000			01986cam a22003614a 4500
001			13945902
005			20210414114144.0
008			050428s2005 enka b 001 0 eng
010			_a 2005012353
020			_a0199274894
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF5438.5.P475
082	0	0	_a659.1 _222
100	1		_aPercy, Larry.
245	1	0	_aStrategic advertising management. / _cLarry Percy, Richard Elliott.
250			_a2nd ed.
260			_aOxford ; _aNew York, N.Y. : _bOxford University Press, _cc2005.
300			_axviii, 335 p.: _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
505	0		_aContents: 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.
650		0	_aSales promotion.
650		0	_aAdvertising _xManagement.
650		0	_aStrategic planning.
650		0	_aCommunication in marketing.
700	1		_aElliott, Richard.
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/toc/ecip0511/2005012353.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0639/2005012353-d.html
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0725/2005012353-b.html
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c2403 _d9903