Strategic advertising management

Author(s)
Bibliographic Information

Strategic advertising management

Larry Percy, Richard Rosenbaum-Elliott

Oxford University Press, c2012

4th ed

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Includes bibliographical references and index

Description and Table of Contents

Description

Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing. Online Resource Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Links to video Examples of Advertising For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

Table of Contents

  • PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION
  • PART TWO: PLANNING CONSIDERATIONS
  • PART THREE: DEVELOPING THE STRATEGIC PLAN
  • PART FOUR: MAKING IT WORK
  • PART FIVE: INTEGRATING ADVERTISING AND PROMOTION

by "Nielsen BookData"

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