Larry Percy (Visiting Professor of Marketing at the Turku School of, Richard Rosenbaum-Elliott (Professor Emeritus of Marketing and Cons

Strategic Advertising Management

• Broschiertes Buch

Produktbeschreibung

With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

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Produktdetails

• Verlag: Oxford University Press
• 6 Revised edition
• Seitenzahl: 504
• Erscheinungstermin: 16. Februar 2021
• Englisch
• Abmessung: 243mm x 189mm x 23mm
• Gewicht: 966g
• ISBN-13: 9780198835615
• ISBN-10: 0198835612
• Artikelnr.: 59990616

Autorenporträt

Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku, Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath

Inhaltsangabe

Part One: overview of Advertising and Promotion
1: What are Advertising and Promotion?
2: Perspectives on Advertising
3: Advertising across Cultural Borders
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: Media Strategy
11: Digital Media
Part Four: Making it Work
12: Processing the Message
13: Creative Tactics
14: Creative Execution
Part Five: Integrating Advertising and Promotion
15: Sales Promotion and Broader Communication Mix
16: Campaign Strategy