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Record Nr. |
UNISA996442347803316 |
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Autore |
Percy Larry |
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Titolo |
Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]] |
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Pubbl/distr/stampa |
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Oxford : , : Oxford University Press, , 2023 |
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ISBN |
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0-19-196891-9 |
0-19-257257-1 |
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Edizione |
[Sixth edition] |
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Descrizione fisica |
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1 online resource (xxi, 288 p.) : ill |
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Collana |
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Disciplina |
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Soggetti |
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Advertising - Management |
Sales promotion |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Part one Overview of advertising and promotion -- 1. What is advertising and promotion? -- 2. Perspectives on advertising -- Part two Planning considerations -- 3. What it takes for successful advertising and promotion -- 4. The strategic planning process -- Part three Laying the foundation -- 5. Target audience considerations -- 6. Consumer decision-making -- 7. Positioning strategy -- 8. Communication strategy -- 9. Media strategy -- Part four Making it work -- 10. Processing the message -- 11. Creative tactics -- 12. Promotion tactics -- 13. Creative execution -- 14. Integrating advertising and promotion -- Index. |
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Sommario/riassunto |
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The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns. |
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