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: 659.1Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 659.1 PE ST (Browse shelf) | Available | T0023600 |
, Shelving location: Main Collection Close shelf browser
659.1 MO AD Advertising & IMC : | 659.1 OG AD Advertising and integrated brand promotion | 659.1 OL BR Brand new : the shape of brands to come / | 659.1 PE ST Strategic advertising management / | 659.1 PE ST Strategic advertising management / | 659.1 PE ST Strategic advertising management / | 659.1 PE ST Strategic advertising management / |
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