Strategic Advertising Management

ISBN-10: 0199605580

ISBN-13: 9780199605583

Edition: 4th 2012

Authors: Larry Percy, Richard Rosenbaum-Elliott

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Book details

List price: $91.95
Edition: 4th
Copyright year: 2012
Publisher: Oxford University Press
Publication date: 4/10/2012
Binding: Paperback
Pages: 400
Size: 7.50" wide x 9.50" long x 0.75" tall
Weight: 2.090
Language: English

List of Case Studies
List of Tables
List of Figures
List of Boxes
List of Adverts
List of Plates
How to use this Book
Guide to the Online Resource Centre
Overview of Advertising and Promotion
What are Advertising and Promotion?
Defining Advertising and Promotion
A Closer Look at Advertising
A Closer Look at Promotion
Advertising and Promotion in Social Media
Advertising and the Consumer
Ethics and Advertising
Criticism of Advertising
Perspectives on Advertising
Audiences and Individuals
Implications for Advertising Strategy
Advertising across Cultural Borders
Convergence or Divergence
Basic Sources of Different Cultural Assumptions
Cognitive Organization and Cultural Values
Cultural Differences and Values in Advertising
Brand Perceptions across Cultures
Some Implications for Advertising Management
Planning Considerations
What it Takes for Successful Advertising and Promotion
The Communication Response Sequence
Planning Overview
The Advantage of Sequential Planning
Relating Objectives and Goals to the Communication Response Sequence
The Strategic Planning Process
Review the Marketing Plan First
Implement the Five-Step Strategic Planning Process
Developing the Strategic Plan
Selecting the Target Audience
Target Audience Groupings
Loyalty in Target Audience Selection
Cost Implications in Selecting a Target Audience
Profiling a Target Audience
Target Audience and Strategy
Understanding Target Audience Decision Making
Developing a Model of Target Audience Decision Making
Determining the Best Positioning
Marketing Mix
Identifying and Defining the Market
Seeking a Differential Advantage
Effective Positioning
Developing a Communication Strategy
Setting Communication Objectives
Brand Awareness and Brand Attitude Strategy
Importance of Involvement and Motivation
Promotion Strategy
Setting a Media Strategy
The Turbulent Media Environment
The Media Trade-Off Trinity
Selecting Media
Scheduling Media
Target Audience Factors and Brand Ecology
Evaluating the Efficiency of Media Strategy
New Media
Making it Work
Processing the Message
What do we Mean by Processing?
Cognitive Responses in Processing
Emotion
Processing Advertising in New Media
Creative Tactics
Tactics for Attention
Tactics for Learning
Minimizing Problems with Memory
Brand Awareness and Brand Attitude Creative Tactics
Creative Execution
Creating Advertising
Creative Execution and Decision Roles
Consistency in Creative Executions
Social Marketing Communication
Briefing the Creatives
Creative Research
Integrating Advertising and Promotion
Sales Promotion and Broader Communication Mix
Sales Promotion
Public Relations and Sponsorships
Personal Selling and Trade Shows
Product Placement
Packaging
Channels Marketing
Putting it all Together
Integrated Marketing Communication (IMC)
Advantages of Using Advertising and Promotion Together
Monitoring the Campaign
Campaign Wearout
Problems in Implementing IMC
Glossary
Index
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