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Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]]
| Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]] |
| Autore | Percy Larry |
| Edizione | [Sixth edition] |
| Pubbl/distr/stampa | Oxford : , : Oxford University Press, , 2023 |
| Descrizione fisica | 1 online resource (xxi, 288 p.) : ill |
| Disciplina | 659.1 |
| Collana | Business trove |
| Soggetto topico |
Advertising - Management
Sales promotion |
| ISBN |
0-19-196891-9
0-19-257257-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNISA-996442347803316 |
Percy Larry
|
||
| Oxford : , : Oxford University Press, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]]
| Strategic advertising management / / Larry Percy, Richard Rosenbaum-Elliott [[electronic resource]] |
| Autore | Percy Larry |
| Edizione | [Sixth edition] |
| Pubbl/distr/stampa | Oxford : , : Oxford University Press, , 2023 |
| Descrizione fisica | 1 online resource (xxi, 288 p.) : ill |
| Disciplina | 659.1 |
| Collana | Business trove |
| Soggetto topico |
Advertising - Management
Sales promotion |
| ISBN |
0-19-196891-9
0-19-257257-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910482918403321 |
|
Percy Larry
|
||
| Oxford : , : Oxford University Press, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||