Strategic advertising management /
By: Percy, Larry
Title By: Elliott, Richard
Material type:
BookPublisher: Oxford ; New York, N.Y. : Oxford University Press, c2005.Edition: 2nd ed.Description: xviii, 335 p., 10 p. of col. plates : ill ; 25 cm.ISBN: 0199274894Program: MARK333 TBS982Subject(s): Sales promotion | Advertising -- Management | Strategic planning | Communication in marketingDDC classification: 659.1
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 659.1 PE ST (Browse shelf) | Available | T0023600 |
Total holds: 0
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.
MARK333 TBS982