Strategic advertising management /
Larry Percy, Richard Rosenbaum-Elliott.
- Fifth edition.
- Oxford : Oxford University Press, 2016.
- xxiv, 429 p. : ill. b&w and col. ; 25 cm.
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.
9780198703655
Sales promotion Advertising Advertising--Management Strategic planning Communication in marketing