Account planning, 6
Advertising
attitude, 14–15
behavior, 15–16
creativity in, 7–9
entertraining, 10–12
informative, 9–12
memory, 12–14
new meanings of, 3–5
strategy in, 5–7
traditional definition, 1–2
Attitude, 14–15
Attribute framing, 83
Back translation, 69
Behavior, 15–16
Behavioral segmentation, 45
Business value proposition
individualized strategy, 55–57
standardized strategy, 31–33
targeted strategy, 43–46
Collectivistic tendency, 60
Consumer insights
content matching, 79–82
delivering information, 84–86
do’s and don’ts, 86–89
framing effects, 82–84
individualized strategy, 61–62
standardized strategy, 34–37
targeted strategy, 48–50
Consumers’ expectation
individualized strategy, 58–61
standardized strategy, 33–34
targeted strategy, ...
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