Strategic advertising management
Author(s)
Bibliographic Information
Strategic advertising management
Oxford University Press, c2016
5th ed
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Note
Previous ed.: 2012
Includes bibliographical references and index
Description and Table of Contents
Description
Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.
Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy.
The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.
Online Resource Centre
For Students:
Flashcard glossary
Additional questions
Further reading updates
Web links
Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries
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"
