Integrating theory with application and presenting numerous real-life examples, Strategic Advertising Management, Fourth Edition, offers a systematic look at advertising within a theoretical and strategic planning framework. Authors Larry Percy and Richard Rosenbaum-Elliott present an overview of "how advertising works," discuss what is required from a manager in order to develop an effective communication plan, and equip students with the skills necessary for successfully applying strategy to various processes in advertising. A Companion Website includes resources for students and instructors.
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Larry Percy is Visiting Professor at Copenhagen Business School and Luiss Business School, Rome, and International Consultant in Marketing Communications and Brand Strategy. Richard Rosenbaum-Elliot is Professor of Marketing and Consumer Research at the University of Bath School of Management,
and Fellow of St Anne's College, Oxford.
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
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