2

What effect does what we know about the target market have on

the messages we want to communicate?

What would be the most effective creative strategy?

Which media would be the best choices for carrying the advertising?

Percy and Elliott, 2009

Percy and Elliott, 2009

Percy and Elliott, 2009

Percy and Elliott, 2009

Advertising Agency

Advertising is a means to an end

The final decision is theirs

Fletcher, W. (2010) Advertising: a very short introduction. Oxford: Oxford

University Press.

Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,

Oxford University Press.

Yeshin, T. (2006). Advertising. London: Thomson