Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]]
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| Autore: |
Percy Larry
|
| Titolo: |
Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]]
|
| Pubblicazione: | Oxford : , : Oxford University Press, , 2023 |
| Edizione: | Sixth edition |
| Descrizione fisica: | 1 online resource (xxi, 288 p.) : ill |
| Disciplina: | 659.1 |
| Soggetto topico: | Advertising - Management |
| Sales promotion | |
| Persona (resp. second.): | ElliottRichard H. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Strategic advertising management |
| ISBN: | 0-19-196891-9 |
| 0-19-257257-1 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910482918403321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Business trove.