Chapter 3 Advertising Planning3.1 Advertising Strategy1. Questions:1. What is the advertising strategy? The way how the advertising objective is to be attained An integration of the elements of the creative mix2. What elements does the marketing mix include? 4Ps: product, price, place, promotion Promotional mix: personal selling, advertising, public relations, sales promotion3. What is the advertising creative mix? Advertising message ( copy, art, production), targ
