TY  - BOOK
AU  - Percy,Larry
AU  - Elliott,Richard H.
TI  - Strategic advertising management
SN  - 9780198703655
U1  - 659.1 
PY  - 2016///
CY  - Oxford
PB  - Oxford University Press
KW  - Sales promotion
KW  - Advertising
KW  - Management
KW  - Strategic planning
KW  - Communication in marketing
N1  - 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
N2  - 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
ER  -