Strategic Advertising Management

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9780199605583: Strategic Advertising Management
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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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About the Author:

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.

Review:

`Strategic Advertising Management is a comprehensive textbook covering all areas of integrated marketing communications and combining rigorous empirical research with a wider perspective on the social and cultural aspects of advertising.. . The book contains numerous examples of successful advertising images alongside commentary illustrating just what goes into making an effective advert.' JISSM Vol 7 No 2,

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Other Popular Editions of the Same Title

9780199274895: Strategic Advertising Management

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ISBN 10:  0199274894 ISBN 13:  9780199274895
Publisher: Oxford University Press, 2005
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9780199532575: Strategic Advertising Management

Oxford..., 2009
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9780198782322: Strategic Advertising Management

Oxford..., 2002
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