Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott.

By:

Percy, Larry

Contributor(s):

Elliott, Richard H [aut]

Material type:

TextPublication details: Oxford : Oxford University Press, 2016.Edition: Fifth editionDescription: xxiv, 429 p. : ill. b&w and col. ; 25 cmISBN:

9780198703655

Subject(s):

DDC classification:

659.1

Contents:

Pt. 1. Overview of Advertising and Promotion -- Ch. 1. What are Advertising and Promotion? -- Ch. 2. Perspectives on Advertising -- Ch. 3. Advertising across Cultural Borders -- Pt. 2. Planning Considerations -- Ch. 4. What it Takes for Successful Advertising and Promotion -- Ch. 5. The Strategic Planning Process -- Pt. 3. Developing the Strategic Plan -- Ch. 6. Selecting the Target Audience -- Ch. 7. Understanding Target Audience Decision Making -- Ch. 8. Determining the Best Positioning -- Ch. 9. Developing a Communication Strategy -- Ch. 10. Setting a Media Strategy -- Ch. 11. Digital Media -- Pt. 4. Making it Work -- Ch. 12. Processing the Message -- Ch. 13. Creative Tactics -- Ch. 14. Creative Execution -- Pt. 5. Integrating Advertising and Promotion -- Ch. 15. Sales Promotion and Broader Communication Mix -- Ch. 16. Campaign Strategy.

Summary: Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan. The most authoritative guide to strategic advertising management, with strong foundations in theory and a wide range of international examples. Presents numerous real life examples to illustrate how theory is applied, allowing students to gain a holistic appreciation of the strategic dimensions of advertising. Provides a unique international perspective that enables students to view advertising in the context of global business management.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	659.1 PER str (Browse shelf(Opens below))	Available	11431

Includes bibliographical references and index.

Pt. 1. Overview of Advertising and Promotion --
Ch. 1. What are Advertising and Promotion? --
Ch. 2. Perspectives on Advertising --
Ch. 3. Advertising across Cultural Borders --
Pt. 2. Planning Considerations --
Ch. 4. What it Takes for Successful Advertising and Promotion --
Ch. 5. The Strategic Planning Process --
Pt. 3. Developing the Strategic Plan --
Ch. 6. Selecting the Target Audience --
Ch. 7. Understanding Target Audience Decision Making --
Ch. 8. Determining the Best Positioning --
Ch. 9. Developing a Communication Strategy --
Ch. 10. Setting a Media Strategy --
Ch. 11. Digital Media --
Pt. 4. Making it Work --
Ch. 12. Processing the Message --
Ch. 13. Creative Tactics --
Ch. 14. Creative Execution --
Pt. 5. Integrating Advertising and Promotion --
Ch. 15. Sales Promotion and Broader Communication Mix --
Ch. 16. Campaign Strategy.

Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
The most authoritative guide to strategic advertising management, with strong foundations in theory and a wide range of international examples.
Presents numerous real life examples to illustrate how theory is applied, allowing students to gain a holistic appreciation of the strategic dimensions of advertising.
Provides a unique international perspective that enables students to view advertising in the context of global business management.

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