Strategic Advertising Management by Larry PercyStrategic Advertising Management by Larry Percy

Strategic Advertising Management

byLarry Percy, Richard Elliott

Paperback | June 9, 2005

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The second edition of Percy and Elliott's Strategic Advertising Management continues to deal with advertising from a strategic, rather than simply a descriptive standpoint, and covers all the main topics on an advertising management module. The authors look first at what advertising is meantto do and then go on to provide an understanding of what is necessary in the development of effective advertising and promotion. The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' havebeen significantly expanded with recent leading-edge thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the varioustheories discussed. ONLINE RESOURCE CENTRE For lecturers: suggested classroom exercises, suggested IPA case histories. For students: glossary, further reading updates, questions.

About The Author

Larry Percy is Visiting Professor at the University of Oxford and an advertising communications consultant. He has worked for a number of leading advertising agencies in the United States, including Lintas and Young and Rubicam, and has taught marketing theory, advertising strategy, and advertising research at Carnegie-Mellon Universi...
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Details & Specs

Title:Strategic Advertising ManagementFormat:PaperbackDimensions:320 pages, 9.69 × 7.44 × 0.77 inPublished:June 9, 2005Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199274894

ISBN - 13:9780199274895

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Table of Contents

Part One: Overview of Advertising and Promotion1. What are Advertising and Promotion?2. Perspectives on AdvertisingPart Two: Planning Considerations3. What it Takes for Successful Advertising and Promotion4. The Strategic Planning ProcessPart Three: Developing the Strategic Plan5. Selecting the Target Audience6. Understanding Target Audience Decision Making7. Determining the Best Positioning8. Developing a Communication Strategy9. Setting a Media StrategyPart Four: Making it Work10. Processing the Message11. Creative Tactics12. Creative ExecutionPart Five: Integrating Advertising and Promotion13. Promotion tactics14. Putting it All Together