Marketing and promotional strategy / Gelder, Darren.

Advertising and sales promotion strategy / Tellis, Gerard J., 1950-

-- Communication strategy and advertising strategy -- Advertising strategy and creative development -- Media and

marketing communications planning -- Advertising agencies : organising creative work -- Strategy and

: planning and development -- Creative strategy: implementation and evaluation -- Media planning and strategy

strategy and execution -- 10. Media and contact strategy -- 11. Media choices: evaluating media options

Chapter 9: Creative Strategy: Implementation and Evaluation Chapter 10: Media Planning and Strategy

consideration to issues of culture in respect of advertising strategy and execution. Case studies have been

program. 8. Creative strategy: Planning and development -- 9. Creative strategy: Implementation and

strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics

COMMUNICATIONS PROGRAM. Ch. 8. Creative Strategy: Planning and Development -- Ch. 9. Creative Strategy

-of-purchase materials -- Overview of advertising management -- Creative advertising strategy -- Endorsers and message