Strategic advertising management

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Title:

Strategic advertising management

Author:

Percy, Larry.

ISBN:

9780199274895

Personal Author:

Percy, Larry.

Edition:

2nd ed.

Publication Information:

Physical Description:

xviii, 335 pages, 10 pages of color plates : illustrations ; 25 cm

Contents:

Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.

Subject Term:

Sales promotion.

Advertising -- Management.

Strategic planning.

Communication in marketing.

Added Author:

Elliott, Richard.

Electronic Access:

Inhaltsverzeichnis
Table of contents http://catdir.loc.gov/catdir/toc/ecip0511/2005012353.html
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014164960&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0725/2005012353-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0639/2005012353-d.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015768449	658.82 P431S 2004	1	Searching... Unknown
Searching... 1:RCPTA	1:GEN-BOOK	000030563	658.82 PER	1	Searching... Unknown
Searching... 1:VCDBN	1:GEN-BOOK	000020274	658.82 PER	1	Searching... Unknown
Searching... 1:VCPE	1:GEN-BOOK	000040158	658.82 PER	1	Searching... Unknown
Searching... 1:VCPMB	1:GEN-BOOK	000090523	658.82 PER	1	Searching... Unknown
Searching... 1:VCSD	1:GEN-BOOK	000051549	659.121 PER	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000014043	658.8 PER	1	Searching... Unknown

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Summary

The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic, rather than simply a descriptive standpoint, and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. ONLINE RESOURCE CENTRE For lecturers: suggested classroom exercises, suggested IPA case histories. For students: glossary, further reading updates, questions.