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Book Cover
Author Percy, Larry.

Title Strategic advertising management / Larry Percy, Richard Elliott
Edition Second edition
Published Oxford ; New York, N.Y. : Oxford University Press, 2005


Location Call no. Vol. Availability
 MELB  659.1 Per/Sam 2005  AVAILABLE
Description xviii, 335 pages : illustrations ; 25 cm
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
Bibliography Includes bibliographical references and index
Subject Sales promotion.
Advertising -- Management.
Strategic planning.
Communication in marketing.
Author Elliott, Richard, 1971-
LC no. 2005012353
ISBN 9780199274895