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001 996526877003316
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010   $a9781684696543 (e-book)
010   $a9780198782322 (pbk.)
035   $a(CKB)4100000009668878
035   $a(EXLCZ)994100000009668878
100   $a20200203d2001      uy             0
101 0 $aeng
200 10$aStrategic advertising management$b[electronic resource] /$fLarry Percy, John R. Rossiter, Richard Elliott
210   $aOxford $cOUP$d2001
215   $a1 online resource (xxi, 288 p.) $cill
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   $aThis is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising. Percy, Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advert. There are also a number of extended advertising case histories which are used to illustrate the application of the various theories discussed, and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.
606   $aStrategic planning
606   $aAdvertising$xManagement
606   $aSales promotion
606   $aCommunication in marketing
615  0$aStrategic planning.
615  0$aAdvertising$xManagement.
615  0$aSales promotion.
615  0$aCommunication in marketing.
676   $a659.1
700   $aPercy$b Larry$0106587
701   $aRossiter$b John R$01005025
701   $aElliott$b Richard H$01005026
912   $a996526877003316
996   $aStrategic advertising management$92309671
997   $aUNISA