advertising strategy lecture 1
DESCRIPTION
These slides aupport the first lecture in the Advertising Strategy and Media Planning module in Semester 1 2012-2013.TRANSCRIPT
1
don’t think like a consumer
why this style?
Evaluation of how strategic and creative decisions contribute to the development of effective advertising
Critical evaluation of individual media as part of advertising strategy
see Module Handbook for recommended texts
Company plan sets overall objectives - usually sales or
market share based and linked to profit
Advertising plan developed by marketer and advertising agency
exposure
exposure
Budgets available for production and media
Competitors and their marketing and advertising
Simplistic, clichéd conclusions and objectives are useless
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
Go to Library Online and look for recent articles in academic journals (via
EBSCO and Emerald) and on WARC using “advertising strategy” as your
search words.