Advertising

  1. Advertising Strategy and Planning
    1. The Advertising Plan
      1. Situation Analysis
        1. SWOT Analysis
          1. Strengths
            1. Weaknesses
              1. Opportunities
                1. Threats
                2. Competitor Analysis
                  1. Identifying Key Competitors
                    1. Analyzing Competitor Strategies
                      1. Competitive Positioning
                      2. Market Analysis
                        1. Market Size and Growth
                          1. Customer Needs and Preferences
                            1. Market Share Analysis
                        2. Understanding the Target Audience
                          1. Market Segmentation
                            1. Geographic Segmentation
                              1. Demographic Segmentation
                                1. Psychographic Segmentation
                                  1. Behavioral Segmentation
                                    1. Benefit Segmentation
                                    2. Creating Consumer Personas
                                      1. Demographic Profiles
                                        1. Psychographic Profiles
                                          1. Buying Motivations
                                            1. Media Consumption Habits
                                              1. Pain Points and Challenges
                                              2. Consumer Research Methods
                                                1. Primary Research
                                                  1. Secondary Research
                                                    1. Qualitative Research
                                                      1. Quantitative Research
                                                    2. Setting Advertising Objectives
                                                      1. The Hierarchy of Effects Model
                                                        1. Awareness
                                                          1. Knowledge
                                                            1. Liking
                                                              1. Preference
                                                                1. Conviction
                                                                  1. Purchase
                                                                  2. SMART Goals
                                                                    1. Specific
                                                                      1. Measurable
                                                                        1. Achievable
                                                                          1. Relevant
                                                                            1. Time-bound
                                                                            2. Types of Objectives
                                                                              1. Communication Objectives
                                                                                1. Sales Objectives
                                                                                  1. Behavioral Objectives
                                                                                    1. Brand Building Objectives
                                                                                  2. Budgeting for Advertising
                                                                                    1. Budgeting Methods
                                                                                      1. Percentage of Sales Method
                                                                                        1. Competitive Parity Method
                                                                                          1. Objective-and-Task Method
                                                                                            1. Affordable Method
                                                                                              1. Return on Investment Method
                                                                                              2. Budget Allocation
                                                                                                1. Media Mix Allocation
                                                                                                  1. Geographic Allocation
                                                                                                    1. Timing Allocation
                                                                                                      1. Creative vs. Media Allocation
                                                                                                      2. Monitoring and Adjusting Budgets
                                                                                                      3. Positioning and Brand Strategy
                                                                                                        1. Brand Positioning Concepts
                                                                                                          1. Unique Selling Proposition (USP)
                                                                                                            1. Brand Personality Development
                                                                                                              1. Competitive Positioning
                                                                                                                1. Repositioning Strategies

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                                                                                                              2. Consumer Psychology and Behavior

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                                                                                                              4. Creative Strategy and Development