Strategic advertising management / Larry Percy, John R. Rossiter, Richard Elliott.

Format:

Book

Author/Creator:

Percy, Larry.

Contributor:

Rossiter, John R.

Elliott, Richard H.

Language:

English

Subjects (All):

Strategic planning.

Advertising--Management.

Advertising.

Sales promotion.

Communication in marketing.

Physical Description:

1 online resource (xxi, 288 p.) : ill.

Place of Publication:

Oxford : OUP, 2001

Summary:

This is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy, Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advert. There are also a number of extended advertising case histories which are used to illustrate the application of the various theories discussed, and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.

Contents:

Part one Overview of advertising and promotion

1. What is advertising and promotion?

2. Perspectives on advertising

Part two Planning considerations

3. What it takes for successful advertising and promotion

4. The strategic planning process

Part three Laying the foundation

5. Target audience considerations

6. Consumer decision-making

7. Positioning strategy

8. Communication strategy

9. Media strategy

Part four Making it work

10. Processing the message

11. Creative tactics

12. Promotion tactics

13. Creative execution

14. Integrating advertising and promotion

Index.

ISBN:

9780198782322 (pbk.)