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     ADVERTISING STRATEGY

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~ ..ADVERTISING STRATEGY

~ ...... Advertising Purpose

~ ...... Advertising power

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~ ...... Defining advertising goals

~ ...... Major advertising decisions

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~ .... ADVERTISING BUDGET DECISIONS

~ ...... Static methods for budgets

~ ...... i. "Affordable" method

~ ...... ii. Percentage-of-sales method

~ ...... iii. Competitive-parity method

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~ .... HISTORIC MARKETING COSTS & MARGINS

~ ...... SALES COSTS

~ ...... DISTRIBUTION & HANDLING COSTS

~ ...... ADVERTISING COSTS

~ ...... AFTER-SALES COSTS

~ ...... TOTAL MARKETING COSTS

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~ .... HISTORIC MARKETING COST RATIOS & MARGINS

~ ...... PROFIT RATIOS

~ ...... MARKETING RATIO

~ ...... MARKETING OPERATIONAL RATIOS

~ ...... MARKETING COSTS

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~ .... MARKETING COSTS FORECAST

~ ...... SALES COSTS FORECAST

~ ...... DISTRIBUTION & HANDLING COSTS FORECAST

~ ...... ADVERTISING COSTS FORECAST

~ ...... AFTER-SALES COSTS FORECAST

~ ...... TOTAL MARKETING COSTS FORECAST

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~ .... MARKETING MARGINS & RATIOS FORECAST

~ ...... PROFIT RATIOS FORECAST

~ ...... MARKETING RATIOS FORECAST

~ ...... MARKETING OPERATIONAL RATIOS FORECAST

~ ...... MARKETING FACTORS FORECAST

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~ ...... iv. Objective-and-task method

~ ...... Dynamic models for Budgets

~ ...... i. Sales-response & decay models

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~ ...... ii. Communication Stage models

~ ...... iii. Adaptive-control models

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~ ...... iv. Competitive Share models

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~ ............ ADVERTISING STRATEGY APPRAISAL

~ ~ ...... Advertising Budget Setting Procedures

~ ~ ...... Advertising Goal & Target Formulation

~ ~ ...... Advertising Competitiveness

~ ~ ...... Advertising Objectives & Tasks

~ ~ ...... Dynamic Advertising Planning

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ ............ ADVERTISING COSTS

~ ~ ...... Mail & Direct Mail Advertising

~ ~ ...... Media Advertising

~ ~ ...... Advertising Materials

~ ~ ...... Merchandising / POS

~ ~ ...... Publicity : P.R. : Exhibitions

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... ADVERTISING MESSAGE GENERATION

~ ...... Message generation

~ ...... Message Evaluation & Selection

~ ...... Message Execution

~ ...... Creating Advertisements

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~ ............ ADVERTISING MESSAGE

~ ~ ...... Message Generation Efficiency

~ ~ ...... Message Evaluation

~ ~ ...... Message Execution: Structure

~ ~ ...... Message Execution: Development

~ ~ ...... Message Creativity

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... ADVERTISING TIMING

~ ...... Macro-scheduling problem

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~ ...... Micro-scheduling problem

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~ ............ ADVERTISING MONITORING

~ ~ ...... Ad. Agency: Monitoring

~ ~ ...... Ad. Agency: Research Techniques

~ ~ ...... In-House: Ad Agency Monitoring

~ ~ ...... In-House: Advertising Monitoring

~ ~ ...... In-House: Advertising Research Techniques

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... ADVERTISING EFFECTIVENESS

~ ...... Communication Effect Research

~ ...... i. Direct ratings

~ ...... ii. Portfolio tests

~ ...... iii. Laboratory tests

~ ...... iv. Recall tests

~ ...... v. Recognition tests

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~ ...... PORTFOLIO TEST RATING

~ ...... Sales Effect Research

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~ ............ ADVERTISING RATING

~ ~ ...... Attention Strengths

~ ~ ...... Read-Through Strengths

~ ~ ...... Cognitive Strengths

~ ~ ...... Affective Strengths

~ ~ ...... Behavioral Strengths

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... ADVERTISING COMMUNICATION

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~ .... PERSUASION PROCESSES

~ ...... RHETORICAL MODEL

~ ...... PROPAGANDA MODEL

~ ...... NEGOTIATION MODEL

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~ .... COMMUNICATION DECISIONS

~ ...... The Communications Model

~ ...... Audience

~ ...... i. Audience response models

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~ ...... ii. Audience characteristics

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~ ............ AUDIENCE & CHANNEL RATING

~ ~ ...... Audience Response Rating

~ ~ ...... Audience Characteristic Recognition Rating

~ ~ ...... Audience Image Recognition Rating

~ ~ ...... Channel Personal Influence Rating

~ ~ ...... Channel Non-Personal Influence Rating

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ ...... iii. Audience image

~ ...... Channels

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~ ...... i. Personal Channels

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~ ...... ii. Non-Personal Channels

~ ...... Message

~ ...... i. Message function

~ ...... ii. Message Effects

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~ ...... iii. Message structure

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~ ...... Communicator

~ ...... i. Source credibility

~ ...... ii. Source incongruity

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~ ............ ADVERTISING MESSAGE RATING

~ ~ ...... Message Function Rating

~ ~ ...... Message Structure Rating

~ ~ ...... Source Expertness

~ ~ ...... Source Trustworthiness

~ ~ ...... Source Likability

~ ~ ............ Operations

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~ ~ ............ Markets & Trade Cell

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~ ~ ............ Products

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~ ~ ............ Competitors

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~ .... HISTORIC FINANCIAL DATA

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~ .... Historic Balance Sheet

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~ ~ ...... Historic Costs & Margins

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~ ~ ........ Historic Financial Ratios & Margins

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~ ~ .......... Historic Operational Ratios & Margins

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~ .... Financial forecast notes

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~ .... ADVERTISING STRATEGY FINANCIAL FORECASTS : Current to 2028

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~ .... Base Forecast : Best Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Best Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Best Market Scenario Financial Ratios

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~ .......... Base Forecast : Best Market Scenario Operational Margins

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~ .... Base Forecast : Median Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Median Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Median Market Scenario Financial Ratios

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~ .......... Base Forecast : Median Market Scenario Operational Margins

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~ .... Base Forecast : Worst Market Scenario Balance Sheet Forecast

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~ ...... Base Forecast : Worst Market Scenario Operational Costs Forecast

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~ ........ Base Forecast : Worst Market Scenario Financial Ratios

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~ .......... Base Forecast : Worst Market Scenario Operational Margins

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~ .... Marketing Expenditure Balance Sheet Forecast

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~ ...... Marketing Expenditure Operational Costs Forecast

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~ ........ Marketing Expenditure Financial Ratios

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~ .......... Marketing Expenditure Operational Margins

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~ .... Variable Marketing Cost Objectives Balance Sheet Forecast

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~ ...... Variable Marketing Cost Objectives Operational Costs Forecast

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~ ........ Variable Marketing Cost Objectives Financial Ratios

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~ .......... Variable Marketing Cost Objectives Operational Margins

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~ .... General Marketing Process Cost Objectives Balance Sheet Forecast

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~ ...... General Marketing Process Cost Objectives Operational Costs Forecast

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~ ........ General Marketing Process Cost Objectives Financial Ratios

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~ .......... General Marketing Process Cost Objectives Operational Margins

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~ .... Advertising Cost Objectives Balance Sheet Forecast

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~ ...... Advertising Cost Objectives Operational Costs Forecast

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~ ........ Advertising Cost Objectives Financial Ratios

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~ .......... Advertising Cost Objectives Operational Margins

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~ .... Promotional Expenditure Balance Sheet Forecast

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~ ...... Promotional Expenditure Operational Costs Forecast

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~ ........ Promotional Expenditure Financial Ratios

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~ .......... Promotional Expenditure Operational Margins

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~ .... Financial data definitions

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