- Percy, Larry.
- Elliott, Richard, 1950-
- Sales promotion
- Advertising -- Management
- Strategic planning
- 0199532575 (pbk.) :
- 9780199532575 (pbk.)
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- Previous ed.: 2005.
- Includes bibliographical references and index.
- PART ONE: OVERVIEW OF ADVERTISING AND PROMOTION; 1. What are Advertising and Promotion?; 2. Perspectives on Advertising; PART TWO: PLANNING CONSIDERATIONS; 3. Understanding Cultural Differences; 4. What it Takes for Successful Advertising and Promotion; 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 Communication 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
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