Advertising Strategy (updated Sixth Edition)

For many brands and organizations, advertising is an essential avenue to build their reputation, communicate value, and encourage product trial. Unfortunately, advertising can be a costly and overwhelming endeavor. Even the mere thought of advertising can be intimidating, which can leave some people feeling stuck on the middle of a road to nowhere. Fortunately, advertising does not have to be this way.

This book guides the reader by offering essential frameworks to navigate the labyrinth of advertising. Specifically, the author focuses on the strategic planning, execution, and evaluation of ads. Incorporating both academic research and business practices, this 6th edition helps the readers harness strategic frameworks to plan a journey toward success.

Importantly, the author empowers readers to ask the right questions, acquire relevant data, and perform analyses to solve their own problems through strategic thinking and empirical rigor. The end result is that, by following the principles in this book, readers will avoid getting lost on circuitous roads and find themselves on an open highway to succes.

Dr. Derek D. Rucker is the Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School of Management, Northwestern University. He is the author of over 130 academic works. His research aims to inform advertising effectiveness, consumer behavior and human behavior. His teaching focuses on training and preparing the next generation of "strategists" to guide brands and organizations to success.