Strategic advertising management
by
Percy, Larry.
Title
:
Strategic advertising management
Author
:
Percy, Larry.
ISBN
:
9780199532575
Personal Author
:
Percy, Larry.
Edition
:
3rd ed.
Publication Information
:
Oxford ; New York : Oxford University Press, 2009.
Physical Description
:
xviii, 424 p. : ill. (some col.) ; 25 cm.
General Note
:
Previous ed.: 2005.
Contents
:
Pt. 1. Overview of Advertising and Promotion -- 1. What are Advertising and Promotion? -- 2. Perspectives on Advertising -- 3. Advertising across Cultural Borders -- Pt. 2. Planning Considerations -- 4. What it Takes for Successful Advertising and Promotion -- 5. The Strategic Planning Process -- Pt. 3. Developing the Strategic Plan -- 6. Selecting the Target Audience -- 7. Understanding Target Audience Decision Making -- 8. Determining the Best Positioning -- 9. Developing a Communication Strategy -- 10. Setting a Media Strategy -- Pt. 4. Making it Work -- 11. Processing the Message -- 12. Creative Tactics -- 13. Creative Execution -- Pt. 5. Integrating Advertising and Promotion -- 14. Sales Promotion and Broader Communication Mix -- 15. Putting it All Together.
Abstract
:
"Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.".
"In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter."--BOOK JACKET.
Subject Term
:
Sales promotion.
Advertising -- Management.
Strategic planning.
Communication in marketing.
Added Author
:
Elliott, Richard H.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIEMSA | General Books | 33168025478104 | 659.1 P431S 2009 | 1 |
| IIEMSA | General Books | 33168025481355 | 659.1 P431S 2009 | 2 |