Strategic Advertising Management - Softcover

Percy, Larry (Visiting Professor, Visiting Professor, Copenhagen Business School); Rosenbaum-Elliott, Richard (Professor Of Marketing And Consumer Research, Professor Of Marketing And Consumer Research, University Of Bath)

Softcover

ISBN 10: 0198703651 ISBN 13: 9780198703655

Verlag: Oxford University Press, 2016

Inhaltsangabe

Strategic Advertising Management presents a strong theoretical foundation for the development of effective marketing communication. The text then outlines how this theory can be used by managers in the development of effective marketing communication plans and creative executions. The book treats the subject as an integrated whole, looking at how the various aspects of advertising fit together.

In this latest edition the topic of promotion has been woven throughout the text. A new chapter on message delivery has been introduced, looking at basic types of promotion as well as alternative ways of delivering advertising and promotion type messages, such as sponsorships and event marketing. A new chapter on understanding cultural differences has also been included for the new edition, giving consideration to issues of culture in respect of advertising strategy and execution. Case studies have been introduced to allow students to critically reflect on the material being covered in each chapter.

The online resource centre will be updated in line with the text. The features of this can be outlined as follows:

Student:
Online glossary
Additional questions
Further reading updates
Web links

Lecturer:
Suggested IPA case histories
Suggested classroom exercises
PowerPoint slides

Über diesen Titel

Über die Autorin bzw. den Autor

Larry Percy, Visiting Professor, Copenhagen Business School,Richard Rosenbaum-Elliott, Professor of Marketing and Consumer Research, University of Bath

Details zur Ausgabe

• Verlag: Oxford University Press
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 0198703651
• ISBN 13: 9780198703655
• Einband: Taschenbuch
• Auflage: 5
• Anzahl der Seiten: 456
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italien