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010   $a0-19-196891-9
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024 7 $a10.1093/hebz/9780198835615.001.0001
035   $a(CKB)5590000000474146
035   $a(StDuBDS)9780191968914
035   $a(EXLCZ)995590000000474146
100   $a20201126e20232021  fy|            0
101 0 $aeng
135   $aur|n|nnn|||||
181   $2rdacontent
181   $2rdacontent
182   $2rdamedia
183   $2rdacarrier
200 10$aStrategic advertising management /$fLarry Percy, Richard Rosenbaum-Elliott$b[electronic resource]
205   $aSixth edition
210  1$aOxford :$cOxford University Press,$d2023.
215   $a1 online resource (xxi, 288 p.) $cill
225 1 $aBusiness trove
320   $aIncludes bibliographical references and index.
327   $aPart 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.
330 8 $aThe authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
410  0$aBusiness trove.
606   $aAdvertising$xManagement
606   $aSales promotion
615  0$aAdvertising$xManagement.
615  0$aSales promotion.
676   $a659.1
700   $aPercy$b Larry$0106587
702   $aElliott$b Richard H.
801  0$bStDuBDS
801  1$bStDuBDS
906   $aBOOK
912   $a9910482918403321
996   $aStrategic advertising management$93670381
997   $aUNINA