Strategic Advertising Management - Softcover

Percy, Larry; Rosenbaum-Elliott, Richard

Softcover

ISBN 10: 0198703651 ISBN 13: 9780198703655

Publisher: Oxford University Press, 2016

Synopsis

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works. Using real world examples and case studies from a variety of international brands and companies, such as Samsung, McDonalds and Disney, the authors have created a resource that clearly illustrates how theory is put in to practice, and how strategic advertising operates in a global economy. The new edition features more coverage of social media, viral, and online advertising throughout, and a dedicated chapter on 'Digital Media, ' ensuring that the book continues to offer students the most complete guide to the rapidly evolving landscape of the advertising industry. Online Resource Centre For Students: Flashcard glossary Additional questions Further reading updates Web links Video links to adverts exemplifying strategies discussed in the book, short films from advertising companies and relevant documentaries For Lecturers: Suggested IPA case histories Suggested classroom exercises PowerPoint slides

About this title

About the Author:

Larry Percy has worked in both the "real world" of advertising and marketing as well as in the academic world. He is currently a consultant in marketing and communication. In addition to his consulting, Dr. Percy holds an appointment as Professor of Marketing at the Copenhagen Business School.
Over the years, he has taught in a number of graduate programs at top U.S. and European business schools, including the University of Pittsburgh's Katz Graduate School of Business, the University of Oxford, Luiss Business School in Rome, and the Stockholm School of Economics. Professor Richard
Elliott is Professor Emeritus of Marketing and Consumer Research at the University of Bath.

Review:

"Strategic Advertising Management by Larry Percy and Richard Rosenbaum-Elliott goes from strength to strength and remains the best source for conducting a university course on advertising management. The chapters unfold like a set of Chinese boxes, presenting a system of coherent rationales
from a foundation of sound theoretical perspectives. This is a book which my students always rely on."
--Poul Erik Flyvholm Jorgensen, Aarhus University

"A very good book! My new benchmark for books on advertising management!"
--Philipp Johannes Nolte, Heinrich-Heine Universitat Dusseldorf

"Excellent value, terrific and relevant content"
--Guy Parrott, The University of Bedfordshire

About this edition

• Publisher: Oxford University Press
• Publication date: 2016
• ISBN 10: 0198703651
• ISBN 13: 9780198703655
• Binding: Paperback
• Edition number: 5
• Number of pages: 416