Strategic Advertising Management

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.

List of contents

• 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

Summary

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.

Additional text

[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.'

Product details

• Authors: Larry Percy, Larry (Visiting Professor of Marketing At t Percy, Percy Larry, Richard Rosenbaum-Elliott, Rosenbaum-Elliott Richard
• Publisher: Oxford University Press
• Languages: English
• Product format: Paperback / Softback
• Released: 16.02.2021
• EAN: 9780198835615
• ISBN: 978-0-19-883561-5
• No. of pages: 504
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Advertising, Public Relations, BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Sales & Selling / General, business strategy