Percy, Larry. <br/><br/>
Strategic advertising management / 
Larry Percy, Richard Rosenbaum-Elliott. 
 - 4th ed. 
 - Oxford :  Oxford University Press,  c2012. 
 - xxiii, 389 p., [20] p. of plates :  ill. ;  25 cm. 
<br/><br/> Previous ed.: 2009. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> "Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of 'how advertising works' and what is required from a manager's perspective, in the development of an effective communication plan. The new edition has been fully updated with more coverage of new media throughout the text and the inclusion of a section on advertising for social marketing."--Publisher. 
<br/><br/>
<br/><br/><label>ISBN: </label>9780199605583 0199605580 
<br/><br/><label>LCCN: </label>2012933761 
<br/><br/><label>Nat. Bib. No.: </label>GBB1C0897 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sales promotion.<br/>Advertising--Management.<br/>Strategic planning.
<br/><br/><label>Dewey Class. No.: </label>659.1