| Description | | - Deals with advertising management from a strategic perspective.
- Builds on both academic insights and real world experience to provide a useful blend of advertising theory and practice.
- Numerous examples of successful advertising images and accompanying commentary.
| New to this edition- Expanded chapter introductions with chapter objectives and learning outcomes.
- Includes additional material taking into account changes in, and current thinking about, the Internet and interactive media in general.
- New insights into learning and memory resulting from recent developments in neuropsychology.
- Expanded discussion of the role emotion plays in advertising.
- Clear advice on the strategic as well as creative implications of the brand attitude strategy grid.
- An extensive glossary of key terms.
| The second edition of Percy and Elliott's Strategic Advertising Management
continues to deal with advertising from a strategic, rather than simply a descriptive standpoint, and covers all the main topics on an advertising management module. The authors look first at what advertising is meant to do and then go on to provide an understanding of what is necessary in the development of
effective advertising and promotion.
The text has been fully updated and revised to now include expanded chapter introductions, explicit chapter objectives and learning outcomes, as well as additional important readings to supplement each chapter. The chapters on 'Developing a Communication Strategy' and 'Processing the Message' have been significantly expanded with recent leading-edge
thinking, as well as new material on Integrated Marketing Communications in the final chapter. The authors use numerous examples of successful advertising images and a number of extended case histories to illustrate the application of the various theories discussed.
ONLINE RESOURCE CENTRE
For lecturers: suggested classroom exercises, suggested IPA case histories. For students:
glossary, further reading updates, questions.
|
Readership: Business studies or marketing undergraduates taking a second or third year course in marketing communications or advertising. Also MBA students doing a course in marketing communications/advertising.
| Contents |
Part I: Overview of Advertising and Promotion
1.
What is Advertising and Promotion?
2.
Perspectives on Advertising
Part II: Planning Considerations
3.
What it Takes For Successful Advertising and Promotion
4.
The Strategic Planning Process
Part III: Developing the Strategic Plan
5.
Selecting the Target Audience
6.
Understanding Target Audience Decision Making
7.
Determining the Best Positioning
8.
Developing a Communication Strategy
9.
Setting a Media Strategy
Part IV: Making it Work
10.
Processing the Message
11.
Creative Tactics
12.
Creative Execution
Part V: Integrating Advertising and Promotion
13.
Promotion Tactics
14.
Putting it All Together
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| Authors, editors,
and contributors |
Larry Percy, Visiting Professor, Oxford University and
Richard Elliott, Professor of Marketing and Consumer Research, Warwick Business School, The University of Warwick
|
The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
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