Strategic Advertising Management - Couverture souple

Percy, Larry

Couverture souple

ISBN 10 : 0198782322 ISBN 13 : 9780198782322

Editeur : Oxford University Press, 2001

Synopsis

This 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. Percy , Rossiter, and Elliott deal with advertising from a strategic rather than simply a descriptive standpoint, starting out with a broad look at what advertising is meant to do and then going on to provide the reader with an understanding of what it takes to develop effective advertising and promotion. The book contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advert. There are also a number of extended advertising case histories which are used to illustrate the application of the various theories discussed, and each chapter concludes with a number of empirical exercises and a range of discussion and essay questions.

A propos du livre

Présentation de l'éditeur

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

Revue de presse

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)

Détails de l'édition

• Éditeur: Oxford University Press
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0198782322
• ISBN 13: 9780198782322
• Reliure: Broché
• Nombre de pages: 288
• Coordonnées du fabricant: non disponible
• Personne responsable: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italie