Strategic Advertising Management (häftad)
Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
448
Utgivningsdatum
2008-12-11
Upplaga
3
Förlag
OUP Oxford
Medarbetare
Rosenbaum-Elliott, Richard
Illustratör/Fotograf
56 colour line drawings and 70 colour half-tone illlustrations
Illustrationer
56 colour line drawings and 70 colour half-tone illlustrations
Dimensioner
245 x 188 x 20 mm
Vikt
1000 g
Antal komponenter
1
ISBN
9780199532575

Strategic Advertising Management

Häftad, Engelska, 2008-12-11
404 kr
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The third edition of 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 marketing communication plan.
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Recensioner i media

Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns.

Peter Williams, Leeds Business School, Leeds Metropolitan University The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike.

Evmorfia Argyriou, Aston Business School, Aston University This is one of the most straightforward and focused advertising textbooks I have seen

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Innehållsförteckning

PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION; 1. What are Advertising and Promotion?; 2. Perspectives on Advertising; PART TWO: PLANNING CONSIDERATIONS; 3. Understanding Cultural Differences; 4. What it Takes for Successful Advertising and Promotion; 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 Communication 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