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

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Previous	659.1 JUG adv Advertising management /	659.1 MAC adv Advertising /	659.1 MOR adv Advertising & IMC : principles & practice	659.1 PER str Strategic advertising management /	659.1 YES adv Advertising /	659.1 YOU ogi Ogilvy on advertising in the digital age	659.101 DU adv The advertised mind :	Next

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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