How to Develop a Successful Advertising Plan

How to Develop a Successful Advertising Plan is a first-rate guide to creating original advertising and putting it into action through a comprehensive advertising plan. Completely revised and updated, this new edition covers it all - from generating ideas, to market research and marketing planning, to creative strategy development, to managing advertising media, the Advertising Business in Turmoil, Marketing Planning, Finding Your Customers, Developing a Creative Strategy, Advertising for Retail Stores, Understanding Media, Advertising Budgeting and Measuring Results.
Through a dynamic selection of winning advertising - drawn from national, international, local, consumer, business, and retail campaigns - James Taylor gives an inside look at how top campaigns are created and explains why they work.
A complete resource for ideas, practical tips and expert advice, How to Develop a Successful Advertising Plan is must reading for every advertising and marketing professional and student.