TY  - BOOK
AU  - Percy, Larry.
AU  - Elliott, Richard H.
AU  - Rossiter, John R.
TI  - Strategic advertising management
SN  - 0199605580
U1  - 659.1 
PY  - 2012///
CY  - New York
PB  - Oxford University Press
KW  - Strategic planning	
KW  - Advertising--Management	
KW  - Sales promotion
KW  - Communication in marketing
KW  - Advertising
N1  - 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
ER  -