Essentials of Advertising Strategy

Praise From Industry Leaders "The authors tell the secrets of how crafted advertising strategies can deliver both creative and sales. My next advertising will pay attention to their admonitions. -- Roy T. Bergold, Jr. Vice President, Creative McDonald's Corporation "Marcom people have simply got to shift from a tactical focus to a strategic focus if they ever hope to move the function from the expendable cost side of the ledger to the higher-value investment side. Essentials of Advertising Strategy explains how." -- Robert F. Lauterborn James L. Knight Professor of Advertising School of Journalism and Mass Communication University of North Carolina at Chapel Hill "Essentials of Advertising Strategy succinctly positions advertising in a contemporary matrix of marketing, promotion, and consumer behavior. It is an excellent reference for the seasoned professional as well as a superb supplement for students studying advertising and marketing. -- J. Thomas Russell Dean College of Journalism and Mass Communication University of Georgia "The authors have delivered a contemporary attitude and deep understanding of what advertising is all about these days . . . getting results. Additionally, their probing look at the other marketing communication tools, such as promotion, planning, etc., is refreshing! -- Joseph P. Flanagan President IMPACT "This latest edition works from the cornerstones that have guided so many of today's most successful marketing professionals. The view has been 'refreshed' with the latest thinking and experiences and is an important tool for all of us--experienced or new. " -- Adrian J. R. Smith Managing Partner Worldwide Marketing Arthur Andersen LLP