Advertising and Marketing

Table of Contents


Introduction to Advertising and Marketing
1. Fit for Competitive Advantage
2. Ideas that Create Value
3. Sell the Benefit!
4. Know Your Target Consumer
5. Six Steps to Doing Almost Anything
6. Leadership and Creative Disagreement
7. Core Competencies and Competitive Advantage
8. Murphy's Law
9. Brand Personality and Packaging
10. Reputation as an Intangible Asset
11. Cause/Brand Alliance
12. Product Placement and Celebrity Endorsement
13. Supply Chain Management
14. Managing Outside Pressure
15. Creating Your Website
16. Remembering Your Target Consumer
17. Choosing Your Advertising Media
18. Selecting Your Models and Spokesmen
19. Writing Advertising Copy
20. Mistakes to Avoid in Writing Copy
21. Designing Radio Advertisements
22. Blocking Your Advertising Images
23. Designing TV and Video Advertisements
24. Guerrilla Marketing on the Internet
25. Writing a News Release