Planning for Power Advertising
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters an approach that brings alive the concepts within, and helps readers discover the theory in practice.For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a
72,00 zł
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters an approach that brings alive the concepts within, and helps readers discover the theory in practice.
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising such as media, event management and PR this book provides an insight into how the strategic underpinning of advertising is built.Setting the Context
Competition
Communication in Context
Users and Usage
Segmentation
Understanding the Consumers
Motivators and Differentiators
Positioning
Beyond Positioning
The Brief - The Creative Springboard
Managing a Brand Over Time
Index
For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a simulation exercise from which they will learn how to apply the principles that will help them in their future careers. And for professionals in areas related to advertising such as media, event management and PR this book provides an insight into how the strategic underpinning of advertising is built.Setting the Context
Competition
Communication in Context
Users and Usage
Segmentation
Understanding the Consumers
Motivators and Differentiators
Positioning
Beyond Positioning
The Brief - The Creative Springboard
Managing a Brand Over Time
Index
This book is a step-by-step guide to producing a sound foundation for advertising: one that will serve as the springboard to inspire powerful creative expression. Rich in cases from the evolving Indian context, Planning for Power Advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace. Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters an approach that brings alive the concepts within, and helps readers discover the theory in practice.For advertising professionals, this is a manual to create a robust advertising brief. For students of advertising and marketing, Planning for Power Advertising is a