Strategic advertising management / Larry Percy, Richard Rosenbaum-Elliott.
نوع المادة :
نصالناشر:Oxford, United Kingdom : Oxford University Press, 2016الطبعات:Fifth editionوصف:xxiv, 429 pages : illustrations (some colour) ; 25 cmنوع المحتوى:- text
- unmediated
- volume
- 9780198703655
- 0198703651
- HF5438.5 .P47 2016
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
|---|---|---|---|---|---|---|---|
كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5438.5 .P47 2016 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30020000049095 |
Includes bibliographical references and index.
Strategic Advertising Management offers a systematic look at advertising within a theoretical and strategic planning framework. The authors present an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.
Part 1. Overview of advertising and promotion -- 1. What are advertising and promotion? -- 2. Perspectives on advertising -- 3. Advertising across cultural borders -- Part 2. Planning considerations -- 4. What it takes for successful advertising and promotion -- 5. The strategic planning process -- Part 3. 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 4. Making it work -- 12. processing the message -- 13. Creative tactics -- 14. Creative execution -- Part 5. Integrating advertising and promotion -- 15. Sales promotion and broader communication mix -- 16. Campaign strategy.
