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Strategic Advertising Management

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ISBN-10: 0199532575

ISBN-13: 9780199532575

Edition: 3rd 2008

Authors: Larry Percy, Richard Elliott

List price: $85.00
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Book details

List price: $85.00
Edition: 3rd
Copyright year: 2008
Publisher: Oxford University Press, Incorporated
Publication date: 2/15/2009
Binding: Paperback
Pages: 400
Size: 9.60" wide x 7.40" long x 1.10" tall
Weight: 2.2
Language: English

Overview of Advertising and Promotion
What are Advertising and Promotion?
Perspectives on Advertising
Planning Considerations
Understanding Cultural Differences
What it Takes for Successful Advertising and Promotion
The Strategic Planning Process
Developing the Strategic Plan
Selecting the Target Audience
Understanding the Best Positioning
Determining the Best Positioning
Developing Communication Strategy
Setting the Media Strategy
Making it Work
Processing the Message
Creative Tactics
Creative Execution
Integrating Advertising and Promotion
Message Delivery Options
Putting it All Together
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