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Advertising Strategy Lecture 1
 

Advertising Strategy Lecture 1

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These slides aupport the first lecture in the Advertising Strategy and Media Planning module in Semester 1 2012-2013.

These slides aupport the first lecture in the Advertising Strategy and Media Planning module in Semester 1 2012-2013.

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    Advertising Strategy Lecture 1 Advertising Strategy Lecture 1 Presentation Transcript

    • 1
    • don’t think like a consumer
    • why this style?
    • Evaluation of how strategic and creative decisionscontribute to the development of effective advertisingCritical evaluation of individual media as part of advertising strategy
    • see Module Handbook for recommended texts
    • Company plan sets overall objectives - usually sales ormarket share based and linked to profitAdvertising plan developed by marketer and advertising agency
    • exposure exposure
    • Competitors and their marketing and advertisingBudgets available for production and media
    • Simplistic, clichéd conclusions and objectives are useless
    • Fletcher, W. (2010) Advertising: a very short introduction. Oxford: OxfordUniversity Press.Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,Oxford University Press.Yeshin, T. (2006). Advertising. London: ThomsonGo to Library Online and look for recent articles in academic journals (viaEBSCO and Emerald) and on WARC using “advertising strategy” as yoursearch words.