Strategic advertising management /

• Percy, Larry.
• Elliott, Richard, 1950-

• Sales promotion
• Advertising -- Management
• Strategic planning

• Oxford University Press,

• 0199532575 (pbk.) :
• 9780199532575 (pbk.)

• £34.99

• 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

• Advertising principles & practice
• Strategic advertising management
• Strategic brand management
• Strategic brand management building measuring and managing brand equity
• Advertising
• Brand management a theoretical and practical approach
• Principles of direct and database marketing a digital orientation
• Advertising principles & practice
• Marketing strategy and competitive positioning
• Advertising
• Research methods for business students
• Brands and branding
• Marketing research an applied approach
• Principles of marketing
• Strategic market management
• Marketing communications engagements strategies and practice
• Surviving your dissertation a comprehensive guide to content and process
• Marketing strategy and competitive positioning
• Public relations principles and practice
• Creating powerful brands in consumer service and industrial markets
• Research methods for business students
• Consumer behaviour a European perspective
• Retail marketing
• Public relations an introduction
• Operations management