Strategic Advertising Management - Softcover

Percy, Larry; Elliott, Richard

Softcover

ISBN 10: 0199532575 ISBN 13: 9780199532575

Publisher: Oxford University Press, 2009

Synopsis

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

About this title

About the Author:

Larry Percy is a Visiting Professor at the Copenhagen Business School and Stockholm University, and International Consultant in Marketing Communications and Brand Strategy. Richard Elliott is a Professor of Marketing and Consumer Research at the University of Bath School of Management, and
Fellow of St Anne's College, Oxford.

Review:

Strategic Advertising Manangement stands out from all the current marketing communication textbooks by taking an integrated approach. It is exceptional in showing how marketing communication planning informs and inspires the rhetorical strategy and creative executions of advertising and promotional campaigns. Poul Erik Flyyvholm Jorgensen, Centre for Corporate Communication, Aarhus School of Business, University of Aarhus The third edition makes an excellent primer for students and managers wanting to understand the concepts and practices of advertising and promotion management. It explains the complexities of advertising management in a way that makes them accessible to students and practitioners alike. Peter Williams, Leeds Business School, Leeds Metropolitan University This is one of the most straightforward and focused advertising textbooks I have seen Evmorfia Argyriou, Aston Business School, Aston University

About this edition

• Publisher: Oxford University Press
• Publication date: 2009
• ISBN 10: 0199532575
• ISBN 13: 9780199532575
• Binding: Paperback
• Edition number: 3
• Number of pages: 424