• Takes a strategic approach to advertising management, laying the foundation so that students understand how effective marketing communication works
• Equips students with the necessary skills for developing the strategy involved in advertising, enabling students to gain confidence and understand how strategy may be applied to the processes involved in advertising
• Integrates theory with application, presenting numerous real life examples, allowing students to gain an insight into strategic advertising practice

New to this edition

• New chapter on managing cultural differences
• New chapter on message delivery
• Integration of 'promotion' throughout the text
• Case studies at the end of each chapter, examples of which include Nike, Johnnie Walker, Audi, Maybelline, and Sprite

Readership: Marketing or business undergraduates taking a second or third year module in advertising or marketing communications. Also MBA and postgraduate students taking a module in advertising or marketing communications.

Larry Percy, Visiting Professor, Copenhagen Business School and Stockholm University, and International Consultant in Marketing Communications and Brand Strategy, and Richard Elliott, Professor of Marketing and Consumer Research, University of Bath School of Management, and Fellow of St Anne's College, Oxford

"<I>Strategic Advertising Manangement</I> 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." - Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus

"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." - Peter Williams, Leeds Business School, Leeds Metropolitan University

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

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