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Strategic advertising management / Larry Percy, Richard Elliott.

By: Percy, Larry.
Contributor(s): Elliott, Richard.
Publisher: Oxford ; New York, N.Y. : Oxford University Press, c2005Edition: 2nd ed.Description: xviii, 335 p. : ill. ; 25 cm.ISBN: 0199274894 (pbk.); 9780199274895 (pbk.).Subject(s): Sales promotion | Advertising -- Management | Strategic planning | Communication in marketingDDC classification: 659.1
Contents:
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 1, BayNo 7

 659.1 PER (Browse shelf) 1 Available TBSxx,34003,03,AD 5000014270

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.

British Degree Programme (UWE) : UMKC7Q-2