This highly practical text offers step-by-step guidance on making the most of your advertising budget by looking at setting precise objectives, defining the target, planning, selecting the best medium, developing the message etc.

Develop sound advertising plans and successfully implement your strategies following the tips and techniques presented in nine easy-to-use chapters. Includes illustrations, worksheets, planning documents, and case studies.

Here is everything you need to know for a disciplined, comprehensive 'real world' marketing plan to help your company thrive and grow. New chapters on locking target market and marketing objectives to sales, setting communication goals, executing the plan, and market research and testing add even more valuable and detailed insight into the planning process.