Behind Powerful Brands: From Strategy To Campaign

Written by the author of 'What`s in a Brand', this book makes out a case for careful planning of the advertising budget and provides tips to do it successfully. Examples and illustrations from the world of advertising have been described to explain: How advertising works; Formulating the strategy; Creative ideas and pre-testing; Budget optimization ; Reducing waste in tactical media development; Retail distribution and improved efficiency This book provides insights for advertising media planners and the creative heads, into budget allocation for maximum penetration and sales