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Strategic advertising management. / Larry Percy, Richard Elliott.

By: Percy, LarryContributor(s): Elliott, RichardMaterial type: TextTextPublisher: Oxford ; New York, N.Y. : Oxford University Press, c2005Edition: 2nd edDescription: xviii, 335 p.: ill. ; 25 cmISBN: 0199274894Subject(s): Sales promotion | Advertising -- Management | Strategic planning | Communication in marketingDDC classification: 659.1 LOC classification: HF5438.5.P475 Online resources: Table of contents only | Publisher description | Contributor biographical information
Contents:
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.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
Reference 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5438.5.P475 (Browse shelf) Available 6319/12

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.

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