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Explores the ways in which any company or organization can discover and develop an effective communications strategy, and how, after settling on a strategy, the company can be sure it has been properly executed. Concentrates on the processes underlying the development of effective communications strategies and the feedback processes that assure the advertiser that the advertising is working as intended. The central concept is the use of market segmentation in general, and benefit segmentation in particular. Features numerous segmentation grids and a benefit segmentation exercise.

Tabla de contenidos provista por Syndetics

• Premises of Market Segmentation
• Models of the Communication Process
• Measuring Attitudes and Images
• Constructing an Image Measurement Tool
• Developing Effective Communications Strategies
• Conducting Attitude Segmentation Research
• Benefit Segmentation Premises
• Benefit Segmentation Methodology
• Interpreting Segmentation Study Results
• Presenting Results and Beginning Follow-Through Activities
• Copy Research Follow-Through
• Media Planning and Other Forms of Follow-Through
• Successful Benefit Segmentation Case Histories
• An Overview of Attitude Segmentation Research
• Appendixes

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CHOICE Review

Haley (University of New Hampshire) researches the development, execution, and effect on the marketplace of advertising programs. The author prefaces the discussion by indicating that this book represents a personal viewpoint based on experimental evidence and experience from over 120 benefit segmentation studies. The writing style is clear, and the chapters are filled with charts, graphs, and pictorials; Haley provides many examples of actual advertising studies and campaigns, as well as references to additional readings. The presentation assumes a knowledge of the theory and practice of contemporary advertising and is designed to communicate state-of-the-art ideas to marketing managers. A topic and author index are provided. Although no formal bibliography is provided, the author cites references that may be useful for additional research. Although the intended market for this work is the marketing professional, it would be useful to upper-level and graduate students and would serve as an excellent reference source on the topic. Public libraries with extensive business collections should also consider acquiring this publication.-S.R. Kahn, University of Cincinnati