How to Produce Successful Advertising: A Guide to Strategy, Planning and Targeting (Marketing in Action Series)

A comprehensive handbook that takes the reader step-by-step through the planning and implementation of a successful advertising campaign. How to Produce Successful Advertising discusses every stage of the advertising process and this fully updated third edition will also include extensive coverage of advertising on the Internet. The book divides into the following sections: strategy; developing the most effective massage; planning and targeting; space buying and advertisement production; evaluation and budgeting suppliers and agencies.Complete with advice on how to make the most of any advertising budget, How to Produce Successful Advertising is aimed at those who use advertising and who require insight into the day-to-day practice of producing advertisements and planning them skillfullyPart of the Marketing in Action Series Contents......Page 6 Introduction......Page 10 WHY ADVERTISING?......Page 12 ITS PLACE IN THE MARKETING MIX......Page 13 WHAT ADVERTISING CAN DO......Page 16 WHAT ADVERTISING CAN’T DO......Page 18 CATEGORIES OF ADVERTISING......Page 19 THE PARTIES TO ADVERTISING......Page 20 THE MEDIA PARTNERS......Page 21 ALWAYS SET AN OBJECTIVE......Page 23 MARKETING VERSUS COMMUNICATIONS......Page 25 TYPES OF OBJECTIVE......Page 27 THE NEXT STEP – A STRATEGY......Page 29 A STRATEGY KIT......Page 31 GET THE TARGET RIGHT......Page 34 WHO IS THE TARGET?......Page 35 AUDIENCE DEFINITION......Page 37 INTENSITY AND WEIGHTING......Page 42 SUB-MARKETS......Page 43 THE BUSINESS-TO-BUSINESS TARGET......Page 45 THE CORPORATE AUDIENCE......Page 46 THE TASK......Page 49 THE RANGE OF OPTIONS......Page 50 THE MEDIA BRIEF......Page 52 THE MEDIA CATEGORIES AND THEIR CHARACTERISTICS......Page 55 THE FACTORS TO CONSIDER......Page 68 INFORMATION TO USE......Page 71 HOW TO SELECT......Page 72 WHO DOES THE BUYING?......Page 77 DECIDING ON A SCHEDULE......Page 79 PRICE NEGOTIATION......Page 81 THE PURCHASE......Page 83 REFINING THE SCHEDULE......Page 84 EVALUATION......Page 85 INVOICING......Page 87 MEDIA RELATIONS......Page 88 IT IS THE MESSAGE THAT COUNTS......Page 90 THE PROCESS......Page 91 WHO DOES WHAT?......Page 93 THE GENERAL STRATEGY......Page 95 THE CENTRAL CONCEPT......Page 97 THE OFFER......Page 100 TALKING ABOUT A DIFFERENCE......Page 101 THE FINISHED ADVERTISEMENT......Page 103 HOW TO PRODUCE AN ADVERTISEMENT......Page 106 PRESS PRODUCTION......Page 110 POSTER PRODUCTION......Page 113 TV PRODUCTION......Page 114 COST CONTROL......Page 117 TIMING......Page 118 QUALITY CONTROL......Page 120 ELECTRONIC MEDIA AND ONLINE ADVERTISING......Page 123 THE RANGE OF ELECTRONIC COMMUNICATION......Page 125 HOW THE WEB WORKS......Page 127 TYPES OF ELECTRONIC ACTIVITY......Page 129 ONLINE ADVERTISING OPPORTUNITIES AND LIMITATIONS......Page 131 CATEGORIES OF ONLINE ADVERTISING......Page 134 ADVERTISING ON THE WEB......Page 136 CREATING THE ADVERTISEMENT......Page 139 SUMMARY......Page 142 THE FINANCIAL IMPERATIVE......Page 144 FORMING A BUDGET......Page 145 A TOTAL BUDGET......Page 149 CONTROLLING THE BUDGET......Page 151 HOW TO OBTAIN VALUE......Page 154 PLANNING THE TIMING......Page 156 COMBINED COMMUNICATIONS......Page 157 WHAT TO FIND OUT......Page 159 WHAT SOURCES ARE THERE FOR INFORMATION?......Page 161 TO RESEARCH OR NOT TO RESEARCH......Page 163 WHAT RESEARCH?......Page 165 WHO DOES THE RESEARCH?......Page 167 DIRECT RESPONSE INFORMATION......Page 168 INTERMEDIARIES AND BRANCHES......Page 169 MEDIA EVALUATION......Page 171 EVALUATING CREATIVE PERFORMANCE......Page 172 THE GENERAL NEED......Page 174 WHO CARRIES IT OUT?......Page 175 WHEN TO ADVERTISE......Page 176 WHEN NOT TO ADVERTISE......Page 179 THE SCALE OF ACTIVITY......Page 180 SELECTING RECRUITMENT MEDIA......Page 181 THE MEDIA PLAN......Page 184 THE ELEMENTS OF THE MESSAGE......Page 185 USING AN AGENCY......Page 186 THE SUPPLIERS NEEDED......Page 189 WHEN TO CONTRACT – AND SUBCONTRACT......Page 192 WHAT TO PAY......Page 197 TYPE OF SUPPLIER......Page 199 HOW TO SELECT......Page 201 Further Reading......Page 204 Index......Page 205 This comprehensive handbook takes you step-by-step through planning and implementing a successful advertising campaign. Fully updated, and including new material on advertising on the Internet, the book discusses every stage of this exciting, but often daunting process.Topics covered * strategy; * developing the most effective message; * planning and targeting; * space buying and advertisement production; * online advertising; * evaluation and budgeting; * suppliers and agencies. Complete with advice on how to make the most of any advertising budget, ""How to Produce Successful Advertising"" will direct you towards professionalism and practical expertise. This book is aimed at those who will use advertising and who require insight into the day-to-day practice of producing advertisements and planning them skillfully. A comprehensive handbook that takes the reader step-by-step through the planning and implementation of a successful advertising campaign. How to Produce Successful Advertising discusses every stage of the advertising process and this fully updated third edition also includes extensive coverage of advertising on the Internet. This highly practical text offers step-by-step guidance on making the most of your advertising budget by looking at setting precise objectives, defining the target, planning, selecting the best medium, developing the message etc