Strategic Advertising Management (Paperback, 6 Revised edition)

Part One: overview of Advertising and Promotion
1: What are Advertising and Promotion?
2: Perspectives on Advertising
3: Advertising across Cultural Borders

Part Two: Planning Considerations
4: What it Takes for Successful Advertising and Promotion
5: The Strategic Planning Process

Part Three: Developing the Strategic Plan
6: Selecting the Target Audience
7: Understanding Target Audience Decision Making
8: Determining the Best Positioning
9: Developing a Communication Strategy
10: Media Strategy 11: Digital Media

Part Four: Making it Work
12: Processing the Message
13: Creative Tactics
14: Creative Execution

Part Five: Integrating Advertising and Promotion
15: Sales Promotion and Broader Communication Mix
16: Campaign Strategy