000			00374nam a2200145Ia 4500
999			_c186123 _d186123
020			_a0199605580
040			_cCUS
082			_a659.1 _bLAR/S
100			_aPercy, Larry.
245		0	_aStrategic advertising management/ _cLarry Percy, John R. Rossiter, Richard Elliott.
250			_a4th ed.
260			_aNew York: _bOxford University Press, _c2012.
300			_axxiii, 389 p. : _bill. ; _c25 cm.
505			_aPART 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
650			_aStrategic planning
650			_aAdvertising--Management
650			_aSales promotion
650			_aCommunication in marketing
650			_aAdvertising
700			_aElliott, Richard H.
700			_aRossiter, John R.
942			_cWB16