02216nam 2200469 450 99644234780331620240207115131.00-19-196891-90-19-257257-110.1093/hebz/9780198835615.001.0001(CKB)5590000000474146(StDuBDS)9780191968914(EXLCZ)99559000000047414620201126e20232021 fy| 0engur|n|nnn|||||rdacontentrdacontentrdamediardacarrierStrategic advertising management /Larry Percy, Richard Rosenbaum-Elliott[electronic resource]Sixth editionOxford :Oxford University Press,2023.1 online resource (xxi, 288 p.) illBusiness troveIncludes bibliographical references and index.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.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.Business trove.AdvertisingManagementSales promotionAdvertisingManagement.Sales promotion.659.1Percy Larry106587Elliott Richard H.StDuBDSStDuBDSBOOK996442347803316Strategic advertising management3670381UNISA