Strategic advertising management /
Larry Percy, Richard Elliott.
- 2nd ed.
- Oxford ; New York, N.Y. : Oxford University Press, c2005.
- xviii, 335 p., 10 p. of col. plates : ill ; 25 cm.
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.
0199274894
2005012353
Sales promotion. Advertising--Management. Strategic planning. Communication in marketing.