Blends academic insight with real-world experience
* Deals with advertising management from a strategic perspective
* European focus and numerous examples of successful advertising images accompanied by detailed commentary
* Companion web site including, for lecturers: PowerPoint slides, questions and exercises to test students; and, for students: links to IPA case histories, web links, references to further reading, and questions and exercises
DESCRIPTION:
This new and updated edition of Percy and Elliott's Strategic Advertising Management deals with advertising from a strategic rather than simply a descriptive standpoint. The authors look first at what advertising is meant to do, and then go on to analyse what constitutes effective advertising and promotion. They use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed.
CONTENTS:
Part I: Overview of Advertising and Promotion
1. What is advertising and promotion?
2. Where advertising and promotion fit in today's world
Part II: Planning Considerations
3. What it takes for successful advertising and promotion
4. The strategic planning process
Part III: Laying the Foundation
5. Target audience considerations
6. Consumer decision making
7. Positioning strategy
8. Communication strategy
9. Media strategy
Part IV: Making it Work
10. Processing the message
11. Creative tactics
12. Creative execution
Part V: Integrating Advertising and Promotion
13. Promotion tactics
14. Putting it all together
* Deals with advertising management from a strategic perspective
* European focus and numerous examples of successful advertising images accompanied by detailed commentary
* Companion web site including, for lecturers: PowerPoint slides, questions and exercises to test students; and, for students: links to IPA case histories, web links, references to further reading, and questions and exercises
DESCRIPTION:
This new and updated edition of Percy and Elliott's Strategic Advertising Management deals with advertising from a strategic rather than simply a descriptive standpoint. The authors look first at what advertising is meant to do, and then go on to analyse what constitutes effective advertising and promotion. They use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed.
CONTENTS:
Part I: Overview of Advertising and Promotion
1. What is advertising and promotion?
2. Where advertising and promotion fit in today's world
Part II: Planning Considerations
3. What it takes for successful advertising and promotion
4. The strategic planning process
Part III: Laying the Foundation
5. Target audience considerations
6. Consumer decision making
7. Positioning strategy
8. Communication strategy
9. Media strategy
Part IV: Making it Work
10. Processing the message
11. Creative tactics
12. Creative execution
Part V: Integrating Advertising and Promotion
13. Promotion tactics
14. Putting it all together