1

don’t think like a consumer

why this style?

Evaluation of how strategic and creative decisions contribute to the development of effective advertising

Critical evaluation of individual media as part of advertising strategy

see Module Handbook for recommended texts

Company plan sets overall objectives - usually sales or

market share based and linked to profit

Advertising plan developed by marketer and advertising agency

exposure

exposure

Budgets available for production and media

Competitors and their marketing and advertising

Simplistic, clichéd conclusions and objectives are useless

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson

Go to Library Online and look for recent articles in academic journals (via

EBSCO and Emerald) and on WARC using “advertising strategy” as your

search words.