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
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