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Strategic Advertising Management - Larry Percy

Strategic Advertising Management

Paperback Published: 5th May 2016
ISBN: 9780198703655
Number Of Pages: 432

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Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works. Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put into practice, and how strategic advertising operates in a global economy. The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media,' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry.New to this Edition:A more user-friendly design using full colour throughout makes the text more engaging for students, and sees key advertisements distributed throughout the bookSixteen new case studies on topical advertising from international brands and companies including, the Oscars Selfie and Samsung, the Royal Wedding and T-mobile, and the Red Bull Stratos projectAn increased number of international examples from Europe, North America, and from emerging markets (BRICS/CIVETS)A new chapter on 'Digital Media' covering social media/ viral/ online advertisingAdditional coverage of corporate image advertising and credibility

Industry Reviews

`Continues to be the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book that my students always rely on.' Professor Erik Flyvholm Jorgensen, Department of Business Communication, Aarhus University, Denmark `Strategic Advertising Management by Larry Percy and Richard Rosenbaum-Elliott goes from strength to strength and remains the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales from a foundation of sound theoretical perspectives. This is a book which my students always rely on.' Poul Erik Flyvholm Jørgensen, Aarhus University `A very good book! My new benchmark for books on advertising management!' Philipp Johannes Nolte, Heinrich-Heine Universität Düsseldorf `Excellent value, terrific and relevant content' Guy Parrott, The University of Bedfordshire

Part One: overview of Advertising and Promotion 1: What are Advertising and Promotion? 2: Perspectives on Advertising 3: Advertising across Cultural Borders Part Two: Planning Considerations 4: What it Takes for Successful Advertising and Promotion 5: The Strategic Planning Process Part Three: Developing the Strategic Plan 6: Selecting the Target Audience 7: Understanding Target Audience Decision Making 8: Determining the Best Positioning 9: Developing a Communication Strategy 10: Setting a Media Strategy 11: Digital Media Part Four: Making it Work 12: Processing the Message 13: Creative Tactics 14: Creative Execution Part Five: Integrating Advertising and Promotion 15: Sales Promotion and Broader Communication Mix 16: Campaign Strategy

ISBN: 9780198703655
ISBN-10: 0198703651
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 432
Published: 5th May 2016
Publisher: Oxford University Press
Country of Publication: GB
Dimensions (cm): 24.7 x 20.5  x 1.8
Weight (kg): 0.86
Edition Number: 5
Edition Type: Revised

Earn 192 Qantas Points
on this Book