Strategic advertising management/

Percy, Larry.

Strategic advertising management/ Larry Percy, John R. Rossiter, Richard Elliott. - 4th ed. - New York: Oxford University Press, 2012. - xxiii, 389 p. : ill. ; 25 cm.

PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION;

1. What are Advertising and Promotion

2. Perspectives on Advertising

PART TWO: PLANNING CONSIDERATIONS

3. What it Takes for Successful Advertising and Promotion

4. Understanding Cultural Differences

5. The Strategic Planning Process

PART THREE: DEVELOPING THE STRATEGIC PLAN;

6. Selecting the Target Audience

7. Understanding the Best Positioning

8. Determining the Best Positioning

9. Developing Communications Strategy

10. Setting the Media Strategy

PART FOUR: MAKING IT WORK;

11. Processing the Message

12. Creative Tactics

13. Creative Execution

PART FIVE: INTEGRATING ADVERTISING AND PROMOTION;

14. Message Delivery Options

15. Putting it All Together

0199605580


Strategic planning
Advertising--Management
Sales promotion
Communication in marketing
Advertising

659.1 / LAR/S
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