Advertising Strategy
Edition: 6
Copyright: 2022
Pages: 298
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For many brands and organizations, advertising is an essential avenue to build their reputation, communicate value, and encourage product trial. Unfortunately, advertising can be a costly and overwhelming endeavor. Even the mere thought of advertising can be intimidating, which can leave some people feeling stuck on the middle of a road to nowhere. Fortunately, advertising does not have to be this way. This book guides the reader by offering essential frameworks to navigate the labyrinth of advertising. Specifically, the author focuses on the strategic planning, execution, and evaluation of ads. Incorporating both academic research and business practices, this 6th Edition helps the readers harness strategic frameworks to plan a journey toward success. Importantly, the author empowers readers to ask the right questions, acquire relevant data, and perform analyses to solve their own problems through strategic thinking and empirical rigor. The end result is that, by following the principles in this book, readers will avoid getting lost on circuitous roads and find themselves on an open highway to success.
About the Author
Acknowledgements
Introduction
Chapter 1: The Creative Brief
Chapter 2: Setting Objectives
Chapter 3: Segmentation and Targeting
Chapter 4: Consumer Insights
Chapter 5: Paths to Persuasion
Chapter 6: Insights about Information Diffusion
Chapter 7: Brand Positioning
Chapter 8: Sustaining a Brand’s Position
Chapter 9: Media Landscape and Channel Selection
Chapter 10: Media Planning
Chapter 11: Creative Execution
Chapter 12: Test and Measurement
Chapter 13: Evaluation of Creative Work
Conclusion
Appendix: Client and Agency Roles
Index
Derek D. Rucker is the Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management, Northwestern University. As a tenured faculty member, Professor Rucker is driven by an intellectual curiosity and a desire to mentor that permeates both his research and teaching.
Professor Rucker’s research broadly focuses on understanding advertising and consumer behavior. Within these domains, he specializes in exploring persuasion processes, compensatory consumption, social rank, and word-of-mouth behavior. He has published more than a hundred academic works across these and other topics. His papers appear in scholarly outlets such as the Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Personality and Social Psychology, and Nature Human Behavior. In recognition of his contributions, Professor Rucker has been honored with an early career award by the Society of Consumer Psychology and is a Fellow of the Society for Personality and Social Psychology.
Professor Rucker’s teaching expertise focuses on advertising strategy and marketing. He has channeled his passion for the subject to create and deliver content in Kellogg’s Full-Time MBA program, Kellogg’s Executive MBA program, and Kellogg’s Executive Education courses. Fueled by his students, Professor Rucker has written both books and cases to educate the next generation of thought leaders. His cases, all written in conjunction with Kellogg alumni, include the success stories of the Laughing Cow, Merrick, Modelo, and Old Spice brands. In recognition of his efforts, Professor Rucker has been the recipient of Kellogg’s Top Elective Professor Award and Kellogg’s Sidney J. Levy Teaching Award