Percy, Larry.
Strategic advertising management / Larry Percy, Richard Elliott. - 2nd ed. - Oxford ; New York, N.Y. : Oxford University Press, c2005. - xviii, 335 p. : ill. ; 25 cm.
Includes bibliographical references and index. Includes bibliographical references and index.
Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.
0199274894 (pbk.) 9780199274895 (pbk.)
Sales promotion.
Advertising--Management.
Strategic planning.
Communication in marketing.
659.1 / PER
Strategic advertising management / Larry Percy, Richard Elliott. - 2nd ed. - Oxford ; New York, N.Y. : Oxford University Press, c2005. - xviii, 335 p. : ill. ; 25 cm.
Includes bibliographical references and index. Includes bibliographical references and index.
Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.
0199274894 (pbk.) 9780199274895 (pbk.)
Sales promotion.
Advertising--Management.
Strategic planning.
Communication in marketing.
659.1 / PER