Strategic Advertising Management. Questo articolo non è disponibile.
Percy, Larry; Rosenbaum-Elliott, Richard
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Lingua: inglese
Editore: Oxford University Press, 2012
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- Usato
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May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.
Codice articolo G0199605580I4N00
- Titolo
- Strategic Advertising Management
- Autore
- Percy, Larry; Rosenbaum-Elliott, Richard
- Editore
- Oxford University Press
- Anno di pubblicazione
- 2012
- Condizione
- Very Good
- Sovraccoperta
- No Jacket
- Rilegatura
- Paperback
- Lingua
- inglese
- ISBN 10
- 0199605580
- ISBN 13
- 9780199605583
- Edizione
- quarta edizione
- Peso dell'articolo
- 1,9 libbre
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
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
"Riassunto" può appartenere a un’altra edizione di questo titolo.
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
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