New PDF release: Essentials of advertising strategy

By Don E. Schultz

ISBN-10: 084423527X

ISBN-13: 9780844235271

Get the strategic insights and instruments you want to make your subsequent ads or advertising communications software extra effective and ecocnomic. 8 concise chapters, up to date to incorporate the latest methods, make it easier to: -- comprehend your shopper better-- combine advertising and communications recommendations into an efficient advertising plan-- boost on-target inventive methods and executions-- evaluation concepts and courses for the full diversity of media

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The advertiser must quickly illustrate or establish the shared field of interest with the viewer or reader or listener to get attention and to get that person to accept and retain the advertising sales message. Mass Communication The major differences between interpersonal communication and mass communication is that in the latter we generally do not know who our audience ismaking the identification of shared fields of interest difficult, and the feedback loop to the sender is commonly very indirect.

What we call the knock-knock. The Need for Strategy To make successful knock-knocks or to make successful ads, you need a disciplined advertising strategy that analyzes the product, the competition, and the consumer and then logically arrives at a single-minded benefit. No thinking, imaginative, creative person will reject this type of information and help. On the contrary, a truly creative person will welcome it because it gives insights into the product, the consumer, and the marketplace that will make the creative execution more pointed and far Page 4 more productive.

Page 24 It is important for the creative strategist to understand the distinctions between marketing and advertising. By understanding the difference, one can prevent overpromise of the advertising results and also ensure that there is a sound marketing premise on which to base the advertising strategy. As a re-suit, creativity can more effectively be developed. Good Marketing Basics Generally, most marketing plans detail how the product or service will be priced, distributed, and promoted. A key element is usually the number of units to be sold and the financial return from these sales.

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Essentials of advertising strategy by Don E. Schultz


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