Strategic advertising management
Author(s)
Bibliographic Information
Strategic advertising management
Oxford University Press, 2009
3rd ed
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
Strategic Advertising Management 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 slides
Table of Contents
- PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION
- 1. What are Advertising and Promotion?
- 2. Perspectives on Advertising
- 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. Setting a Media Strategy
- PART FOUR: MAKING IT WORK
- 11. Processing the Message
- 12. Creative Tactics
- 13. Creative Execution
- PART FIVE: INTEGRATING ADVERTISING AND PROMOTION
- 14. Sales Promotion and Broader Communication Mix
- 15. Putting it All Together
by "Nielsen BookData"