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Advertising Strategy Lecture 2
Jan 15, 2015
These slides support lecture 2 on Advertising Strategy and Media Planning.
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Transcript
2
What effect does what we know about the target market have on
the messages we want to communicate?
What would be the most effective creative strategy?
Which media would be the best choices for carrying the advertising?
Percy and Elliott, 2009
Percy and Elliott, 2009
Percy and Elliott, 2009
Percy and Elliott, 2009
Advertising Agency
Advertising is a means to an end
The final decision is theirs
Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford
University Press.
Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,
Oxford University Press.
Yeshin, T. (2006). Advertising. London: Thomson
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