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- Häftad (paperback)
- Språk: Engelska
- Antal sidor: 448
- Utg.datum: 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
Fler böcker av Larry Percy
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
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