Advertising Strategy: A 360 Degree Brand Approach

Advertising Strategy: A 360 Degree Brand Approach provides a comprehensive approach to all the factors in crafting a successful advertising strategy. Filled with current brand examples, the entire book is devoted to strategy, with an emphasis on “how to do it” as opposed to “what it is.”

The organization of Advertising Strategy works from the inside out to connect all strategic decisions. The brand is at the center. Marketing decisions are the first layer of strategic decisions. Consumer insight forms the next layer, the central idea the next, and then the message and media strategies form the final layer. The overall result is a comprehensive guide to building successful strategy.

The book’s easy-to-read style and logical format make it ideal for course adoption, and students as well as professionals will benefit from the variety of real-world examples.

Key content includes:

▪ Psychological foundations of brands and persuasion
▪ Discussion of both promotion and protection of the brand
▪ Several chapters devoted to digital and social media strategy
▪ Review questions and additional resources provided in each chapter.

About the Authors

Larry Kelley is a 25 year advertising industry veteran and is a Professor of Advertising at the University of Houston. He most recently was Executive Vice President, Chief Planning Officer of FKM and has served in senior management roles for BBDO, Bozell & Jacobs and the Bloom Agency. He is the author or co-author of eight books adopted by more than 75 college/university programs around the world.

Kim Bartel Sheehan is a Professor at the University of Oregon where she also directs the Honors Program in the School of Journalism and Communication. She has over twelve years of agency experience on accounts including McDonald’s and Kraft. She is the author or co-author of eleven books and dozens of academic articles in journals such as First Monday, Journal of Advertising, and more.