Strategic advertising management / Larry Percy and Richard Elliott.

By:

Percy, Larry

Contributor(s):

Elliott, Richard H

Material type: Text

TextPublication details: Oxford : Oxford University Press, c2009.Edition: 3rd edDescription: xviii, 424 p. : ill. (some col.) ; 25 cmISBN:

9780199532575

Subject(s):

DDC classification:

659.1 PER

Online resources:

Summary: "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."--BOOK JACKET

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	659.1 PER (Browse shelf(Opens below))	1	Available		0065870

Total holds: 0

Includes bibliographical references and index.

"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."--BOOK JACKET

eng

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