Strategic Advertising Management (häftad)
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Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
504
Utgivningsdatum
2021-02-16
Upplaga
6
Förlag
OUP Oxford
Medarbetare
Rosenbaum-Elliott, Richard
Dimensioner
247 x 193 x 20 mm
Vikt
953 g
Antal komponenter
1
ISBN
9780198835615

Strategic Advertising Management

av Larry Percy
Häftad,  Engelska, 2021-02-16
770
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With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
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Fler böcker av Larry Percy

Recensioner i media

Dr Shirley Rate, Glasgow Caledonian University, UK This is probably the best text on the market for both coverage and depth of analysis.

Mr David Colley, Manchester Metropolitan University, UK [Of the previous edition] Strategic Advertising Management is a good contemporary overview of the advertising and communications landscape, combining a good level of theoretical foundation accompanied by relevant case studies and frequent examples to illustrate the practical application of advertising management.'

Övrig information

Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku, Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath

Innehållsförteckning

Part One: overview of Advertising and Promotion 1: What are Advertising and Promotion? 2: Perspectives on Advertising 3: Advertising across Cultural Borders Part Two: Planning Considerations 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 Target Audience Decision Making 8: Determining the Best Positioning 9: Developing a Communication Strategy 10: Media Strategy 11: Digital Media Part Four: Making it Work 12: Processing the Message 13: Creative Tactics 14: Creative Execution Part Five: Integrating Advertising and Promotion 15: Sales Promotion and Broader Communication Mix 16: Campaign Strategy

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