Percy, Larry.
Strategic advertising management. / Larry Percy, Richard Elliott. - 2nd ed. - Oxford ; New York, N.Y. : Oxford University Press, c2005. - xviii, 335 p.: ill. ; 25 cm.
Includes bibliographical references and index.
Contents: Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.
0199274894
2005012353
Sales promotion.
Advertising--Management.
Strategic planning.
Communication in marketing.
HF5438.5.P475
659.1
Strategic advertising management. / Larry Percy, Richard Elliott. - 2nd ed. - Oxford ; New York, N.Y. : Oxford University Press, c2005. - xviii, 335 p.: ill. ; 25 cm.
Includes bibliographical references and index.
Contents: Overview of advertising and promotion -- What are advertising and promotion? -- Perspectives on advertising -- Planning considerations -- What it takes for successful advertising and promotion -- The strategic planning process -- Developing the strategic plan -- Selecting the target audience -- Understanding target audience decision making -- Determining the best positioning -- Developing a communication strategy -- Setting a media strategy -- Making it work -- Processing the message -- Creative tactics -- Creative execution -- Integrating advertising and promotion -- Promotion tactics -- Putting it all together.
0199274894
2005012353
Sales promotion.
Advertising--Management.
Strategic planning.
Communication in marketing.
HF5438.5.P475
659.1