing Communication Plan

251

(4)

CHAPTER 9 Enhancing the Marketing Communication Mix

255

(38)

Special Markets

256

(11)

Globalization

256

(3)

African Americans

259

(3)

Demographic Information

260

(1)

Best Way to Reach This Segment

261

(1)

Hispanics

262

(2)

Demographic Information

262

(1)

Best Way to Reach This Group

263

(1)

Asian Americans

264

(2)

Demographic Information

265

(1)

Best Way to Reach This Segment

265

(1)

Gay/Lesbian/Bisexual/Transgender

266

(1)

Demographic Information

266

(1)

Best Way to Reach This Group

267

(1)

Special Message Strategies

267

(8)

Multi-Tiered Advertising

267

(2)

Cause-Related Marketing

269

(2)

Green Marketing

271

(1)

Cross Promotions

271

(2)

Marketing in the DVR Environment

273

(1)

The Working Structure of Branded Entertainment

274

(1)

"Traditional" Product Placement

274

(1)

Branded Entertainment—Higher Levels of Involvement

274

(1)

Special Media Strategies

275

(9)

Advertising and the Internet

275

(3)

E-commerce

276

(2)

Advertising on the Internet

278

(3)

The Future of Advertising on the Internet

280

(1)

Web Site Communication

281

(3)

Building the Brand and Web Sites

283

(1)

Nontraditional and Traditional Media Options

284

(9)

The Power of Buzz

285

(8)

CHAPTER 10 Evaluating the Effectiveness of the Campaign

293

(24)

Evaluation as a Strategic Concern

294

(1)

Whether to Measure Effectiveness

295

(2)

Reasons for Measuring Effectiveness

295

(1)

Not Measuring Effectiveness

296

(1)

Resolving the Debate over Measurement

297

(1)

Developing a Research System

297

(1)

Evaluation Is Not Getting Easier

297

(1)

Toward a System for Evaluating a Campaign's Effectiveness

298

(6)

When and What to Measure

298

(6)

Concept Testing

298

(1)

Copy Testing

299

(5)

Television Tests

304

(1)

Methodology and Practices

304

(9)

Concurrent Testing

306

(3)

Tracking Studies

306

(3)

Coincidental Studies

309

(1)

Posttesting

309

(4)

Evaluating Other Marketing Communications Tools

313

(1)

A Final Note on Evaluation

314

(3)

CHAPTER 11 Preparing the Plans Book

317

(32)

Approaching the Plans Book

317

(2)

Perspective on the Plans Book

319

(1)

Writing the Plans Book

319

(8)

Introduction

319

(1)

The Situation Analysis

319

(7)

Company Analysis

320

(2)

Primary Research

322

(1)

Consumer Analysis

322

(2)

Market Analysis

324

(1)

Product Analysis

325

(1)

Competitive Analysis

326

(1)

Writing the Situation Analysis

326

(1)

Problems and Opportunities

327

(2)

Target Market Profile

329

(3)

Marketing and Advertising Objectives

332

(1)

Budget

333

(1)

Marketing Communication Strategy Overview

333

(1)

Advertising Strategy

334

(7)

Creative Strategy

334

(2)

Creative Objectives and Strategy

334

(1)

Creative Tactics

335

(1)

Media Strategy

336

(14)

Media Objectives

337

(1)

Media Strategy Elements

337

(1)

Decision Criteria

338

(1)

Media Tactics

339

(1)

Media Calendar

339

(2)

Media Budget Summary

341

(1)

Integrated Communications

341

(1)

Campaign Evaluation

341

(1)

Appendices

342

(1)

Key Points to Writing the Plans Book Summarized

342

(1)

The Cover

342

(2)

The Title Page

344

(1)

Table of Contents

344

(2)

The Executive Summary (Optional)

346

(1)

Top 10 Tips for Writing a Winning Plans Book

346

(3)

CHAPTER 12 Preparing a Winning Presentation

349

(34)

Preliminary Preparations

350

(1)

Understanding the Audience

350

(1)

Clients and Panels

350

(1)

Faculty

351

(1)

Evaluating the Presentation Location

351

(1)

Choosing the Presentation Medium

351

(3)

Computer-Based Media

351

(1)

Overhead Projectors

352

(1)

Presentation Boards and Flipchart Pads

353

(1)

Creating a Lasting Impact

354

(1)

Planning the Presentation

354

(15)

Determining the Order of the Presentation

354

(1)

Determining the Content of the Presentation

355

(10)

Important Advice for Planning the Presentation

361

(1)

Presentation Goals for the Individual Presenters

361

(1)

Writing the Presentation

362

(1)

Think Beginning, Middle, and End

363

(2)

Improve Writing Style

365

(1)

Designing and Using Visuals

365

(4)

Visuals for Data and Numbers

367

(1)

Reinforcing Visual Aids

368

(1)

Rehearsing the Presentation

369

(1)

Final Checking at the Site

370

(1)

Making the Presentation

370

(2)

Presenting Visuals

370

(1)

You as Presenter

371

(1)

National Student Advertising Competition (NSAC)

372

(11)

Lynda Maddox

373

(4)

Thomas Groth

377

(4)

Twenty Ideas on the NSAC

377

(4)

One Final Note

381

(2)

INDEX

383

Amazon no longer offers textbook rentals. We do!

Advertising Campaign Strategy : A Guide to Marketing Communication Plans

Advertising Campaign Strategy : A Guide to Marketing Communication Plans

9780324322712

0324322712

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Advertising Campaign Strategy : A Guide to Marketing Communication Plans

Advertising Campaign Strategy : A Guide to Marketing Communication Plans

9780324322712

0324322712

Summary

Table of Contents

Supplemental Materials

Write a Review

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