Strategic Advertising Management,9780198835615

Strategic Advertising Management

by ;
Edition: 6th
ISBN13: 9780198835615
ISBN10: 0198835612
Format: Paperback
Pub. Date: 2021-04-15
Publisher(s): Oxford University Press
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Author Biography


Larry Percy, Visiting Professor of Marketing at the Turku School of Economics, University of Turku,Richard Rosenbaum-Elliott, Professor Emeritus of Marketing and Consumer Research at the School of Management, University of Bath

Table of Contents


Part One: overview of Advertising and Promotion
1. What are Advertising and Promotion?
2. Perspectives on Advertising
3. Advertising across Cultural Borders
Part Two: Planning Considerations
4. What it Takes for Successful Advertising and Promotion
5. The Strategic Planning Process
Part Three: Developing the Strategic Plan
6. Selecting the Target Audience
7. Understanding Target Audience Decision Making
8. Determining the Best Positioning
9. Developing a Communication Strategy
10. Media Strategy
11. Digital Media
Part Four: Making it Work
12. Processing the Message
13. Creative Tactics
14. Creative Execution
Part Five: Integrating Advertising and Promotion
15. Sales Promotion and Broader Communication Mix
16. Campaign Strategy

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