What effect does what we know about the target market have onthe messages we want to communicate?What would be the most effective creative strategy?Which media would be the best choices for carrying the advertising?
Advertising is a means to an endThe final decision is theirs
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: Thomson