Strategic Advertising Management

Percy, Larry; Rosenbaum-Elliott, Richard

ISBN 10: 0199605580 / ISBN 13: 9780199605583

Editore: Oxford University Press, 2012

May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G0199605580I4N00

Riassunto:

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 new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing.

Online Resource Centre

For Students:

Flashcard glossary
Additional questions
Further reading updates
Web links
Links to video
Examples of Advertising

For Lecturers:

Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides

Contenuti:

• Part One: Overview of Advertising and Promotion
• 1: What are Advertising and Promotion
• 2: Perspectives on Advertising
• Part Two: Planning Considerations
• 3: What it Takes for Successful Advertising and Promotion
• 4: Understanding Cultural Differences
• 5: The Strategic Planning Process
• Part Three: Developing The Strategic Plan
• 6: Selecting the Target Audience
• 7: Understanding the Best Positioning
• 8: Determining the Best Positioning
• 9: Developing Communications Strategy
• 10: Setting the Media Strategy
• Part Four: Making it Work
• 11: Processing the Message
• 12: Creative Tactics
• 13: Creative Execution
• Part Five: Integrating Advertising and Promotion
• 14: Message Delivery Options
• 15: Putting it All Together

Dati bibliografici

Titolo: Strategic Advertising Management
Casa editrice: Oxford University Press
Data di pubblicazione: 2012
Legatura: Paperback
Condizione: Very Good
Condizione sovraccoperta: No Jacket
Edizione: quarta edizione