TY  - BOOK
AU  - Percy,Larry
AU  - Elliott,Richard
TI  - Strategic advertising management.
SN  - 0199274894
AV  - HF5438.5.P475  
U1  - 659.1 22
PY  - 2005///
CY  - Oxford, New York, N.Y.
PB  - Oxford University Press
KW  - Sales promotion
KW  - Advertising
KW  - Management
KW  - Strategic planning
KW  - Communication in marketing
N1  - 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
UR  - http://www.loc.gov/catdir/toc/ecip0511/2005012353.html
UR  - http://www.loc.gov/catdir/enhancements/fy0639/2005012353-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0725/2005012353-b.html
ER  -