|
|
|
|
Strategic Advertising Management
Third Edition
Larry Percy and Richard Elliott
448 pages
|
56 colour line drawings and 70 colour half-tone illlustrations
|
246x189mm
978-0-19-953257-5
|
Paperback
|
11 December 2008
|
|
|
|
|
- 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
<I>Strategic Advertising Management</I> presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.
In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as
well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter.
The online resource centre will be updated in line with the text. The features of this can be outlined as follows:
Student:
Online glossary
Additional questions
Further reading updates
Web links
Lecturer:
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slidesReadership: 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
|
|
|
|
Recently Viewed
|
|
|
A Critical Introduction
Michael Blowfield, Alan Murray
£31.99
|
|
|
|
|
Philosophical, Psychological, and Neural Theories
David Rose
£24.99
|
|
|
|
|
Mark Beattie, Anil Dhawan...
£37.95
|
|
|
|
|
The specification in this catalogue, including without limitation price, format, extent, number of illustrations, and month of publication, was as accurate as possible at the time the catalogue was compiled. Occasionally, due to the nature of some contractual restrictions, we are unable to ship a specific product to a particular territory. Jacket images are provisional and liable to change before publication.
|
|
