ABSTRACT
This chapter considers how advertising is planned and explores the important elements within the development of advertising strategy. It begins by outlining how brands position themselves and discusses the main types of brand position. This is followed by a discussion of the role of objectives and the setting of clear goals for a campaign. Budget setting is considered, and the main methods of how advertising budgets are agreed upon are outlined. The roles of targeting, insight and understanding the consumer journey are discussed to highlight the importance of these factors in the process. Finally, the chapter concludes with an overview of measurement.
