| 000 | 02517nam a2200289 i 4500 | ||
|---|---|---|---|
| 003 | MIUC | ||
| 005 | 20200114093233.0 | ||
| 008 | 161230s2016 enka 001 0 eng | ||
| 020 | _a9780198703655 | ||
| 040 |
_aMIUC _beng _cMIUC |
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| 082 | 0 | _a659.1 | |
| 100 | 1 |
_92864 _aPercy, Larry |
|
| 245 | 1 | 0 |
_aStrategic advertising management / _cLarry Percy, Richard Rosenbaum-Elliott. |
| 250 | _aFifth edition. | ||
| 260 |
_aOxford : _bOxford University Press, _c2016. |
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| 300 |
_axxiv, 429 p. : _bill. b&w and col. ; _c25 cm. |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aPt. 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. | |
| 520 | _aStrategic 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. | ||
| 650 | 0 |
_92865 _aSales promotion |
|
| 650 | 0 |
_91343 _aAdvertising |
|
| 650 | 0 |
_91343 _aAdvertising _xManagement |
|
| 650 | 0 |
_9877 _aStrategic planning |
|
| 650 | 0 |
_92866 _aCommunication in marketing |
|
| 700 | 1 |
_4aut _92867 _aElliott, Richard H. |
|
| 942 |
_2ddc _cBK |
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