Strategic Advertising Management

Strategic Advertising Management

Yazar : Larry Percy Richard Rosenbaum-Elliott
Yayınevi : OUP Oxford
ISBN : 9780199532575
Baskı yılı : 2008
Sayfa sayısı : 448
Ağırlık : 0.50 kg
Edisyon : 3
Stok durumu : Tükendi   
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
List of tables
List of figures
List of adverts
List of plates
Pt. 1 Overview of Advertising and Promotion 1
1 What are Advertising and Promotion? 3
2 Perspectives on Advertising 24
3 Advertising across Cultural Borders 39
Pt. 2 Planning Considerations 63
4 What it Takes for Successful Advertising and Promotion 65
5 The Strategic Planning Process 82
Pt. 3 Developing the Strategic Plan 107
6 Selecting the Target Audience 109
7 Understanding Target Audience Decision Making 138
8 Determining the Best Positioning 161
9 Developing a Communication Strategy 192
10 Setting a Media Strategy 228
Pt. 4 Making it Work 249
11 Processing the Message 251
12 Creative Tactics 284
13 Creative Execution 320
Pt. 5 Integrating Advertising and Promotion 345
14 Sales Promotion and Broader Communication Mix 347
15 Putting it All Together 376
Glossary 411
Index 415