How To Produce Successful Advertising 3 E

Contents......Page 6
Introduction......Page 10
WHY ADVERTISING?......Page 12
ITS PLACE IN THE MARKETING MIX......Page 13
WHAT ADVERTISING CAN DO......Page 16
WHAT ADVERTISING CAN’T DO......Page 18
CATEGORIES OF ADVERTISING......Page 19
THE PARTIES TO ADVERTISING......Page 20
THE MEDIA PARTNERS......Page 21
ALWAYS SET AN OBJECTIVE......Page 23
MARKETING VERSUS COMMUNICATIONS......Page 25
TYPES OF OBJECTIVE......Page 27
THE NEXT STEP – A STRATEGY......Page 29
A STRATEGY KIT......Page 31
GET THE TARGET RIGHT......Page 34
WHO IS THE TARGET?......Page 35
AUDIENCE DEFINITION......Page 37
INTENSITY AND WEIGHTING......Page 42
SUB-MARKETS......Page 43
THE BUSINESS-TO-BUSINESS TARGET......Page 45
THE CORPORATE AUDIENCE......Page 46
THE TASK......Page 49
THE RANGE OF OPTIONS......Page 50
THE MEDIA BRIEF......Page 52
THE MEDIA CATEGORIES AND THEIR CHARACTERISTICS......Page 55
THE FACTORS TO CONSIDER......Page 68
INFORMATION TO USE......Page 71
HOW TO SELECT......Page 72
WHO DOES THE BUYING?......Page 77
DECIDING ON A SCHEDULE......Page 79
PRICE NEGOTIATION......Page 81
THE PURCHASE......Page 83
REFINING THE SCHEDULE......Page 84
EVALUATION......Page 85
INVOICING......Page 87
MEDIA RELATIONS......Page 88
IT IS THE MESSAGE THAT COUNTS......Page 90
THE PROCESS......Page 91
WHO DOES WHAT?......Page 93
THE GENERAL STRATEGY......Page 95
THE CENTRAL CONCEPT......Page 97
THE OFFER......Page 100
TALKING ABOUT A DIFFERENCE......Page 101
THE FINISHED ADVERTISEMENT......Page 103
HOW TO PRODUCE AN ADVERTISEMENT......Page 106
PRESS PRODUCTION......Page 110
POSTER PRODUCTION......Page 113
TV PRODUCTION......Page 114
COST CONTROL......Page 117
TIMING......Page 118
QUALITY CONTROL......Page 120
ELECTRONIC MEDIA AND ONLINE ADVERTISING......Page 123
THE RANGE OF ELECTRONIC COMMUNICATION......Page 125
HOW THE WEB WORKS......Page 127
TYPES OF ELECTRONIC ACTIVITY......Page 129
ONLINE ADVERTISING OPPORTUNITIES AND LIMITATIONS......Page 131
CATEGORIES OF ONLINE ADVERTISING......Page 134
ADVERTISING ON THE WEB......Page 136
CREATING THE ADVERTISEMENT......Page 139
SUMMARY......Page 142
THE FINANCIAL IMPERATIVE......Page 144
FORMING A BUDGET......Page 145
A TOTAL BUDGET......Page 149
CONTROLLING THE BUDGET......Page 151
HOW TO OBTAIN VALUE......Page 154
PLANNING THE TIMING......Page 156
COMBINED COMMUNICATIONS......Page 157
WHAT TO FIND OUT......Page 159
WHAT SOURCES ARE THERE FOR INFORMATION?......Page 161
TO RESEARCH OR NOT TO RESEARCH......Page 163
WHAT RESEARCH?......Page 165
WHO DOES THE RESEARCH?......Page 167
DIRECT RESPONSE INFORMATION......Page 168
INTERMEDIARIES AND BRANCHES......Page 169
MEDIA EVALUATION......Page 171
EVALUATING CREATIVE PERFORMANCE......Page 172
THE GENERAL NEED......Page 174
WHO CARRIES IT OUT?......Page 175
WHEN TO ADVERTISE......Page 176
WHEN NOT TO ADVERTISE......Page 179
THE SCALE OF ACTIVITY......Page 180
SELECTING RECRUITMENT MEDIA......Page 181
THE MEDIA PLAN......Page 184
THE ELEMENTS OF THE MESSAGE......Page 185
USING AN AGENCY......Page 186
THE SUPPLIERS NEEDED......Page 189
WHEN TO CONTRACT – AND SUBCONTRACT......Page 192
WHAT TO PAY......Page 197
TYPE OF SUPPLIER......Page 199
HOW TO SELECT......Page 201
Further Reading......Page 204
Index......Page 205