[Matching item] Strategic advertising management [electronic resource] / Larry Percy, John R. Rossiter, Richard Elliott. [Matching item] Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott. Oxford, United Kingdom: Oxford University Press. Read D0wnl0ad Online Free Now eBook Strategic Advertising Management By Larry Percy Richard Rosenbaum. Elliott PDF EBOOK EPUB site. Strategic Advertising Management. It comments first on the characteristics of the text before discussing its strengths and weaknesses. Structure and Content of.
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Request PDF on ResearchGate | On Dec 31, , Janet Hoek and others published Strategic Advertising Management. PDF | The aim of this study is to analyse the advertising strategy on the transportation and storage market in the Czech Republic. The study. Download Strategic Advertising Management free pdf, Download Strategic Advertising Advertising Management Ebook Download, Free Strategic Advertising.
They identified four broad classes of model: cognitive information models, pure affect models, hierarchy of effect models, integrative models and hierarchy-free models.
Steps in Advertising Process
For example, an advertisement in the Yellow Pages or an online directory means that the consumer does not have to travel from store to store in search of a product or service.
Consumers process this information at a cognitive level before forming an attitude to the brand and download intent. A cognition is any thought that surfaces during the elaboration of the information.
Cognitive information models are also known as the central route to persuasion. When consumers view an advertisement, they not only develop attitudes towards the advertisement and the advertiser, but also develop feelings and beliefs about the brand being advertised.
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These models suggest that simple exposure is to a brand is sufficient to generate download intention. Exposure in the form of advertising messages leads to an attitude to the advertisement Aad which transfers to the attitude to the brand Ab without any further cognitive processing. Exposure it not restricted to physical contact; rather it can refer to any brand-related contact such as advertising, promotion or virtual brands on websites. In addition, ad liking and advertiser credibility, may be especially important for corporate image advertising compared to product-related advertising.
The common theme among these models is that advertising operates as a stimulus and the download decision is a response. Some authors have argued that, for advertising purposes, the hierarchical models have dominated advertising theory,  and that, of these models, the AIDA model is one of the most widely applied.
Thus the hierarchy of effects models all include Cognition C - Affect A - Behaviour B as the core steps in the underlying behavioral sequence. The basic AIDA model is one of the longest serving models. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes Cognition- Affect- Behaviour. The process of moving consumers from download intention to actual sales is known as conversion.
While advertising is an excellent tool for creating awareness, brand attitude and download intent, it usually requires support from other elements in the promotion mix and the marketing program to convert download intent into an actual sale. In order to penetrate markets, it is essential that high levels of awareness are created as early as possible in a product or brand life-cycle.
For new products, the main advertising objective should be to create awareness with a broad cross-section of the potential market as quickly as practical. When the desired levels of awareness have been attained, the promotional effort should shift to stimulating interest, desire or conviction.
The number of potential downloadrs decreases as the product moves through the natural sales cycle in an effect likened to a funnel. Early in the campaign, the marketers should attempt to reach as many potential downloaders as possible with high impact messages. Later in the cycle, and as the number of prospects becomes smaller, the marketer can employ more tightly targeted promotional activities such as personal selling, direct mail and email directed at those individuals or sub-segments more likely to exhibit a genuine interest in the product or brand.
Integrative models[ edit ] Integrative models assume that consumers process advertising information via two paths — both cognitive thinking and affective feeling simultaneously. These models seek to combine the type of download with the consumer's dominant mode of processing.
That is, aligning the message framing with the recipient's personality profile may play an important role in ensuring the success of that message. In a recent experiment, five advertisements each designed to target one of the five personality traits were constructed for a single product.
Many see the client's marketing objectives. There can planning yet they don't have account planners: they just call them researchers be an instinctive suspicion of research Kendrick and Dee, Industry stalwarts which, creative staff feel, impairs their such as David Ogilvy and Stephen King creativity rather than enhances it.
Kover in Crosier et al. The idea of creative executions rather than to the use of account planning has proved popular in qualitative data to contribute to the creative advertising and beyond in connected fields development process. This is an illustration such as brand consulting and commercial of the confusion that can exist regarding the consumer research. However, it is still scope and methods of the research role in often assumed to be a research function set advertising development.
The quote above apart from strategic and creative might reflect a comment often repeated by development. In many agencies today US-based account planners concerning the account planners remain locked into this copy-testing ethos of US agencies. Where servicing role and find themselves frustrated research findings were invoked they often if they attempt to input their insights into the derived from quasi-experimental copy- creative and strategic development of testing methods that creative staff found advertising.
In fact, it is clear from crude and simplistic, as the above quote publications such as Pollitt and attests.
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Creative staff, in contrast, work to Feldwick that the account planning their own implicit theories of the consumer role was conceived as an attempt to expressly and formally integrate research insights and of communication Kover, They into this process. Confusingly, not only are feel that, in order for ads to successfully account planners often mistakenly regarded communicate, they must establish an as researchers servicing the account team emotional connection with the consumer that from a semi-detached position outside the is not reflected in the industry bias towards advertising development process, they are measuring rational aspects of consumer also sometimes pejoratively regarded as response to ads.
The ads with responsibility for it from creative staff. This second misunderstanding has way to inform creative development.
The account planning role can, Many creatives draw no distinction between perhaps, be understood more easily as a different kinds or styles of research. One striking issue that emerged was It seems, then, that current industry the extent to which account planners may perceptions of account planning in relation have to be content with others taking the to its ownership over the research function plaudits for advertising which they have are confused and contradictory. First, there played an important role in developing.
They impair and inhibit creativity. This point of had, they felt, been central to the view might itself rest on a stereotypical view development of the creative theme. However, of the kind of research that is possible. If this was not acknowledged publicly since research findings become bound up with they had to use subtle methods of suggestion account team power games then there is little in order to get the concept adopted by hope of a proper integration of research with creative staff.
In one leading UK agency the creative advertising development. The head of planning had, he claimed, mentioned research function then retains its passive in a planning meeting that he knew of character and exists as a resource to be females who stole or borrowed items because selectively drawn upon by account they wanted to match the colour for home management, perhaps to support decisions decorating.
This was a novel insight that he they have already made. Finally there is a view that item if it was a relatively trivial and low-cost. They lack a strong creative platform for a high profile TV professional identity and therefore suffer advertising campaign in the UK for a major from a lack of credibility.
This problem has household paint brand.
[PDF] Strategic Advertising Management Read Full Ebook
The implication seemed to be that if account planners' role in integrating value, have no genuine part in the creative consumer insight into creative advertising advertising development process. That was, that consumers of circumstantial and anecdotal evidence that motors cars have little idea of the actual account planning can prove decisive in relative prices different brands, yet they also enhancing the effectiveness of advertising.
The brand to be useful in view of the continued success in question was considered by consumers, of international agencies that espouse it.
His comment also development expensive as you think''. The insight formed the of the planner.
This acceptance made it central platform of the creative work and this possible for him to contribute substantively platform resulted in numerous executions in to the creative advertising development a highly successful campaign.
Again, while process. Of some 22 fully or partially planners would not receive public transcribed depth interviews with account recognition since the creative work resides team professionals in top international in the portfolio of the responsible creative agencies every interviewee emphasised their team.
This, perhaps, reflected the advertising development process. It might also creative ideas is a highly contentious matter have reflected the intuitive plausibility of the in agencies. Indeed, creative staff sometimes account planning idea. However, the engage in Machiavellian strategies to comments also revealed that the maintain this sense of ownership and to implementation of account planning was deflect the claims of other account team highly problematic. While some agencies members Kover and Goldberg, It seemed to be well aware of the potential seems clear that if account planners wish to commercial value of espousing the make enhancing the work their priority they philosophy they were much less sure of how must accept that the success and creativity of to effectively instil account planning the work may well be claimed by, and principles in a way in which account teams attributed to, the creative team and not to the took them onboard sincerely and enacted planner.
They also need to accept that their them effectively. One planner interviewed maintained that Account planners as consumer her input was restricted to relatively trivial insight professionals? Another several benefits from adopting an account planner was particularly sceptical of the planning ethos.
Pragmatically they may sincerity with which agencies espoused the acquire some distinctiveness and account planning philosophy: he claimed differentiation for their agency brand. It was evident from other themselves. Agencies often try to position account planners' comments in interviews themselves competitively in terms of a that their contribution can be simply particular philosophy of advertising practice disregarded in some agencies where the West, ; West and Ford, In such agencies a way of selling their services to circumstances it can be very difficult, or clients more powerfully.
In regard to the impossible, for account planners to make any internal process of creative advertising meaningful contribution to the creative development there is anecdotal evidence that advertising development process.
In this one effectiveness of the process. However, this is word he captured the experience of being an not accepted by all in the industry and the account planner in an agency in which other issues are obscured by a fog of [ ] Chris Hackley misunderstanding and perceived divergence It has been suggested above that one of the From consumer insight to of interests.
There The skills and knowledge base of account might be a role for qualitative data planners interpretation in a putative account planning One possible reason for the widespread curriculum.
There planners to fulfil this role might be is no accepted industry curriculum for the acknowledged and, perhaps, codified in training of account planners although some industry training courses.
Account planners tend planner to have diverse educational backgrounds.Thirdly, planning: a history, description and and following from the second precept, the evaluation of its use in US agencies'', in Reid, pre-eminence of quantitative research data is L.
These form a 2 X 2 matrix with four cells representing the different types of advertising effects. Outsourcing to an external agency allows marketers to obtain highly specialised strategic, research and planning skills, access to top creative talent and provides an independent perspective on marketing or advertising problems. Creativity can be challenging Minimal frequency Limited reach. download Intention Low-involvement decision High-involvement decision.