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Advertising Strategy Lecture 2
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Advertising Strategy Lecture 2

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These slides support lecture 2 on Advertising Strategy and Media Planning.

These slides support lecture 2 on Advertising Strategy and Media Planning.

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  • 1. 2
  • 2. 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?
  • 3. Percy and Elliott, 2009
  • 4. Percy and Elliott, 2009
  • 5. Percy and Elliott, 2009
  • 6. Percy and Elliott, 2009
  • 7. Advertising Agency
  • 8. Advertising is a means to an endThe final decision is theirs
  • 9. 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