Title Strategic advertising management / Larry Percy, Richard Elliott

Edition Second edition Published Oxford ; New York, N.Y. : Oxford University Press, 2005

Copies

Location	Call no.	Vol.	Availability
WATERFT BUSINESS	659.1 Per/Sam 2005		AVAILABLE
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 0199274894

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