The advertising handbook by Sean Brierley

By Sean Brierley

This publication unravels the how and why of ads and locations the in its social, political and historic context.

content material: Illustrations; Tables; Acknowledgements; advent; 1 construction to intake; 2 developing and segmenting markets; three "Discovering" shoppers; four advertisements and the promoting combine; five enterprise constructions; 6 The advertiser- business enterprise dating; 7 advertisements and the media; eight Media making plans and purchasing; nine Media learn; 10 the rules of persuasion; eleven The content material of persuasion; 12 varieties of persuasion; thirteen Measuring results; 14 Regulating ads; Postscript: advertisements in predicament; Workshop feedback for person and team paintings; Bibliography; Index.
summary: This ebook unravels the how and why of ads and locations the in its social, political and ancient context

Show description

Read Online or Download The advertising handbook PDF

Similar advertising books

A Technique for Producing Ideas (Advertising Age Classics Library)

A method for generating rules ,reveals an easy, brilliant idea-generation technique that has stood the attempt of time.

First awarded to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads pros and others seeking to jump-start their inventive juices, this strong advisor information a five-step strategy for amassing details, stimulating mind's eye, and recombining previous components into dramatic new ideas.

Underdog Advertising

Underdog advertisements is written for the small-to-midsize company that needs to compete opposed to greater businesses for revenues, marketplace proportion and model wisdom. in keeping with confirmed artistic and strategic advertisements rules that experience constructed and sophisticated over the past twenty-five years, the publication is helping smaller companies create and execute advertisements courses which are potent within the face of sturdy pageant.

Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business

Keep time and cash in construction, advertising and selling your online business With large contemporary shifts within the approach corporations are equipped, advertised, and monetized, those are "wild west" occasions for enterprise. during this new panorama, marketers and small enterprise proprietors even have an part in advertising with out spinning their wheels or going broke.

Extra info for The advertising handbook

Example text

Videoing is often used if the respondents have to do something such as using the products or examining a range of them. The respondents would also tell the interviewer what the most important factors in buying a product are: price, value for money, image, status, colour, taste, texture, after-sales service, availability of parts, safety, performance, reliability, impressing the neighbours. However, there are problems to this method as well. Consumers may say that they buy a brand for specific reasons but they may not be telling, or probably cannot remember, the exact reason why they bought a specific item.

Advertisers do not particularly like “innovators” because they are not supposed to be very “brand-loyal”. However, they are supposed to be good surrogates if you want to target the “followers”: these are people who are 32 THE ADVERTISING HANDBOOK supposed to be loyal and to copy the fashions of the innovators and fashionsetters. “Followers” are the lifestyle advertiser’s favourite consumers. “Empty nesters” are also favourites of the advertising world. They are usually middleaged couples whose children have grown up and left, are at a high point in their career, are coming to the end of their mortgages and have more disposable income as well as inheritance from deceased parents.

In 1985 8% of Guinness drinkers accounted for 35% of all Guinness sold (Douglas 1984:118). This may affect the advertising strategy, encouraging medium users to become heavy users and heavy users to become even heavier, for instance. When a new product or brand extension is launched, knowledge of the market is limited. Marketers use a shotgun launch, whereby the campaign is scattered over the widest possible range of consumers. The market settles down and research is conducted to find which types of consumers have been “hit”.

Download PDF sample

Rated 4.20 of 5 – based on 11 votes