Strategic Advertising Management
by Percy, Larry; Rosenbaum-Elliott, RichardEdition: 4th
Format: Paperback
Pub. Date: 2012-05-16
Publisher(s): Oxford University Press
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Summary
Integrating theory with application and presenting numerous real-life examples,Strategic Advertising Management,Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website (coming soon) includes resources for students and instructors. New to this Edition: * Expanded coverage of new media throughout * A section on advertising for social marketing * Updated case studies and additional examples, including those dealing with new and social media * A greater focus on ethics, which is now included in Chapter 1 * Expanded content on the Companion Website, including more cases and examples of print, TV, and Internet advertising, additional questions, and more video links
Author Biography
Professor Larry Percy is a visiting Professor at Copenhagen Business School and Luiss Business School, Rome, and International Consultant in Marketing Communications and Brand Strategy. Professor Richard Rosenbaum Elliott is Professor of Marketing and Consumer Research, University of Bath School of Management, and Fellow of St Anne's College, Oxford.
Table of Contents
| List of Case Studies | p. xi |
| List of Tables | p. xii |
| List of Figures | p. xiv |
| List of Boxes | p. xv |
| List of Adverts | p. xvi |
| List of Plates | p. xviii |
| How to use this Book | p. xx |
| Guide to the Online Resource Centre | p. xxii |
| Overview of Advertising and Promotion | p. 1 |
| What are Advertising and Promotion? | p. 3 |
| Defining Advertising and Promotion | p. 3 |
| A Closer Look at Advertising | p. 5 |
| A Closer Look at Promotion | p. 10 |
| Advertising and Promotion in Social Media | p. 11 |
| Advertising and the Consumer | p. 12 |
| Ethics and Advertising | p. 14 |
| Criticism of Advertising | p. 16 |
| Perspectives on Advertising | p. 24 |
| Audiences and Individuals | p. 24 |
| Implications for Advertising Strategy | p. 33 |
| Advertising across Cultural Borders | p. 38 |
| Convergence or Divergence | p. 38 |
| Basic Sources of Different Cultural Assumptions | p. 40 |
| Cognitive Organization and Cultural Values | p. 42 |
| Cultural Differences and Values in Advertising | p. 43 |
| Brand Perceptions across Cultures | p. 48 |
| Some Implications for Advertising Management | p. 49 |
| Planning Considerations | p. 59 |
| What it Takes for Successful Advertising and Promotion | p. 61 |
| The Communication Response Sequence | p. 61 |
| Planning Overview | p. 65 |
| The Advantage of Sequential Planning | p. 68 |
| Relating Objectives and Goals to the Communication Response Sequence | p. 70 |
| The Strategic Planning Process | p. 75 |
| Review the Marketing Plan First | p. 76 |
| Implement the Five-Step Strategic Planning Process | p. 78 |
| Developing the Strategic Plan | p. 97 |
| Selecting the Target Audience | p. 99 |
| Target Audience Groupings | p. 100 |
| Loyalty in Target Audience Selection | p. 103 |
| Cost Implications in Selecting a Target Audience | p. 105 |
| Profiling a Target Audience | p. 106 |
| Target Audience and Strategy | p. 117 |
| Understanding Target Audience Decision Making | p. 127 |
| Developing a Model of Target Audience Decision Making | p. 129 |
| Determining the Best Positioning | p. 142 |
| Marketing Mix | p. 143 |
| Identifying and Defining the Market | p. 146 |
| Seeking a Differential Advantage | p. 152 |
| Effective Positioning | p. 162 |
| Developing a Communication Strategy | p. 168 |
| Setting Communication Objectives | p. 170 |
| Brand Awareness and Brand Attitude Strategy | p. 175 |
| Importance of Involvement and Motivation | p. 184 |
| Promotion Strategy | p. 196 |
| Setting a Media Strategy | p. 202 |
| The Turbulent Media Environment | p. 203 |
| The Media Trade-Off Trinity | p. 204 |
| Selecting Media | p. 205 |
| Scheduling Media | p. 213 |
| Target Audience Factors and Brand Ecology | p. 214 |
| Evaluating the Efficiency of Media Strategy | p. 216 |
| New Media | p. 216 |
| Making it Work | p. 229 |
| Processing the Message | p. 231 |
| What do we Mean by Processing? | p. 231 |
| Cognitive Responses in Processing | p. 242 |
| Emotion | p. 249 |
| Processing Advertising in New Media | p. 255 |
| Creative Tactics | p. 262 |
| Tactics for Attention | p. 263 |
| Tactics for Learning | p. 268 |
| Minimizing Problems with Memory | p. 275 |
| Brand Awareness and Brand Attitude Creative Tactics | p. 276 |
| Creative Execution | p. 292 |
| Creating Advertising | p. 292 |
| Creative Execution and Decision Roles | p. 294 |
| Consistency in Creative Executions | p. 296 |
| Social Marketing Communication | p. 301 |
| Briefing the Creatives | p. 308 |
| Creative Research | p. 312 |
| Integrating Advertising and Promotion | p. 325 |
| Sales Promotion and Broader Communication Mix | p. 327 |
| Sales Promotion | p. 328 |
| Public Relations and Sponsorships | p. 339 |
| Personal Selling and Trade Shows | p. 342 |
| Product Placement | p. 344 |
| Packaging | p. 345 |
| Channels Marketing | p. 346 |
| Putting it all Together | p. 354 |
| Integrated Marketing Communication (IMC) | p. 354 |
| Advantages of Using Advertising and Promotion Together | p. 362 |
| Monitoring the Campaign | p. 365 |
| Campaign Wearout | p. 369 |
| Problems in Implementing IMC | p. 369 |
| Glossary | p. 377 |
| Index | p. 381 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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