Advertising and Direct Marketing

Advertising is any paid form of nonpersonal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform or persuade members of a particular audience. For many, advertising is the most familiar and visible element of the promotion mix. Because it can convey rich and dynamic images, advertising can establish and reinforce a distinctive brand identity.

Read entire excerpt here
http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit11.htm

Note: The above lecture notes were compiled by David Gerth. These materials are a composite of quotations, paraphrases, and ideas from Marketing: Real People, Real Choices, Solomon & Stuart, 2003, Prentice Hall; Contemporary Marketing, Boone & Kurtz, 2004, Thomson; Principles of Marketing, Kotler & Armstrong, 2004, Prentice Hall; Consumer Behavior, Schiffman & Kanuk, 2004, Prentice Hall; and David Gerth. They are only intended for the noncommercial use of students in David Gerth’s marketing classes for educational purposes.

How to Create An Advertising Strategy

Posted by Steven Lorin McNamara

"An advertising strategy should support the marketing plan, which in turn supports the company business plan. In the Real World you will rarely be handed a marketing or business plan. So you'll normally have to figure things out for yourself."

Read info here
http://www.adcracker.com/strategy/Advertising_Strategy.htm