Part two: building the brand: Developing the brand strategy-- Designing the brand-- Communicating

strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary

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

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

Part One: Strategy. Creating an Advertising Strategy ; Researching Your Client's Product

-- Managing creativity in advertising and integrated brand promotion -- Creative message strategy -- Executing

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

Four Basic Functions of an Advertising Strategy -- The Strategy in Action: A Facilitated Critique

Basic tools -- The strategy -- Print -- The campaign -- The tagline -- Generating strategies and

Planning and Strategy. The client ; Market research ; Account planning ; The creative brief -- The Creative

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

advertising strategy -- Research : gathering information for advertising planning -- Marketing and advertising