Name: Strategic Advertising Management von Larry Percy
SKU: 9780199274895
Price: 5.39 EUR
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Strategic Advertising Management Zusammenfassung

Strategic Advertising Management Larry Percy

The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic, rather than simply a descriptive standpoint, and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed. ONLINE RESOURCE CENTRE For lecturers: suggested classroom exercises, suggested IPA case histories. For students: glossary, further reading updates, questions.

Über Larry Percy

Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising research at Carnegie-Mellon University and the University of Pittsburgh. He is the author of several other books on advertising and marketing communications and sits on the editorial board of a number of journals, including the Journal of Marketing Research. He is also a former Industry Director of the Association for Consumer Research in the United States. Richard Elliott is Professor of Marketing and Consumer Research, Warwick Business School, and prior to this was Professor of Marketing at the University of Exeter. He has worked in brand management with a number of multinationals and was formerly account manager at the international advertising agency Norman, Craig and Kummel. He has published articles in numerous journals and taught at Lancaster University, the London Business School, and the ESSEC in Paris. His research interests include socio-cultural aspects of advertising, dysfunctional consumer behaviour, and consumption and self-identity issues.

Inhaltsverzeichnis

PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION; 1. What are Advertising and Promotion?; 2. Perspectives on Advertising; PART TWO: PLANNING CONSIDERATIONS; 3. What it Takes for Successful Advertising and Promotion; 4. The Strategic Planning Process; PART THREE: DEVELOPING THE STRATEGIC PLAN; 5. Selecting the Target Audience; 6. Understanding Target Audience Decision Making; 7. Determining the Best Positioning; 8. Developing a Communication Strategy; 9. Setting a Media Strategy; PART FOUR: MAKING IT WORK; 10. Processing the Message; 11. Creative Tactics; 12. Creative Execution; PART FIVE: INTEGRATING ADVERTISING AND PROMOTION; 13. Promotion tactics; 14. Putting it All Together

Zusätzliche Informationen

Sku

GOR002369332

ISBN 13

9780199274895

ISBN 10

0199274894

Titel

Strategic Advertising Management Larry Percy

Autor

Larry Percy

Zustand

Gebraucht - Gut

Bindung

Broschiert

Verlag

Oxford University Press

Datum

2005-05-26

Anzahl der Seiten

360

Preise

N/A

Begleitschreiben

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