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

By: Percy, LarryContributor(s): Elliott, Richard H | Rossiter, John RMaterial type: Text

TextPublication details: New York: Oxford University Press, 2012Edition: 4th edDescription: xxiii, 389 p. : ill. ; 25 cmISBN: 0199605580Subject(s): Strategic planning | Advertising--Management | Sales promotion | Communication in marketing | AdvertisingDDC classification: 659.1

Contents:

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

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	659.1 LAR/S (Browse shelf(Opens below))	Available		P41137

Total holds: 0

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

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