Strategic Advertising Management - Brossura

Percy, Larry; Rossiter, John R.; Elliott, Richard

Brossura

ISBN 10: 0198782322 ISBN 13: 9780198782322

Casa editrice: Oxford Univ Pr, 2001

Riassunto

Strategic Advertising Management is a comprehensive book covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy and Elliott deal with advertising from a strategic rather that simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. There are also a number of extended advertising case studies which are used to illustrate the application of the various theories discussed and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.

Su questo libro

L'autore:

Larry Percy is a Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of the Association for Consumer Research in the United States.Richard Elliott is Professor of Marketing and Consumer Research and Fellow of the Said Business School, University of Oxford. He has worked in brand management with a number of multinationals and was formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster and Warwick universities, at the London Business School, and at the ESSEC in Paris. His research interests include socio-cultural aspects of advertising, dysfunctional consumer behaviour, and consumption and self-identity issues.

Product Description:

Book by Percy Larry Elliott Richard

Su questa edizione

• Editore: Oxford Univ Pr
• Data di pubblicazione: 2001
• ISBN 10: 0198782322
• ISBN 13: 9780198782322
• Rilegatura: Copertina flessibile
• Numero di pagine: 350